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With a late start into the handheld gaming market, Sega rushed to get the Game Gear into stores quickly, having lagged behind Nintendo in sales without a handheld on the market. As one method of doing so, Sega based the hardware of the Game Gear on the Master System, albeit with a much larger color palette than its predecessor: the Game Gear supported 4096 colors, compared to the 64 colors supported by the Master System. Part of the intention of this move was to make Master System games easy to port to the Game Gear. Though the Game Gear was designed to be technologically superior to the Game Boy, its design came at a cost of battery life: whereas the Game Boy could run for more than 30 hours on four AA batteries, the Game Gear required six AA batteries and could only run for three to five hours. With its quick launch in Japan, the handheld sold 40,000 units in its first two days, 90,000 within a month, and the number of back orders for the system was over 600,000. According to Sega of America marketing director Robert Botch, "there is clearly a need for a quality portable system that provides features other systems have failed to deliver. This means easy-to-view, full-color graphics and exciting quality games that appeal to all ages. "