The Game Boy, released in 1989, was designed by Gunpei Yokoi.
Nintendo launched the Game Boy in Japan on April 21, 1989, followed by releases in North America and Europe. Yokoi's design philosophy favored useful technology that was affordable, durable, and enjoyable rather than simply the most technically advanced hardware.
The original Game Boy used a monochrome screen and modest hardware, but its low power consumption, sturdy construction, interchangeable cartridges, and long battery life made it highly successful. Tetris was bundled with the system in many markets and became a major part of its appeal.
The Game Boy should not be confused with the Game Boy Color, a later color-capable successor, or the technically more powerful Sega Game Gear. Yokoi also worked on Nintendo's Game & Watch line and the Virtual Boy, but the Game Boy remains his best-known hardware achievement.