In the early 90’s the company introduced the Premier Sports range. Alternative Software was the first company to produce games of this type and the Premier range soon grew to be the No.1 product in official football club software, covering nearly all the Premiership teams. Tracksuit Manager was deemed to be the best football management game of its time. During the late 90’s, Alternative Software decided to progress into software production instead of focusing purely on video games. The company began to produce paint studios and these then developed further into print studios, activity studios and creative studios. The success of these studios led to Alternative Software obtaining licenses with major film companies. Through these licenses they gained the rights to produce software for big films such as the Lord Of The Rings trilogy, Shrek 2, Madagascar, Wallace & Gromit, and Transformers, which were hugely successful. The company has also returned to original territory and released several "Top Forty" video games on Playstation 2, Playstation 3, Xbox, Xbox 360, Sony PSP as well as on PC. In association with Australian company, HES (Home Entertainment Supplies) Alternative has recently launched Jonah Lomu Rugby Challenge, Rugby League Live 2 and most recently Rugby Challenge 2 Lions Tour Edition to tremendous consumer and critical reception. Alternative Software also works in conjunction with many other well-known brands such as, Hewlett Packard, Canon, Dell, Casio Book Club Associates, UCI Cinemas and Sainsburys etc, producing O.E.M and promotional DVD and CD ROMs, the most recent being the Epson Family Print Studio for a large promotional campaign with Epson.