Sears Tele-Games Variations Worth Hunting Down for Your Library

Did you know that during the peak of the 2600 era, nearly 20% of all Atari consoles sold in North America didn't actually have the word "Atari" on the front? They were branded as the Sears Video Arcade. This article covers the fascinating world of Sears Tele-Games variations, explaining why these department store exclusives and label variants are a vital part of any serious collection. We aren't just talking about a different logo; we're looking at a parallel history of the world's first true gaming phenomenon.

Why did Sears have their own Atari games?

The deal between Atari and Sears was a lifeline that kept the company afloat during its infancy. When Nolan Bushnell was trying to get the original Pong home units into stores, most retailers were skeptical. Sears took a chance but insisted on exclusive branding under their "Tele-Games" label. When the VCS launched in 1977, that relationship continued. This meant that for almost every major Atari release, there was a corresponding Sears version. While most people recognize the logo, many don't realize the extent of the differences. Sears wasn't just slapping a sticker on a box—they were often redesigning the entire aesthetic of the game's presentation.

Early Sears cartridges are known for their "Text Labels." These are incredibly plain—usually just the game name in a standard font with a simple border. Compared to the beautiful, hand-painted artwork on Atari's picture labels, the Sears versions look almost like generic products. However, as the 1980s progressed, Sears started using their own picture labels. These are often much scarcer than the text versions. If you're browsing a flea market here in Richmond and see a cartridge with a picture of Superman but no Atari logo, you've found a piece of retail history that is significantly rarer than its common counterpart. According to the archives at AtariAge, many of these variants were produced in much smaller runs than the standard releases we see today.

Which Sears Tele-Games titles are actually rare?

The real prizes of the Sears collection are the games that Atari never released under their own label in the United States. Take "Steeplechase," for example. This horse racing game was a Sears exclusive for years. It's a simple, four-player game that uses paddle controllers, and it's a blast to play at a retro gaming party. Because it was only sold at Sears, the production numbers were much lower than standard Atari titles. Finding a clean copy today is a challenge—finding one in the original gatefold box is nearly impossible. It's one of those items that separates a casual collector from someone who's truly dedicated to the platform's history.

Another heavy hitter is "Submarine Commander." This wasn't just a clone of an existing Atari game; it was a complex simulation for its time. It used a first-person perspective to put you in the hot seat of a sub, managing sonar and torpedoes. Again, this was a Sears exclusive in the US market. These exclusives are the cornerstone of a serious Atari collection. They represent a time when big-box retailers had the power to demand unique content that you couldn't get anywhere else. If you're trying to build a complete library, your shelf isn't finished until these specific Tele-Games titles are accounted for. You can check the rarity scales over at MobyGames to see how these stack up against the more common Atari-branded versions.

How can you tell a Sears label from a standard Atari one?

At first glance, it might seem obvious, but the nuances can get tricky. Sears used a specific five-digit catalog number on every cartridge. If you see a number like 99844 or 99807, you're looking at a Sears product. This is helpful when the main label is missing or damaged. Also, pay attention to the colors. Late-era Sears releases used a bright red label that is instantly recognizable. These "Red Labels" came out toward the end of the console's life cycle when Sears was trying to clear out inventory. Because they were produced in such small quantities, some of these red variants are among the most sought-after items for label hunters. I've found that the adhesive on these was particularly weak—so if you find one with the label still perfectly attached, don't let it go.

The boxes are where the Sears collection really shines for the shelf-conscious collector. Early Sears releases came in "Gatefold" boxes. These are sturdier than the standard Atari boxes and open up like a book to reveal instructions and artwork on the inside. They feel premium in a way that later cardboard releases just don't. The artwork on Sears boxes also followed its own logic. While Atari was using cinematic illustrations that made "Combat" look like a high-budget war movie, Sears often went for a more "lifestyle" approach. Their boxes would show families playing the game together or use more abstract, geometric designs. This gives a Sears-only shelf a distinct visual vibe compared to a standard Atari collection. It's a cleaner, more 1970s-department-store aesthetic that I've grown to appreciate more than the sometimes-busy Atari art (though I still love those paintings).

We can't talk about Sears without mentioning the "Video Arcade II." This was Sears' version of the Atari 2800, which was originally released in Japan. It's a sleek, wedge-shaped console with four controller ports and a unique joystick-paddle hybrid controller. For a long time, this was the only way for US consumers to get their hands on that specific hardware design. It's a beautiful machine, and it's the perfect centerpiece for a Sears-focused collection. The controllers are notoriously fragile—the internal plastic stems on the sticks tend to snap—so finding a fully functional set is a major win. Records at the Digital Press Library show just how limited the distribution was for this particular model compared to the standard heavy-sixer or 4-switch units.

Collecting Sears Tele-Games isn't about finding the "best" version of a game. Often, the Atari version has better art or a more iconic box. It's about the history of how video games entered our homes. It's a reminder of a time when the retail world was dominated by giant catalogs and department stores that served as the gatekeepers of technology. When you pick up a Sears "Text Label" version of "Asteroids," you're holding a piece of a specific business strategy that helped launch the entire industry. For me, that's worth the extra shelf space every single time. It's a frustrating pursuit—but that's the nature of the beast (and the fun of the hunt).