Distribution in The UK
Distribution of the Game Genie product in the UK was handled by Hornby Hobbies, usually associated with model railways and the Scalextric brand. Working closely with Codemasters they were also responsible for setting up a dedicated telephone helpline to cater for the ever increasing need for newer codes required to cheat/enhance the latest games. This service was manned by the Game Genie Guru of the early 1990s, Mark Stoneham, who also regularly featured in console magazines listing his latest collection of up-to-date codes and making the odd guest appearance on Channel 4's GamesMaster and Sky's Games World.
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