In 1985, Nintendo announced that they were releasing the Famicom (Family Computer) worldwide with a different design under the name the "Nintendo Entertainment System" (NES). They used a creative tactic to counter the bad view that the media was giving on video games, and released the NES with R.O.B. units that connected to the console and were synchronised to the games. To ensure the localization of the highest-quality games by third-party developers, Nintendo of America limited the number of game titles third-party developers could release in a single year to five. Konami, the first third-party company that was allowed to make cartridges for the Famicom, would later circumvent this rule by creating a spinoff company, Ultra Games, to release additional games in a single year. Other manufacturers soon employed the same tactic. Also in 1985, "Super Mario Bros." was released for the Famicom in Japan and became a large success.