Editing Ultimate Play the Game

{{Short description|Defunct video games developer and publisher}}
{{Use dmy dates|date=September 2024}}
{{Use British English|date=September 2024}}
{{Infobox company
| name = Ashby Computers and Graphics Limited
| trade_name = Ultimate Play the Game
| logo = Ultimate Play the Game logo.jpg
| type = [[Video game developer]]
| foundation = {{start date and age|df=y|1982}}
| defunct = 
| successor = [[Rare (company)|Rare]]
| location = [[Ashby-de-la-Zouch]], England
| key_people = [[Stamper brothers|Tim Stamper]] (graphics director)<br />[[Chris Stamper]] (software director)<br />Carol Stamper née Ward (director)<br />John Lathbury (director)<br />Louise Stamper<br />Christian Penfold
| industry = [[Video game industry|Video games]]
| products = {{Unbulleted list|''[[Atic Atac]]''|''[[Jetpac]]''|''[[Lunar Jetman]]''|''[[Knight Lore]]''|''[[Sabre Wulf]]''|}}
| revenue = 
| operating_income = 
| net_income = 
| parent = [[Rare (company)|Rare]]
| num_employees = 
| homepage = 
}}

'''Ashby Computers and Graphics Limited''', trading as '''Ultimate Play the Game''', was a British [[video game developer]] and [[Video game publisher|publisher]],<ref name="rgamer20"/><ref name="gamestm"/><ref name="Jones King"/> founded in 1982, by ex-[[arcade video game]] developers<ref name=pcw>{{citation | title=The gang of four | journal=[[Popular Computing Weekly]] | date= 18–24 August 1983 | volume=2 | issue=33 | page=13 | url=https://archive.org/stream/popular-computing-weekly-1983-08-18/PopularComputing_Weekly_Issue_1983-08-18#page/n12/mode/1up }}</ref><ref>{{citation | title=Arcade aces turn to micros to produce Jet Pac and PSST | journal=[[Your Computer (British magazine)|Your Computer]] | date=June 1983 | issue=6 | page=49 | url=https://archive.org/stream/your-computer-magazine-1983-06/YourComputer_1983_06#page/n48/mode/1up }}</ref> [[Tim and Chris Stamper]]. Ultimate released a series of successful games for the [[ZX Spectrum]], [[Amstrad CPC]], [[BBC Micro]], [[MSX]] and [[Commodore 64]] computers from 1983 until 1987. Ultimate are perhaps best remembered for the big-selling titles ''[[Jetpac]]'' and ''[[Sabre Wulf]]'', each of which sold over 300,000 copies in 1983 and 1984 respectively, and their groundbreaking series of [[isometric projection|isometric]] [[arcade adventure]]s using a technique termed [[Filmation engine|Filmation]]. ''[[Knight Lore]]'', the first of the Filmation games, has been retrospectively described in the press as "seminal ... revolutionary" (''[[GamesTM]]''),<ref name="gamestm"/> "one of the most successful and influential games of all time" (''[[X-One|X360]]''),<ref name="Jones King"/> and "probably ... the greatest single advance in the history of computer games" (''[[Edge (magazine)|Edge]]'').<ref>{{citation | title=Retroview – Knightlore | magazine=[[Edge (magazine)|Edge]] | date= September 1994 | issue=12 | page=77 }}</ref>

By the time of the label's last use in 1988 on a retrospective compilation, Ultimate had evolved into [[Rare (company)|Rare]] and moved on to developing titles for [[Nintendo#Consoles|Nintendo consoles]]. Rare was purchased by [[Microsoft]] in 2002 for [[United States dollar|US$]]377&nbsp;million, a record price for a video game developer,<ref name="Microsoft">{{cite news|title= Microsoft buy top games producers Rare | publisher=CBBC Newsround | url=http://news.bbc.co.uk/cbbcnews/hi/sci_tech/newsid_2283000/2283354.stm | access-date=1 May 2007 | date=26 September 2002}}</ref> and now develops exclusively for Microsoft platforms such as [[Xbox]] and [[Microsoft Windows]]. In 2006, Rare revived the "Ultimate Play the Game" name for an [[Xbox Live Arcade]] remake of ''Jetpac'' named ''[[Jetpac Refuelled]]''. In 2015, several Ultimate titles were collected and released as part of the ''[[Rare Replay]]'' compilation for [[Xbox One]].

