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In 1990, the video game industry was ablaze with innovation. Handheld gaming was the new frontier, ignited by Nintendo’s release of the Game Boy in 1989. This monochrome marvel was so successful that Nintendo projected sales of 9 million units by the end of 1990. Atari entered the scene with the Lynx, boasting the first backlit colour display for handhelds. Meanwhile, NEC introduced the TurboExpress, a portable rendition of their TurboGrafx-16 console. Even Sega, Nintendo’s eternal rival, was crafting its handheld, the Game Gear.

Among the titans, a small company from San Jose, California, dared to dream big. BDL Enterprises, led by engineer Paul Biederman, envisioned something revolutionary: a portable version of the Nintendo Entertainment System (NES). Their creation, The Express, promised a gaming experience that could have rivalled the heavyweights of its time. But what happened to this ambitious project? And why did it never see the light of day?

The Rise of BDL Enterprises

Before diving into The Express, let’s rewind to the origins of BDL Enterprises. Founded in 1989 by Paul Biederman, a former Capcom technician, the company initially carved a niche in arcade technology. Biederman’s expertise in designing testing equipment for coin-operated games quickly earned his firm respect in the industry. Products like JAMMA and monitor testers were their bread and butter, and they even dabbled in contract work for Capcom.

But Biederman’s aspirations didn’t stop at arcade machines. Recognising the explosive growth of home gaming, he ventured into consumer electronics. The company’s first retail product, the Turbo Blaster, allowed NES controllers to gain turbo and slow-motion functionality. Retailing at $39.99, the device was well-received and even became an officially licensed Nintendo product, earning a feature in Nintendo Power Magazine.

It was a solid start, but Biederman had his sights set on something much bigger.

The Express: A Portable NES Ahead of Its Time

Biederman’s next brainchild was The Express, a compact, fully functional NES shrunk down to portable size. By meticulously stripping unnecessary circuitry from the NES motherboard, he created a new board measuring just 3 x 5 inches. Housed in a sleek shell, The Express was six inches wide, up to 10 inches long, and two inches thick.

This wasn’t a mere prototype—it was a technological marvel. The console featured:

• A 4-inch backlit colour screen.

• Built-in speakers with simulated stereo sound.

• A headphone jack.

• Ports for NES controllers (later replaced with an integrated controller).

• The ability to play nearly every NES game (excluding Zapper games).

Running on four C batteries, BDL claimed The Express could deliver 30 to 40 hours of gameplay. While these figures were never verified, the potential was undeniable. At an estimated retail price of $149–$169, it was on par with the Atari Lynx but far more versatile.

Nintendo’s Reluctance: A Roadblock Too Big to Overcome

In 1990, Biederman presented The Express to Nintendo of America, hoping to secure a manufacturing license. But despite its promise, Nintendo turned him down. Their reason? The concept didn’t align with their long-term marketing strategy.

The rejection wasn’t entirely surprising. Nintendo had no incentive to support a product that might cannibalise sales of their Game Boy or even the NES itself. Why risk undermining two of their best-performing products for a third, untested contender?

Gaming magazines were quick to criticise Nintendo’s decision. Electronic Gaming Monthly called it unfair, arguing that The Express could have helped Nintendo fend off competitors like the Atari Lynx. Meanwhile, GamePro and Game Players Magazine speculated that Nintendo might have had their own portable NES in development. But for BDL Enterprises, the door was firmly closed.

The Aftermath: A New Opportunity with Camerica

Undeterred, Biederman continued innovating. By the end of 1990, he had developed a Game Boy-to-NES adapter, a product aimed at making Game Boy games playable on NES consoles. Enter Camerica, a Canadian company infamous for its unlicensed gaming products, including the Game Genie. Camerica showed interest in both The Express and the Game Boy-to-NES adapter, even announcing plans to bring them to market in 1991.

However, Camerica’s legal troubles with Nintendo, coupled with internal issues (like routing their 1-800 number through Cuba), led to the company’s closure in 1992. With Camerica gone and Nintendo unwilling to collaborate, BDL Enterprises quietly faded away. By July 1992, the company was listed as inactive.

A Legacy That Lives On

Though The Express never hit store shelves, its concept foreshadowed the future of gaming. Portable versions of home consoles eventually became a reality. The TurboExpress, Sega Nomad, and even today’s Nintendo Switch owe a debt to pioneers like Biederman.

In 2005, when NES patents expired, a flood of clone consoles hit the market, reviving interest in retro gaming. By 2012, devices like the RetroDuo Portable allowed players to enjoy NES cartridges on the go—a dream Biederman had envisioned over two decades earlier. Interestingly, there is a Retro Due V2 due out in 2025.

Protect Your Retro Gaming Legacy

The story of The Express is a reminder of how innovation can shape the gaming world, even if it doesn’t immediately succeed. For retro gaming enthusiasts, preserving the past is more important than ever. That’s why protecting your classic games with RetroShell’s premium protectors is essential. Keep your cartridges safe from dust, scratches, and the wear of time.

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