The practice of bundling the system along with select games helped to make Super Mario Bros. In 1988, Gunpei Yokoi and his team at Nintendo R&D1 conceived the new Game Boy handheld system, with the purpose of merging the two very successful ideas of the Game & Watch's portability along with the NES's cartridge interchangeability.
Yamauchi's realization that the playing card business had limited potential was a turning point. However, Nintendo was forced to sell it because problems with the labour unions were making it too expensive to run the service.
In 1980, Nintendo launched Game & Watch—a handheld video game series developed by Yokoi.