==History==
===Early history and rise===
Ultimate Play the Game was founded in the [[Leicestershire]] town of [[Ashby-de-la-Zouch]] in 1982 by [[Tim and Chris Stamper]],<ref>{{citation | title=In search of the ultimate game | journal=Home Computing Weekly | date=August 1983 | issue=23 | page=33 | url=https://archive.org/stream/home-computing-weekly-023/Home_Computing_Weekly_023#page/n32/mode/1up }}</ref> their friend John Lathbury, and Tim's girlfriend (later wife) Carole Ward.<ref name="rgamer20">{{citation |title=A Rare Breed | magazine=[[Retro Gamer]] | issue=20 | pages=26–33 | publisher=[[Imagine Publishing]] | date= January 2006 }}</ref><ref name="Jones King"/> Other members of the Stamper family were also involved in the early running and support of the company, which was initially located in a house next to the family-run newsagent.<ref name="rgamer20"/><ref name="Jones King">Jones, Darran and King, Ryan. ''[[X-One|X360]] Magazine'' supplemental: ''Rare – The Ultimate Story'', page 9. [[Imagine Publishing]], 2005.</ref> Both Tim and Chris had worked in arcade game development<ref name="rgamer20"/><ref name="CRASH62p9"/> including, according to one report, [[Konami]]'s ''[[Gyruss]]'',<ref name=cuser22>{{citation | title=Fortress Ultimate| journal=[[Commodore User]] | issue=22 | pages=20–21 | publisher=[[EMAP]] | date=July 1985 | url=https://archive.org/stream/commodore-user-magazine-22/Commodore_User_Issue_22_1985_Jul#page/n19/mode/2up }}</ref> and claimed to be "the most experienced arcade video game design team in Britain" until tiring of working for others and leaving to start Ashby Computers and Graphics.<ref name=pcg1>{{citation | title=PSST is this the Ultimate? | journal=[[Personal Computer Games]] | date=June 1983 | issue=1 | page=5 | url=https://archive.org/stream/personalcomputergames-magazine-01/PersonalComputerGames_01#page/n6/mode/1up }}</ref> This led to ACG's initial trade being in creating arcade conversion kits,<ref name="rgamer20"/><ref name="Jones King"/> before moving into the home computer software market developing games under the Ultimate Play the Game name. Ashby released four arcade games: [[Blue Print (video game)|''Blue Print'']] for [[Midway Games|Bally-Midway]], and ''Grasspin'', ''Dingo'' and ''Saturn'' for [[Jaleco]].

Ultimate's first game was ''[[Jetpac]]'' in May 1983 for the 16K Spectrum.<ref name=pcg1/> In a 1983 interview, Tim Stamper said that they deliberately targeted 16K machines as their smaller size meant development time was much shorter, claiming they could produce two 16K games in one month, or one 48K game.<ref name='pcwultimate'>{{cite magazine |title=The gang of four|magazine=Popular Computing Weekly|issue=33|publisher=Sunshine Publications|date=18 August 1983|page=13|url=https://spectrumcomputing.co.uk/page.php?issue_id=2768&page=13|access-date=30 November 2021}}</ref> Jetpac was a huge commercial success selling more than 300,000 copies<ref name=history>{{cite journal|title=1983: A Spaceman's Odyssey - The History of Jetman|journal=Retro Gamer|date=November 2011|issue=96|page=50|url=http://scans.bytemaniacos.com/en/retro_gamer/Retro_Gamer_Issue_096.pdf|access-date=22 August 2015|publisher=Imagine|url-status=dead|archive-url=https://web.archive.org/web/20150927142453/http://scans.bytemaniacos.com/en/retro_gamer/Retro_Gamer_Issue_096.pdf|archive-date=27 September 2015}}</ref> providing the fledgling company with a turnover in excess of [[Pound sterling|£]]1&nbsp;million.<ref name="rgamer20"/>

This was followed by three further 16K releases, ''[[Pssst]]'' in June,<ref name=pcg1/> ''[[Tranz Am]]'', and ''[[Cookie (video game)|Cookie]]'', before Ultimate stepped up to the 48K Spectrum. ''Jetpac'', ''Pssst'', ''Tranz Am'' and ''Cookie'' were four of only ten games ever to be released on the 16K [[Read only memory|ROM]] format for use with the [[ZX Interface 2]]. They were also republished on cassette, with distinctive silver inlay cards, by [[Sinclair Research]].

