Paul Chowdhry’s Early Entrepreneurial Journey: How the Super Nintendo Shaped a Comedy Star’s Path

Paul Chowdhry’s Early Entrepreneurial Journey: How the Super Nintendo Shaped a Comedy Star’s Path Paul Chowdhry is a household name in the United Kingdom comedy circuit, known for his bestselling tours and appearances on flagship shows like 'Live at the Apollo', '8 Out of 10 Cats', and 'Taskmaster.' While most fans know Chowdhry for his sharp wit and comedic presence, fewer are aware of his formative connection with the world of video games, specifically the Super Nintendo.

This early link to gaming not only reveals another facet of Chowdhry’s entrepreneurial spirit but also paints a vivid picture of the UK’s gaming scene in the early 1990s, long before the Nintendo Switch and eShop dominated the market. Speaking on the 'My Perfect Console Podcast' with host Simon Parkin, Chowdhry recounted how his passion for video games once drove him to establish a grey import business as a teenager from his family home in Edgware, Greater London.

In gaming terminology, 'grey imports' refer to products sourced outside of authorized distribution channels, a common practice in the early '90s when Japanese consoles like the Super Nintendo and Sega Mega Drive were not readily available in the UK. “When I was 17, I launched a small business importing Super Nintendo consoles from Hong Kong and advertising them for sale in Computer & Video Games magazine," Chowdhry shared with Parkin, recalling how he would spend his own money to secure the consoles for resale.

At the time, C&VG – or Computer & Video Games – was one of the UK’s most influential multi-format video game publications, making it a strategic choice for reaching gaming enthusiasts hungry for the latest hardware. According to Chowdhry, Hong Kong markets had access to new systems well before the UK, necessitating the grey import route for British fans who wanted to get their hands on next-generation consoles ahead of the official European releases.

Chowdhry advertised his venture, Choice Consoles, in C&VG issue 118 (September 1991), listing Super Nintendo and Sega Mega Drive systems to eager early adopters.

However, high import duties and taxes limited his stock to just a handful of units at a time, and advertising costs were steep, with each placement costing around £100. Chowdhry credited his father, who introduced him to video games with a ZX Spectrum, for supporting this youthful enterprise.

His uncle, however, was less enthused, expressing skepticism about the value of focusing on gaming rather than more traditional business opportunities.

“My father was encouraging, but my uncle thought it was a waste of time and quickly urged me to shut the business down," Chowdhry explained.

Despite his uncle’s doubts, Chowdhry had already demonstrated a keen foresight – recognizing, even at that early stage, that video games were poised to become a cultural and commercial powerhouse, rivaling the scale of Hollywood entertainment. As history would have it, Chowdhry pursued a career in comedy rather than gaming retail.

Yet, his brief stint importing Super Nintendo consoles illustrates a key moment in both UK gaming history and his own personal journey.

Today, as Nintendo continues to innovate with hardware like the Nintendo Switch and its thriving eShop ecosystem, stories such as Chowdhry’s highlight the grassroots passion that helped build the foundations of gaming’s mainstream success in the UK.

Nintendo Super Nintendo Paul Chowdhry consoles UK