The system's launch represented not only a new product, but also a reframing of the severely damaged home video game market segment as a whole. The video game market crash of 1983 had occurred in significant part due to a lack of consumer and retailer confidence in video games, which had in turn been due partially to confusion and misrepresentation in the marketing of video games. Prior to the NES, the packaging of many video games presented bombastic artwork which exaggerated the graphics of the actual game. In terms of product identity, a single game such as Pac-Man would appear in many versions on many different game consoles and computers, with large variations in graphics, sound, and general quality between the versions. By stark contrast, Nintendo's marketing strategy aimed to regain consumer and retailer confidence, by delivering a singular platform whose technology was not in need of heavy exaggeration and whose qualities were clearly defined.

What year did the video game market crash?