How Dendy Dominated Russia’s Gaming Market… and Then Crashed

This is the rise and fall of Dendy — a company that understood the market, grew fast, but eventually failed to evolve.

In the early 1990s, Russia didn’t have affordable gaming consoles. Sony and Sega were too expensive for most families. That’s when Steepler, the company behind Dendy, stepped in.

They spotted the gap.
They used aggressive, innovative marketing.
They even had a catchy elephant mascot and the famous slogan:
“Dendy, Dendy — we all love Dendy!”

Dendy became a household name in Russia, selling over 1 million units and making $100M in 1993 alone.
But… they never moved past copying.
They never innovated.
And just like that — they were gone.

#Dendy #GamingHistory #SovietGaming #RetroGaming #Innovation #MarketingWin