Forty years ago, in the quiet town of Ashby-de-la-Zouch, two British brothers—Tim and Chris Stamper—planted the seeds of what would become one of gaming’s most iconic and enigmatic studios: Rare. From pixelated bedroom experiments to genre-defining classics, Rare’s journey is a testament to creative risk-taking, technical wizardry, and a deep understanding of what makes games fun. Now, in 2025, Rare celebrates its Ruby Anniversary with a cascade of tributes, merchandise, and in-game festivities that honor its storied past and enduring influence.

Rare’s roots trace back to Ultimate Play the Game, a ZX Spectrum powerhouse known for titles like Jetpac, Knight Lore, and Sabre Wulf. But by 1985, the Stampers saw the writing on the wall: the British home computer scene was too limited. They pivoted toward the Japanese Famicom (NES), reverse-engineering the console and impressing Nintendo so thoroughly that the Japanese giant gave them an unlimited budget to develop NES games.

This bold move birthed Rare, a studio that would soon become Nintendo’s secret weapon in the West.

The Nintendo Era: Rareware’s Golden Age

Throughout the late ’80s and ’90s, Rare—often branded as Rareware—delivered hit after hit:

• Wizards & Warriors (1987) and R.C. Pro-Am (1988) showcased Rare’s early NES prowess.
• Battletoads (1991) became a cult classic for its brutal difficulty and cartoonish charm.
• Donkey Kong Country (1994) redefined SNES graphics with pre-rendered 3D sprites, selling over 8 million copies and revitalizing Nintendo’s mascot.
• GoldenEye 007 (1997) revolutionized console FPS design.
• Banjo-Kazooie (1998) and Perfect Dark (2000) cemented Rare’s reputation for innovation and polish.
• Conker’s Bad Fur Day (2001) shocked audiences with its mature humor and technical brilliance.

Rare wasn’t just making games—it was crafting genre-defining experiences that pushed hardware to its limits and delighted players with quirky characters, tight mechanics, and unforgettable soundtracks.

The Microsoft Acquisition: A New Chapter

In 2002, Microsoft acquired Rare for $375 million, integrating it into what is now Xbox Game Studios. The transition was rocky—many fans lamented the shift away from Nintendo, and some beloved IPs were left behind. Yet Rare continued to evolve:

• Grabbed by the Ghoulies (2003) and Kameo (2005) explored new genres.
• Viva Piñata (2006) blended gardening sim with creature collecting.
• Rare Replay (2015) celebrated the studio’s legacy with 30 classic titles.
• Sea of Thieves (2018) embraced live-service multiplayer, becoming one of Xbox’s flagship titles.

Despite ups and downs, Rare remained a studio willing to experiment, adapt, and surprise.

Rare’s official 40th anniversary kicked off on August 4, 2025, with a treasure trove of celebratory content:

In-Game Festivities (Sea of Thieves)

• Smugglers’ Tide Season launches August 14.
• Ruby-themed cosmetics, sails, and emotes.
• Microsoft Rewards bundles with exclusive items.
• Twitch Drops and Community Weekend events on August 30.

Merchandise & Collectibles

• Fangamer: Retro Rare varsity hoodies, wireframe logo tees, ruby pins.
• 8BitDo: Limited-edition Xbox controller featuring Banjo-Kazooie, Viva Piñata, and Donkey Kong Country motifs.
• iam8bit: Rare 40th Anniversary vinyl collection.
• Evercade: New cartridge with 12 vintage Rare titles.

Cultural Tributes

• Heritage plaque unveiled at Ultimate’s original home.
• Updated Rare All-Stars EP hits Spotify on August 15.

Rare’s celebration isn’t just about nostalgia—it’s a reminder of how deeply its DNA runs through gaming history.

Rare’s legacy is more than just a catalog of hits. It’s a philosophy of playfulness, polish, and personality. Designers like Gregg Mayles, who recently departed after 35 years, helped shape the studio’s identity—from Donkey Kong Country to Sea of Thieves. Rare taught us that games could be weird, witty, and wildly inventive.

Even as trends shift and platforms evolve, Rare’s commitment to player delight remains its guiding star.

In an industry where studios rise and fall with alarming speed, Rare’s 40-year journey is nothing short of remarkable. From cassette tapes to cloud gaming, it has weathered every storm with charm and creativity. Whether you’re sailing the seas in Sea of Thieves, revisiting Banjo-Kazooie, or collecting ruby pins, this anniversary is a chance to honor a studio that helped define what video games could be.

Here’s to Rare—past, present, and future.