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According to his marketing strategy to gain publicity, and despite the ''MK I'' was a quite weak program, he challenged [https://en.wikipedia.org/wiki/World_Chess_Championship World Champion] [https://en.wikipedia.org/wiki/Anatoly_Karpov Anatoly Karpov] and offered him $50,000 and a percentage of each unit sold. Karpov first rejected, and later accepted to endorse the game, but offered to let ''JS&A'' spend the money on advertisement to spread the word <ref>[http://books.google.de/books?id=fgEAAAAAMBAJ&pg=PA21&lpg=PA21&source=bl&ots=eaMgfAOx-j&sig=RtU-YrzsPWpN_-C_YkWrcIv3vy4&hl=en&ei=nhgeTZy5EsjEswalyIj7DQ&sa=X&oi=book_result&ct=result&resnum=4&ved=0CDMQ6AEwAw#v=onepage&q&f=false Karpov Accepts - Popular Science March 1979 - Google Books]</ref> . Sugarman broached the issue in his ''The Adweek Copywriting Handbook'' with the headline "''Soviet Challenge''" and the sub-headline "''Can an American chess computer beat the Soviet chess champion? A confrontation between American space-age technology and a Soviet psychological weapon''" <ref>[http://books.google.com/books?id=p_d3HYsgR8wC&pg=PA73&lpg=PA73&dq=Karpov+%22JS%26A%22&source=bl&ots=jUvejvOnXG&sig=dYZwxXmNWq7usu-35GqQlm0Os7U&hl=en&sa=X&oi=book_result&resnum=1&ct=result#v=onepage&q=Karpov%20%22JS%26A%22&f=false The Adweek copywriting handbook: the ultimate guide to writing powerful ... - Google Books] by Joseph Sugarman</ref>. However, in the meantime Sugarman's busisness partner, [[Peter Auge]] of ''MK I'' manufacturer [[Novag]], had already made his own [[Chess Champion MK I#KarpovsAdvertisement|arrangements]] with Karpov.
Similar trials of this marketing technique, i.e. by German wholesale chess bookseller and former European exclusive distributor of [[Marty Hirsch|Marty Hirsch's]] [[MChess]] program, [[Martin Stamer]], to challenge [https://en.wikipedia.org/wiki/Garry_Kasparov [Garry Kasparov]] <ref>Der Schachcomputer Katalog 1995, Editorial by Martin Stamer, pp. 5</ref> <ref>[[Bob Herschberg]] and [[Jaap van den Herik]] ('''1995'''). ''[[Peter Schreiner]] and [[Karsten Bauermeister]] (eds.): Der Schachcomputerkatalog''. [[ICGA Journal|ICCA Journal]], Vol. 18, No. 4, p. 231</ref> , were less successful.
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==Data Cash Systems vs. JS&A Group==
