Despite its large grip in the US, the Nintendo Entertainment System struggled to gain footing in the British market due to botched marketing from Mattel, stiff competition from an already-established Sega, and microcomputers that had well-renowned games as cheap as £1.99. The console's fortunes in the region would turn with the release of a bundle containing the Teenage Mutant Hero Turtles video game which, despite Nintendo of America's objection to it, would go on to increase sales of the console by 2,000 percent and establish Nintendo as a player in the UK gaming market.