US Games

US Games was a video game company founded by Donald Yu, which originally produced handheld electronic sports games. It pivoted to focus exclusively on video game software in 1981, and was acquired by then-conglomerate Quaker Oats in 1982 to develop games for the Atari 2600 in complement to its Fisher-Price toy brand.

Sometimes cited—because of Quaker Oats being a cereal company—as an example of non-technology companies attempting to produce video games, US Games released 14 games (with varying cartridge designs) and then closed their doors after only a year in operation during the North American video game crash of 1983 (Rival cereal company General Mills's video games were very successful, but its Parker Brothers division was experienced in producing family and licensed games.)

A TV commercial for one of their games, Space Jockey, aired in the United States.

"None of our games became a hit," said spokesman Ronald Bottrell. "Instead of pouring in a lot more capital, we decided to drop it."