Ultimate's first 48K releases were ''[[Lunar Jetman]]'' – a sequel to ''Jetpac'' – and ''[[Atic Atac]],'' both of which were released in late 1983.<ref>{{cite journal | url=https://wos.meulie.net/pub/sinclair/magazines/PersonalComputerGames/Issue02/Pages/PersonalComputerGames0200007.jpg | date=December 1983 |title=Coming Soon... |journal=[[Personal Computer Games]] |issue=2 |page=7}}</ref> Both games were very well received by the gaming press, ''[[CRASH (magazine)|CRASH magazine]]'' in particular praising what Ultimate had managed to do with the extra memory Lunar Jetman used.<ref>{{cite web | url=http://www.crashonline.org.uk/01/jetman.htm | title=''Lunar Jetman'' review | work=[[CRASH (magazine)|CRASH]]| publisher=Newsfield Publications |date=February 1984 |issue=1 |page=88 }}</ref> In 1984 came ''[[Sabre Wulf]]'', the first in the ''[[Sabreman]]'' series, and the first release at a [[suggested retail price|recommended retail price]] of £9.95. The price of Ultimate titles had previously been just £5.50, which was typical for Spectrum arcade-style games at the time.<ref name="rgamer20"/> This increase was to discourage [[software piracy|piracy]], with the idea being that if customers paid more for a game they would be less inclined to give away copies.<ref>Jones, Darran and King, Ryan. ''[[X-One|X360]]'' supplemental: ''Rare – The Ultimate Story'', page 13. [[Imagine Publishing]], 2005.</ref> This coincided with the introduction of the distinctive Ultimate "big box" packaging (used with all further Spectrum releases until ''[[Gunfright]]'', and with various releases on other platforms), which the company felt might also help justify the price increase and encourage gamers to buy the game rather than copy it. The strategy paid off as ''Sabre Wulf'' went on to sell over 350,000 copies on the Spectrum alone.<ref name="tgmauthors">{{citation | title=Ultimate Play the Game feature | url=https://archive.org/stream/the-games-machine-04/TheGamesMachine04#page/n25/mode/2up |journal=[[The Games Machine]] | issue=4 | pages=27–36 | publisher=[[Newsfield Publications]] | date=March 1988 }}</ref><ref>[http://www.eurogamer.net/article.php?article_id=85625 ''Sabre Wulf''] at [[Eurogamer.net]]. Retrieved 30 October 2007.</ref> This was followed by the  release in late 1984 of the next two instalments in the Sabreman series, ''[[Underwurlde]]'' quickly followed by ''[[Knight Lore]]''.<ref name='pcgchartsjan85'>{{cite magazine |title=Ultimate Storm The Charts|magazine=Personal Computer Games|issue=23|publisher=VNU|date=January 1985|page=23|url=https://archive.org/details/Personal_Computer_Games_Issue14/page/n22/mode/2up|access-date=10 December 2021}}</ref> ''Knight Lore'' was something of a revolution in the home computer game market,<ref name="maher20140114">{{cite web | url=http://www.filfre.net/2014/01/the-legend-of-ultimate-play-the-game/ | title=The Legend of Ultimate Play the Game | work=The Digital Antiquarian | date=14 January 2014 | access-date=11 July 2014 | author=Maher, Jimmy}}</ref> using a forced-perspective [[isometric projection|isometric]] viewpoint branded [[Filmation engine|Filmation]], the style of which would be extensively copied in other games, notable examples being ''[[Batman (1986 video game)|Batman]]'' and ''[[Head Over Heels (video game)|Head Over Heels]]'' from [[Ocean Software]].<ref name="rgamer34">{{citation |title=The Making of Head Over Heels | magazine=[[Retro Gamer]] | issue=34 | pages=74–77 | publisher=[[Imagine Publishing]] | date= February 2007 }}</ref> In a 1988 interview with ''CRASH'', Tim Stamper claimed that ''Knight Lore'', and some of its Filmation follow-up ''Alien 8'', was actually completed before ''Sabre Wulf'' but Ultimate decided that it could have a potentially negative effect on sales of the comparatively primitive ''Sabre Wulf'', so it was postponed until late 1984.<ref name="rgamer20"/> More recent research into the code of both games has suggested this may have been an exaggeration as the coding routines found in ''Knight Lore'' are far more optimised.<ref name="rgamer105">{{citation |title=On the trail of Mire Mare | magazine=[[Retro Gamer]] | issue=105 | pages=34–39 | publisher=[[Imagine Publishing]] |author=Martyn Carroll | date= July 2012 }}</ref>

