This pong is one of the many Binatone systems. As its name indicates, it offers 10 games : 8 pong games (basket 1, basket 2, gridball, squash 1, squash 2, football, tennis, ice hockey) and 2 shooting games (target 1, target 2). It is the most complete of the Binatone TV Master serie (black & white pongs).
In order to understand how this system fits into the Binatone pong range, here is simplified list of the systems :
TV Master MK IV
TV Master 4 plus 2
TV Master MK 6
TV Master MK 8
TV Master MK 10
Colour TV Game
Colour TV Game 4 plus 2
Colour TV Game MK 6
Colour TV Game MK 10
The TV master serie are black & white pongs (first generation). The TV Master MK 10 system is the same as the Colour TV Game MK 10 except that games are in black & white, while the Colour TV game displays colour games.
Game selection is made through 10 individual push buttons. The two detachable controllers are composed of an analog joystick and a fire button. The shape of the plastic case is different from the Binatone Colour TV Game MK 10, which is to be noted as the Colour TV game systems usually use the same one as their TV Master counterparts.
Interestingly enough, both shooting games are not played with a light gun but directly with the analog joysticks.
This system seems is powered by a General Instruments AY-3-8610 chipset, which equiped a lot of other pong systems.
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I can confirm that this system uses the AY-3-8610 chip. I recently won this beautiful old system at auction and it came in its original box which also included the instruction manual (which also has the circuit diagram) I had to make a minor repair and took a photo of the chip in question.