I always thought that the bigger cardboard boxes were to increase exposure on store shelves. They wanted the games to be seen by customers. Kind of the same reaon for the giganto Sega CD and Saturn boxes (why Sega why?). I still have most of my cardboard boxes and styrofoam inserts (along with the map for Ys 1 & 2), but I don't put the games on the shelf that way. Cardboard looks cheap. If I ever ran for president, my platform would be anti-cardboard. Also I agree that the US Hu-card plastic arm was a great improvement!
Back when Sega switched to cardboard for their Genesis games, I was surprised they didn't make the cartridges themselves out of cardboard. Man they suddenly got really cheap and it looked really bad on the company whose products were previously packaged better than everyone elses. I thought they were about to go bankrupt or something! Anyone remember the cardboard CD boxes for early PlayStation games?
Yeah, I think GEX was cardboard for PS1. Pretty lame. Raiden Project was the first "jumbo jewel case" PS1 game I ever had.
I was really surprised that Sega dropped the AWESOME plastic clambshell cases. It was lame because Sega had been offering essentially the same case since the SMS days and I really liked the consistency (shelving SMS and Genny games together) and the durability (i.e. the cases were indestructable, unlike jewel cases that CRACK).
I also remember that Sega switched the "Genesis" logo they used on the packaging. Maybe they did this a few times, but off-the-top-of-my-head I only seem to remember two distinct logos: the original logo that looks like it was stamped on a silver plate, and then the newer logo that dropped the silver plate altogether and used a thinner font for "Genesis". I think this happened for the "Welcome to the Next Level" campaign later in the Genny's life (around the time of Sega-CD?).
Trivia: the Sega-CD, PS1 and Saturn jumbo jewel cases were all nearly the same size, which was nice. I like to think that Sega-CD paved the way here
, even though they really were too friggin' big.
But, to get back to TG-16: you're right, the cardboard boxes probably were intended to increase visibility and shelfspace for most stores... except for Toys'R'Us, which used a different system (plastic cards) that were uniform across all systems. EB put empty boxes on shelves... and I know some other stores kept sealed games on display (mom-n-pop) ...
I'll have to revise my thoughts on purpose behind the packaging
. For some reason, when I wrote my old post, I was thinking about the long cardboard boxes CD's used to come packaged in and "theft deterrence" was the only issue I considered.
And, finally, while I'm at it, I should mention something about the labels on the spine of the jewel cases changing from orange-black to multi-colored...