{{cquote|''Knight Lore'' was finished before ''Sabre Wulf''. But we decided the market wasn't ready for it. Because if we released ''Knight Lore'' and ''Alien 8'', which was already half-finished, we wouldn't have sold ''Sabre Wulf'' ... There was a little bit of careful planning there ... We just had to sit on it because everyone else was so far behind<ref name="Best of British"/>|20px|20px|[[Tim and Chris Stamper|Tim Stamper]]|''CRASH'' magazine, April 1988}}

Ultimate won the [[Golden Joystick Award]] for Best Software House in both 1983<ref name=goldenjoy>{{cite journal|title=C&VG's Golden Joystick Awards 1983|journal=[[Computer and Video Games]]|date=June 1985|issue=29|url=https://archive.org/stream/Computer_Video_Games_Issue_029_1984-03_EMAP_Publishing_GB/Computer__Video_Games_Issue_029_1984-03_EMAP_Publishing_GB#page/n14/mode/1up|access-date=13 January 2012|page=15|publisher=[[Future Publishing]]}}</ref> and 1984.<ref name=goldenjoy1984>{{cite journal|title=C&VG's Golden Joystick Awards 1984|journal=[[Computer and Video Games]]|date=June 1985|issue=44|url=https://archive.org/stream/Computer_Video_Games_Issue_044_1985-06_EMAP_Publishing_GB/Computer__Video_Games_Issue_044_1985-06_EMAP_Publishing_GB#page/n121/mode/1up|access-date=13 January 2012|page=122|publisher=[[Future Publishing]]}}</ref>

Ultimate was criticised somewhat in the gaming media for their repeated use of the Filmation technique in subsequent games ''[[Alien 8]]'', ''[[Nightshade (1985 video game)|Nightshade]]'', ''[[Gunfright]]'' and ''[[Pentagram (video game)|Pentagram]]'',<ref>{{citation | url=https://archive.org/stream/sinclair-user-magazine-052/SinclairUser_052_Jul_1986#page/n42/mode/1up | title=''Pentagram'' review| journal=[[Sinclair User]] | issue=52 | page=43 | publisher=[[EMAP]] | date=July 1986 }}</ref> though ''Nightshade'' and ''Gunfright'' used Filmation II, a variation on the engine, resulting in a similar visual style, but significantly different gameplay, with scrolling around a large world and arcade-like play, rather than the room-based puzzles of the earlier Filmation titles.

