Automata UK was a

software house A software company is a company whose primary products are various forms of software, software technology, distribution, and software product development. They make up the software industry. Types There are a number of different types of softw ...

which developed and published

ZX Spectrum The ZX Spectrum () is an 8-bit computing, 8-bit home computer that was developed by Sinclair Research. It was released in the United Kingdom on 23 April 1982, and became Britain's best-selling microcomputer. Referred to during development as t ...

video games Video games, also known as computer games, are electronic games that involves interaction with a user interface or input device such as a joystick, game controller, controller, computer keyboard, keyboard, or motion sensing device to gener ...

between 1982 and 1985. Significant releases included ''

Pimania ''Pimania'' is a text-and-graphics adventure game written by Mel Croucher and released by Automata UK in 1982 for the BBC Micro, ZX Spectrum, Dragon 32, and Sinclair ZX81. It was the first real life video game treasure hunt to be released. It wa ...

'' (1982), '' My Name Is Uncle Groucho, You Win A Fat Cigar'' (1983) and ''

Deus Ex Machina ''Deus ex machina'' ( , ; plural: ''dei ex machina''; English "god out of the machine") is a plot device whereby a seemingly unsolvable problem in a story is suddenly and abruptly resolved by an unexpected and unlikely occurrence. Its function ...

'' (1984).

History

Automata was established by

Mel Croucher Mel Croucher is a British entrepreneur and video games pioneer. Originally an architect, he moved into computers and in 1977 launched one of the very earliest games companies, Automata UK, as an extension of his publishing business. He is now cre ...

on November 19, 1977. In 1979 he was joined by

Christian Penfold Christians () are people who follow or adhere to Christianity, a monotheistic Abrahamic religion based on the life and teachings of Jesus Christ. The words ''Christ'' and ''Christian'' derive from the Koine Greek title ''Christós'' (Χρι� ...

. The two had previously worked together in radio, producing a show for

Independent Radio Authority Independent or Independents may refer to: Arts, entertainment, and media Artist groups * Independents (artist group), a group of modernist painters based in the New Hope, Pennsylvania, area of the United States during the early 1930s * Independen ...

, which led them to publishing

travel guide A guide book or travel guide is "a book of information about a place designed for the use of visitors or tourists". It will usually include information about sights, accommodation, restaurants, transportation, and activities. Maps of varying det ...

s and produce multimedia entertainments. Croucher had purchased a

ZX-81 The ZX81 is a home computer that was produced by Sinclair Research and manufactured in Dundee, Scotland, by Timex Corporation. It was launched in the United Kingdom in March 1981 as the successor to Sinclair's ZX80 and designed to be a low-cos ...

and, whilst the two were on location creating a guide for Sealink to the Channel Islands, began to plan out their first mainstream software releases. Automata's first commercial successes were ''Can of Worms'' and ''The Bible''. For ''

'' (1982), one of Automata's first ZX Spectrum releases, Penfold was highlighted as

C&VG ''Computer and Video Games'' (also known as ''CVG'', ''Computer & Video Games'', ''C&VG'', ''Computer + Video Games'', or ''C+VG'') was a UK-based video game magazine, published in its original form between 1981 and 2004. Its offshoot website ...

's "Designer of the Month". Automata became known for its support of

non-violent game Nonviolent video games are video games characterized by little or no Violence#Media, violence. As the term is vague, game designers, developers, and marketers that describe themselves as non-violent video game makers, as well as certain reviewer ...

concepts, cartoon-strip adverts and appearances at ZX Microfairs. Penfold and Croucher perceived the effects of middlemen, distributors and retailers on the software industry as damaging. Automata itself was largely a mail-order business, and charged wholesalers the same rate as individual customers. By June 1985, Automata had ceased publishing after Croucher sold his stake in Automata to Penfold. The Automata game rights were later sold to Subvert. In November 2012, Croucher reformed Automata as Automata Source, with leading figures from the video games, online marketing and music industries. He has written a history of the company as an insider's story of the foundation of the video game industry, titled ''Deus Ex Machina: The Best Game You Never Played In Your Life''.

Piman

Automata's mascot was Piman, a pink humanoid with a large nose. He was the protagonist in many of their games, starting with the text adventure ''

'' (1982) which was designed by Croucher and Penfold. Artist Gremlin Evans drew the Piman cartoons, which began to feature an extended family of Pi-people such as Morris, Rastapiman and Swettibitz. Many of the Piman games were programmed freelance, arriving as unsolicited tapes, which were then slotted into the Piman storyline.

Deus Ex Machina

''Deus Ex Machina'' was Automata's most ambitious project; an attempt at an "epic computer movie". Published in 1984, it was a multi-stage game based on Shakespeare's "The Seven Ages of Man". It included a synchronised music sound-track with voice-over talent from Ian Dury, Jon Pertwee, Donna Bailey, Frankie Howerd, and Mel Croucher himself. ''Deus Ex Machina'' received excellent reviews in the press, coverage in the national media, Croucher was interviewed by Barry Norman and the Sunday Times put it top of its list of games to buy for Christmas. Despite this positive critical response, retailers did not want to stock it, partially due to Automata's policy on charging wholesalers full price for small orders. By February only 5000 copies had been distributed. Due to this, Penfold and Croucher became bitter towards the sales industry:

Releases

*''Love And Death'' (1982) *''The Bible'' (1982) *''

'' (1982) *'' Automonopoli'' (1983) *''Dragon Doodles & Demos'' (1983) *''Spectrum Spectacular'' (1983) *''Bunny/ETA'' (1983) - Croucher wrote the ''ETA'' portion of the game. *''Yakzee'' (1983) *'' My Name Is Uncle Groucho, You Win A Fat Cigar'' (1983) *''

Piballed ''Pi-balled'' is a video game written by Jason Austin for the ZX Spectrum and published by Automata UK in 1984. ''Pi-balled'' is a ''Q*bert'' clone. Gameplay ''Pi-balled'' is a game in which the player has to change the colors of the cubes in t ...

'' (1984) *''Crusoe'' (1984) *''Dartz'' (1984) *''Pi-Eyed'' (1984) *''Pi-in-'ere'' (1984) *''

Piromania ''Piromania'' is a 1984 platform game published by Automata UK for the ZX Spectrum. Strange Loop previously published the game as ''Infernal Combustion''. Gameplay ''Piromania'' is a game in which the PiMan runs around setting fire to Walter's h ...

'' (1984) *''Olympimania'' (1984) *''

'' (1984)

References

{{reflist

External links

*http://www.automatasource.com Automata Source Ltd.
Automata
at

World of Spectrum The ZX Spectrum () is an 8-bit home computer that was developed by Sinclair Research. It was released in the United Kingdom on 23 April 1982, and became Britain's best-selling microcomputer. Referred to during development as the ''ZX81 Colour ...

*http://www.lysator.liu.se/adventure/Automata_UK_Ltd.html Video game companies established in 1977 Video game companies disestablished in 1985 Defunct video game companies of the United Kingdom