Game & Watch was developed based on this philosophy. At the time of its development, Sharp and Casio were fiercely competing in the digital calculator market. For this reason, there was a glut of liquid crystal displays and semiconductors. The "lateral thinking" was to find an original and fun use for this cheap and abundant technology. The Game Boy and NES were developed under a similar philosophy. In the handheld market, Yokoi's refusal to adopt a color display for the Game Boy in favor of long battery life is cited as the main reason it prevailed against Sega's Game Gear and Atari's Lynx.