===Decline===
With the consistent success of Ultimate's releases there were rumours of a buyout by [[Ocean Software|Ocean]], until it was announced in 1985 that the Stamper brothers had sold a minority stake in the company to [[US Gold]],<ref name="tgmauthors" /><ref name="Best of British">{{citation |url=https://archive.org/stream/Crash_No._51_1988-04_Newsfield_GB#page/n33/mode/2up | title=The Best of British – Ultimate Play the Game | journal=[[crash (magazine)|CRASH]]| publisher=[[Newsfield Publications]]| date= April 1988 | issue=51 | pages=35–38 }} [http://www.crashonline.org.uk/51/ultimate.htm Alt URL]</ref> who would continue to release games under the Ultimate label. Later titles such as ''[[Martianoids]]'' and ''[[Bubbler (video game)|Bubbler]]'' were not seen by the gaming press as being up to Ultimate's previously high standards and sales fell. US Gold released no new Ultimate games after ''Bubbler'' in 1987. A final Sabreman game, ''[[Mire Mare]]'', was trailed in earlier Sabreman games and was mentioned by ''[[Sinclair User]]'' as being next up for release,<ref>{{citation | url=https://archive.org/stream/sinclair-user-magazine-063/SinclairUser_063_Jun_1987#page/n107 | title='Mire Mare' "preview" | journal=[[Sinclair User]] | issue=63 | page=108 | publisher=[[EMAP]] | date=June 1987 }}</ref> but was quietly dropped during development.<ref name="rgamer105" /> In late 1988, Rare bought back the rights sold to US Gold and were reported to be developing games again.<ref name="CRASH62p9">{{cite journal | title=Ultimate to become less rare (News item in ''CRASH'') | journal=CRASH | publisher=[[Newsfield Publications]] | date=March 1989 | issue=62 | page=9 | url=https://archive.org/stream/crash-magazine-62/Crash_62_Mar_1989#page/n8 }}</ref> Future releases were to have included ''[[Solar Jetman]]'', which would eventually appear only on the [[Nintendo Entertainment System]], although home computer conversions for the Commodore 64, [[Amiga]], and [[Atari ST]] were completed by Storm Software, but not released.<ref name="Solar Jetman">{{cite web|title= Solar Jetman – The Creators Speak | publisher=gtw64.retro-net.de | url=http://gtw64.retro-net.de/Pages/s/Creators_Solarjetman.php | access-date=17 June 2007 | archive-url=https://web.archive.org/web/20090517035002/http://gtw64.retro-net.de/Pages/s/Creators_Solarjetman.php | archive-date=17 May 2009}}</ref>

===Rare Limited===
{{Main|Rare (company)}}

Shortly before the US Gold buyout, the name of another company, "Rare Limited", began appearing on the credits of Ultimate releases. This was in fact another company set up by the Stampers to develop for Ultimate, but not be subject to any Ultimate takeover. Rare (initially under the banner ''Rare: Designs on the Future'') would evolve, after Ultimate's demise, into a prolific developer for the [[Nintendo Entertainment System]].<ref name="CRASH62p9"/> This led Nintendo to purchase a stake in the company, whose success was furthered with such classic [[Super Nintendo Entertainment System|SNES]] and [[Nintendo 64]] releases as ''[[Donkey Kong Country]]'' and ''[[GoldenEye 007 (1997 video game)|GoldenEye 007]]''. In 2002 Rare was purchased outright by [[Microsoft]]<ref name="Microsoft"/> for [[United States dollar|US$]]377&nbsp;million, a record fee for a video game developer, and currently develops games for the [[Xbox One]] console. At the end of 2006 Tim and Chris Stamper left Rare to "pursue other opportunities",<ref>{{cite web | url = http://www.1up.com/do/newsStory?cId=3156140 | title = Rare Founders Leave to 'Pursue Other Opportunities' | access-date = 2 January 2007 | author = 1UP.com | url-status = dead | archive-url = https://web.archive.org/web/20160528074508/http://www.1up.com/news/rare-founders-bolt | archive-date = 28 May 2016 }}</ref> ending a 24-year involvement in developing home video games.

===The Ultimate name in subsequent years===
The 1997 [[Nintendo 64]] game ''[[GoldenEye 007 (1997 video game)|GoldenEye 007]]'' contains a [[ZX Spectrum]] [[emulator]] with ten Ultimate-developed games hidden on the cartridge. This function was originally made as an experimental side project by Rare and was deactivated in the final version, but has since been unlocked through [[fan-made patch]]es.<ref>{{Cite web |access-date=18 July 2013 |url=http://kotaku.com/5897828/long-lost-emulation-easter-egg-discovered-in-goldeneye |title=Long Lost Emulation Easter Egg Discovered in GoldenEye |website=[[Kotaku]] |first=Kate |last=Cox |date=30 March 2012 |archive-url=https://web.archive.org/web/20120401160838/http://kotaku.com/5897828/long-lost-emulation-easter-egg-discovered-in-goldeneye |archive-date=1 April 2012 |url-status=live}}</ref> In 2004, Rare revived Ultimate's [[Sabreman]] franchise with the release of ''[[Sabre Wulf (GBA game)|Sabre Wulf]]'' for the [[Game Boy Advance]]. A new version of ''Sabre Wulf'' for the [[Xbox (console)|Xbox]] was also rumoured,<ref>[http://www.computerandvideogames.com/article.php?id=85983 Sabre Wulf on Xbox?] at computerandvideogames.com.</ref> though it was never released or even officially announced. A racing game based on the Ultimate/Rare universe titled ''Sabreman Stampede'' was also in development, but was canceled.<ref>[http://www.computerandvideogames.com/article.php?id=89908 Secret Rare racer revealed!] at computerandvideogames.com.</ref> In 2007, Rare released the fourth game of the ''Jetman'' series, ''[[Jetpac Refuelled]]'', for [[Xbox Live Arcade]].

