During the NES generation, Nintendo had a bunch of rather strict third-party restrictions in North America and Europe (probably as a result of wanting more quality control after the Crash)... including that each company could only publish 5 games a year. To get around this, Konami made subsidiaries Ultra Games (NA) and Palcom (EU) for the sole purpose of releasing 5 more games a year.
Also, these other new characters are Ameritendo and Eurotendo, Nintendo's younger siblings distributing games to other places of the world.
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