"Gotcha" was designed by Allan Alcorn, the designer of "Pong", and a prototype was constructed by Cyan Engineering, Atari's semi-independent research and development subsidiary. Development began in July 1973 as part of Atari's strategy to develop multiple types of games to separate themselves from their competitors, who they saw as focused primarily on creating "Pong" clones. The cabinet was designed by George Faraco, initially with the joysticks encased in pink domes meant to represent breasts. Although this design inspired the advertising flyer on which it appears behind a man chasing a woman in a nightdress, it was changed to use regular joysticks soon after release.