The Origins of Shareware in PC Gaming
The concept of shareware has its roots in the early 1980s, with a pivotal figure named Andrew Fluegelman who pioneered a novel distribution model for his communications program, PC-Talk. Fluegelman’s approach was simple yet revolutionary: he would send a copy of PC-Talk on a formatted floppy disk to anyone who mailed him a self-addressed, stamped envelope. Users were then encouraged to copy and share the program with friends, and if they found value in it, they could send him $25 as a voluntary payment.
This method of distribution was not just an act of goodwill but an “experiment in economics,” as Fluegelman described it. The idea was that even if only a small fraction of users sent payments, the wide reach of the free distribution could still result in substantial profits. This model quickly gained traction and was coined as shareware, a term that would become synonymous with an entire era of PC gaming.
The Rise of Apogee
Scott Miller, the founder of Apogee, grew up with a tech-savvy background, thanks to a father who was a former NASA engineer and an IBM PC at home filled with shareware programs. Inspired by the shareware model, Miller began coding video games during his college years. His initial attempts with text adventure games, similar to those by Infocom, did not yield significant success. However, Miller was determined to find a way to entice players into making a purchase.
In 1987, Miller’s breakthrough came with the Kroz series, a trilogy of fantasy roguelikes. The first game was released for free, while the subsequent two required a payment of $15 each. This episodic model was a hit, and Miller quickly followed up with additional Kroz titles, replicating the successful formula.
| Initial Forays | Breakthrough with Kroz |
|---|---|
| Text adventure games in the style of Infocom | Kroz series with episodic releases |
| Limited financial success | Significant earnings, leading to $100,000 a year |
By the end of the 1980s, Miller’s innovative approach to shareware had turned into a lucrative business, earning him a six-figure income and allowing him to leave his day job to focus on game development and distribution full-time.
Collaborations and Innovations
Scott Miller’s success with Apogee led him to collaborate with other talented game developers. One such partnership was with Todd Replogle, a programmer who co-created the iconic Duke Nukem series. Together, they developed the game from its initial platformer stages to its final, renowned 3D form.
Another significant collaboration was with John Romero, who, along with the team that would become id Software, was producing a new game every month for Softdisk. Miller was particularly impressed by John Carmack’s smooth-scrolling PC platformer demo, which was a technical marvel at the time, akin to creating a version of Super Mario on a home PC.
Despite the initial skepticism from id Software about the shareware model, Miller’s offer to pay $2,000 for the development of a game was met with enthusiasm. This deal would later prove to be a pivotal moment in PC gaming history, leading to the creation of groundbreaking titles that defined the FPS genre.
Commander Keen and the Shareware Boom
The release of Commander Keen‘s first episode on bulletin board systems marked a significant milestone in shareware history. For $30, players could order the two follow-up episodes, which were delivered on floppy disks in Ziploc bags. The response was overwhelming, and by the end of the first month, Miller had sent $10,000 in royalties to Romero and his team at id Software.
The success of Commander Keen not only cemented id Software’s faith in the shareware model but also highlighted the crucial role of the postal service in this burgeoning distribution system. The volume of mail was so substantial that the postal service had to send an empty truck to Apogee’s office just to handle the packages.
- December 1990: Commander Keen’s first episode is uploaded to BBS.
- January 1991: The first royalty cheque of $25,000 is sent to id Software.
- Postal service involvement: An empty truck is sent to Apogee to manage shipments.
(Image credit: Apogee Entertainment / Ken Rieger)
The Legacy of Doom
The release of Doom was a watershed moment for shareware and the FPS genre. By offering a substantial set of levels for free, id Software managed to sell over 1.1 million copies of the game, making it one of the best-selling games of the 1990s. This success story cemented the shareware model’s association with the burgeoning FPS genre and demonstrated the potential of giving away a portion of a game to drive sales for the remainder.
As games grew in complexity and size, the shareware model evolved. Developers began releasing generous taster levels to hook players, who would then mail in payments to receive the full experience. This approach allowed for a broader reach and a more engaged audience willing to invest in the complete game.
(Image credit: id Software, Doom wiki)
The Shareware Model’s Influence
The shareware model had a profound impact on the gaming industry, challenging traditional distribution methods and shaking the foundations of established companies. One notable instance was at Electronic Arts, where executives were reportedly baffled by the success of shareware games like Wolfenstein 3D, questioning how a small company could outperform industry giants.
Shareware’s success stories weren’t limited to Apogee; they also propelled companies like Epic Games to prominence. The model democratized game distribution, allowing developers to reach vast audiences without the need for a publisher’s marketing muscle.
(Image credit: Apogee, Scott Miller)
The Decline of Shareware
As the internet evolved, the shareware model began to wane. The ease of downloading full games online gradually made mail order obsolete, except for the niche market of collectors seeking lavish editions. The era of shareware, which had once revolutionized PC gaming distribution, came to an end as digital platforms took over.
Despite its decline, the legacy of shareware remains. It paved the way for modern digital distribution and demonstrated the power of community-driven marketing long before the advent of social media and digital storefronts.
Shareware’s Modern Legacy
Today’s gaming landscape still holds a place for episodic gaming, though it faces challenges due to the unpredictable nature of game production. Titles like Valve’s Half-Life 2 episodes and the Hitman series have experimented with episodic releases, with varying degrees of success. The original Telltale Games was a notable proponent of episodic gaming, though it ultimately succumbed to financial pressures.
However, the spirit of shareware lives on in the resurgence of game demos, particularly during events like Steam Next Fest. These demos allow developers to showcase a portion of their games, similar to the shareware model, and gather valuable player feedback without the risk of negative reviews impacting their full release.
(Image credit: id Software)
Demos serve as a modern-day equivalent to shareware, offering a slice of gameplay to entice players, much like the shareware titles of the past. Apogee, now a modern game publisher, continues to embrace this model, ensuring that a new generation of players can experience the joy of discovering games through free samples.
