Officially launched in the UK at the September 1987 PCW Show, Sega's first game console actually went on sale in a few shops during July. In the first week of July, software house Mastertronic was already stock-testing the machine with 12 titles it had written in selected branches of Woolworths, whilst Fine Fare, Gateway and Carrefour supermarkets had already signed up to sell the machine. Mastertronic's Rachel Davies continued "Other major multiples are also keen on the machine; we're adding new people almost every day"[source: "Sage on sale soon", POCW, 3rd July 1987, p. 8].