Martin Alper, who had the most marketing flair, went to the USA in 1986 to set up Mastertronic Inc.
The UK company was managed by Frank Herman, whilst Alan Sharam increasingly specialised in sales and logistics (warehousing, packaging, controlling production schedules).
As the business continued to grow Mastertronic created another label in 1986 - 'Entertainment USA', when it began working closely with several American writers, including Sculptured Software and Randall Masteller.
They wanted an outlet to sell games to the UK market, and so Mastertronic moved in, often using Rob Hubbard or David Whittaker to re-do the music.
Soon afterwards, this name was used by Woolworths as the new name for their wholesale business.