On 8 December 2006 and 16 January 2007 respectively, Rare's owners [[Microsoft Corporation]] filed US and EU trademark claims on the Ultimate Play the Game name and logo. The registered purpose is "entertainment services, namely, providing an on-line computer game".<ref name="US Trademark">{{cite web |title=United States Patent and Trademark Office |url=http://tess2.uspto.gov/bin/gate.exe?f=login&p_lang=english&p_d=trmk |access-date=17 June 2007 |publisher=tess2.uspto.gov}} Due to the nature of this US government site, the relevant page cannot be directly linked to, so a search must be manually performed. The EU trademark may be found here: [https://euipo.europa.eu/eSearch/#basic/1+1+1+1/100+100+100+100/Ultimate%20Play%20the%20Game]</ref> Emulated versions of seven Ultimate titles were later included as part of the 2015 game compilation ''[[Rare Replay]]'' for [[Xbox One]].

==Relationship with the press and fans==
===Press===
[[File:Ultimate Play the Game advertising.jpg|alt=Magazine advertisement for ''Ultimate Play the Game'', showcasing a composition of several game covers|thumb|An advertisement in the style commonly used by Ultimate]]
Ultimate had a reputation for secrecy that has continued to a lesser extent with successor Rare. Due to the small number of staff employed at Ultimate in the early days, the company had no time to speak to the press or attend trade events. The British computer gaming press even complained over how difficult it was to get hold of them.<ref name="cuser22" /><ref name="pcg14">{{citation | url=https://archive.org/stream/personalcomputergames-magazine-14/PersonalComputerGames_14#page/n19/mode/1up | title=The Ultimate Recluse | journal=[[Personal Computer Games]] | date=January 1985 | issue=14 | page=20 }}</ref><ref>{{citation |title=Frontlines |publisher=[[Dennis Publishing]]|journal=[[Your Spectrum]] | date=June 1985 | issue=15 | page=3 |url=https://archive.org/stream/your-spectrum-magazine-15/YourSpectrum_15_Jun_1985#page/n4/mode/1up }}</ref> As Tim Stamper later said:

{{cquote
| 2 = 20px
| 3 = 20px
| 4 = [[Tim and Chris Stamper|Tim Stamper]]
| 5 = ''CRASH'' magazine, April 1988
|...that's the way it turned out, we were so busy producing a few products a year and making sure they were right. I think while we were full-time Ultimate, we only had two Christmas mornings off, and that's how hard it was. We worked seven days a week, 8am till 1 or 2 in the morning. I don't feel it's any good having engineers who only work 9 to 5 because you get a 9 to 5 game.<ref name="Best of British"/>}}
This press blackout soon worked to the company's advantage. Due to their reputation for producing high quality products, along with speculation in the press and amongst gamers, anticipation for each release was high.<ref name="rgamer20"/> This was helped along by the full-page advertisements placed in magazines showing the cover art of the game in question, but no shots or description of the game itself. These ads would be run prior to and for several months after the release date.<ref>{{cite web|title=Promotional Material Published by Ultimate Play the Game|url=https://spectrumcomputing.co.uk/index.php?cat=999&label_id=14923|website=SpectrumComputing|access-date=30 March 2018}}</ref> The magazines were not able to preview the games; the review copies, usually sent out just before general release,<ref name="rgamer20"/> would be the first opportunity for anyone to see them. Not talking to the press worked for Ultimate and it soon became policy.<ref name="rgamer20"/><ref name="Best of British"/> When a journalist reviewing ''[[Nightshade (1985 video game)|Nightshade]]'' for ''CRASH'' magazine asked Ultimate what the object of the game was, and how large the play area was, they responded with, respectively, "oh, we can't tell you that" and "it's pretty large".<ref>{{citation | url=http://www.crashonline.org.uk/21/nightshade.htm | title=''Nightshade'' review | journal=CRASH | publisher=Newsfield Publications | date=October 1985 | issue=21 | page=10 }}</ref>

