Tradewest

Company

This page is a stub.

E

Tradewest [Edit] [Talk]

Tradewest was a video game publisher based in Corsicana, Texas, USA. The company was the publisher of the Battletoads games.

The name was revived in August 2009 by Midway Games's former European subsidiaries which rebranded themselves as Tradewest. They inherited the name from the American parent company which had owned the Tradewest trademark since 1996.

History

Original company

Tradewest was founded in 1985 by Leland Cook (Texas banker and rancher) and his son Byron Cook.^[1] Tradewest started out by manufacturing SNK's Alpha Mission arcade game in the United States, followed by Ikari Warriors and Victory Road before shifting away from the coin-op arcade game business to concentrate on the home console market.

In 1987, Tradewest purchased Cinematronics (video game developer and manufacturer) of El Cajon, California whose previous games included Dragon's Lair and Space Ace and renamed it The Leland Corporation. John Rowe was chosen to run the El Cajon office as he already had a successful history in video games as executive vice-president of SNK's U.S division.^[2]

Tradewest operated three companies: Tradewest, Inc, Tradewest International and The Leland Corporation. ^[3]

In 1994, Tradewest was unsuccessfully sued by Philips Corporation and Lockheed Sanders for an alleged patent infringement in the art of an arcade video game.^[4]

Dissolution and aftermath

Tradewest was acquired by WMS Industries (the owner of the Williams and Midway brands) in April 1994, and a new company called Williams Entertainment, Inc. was formed with Rowe and the two Cooks as its heads. Williams Entertainment became WMS's official division and entrance to the video game console market.

In 1996, Williams Entertainment was transferred to Midway who renamed the division Midway Home Entertainment, Inc.. Like it was the case with WMS, the division served as Midway's foothold to the home console market, who could now publish video games in-house without having to rely on other publishers. Both the Corsicana, Texas and a new R&D facility in San Diego (replacing the El Cajon location) remained opened within Midway who continued to employ Byron Cook (who became president of Midway Home Entertainment)^[5] and John Rowe (who became Vice-Chairman and Director of Product Development);^[2] developing and publishing games for GameCube, Xbox, PlayStation and Windows.

Byron Cook resigned from Midway in 2001.^[5] The following year, Midway's head office in Chicago shut down the Corsicana location.^[6]

John Rowe became the founder, president and CEO of High Moon Studios (formerly Sammy Studios) until 2001.

European revival

15 years after the original American company dissolved, the Tradewest name was revived in Europe in 2009 by the former Midway UK and France publishing divisions following a management buyout.^[7]

On August 19, 2009, Midway Games Ltd (founded in 1999 in London as the English subsidiary of Midway Games Inc) and Midway Games SAS (founded in 2005 in Paris as the French subsidiary of Midway Games Inc) were sold to Spiess Media Holding UG owned by Martin Spiess (the former head of Midway Games Ltd).

A new German holding company, Tradewest Games Holding, was created to manage the French subsidiary Tradewest Games SAS (founded in 2009), and the two English subsidiaries Tradewest Games Ltd (founded in 2009) and Tradewest Digital (founded in 2010).

Tradewest Games Holding, along with its subsidiaries, vanished in 2013.