Now, by persistence and timing, the Japanese may come to control the video game market after all. The market for home video games developed later in Japan than in the United States, and is still fairly strong. Japanese manufacturers are therefore able to make a run at the American market, whereas most American concerns have left the business.

Leading the way is Nintendo, the Japanese company that developed Donkey Kong and which is by far the video game leader in Japan. Tests Conducted in U.S. The company, which has its American headquarters in Redmond, Wash., sold about 90,000 machines in a test-marketing last Christmas in New York City. It did another test in Los Angeles starting in February. Now it is going nationwide. Also entering the market is Sega Enterprises Ltd., an arcade video game company once owned by Gulf and Western Industries and now affiliated with the Computer Services Company, a Japanese software concern.

Both companies boast Japanese-made machines with slick technology. Game cartridges now can have far more electronic memory, and thus far many more levels of play before the game repeats itself. Strategy games are possible in addition to shoot-em-up games. Sega, with American headquarters in San Jose, Calif., is negotiating with Parker Brothers to sell an electronic Monopoly game. Guns and Robots

The accessories are also more advanced. Nintendo has a robot that reacts to what is on the screen. Both companies are selling guns for shooting at the screen in addition to the traditional controllers.

Prices might be a deterrent to the success of this comeback. Nintendo's game set has a list price of $180, including the guns and robots. The basic machine and joy sticks alone sell for $100. Sega's system sells for $120 in the basic model and $150 with the gun. Both are likely to be heavily discounted by retailers. Game cartridges will sell for $20 to $35.

Pursuing a low-price strategy is the Atari Corporation, which has continued to sell its 2600 machine, the original video game machine. The 2600, of which more than 20 million have been sold, does not offer the same quality as the Japanese machines, but it costs only $40.

Atari, based in Sunnyvale, Calif., also plans to sell a new, more powerful machine, the 7800, which was introduced several years ago but never brought to market. The 7800, which will sell for about $80, will play cartridges designed for the 2600. It will also have more powerful cartridges. Some Retailers Cautious