@worlds_apart:If you're looking at gaming history, almost every game used to be on multiple platforms from multiple vendors, pre-NES. Nintendo leveraged the market position of the NES to get third parties to enter into contracts in order to publish on the system, and locked out those who would not enter into contracts with hardware security that attempted to prevent unapproved developers from running games. These contracts included exclusivity clauses.
The idea of the third-party exclusive really came into its own during the 8-bit era, mainly because Nintendo forced it to. To publish games on the ultra-popular Nintendo Entertainment System, licensees had to agree to a strict non-compete clause that guaranteed those games would be exclusive to Nintendo's system for two years. Most developers were more than willing to sign on the dotted line to get access to the NES' tens of millions of players, squeezing out external game development resources for upstart challengers like the Sega Master System and Atari 7200.
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In order to compete with Nintendo, other platforms inevitably ended up with exclusive games, because Nintendo would then not allow these games to come to their platforms since they were published elsewhere. Namco would be publishing games on the PC Engine and Genesis but not on Nintendo platforms for a period of time, for example.
Nintendo ended up developing negative relationships with some publishers such as Square, and famously there wasn't a Final Fantasy game on a Nintendo system for a long time due to Nintendo.
From then on, having game exclusivity was seen as a marketing tool for the platform, and it was incorporated into the business model.
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