== Background ==
The software wing of [[Amstrad]], '''Amsoft''' was created with one very specific goal: to get software on the shelves for the launch of the [[CPC old generation|CPC 464]]. [[Amstrad]] owner [[Alan M. Sugar|Alan Sugar]] viewed this as a key component of his strategy for entering the already crowded British home micro market in the mid-1980s. [[Alan M. Sugar|Sugar]] was determined not to make the same mistake as the people behind already doomed machines like the [[Dragon 32]] and [[Oric]] and saw a strong software base as a necessity if he was to break the stranglehold of the more established trio of machines being produced by [[Acorn]], [[Commodore]] and [[Sinclair]].
This domination of the home micro market made it difficult for any manufacturer to make an impact, particularly a new start in the industry, as the software industry in the UK had not reached its full potential by this point and those companies who had began to establish themselves were mostly unwilling to take a gamble on the expensive production of software for a machine with no user base.
[[Alan M. Sugar|Sugar]]'s idea was to take a calculated risk. He reasoned that with the amount of money being invested into producing the machine, a dedicated software wing would be a relatively low additional cost with a potentially high yield return - if his software company got a cut of every game sold then they would soon re-coup at least part of the expenditure particularly when the user base grew enough to have third party developers approaching '''Amsoft''' to publish their games.
Amsoft was also place in charge of administrating and running the [[Amstrad User Club]] and the publication of [[Amstrad Computer User]].
=== Decline ===
The loss of so many early supporters of the CPC as developers was a blow to the company. As well as [[Ocean]] and [[Elite Systems]], the company’s working relationships with [[Kuma Computers|Kuma]], [[DurrellDurell Software|Durell]], [[Mikro-Gen]] and [[Software Projects]] also soured with each of those companies breaking away from the partnership and releasing games under their own banner.
Some of these break-ups were due to the tough negotiating stance taken by ‘’’Amsoft’’’ '''Amsoft''' who refused to be drawn into making bids for ‘expensive’ software when a cheaper alternative could be sought elsewhere. The most infamous example of this being their decision to not even tender a bid for the rights to produce a [[CPC]] version of [[Elite]], arguably the most successful 8-bit game of all time.
Not even the re-packaging of their basic ''[[Snooker]]'' and ''[[Pool]]'' games with celebrity endorsement from World Champion Snooker player, Alex ‘Hurricane’ Higgins could turn their fortunes around. Something had to be done to stop the rot.
In an attempt to combat the growing number of third party developers who were releasing games directly on to the system themselves, '''Amsoft''' attempted to re-establish their position as the leading [[CPC]] software house with a re-branding exercise to coincide with a marked increase in quality that was to prove confusing for the consumer.
While maintaining the regular ‘’’Amsoft’’’ '''Amsoft''' range the company also began releasing games under the ‘’’Amsoft Gold’’’ '''Amsoft Gold''' banner. These games came packaged in distinctive gold clam cases and were purported to be the best games that the company had to offer.
Linking up with a new batch of companies who were set to have a significant impact on the industry including [[US Gold]] and [[Virgin Games]], ‘’Amsoft’’ had seemed to turn a corner with positive reviews coming in for not only ‘’Amsoft Gold’’ games like ''[[Sorcery +]]'' and ''[[Beach Head]]'' but also releases made on the old label like [[Beyond Software]]’s ''[[Lords of Midnight]]'' and ''[[Alien]]'' from [[Argus Press Software]].
After a period of inactivity, the final releases which, in the past would’ve been greeted by a blaze of publicity, were almost sneaked out by the company.
All the more strangely, these titles were solid ports of high profile arcade games ''[[Tapper]]'' and ''[[HardballHard Ball]]''and came out at a time when former partners [[US Gold]], [[Elite Systems]] and [[Ocean]] were leading the charge with home computer versions of all the most popular arcade games of the time.
‘’Amsoft’’ '''Amsoft''' seemed almost apologetic for still being involved in the software business and the company finally pulled the plug on their software publishing wing at the beginning if 1987.
Their final game, a conversion of [[Sega]]'s ''[[Spy Hunter]]'' was never released in '''Amsoft''' packagaing and was later brought out by [[US Gold]] as a launch title for their [[US Gold|Kixx]] budget label, the title screen of which still bore the '''Amsoft''' name – a final reminder of this once powerful unit’s presence on the [[CPC]] scene.