====Lunar Jetman's trailer====
[[Image:Lunar jetman trailer.gif|right|thumb|256px|The ''[[Lunar Jetman]]'' "trailer" screenshot as published in ''CRASH'' magazine, February 1986]]

This air of mystery was increased when ''CRASH'' magazine published a reader's photograph of ''[[Lunar Jetman]]'' featuring Jetman's moon rover pulling a trailer.<ref>{{citation | url=https://wos.meulie.net/pub/sinclair/magazines/Crash/Issue25/Pages/Crash2500033.jpg | title= Found it, NYA NYA (Letters pages) | journal=CRASH | issue=25 | page=33 | publisher=[[Newsfield Publications]] | date=February 1986}}</ref> The possible existence of a trailer (as depicted on the game's cover art and loading screen) had been speculated on since the game's release, and many fans had searched fruitlessly for it. The Stampers shrugged off questions about whether this screen shot was genuine, but stopped short of actually denying it.<ref name="Best of British"/> There have even been suggestions that Ultimate themselves may have created the screen shot to generate more interest in the game.<ref name="rgamer20"/> It has since been proven that ''Lunar Jetman''{{'}}s code does not contain graphics for a trailer.<ref name="gamestm">Ultimate Play the Game – Company Lookback, ''Retro Micro Games Action – The Best of [[GamesTM]] Retro Volume 1'', pages 24–26. [[Imagine Publishing]], 2006</ref>

===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>

==Other platforms==
The main series of games produced by Ultimate were all released on the [[ZX Spectrum]], with most from ''Sabre Wulf'' onward also on the [[Amstrad CPC]] and [[MSX]], and most early games up to and including ''Nightshade'' also on the [[BBC Micro]]. Only three of these (''Sabre Wulf'', ''Underwurlde'' and ''Nightshade'') were released on the other major platform of the time, the [[Commodore 64]], however a series of C64-exclusive titles were published by Ultimate:<ref name=cuser22/>

:* ''[[The Staff of Karnath]]'' (1984)
:* ''[[Entombed (video game)|Entombed]]'' (1985)
:* ''[[Imhotep (video game)|Imhotep]]'' (1985)
:* ''[[Blackwyche]]'' (1985)
:* ''[[Outlaws (C64 game)|Outlaws]]'' (1985)
:* ''[[Dragon Skulle]]'' (1985)

''The Staff of Karnath'', ''Entombed'', ''Blackwyche'' and ''Dragon Skulle'' all concern the adventures of Sir Arthur Pendragon.

==Authorship==
The company's secretive tendencies also extended to the question of who wrote the games. Whereas most games of the time would list those responsible on the cassette inlay cards or even on the front of the box (one notable example, ''[[Football Manager series (original)|Football Manager]]'', even going as far as to feature a picture of author [[Kevin Toms]] on the front of the box), no Ultimate title ever mentioned any names at all, and the authorship of some of them remains unclear.<ref name=cuser22/>

The Ultimate titles up to ''Gunfright'' were produced primarily by [[Tim and Chris Stamper]];<ref name=tgmauthors/><ref name="Best of British"/> Tim provided the [[graphics]] and Chris the [[Computer programming|programming]],<ref name="tgmauthors"/> along with fellow founders John Lathbury (coding) and Carol Ward (graphic design).<ref name="rgamer20"/> Tim also created the cover art for the games, including the famous Ultimate Play the Game logo.<ref name="tgmauthors"/> The Stampers retained the major creative roles until the purchase by US Gold, who brought in their own programming teams to create ''Martianoids'' and ''Bubbler''.<ref name="Best of British"/> The exact authorship of ''Pentagram'' and ''[[Cyberun]]'' is known only to those involved; often considered US Gold games, they are both possibly Stamper games. This remains a possibility as although Chris Stamper has said in an interview, "What was the last one we developed as a team? It was ''Gunfright'', I think",<ref name="Best of British"/> Ultimate had already admitted to developing games in an order different from that of their release, as with ''Knight Lore'' and ''Sabre Wulf''.

