Editing Ultimate Play the Game (section)

===Fans===
Ultimate were one of the first developers to have their own fanbase focused on the company and brand as much as the games themselves.<ref name="rgamer20"/> They received so much fan mail at their peak that a full-time employee had to be taken on to deal with up to 60 letters per day. They were known for their positive attitude to fans, always replying to letters and responding to requests for merchandise by sending posters, sweatshirts and caps free of charge.<ref name="Best of British"/> The Stampers later stated that they were more interested in creating the games than making money from merchandising.<ref name="Best of British"/> ''[[Retro Gamer]]'' has suggested that besides the quality of the games, Ultimate's popularity arose from a combination of "superb presentation" as well as the company's "air of mystique" giving it a "secretive yet cool vibe".<ref name="retrogameranthology">Ultimate Collectables, ''Retro Gamer Anthology'', pages 61–63, Live Publishing, 2004</ref>