The authorship of the Commodore 64 titles was at the time even more uncertain. The conversions of existing Spectrum games ''Sabre Wulf'', ''Underwurlde'' and ''Nightshade'' were handled by [[Firebird Software|Firebird]], who hired Mr Micro, Softstone, and PSI, respectively, to develop the titles.<ref name="rgamer4">{{citation |title=Memories of Telecomsoft | magazine=[[Retro Gamer]] | issue=4 | pages=43–49 | publisher=[[Imagine Publishing]] | date= May 2004 }}</ref> ''Imhotep'' was submitted to Ultimate in a virtually complete form by author Manuel Caballero, who had previously written ''Batty Builders'' and ''Firefleet''.<ref>{{cite web | url = http://www.robsoftcloud.net/Ultimate/interviews/inview03.shtml | archive-url = https://web.archive.org/web/20131029200553/http://www.robsoftcloud.net/Ultimate/interviews/inview03.shtml | url-status = usurped | archive-date = 29 October 2013 | title = Interview with Manuel Caballero |publisher = Ultimate-Wurlde.com}}</ref> Ultimate did not make any announcements regarding the authorship of the other Commodore games, but an article by Martyn Carroll<ref name="rgamer56">{{citation |title=The Ultimate Adventure of Sir Arthur Pendragon| magazine=[[Retro Gamer]] | issue=56 | pages=48–54 | publisher=[[Imagine Publishing]] | date= October 2008 }}</ref> revealed how Frank Gasking of "Games that weren't 64" managed to identify the creators as Dave and Robert (Bob) Thomas based on a message that appears on the final screen of ''[[Dragon Skulle]]''. These two brothers were also the creators of the previous three games of the series ''[[The Staff of Karnath]]'', ''[[Entombed (video game)|Entombed]]'' and ''[[Blackwyche]]''. In an interview with the brothers in ''Retro Gamer'' magazine, they revealed they also authored ''Outlaws'', in just six weeks, so Ultimate would have something for the Commodore 64 for Christmas.<ref name="rgamer109">{{citation |title=The Ultimate Years | magazine=[[Retro Gamer]] | issue=109 | pages=22–31 | publisher=[[Imagine Publishing]] | date= November 2012 }}</ref>

==References==
{{Reflist}}

== Further reading ==
{{refbegin}}

* {{Cite web |last1=Dawley |first1=Heidi |title=Killer Instinct for Hire |work=[[Bloomberg Businessweek]] |date=29 May 1995 |url=https://www.bloomberg.com/news/articles/1995-05-28/killer-instinct-for-hire |access-date=17 July 2017 |df=mdy-all |archive-url=https://archive.today/20170602125733/https://www.bloomberg.com/news/articles/1995-05-28/killer-instinct-for-hire |archive-date=2 June 2017 |url-status=dead }}
* {{Cite web |last1=Waugh |first1=Eric-Jon Rossel |title=A Short History of Rare |work=[[Bloomberg Businessweek]] |date=30 August 2006 |url=https://www.bloomberg.com/news/articles/2006-08-30/a-short-history-of-rarebusinessweek-business-news-stock-market-and-financial-advice |access-date=17 July 2017 |df=mdy-all |archive-url=https://web.archive.org/web/20161015142432/https://www.bloomberg.com/news/articles/2006-08-30/a-short-history-of-rarebusinessweek-business-news-stock-market-and-financial-advice |archive-date=15 October 2016 |url-status=bot: unknown }}

{{refend}}

==External links==
* {{usurped|1=[https://web.archive.org/web/20160304085104/http://www.robsoftcloud.net/Ultimate/index.shtml Ultimate Wurlde]}} by Rob Uttley
* [https://www.mobygames.com/company/ashby-computers-and-graphics-limited Ultimate Play the Game profile] at [[MobyGames]]
* [http://c64sets.com/ultimate_play_the_game.html Ultimate Play the Game Special Collection] at C64Sets.com

{{Ultimate Play the Game}}

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[[Category:1982 establishments in England]]
[[Category:Companies based in Leicestershire]]
[[Category:Golden Joystick Award winners]]
[[Category:Rare (company)]]
[[Category:Video game companies established in 1982]]
[[Category:Video game development companies]]