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Bullfrog in the Dungeon


This article tells part of the story of Bullfrog Productions.


In January of 1995, Electronic Arts bought the prestigious British games studio Bullfrog Productions for an undisclosed sum that was rumored to be in the neighborhood of $45 million. The lives of the 35 or so people who worked at Bullfrog were transformed overnight. Peter Molyneux, the man who had build the studio’s reputation on the back of his “god game” Populous six years earlier, woke up the morning after the contract was signed with real money to spend for the first time in his life. For him and his colleagues, the new situation was gratifying, but also vaguely unsettling.

The acquisition came with all of the expected rhetoric from EA about “letting Bullfrog be Bullfrog.” Inevitably, though, the nature of the studio’s output changed in the years that followed. EA believed — and not without evidence — that series and brands were the key to long-term, sustainable success in the games industry. So, it encouraged or pressured the folks at Bullfrog to connect what they were doing now with what they had done before, via titles like Magic Carpet 2Syndicate WarsPopulous: The Beginning, and Theme Park World. Iteration, in other words, became at least as prized as the spirit of innovation for which Bullfrog had always been celebrated.

And where the spirit of innovation refused to die, you could always do some hammering to make things fit. The most amusing example of this is one of the two best remembered and most beloved games to come out of this latter period of Bullfrog’s existence. What on earth could be meant by a “theme hospital?” EA couldn’t have told you any more than anyone else, but the name sounded pretty good to it when one considered how many copies Theme Park had sold the year before the acquisition.


Theme Hospital was born as one of about a dozen ideas that Peter Molyneux wrote on a blackboard during the heady days just after the acquisition, when Bullfrog had a mandate to expand quickly and to make more games than ever before. This meant that some of the Bullfrog old guard got the chance to move into new roles that included more creative responsibility. Programmer Mark Webley, who had been doing ports for the studio for a few years by that point, thought that Molyneux’s idea of a simulation of life at a hospital had a lot of potential. He plucked it off the list and got himself placed in charge of it.

In the beginning, he approached his brief with a measure of sobriety, not a quality for which Bullfrog was overly known. He even thought to do some field research at a real hospital. He and visual artist Gary Carr, the second person assigned to the team, talked the authorities at Royal Surrey County Hospital, conveniently located right next door to Bullfrog’s offices in Guildford, England, into giving them a behind-the-scenes tour. It proved rather more than the pair had bargained for. Videogame violence, which Bullfrog wasn’t noted for shying away from, was one thing, but this was something else entirely. The two young men were thrown out of at least one operating theater for retching. “I remember we watched a spinal operation one morning, which was bad enough,” says Carr. “Then the person who had been assigned as our guide said, ‘Alright, after lunch we can pop down to the morgue.'” It was right about then that they decided that an earnest simulation of life (and death) at a National Health Service hospital might not be the right way to go. They decided to Bullfrog the design up — to make it silly and irreverent, in Bullfrog’s trademark laddish, blackly humorous sort of way. “It’s not about how a hospital runs,” said Mark Webley sagely. “It is about how people think [it] runs.”

Webley played for a while with the possibility of making Theme Hospital a sort of satirical history of medicine, from the Middle Ages (“when curing people usually meant hacking their legs off with a bloody great saw, covered in leeches”), through the Victorian Age (“lots of mucking about with electric shocks and the like”), and on to the present and maybe even the future. In the end, though, that concept was judged too ambitious, so Theme Hospital returned to the here and now.

That said, the longer the slowly growing team worked, the less their game seemed to have to do with the real world of medicine that could be visited just next door. A former games journalist named James Leach came up with a matrix of absurd maladies: Bloaty Head (caused by dirty rainwater and putrid cheeses), Broken Wind (caused by too much exercise after a big meal), Slack Tongue (caused by too much vapid celebrity gossip), Infectious Laughter (caused by hearing too many sitcom laugh tracks), King Complex (afflicting Elvis impersonators who spend too much time in character). The cures are as imaginative as the diseases, generally involving slicing and dicing the patients/victims with one or more horrifying-looking Rube Goldberg contraptions. Theme Hospital is healthcare as those with a deathly fear of doctors imagine it to be.

The finished game is deceptively complex — perhaps a little too much so in my opinion. You start each scenario of the campaign with nothing more than a plot of land and a sum of starting money that never seems to be enough. You have to build your hospital from scratch, deciding where to place each and every room, and then where to put everything that goes inside each room, from the reception desk to the toilets to the even more important soda and candy machines. (This is most definitely not socialized medicine: your hospital is expected to make a profit.) Then you have to hire doctors, nurses, janitors, and administrative personnel from a wide variety of applicants. Figuring out how best to fiddle the countless knobs that affect the simulation requires considerable dedication; every input you make seems to result in a cascade of advertent and inadvertent consequences. Once the action really starts to heat up, Theme Hospital can become as frenzied as any session of Quake or Starcraft. Keeping the pot from boiling over in the midst of an epidemic or a disaster — events that become more and more frequent as you progress further — requires constant manual intervention, no matter how efficiently you’ve laid our your hospital and how judiciously you’ve selected its staff.

Your reaction to all of this will depend on two factors: whether you’re someone who is inherently drawn to open-ended simulations of the SimCity and Theme Park stripe, and whether Bullfrog’s brand of humor causes you to come down with your own case of Infectious Laughter. My answer to both of these questions is a qualified no, which makes Theme Hospital not really a game for me. By the time I’d played through the first couple of scenarios, I could see that the ones to come weren’t going to be all that different, and I just didn’t have the motivation to climb further up the campaign’s rather steep ladder of difficulty. Speaking of which: the campaign is as rudimentary as the simulation is baroque. Each of its scenarios is the same as the one before, only with more: more diseases to cure, more requirements to meet, more pressure. It left me with the same set of complaints I recently aired about the campaign in Rollercoaster Tycoon: I just wish there was a bit more there there, an attempt to provide a more interesting and diverse set of challenges that entailed less building of the same things over and over from scratch.

But, just as was the case with Rollercoaster Tycoon, the game about which I’m complaining today did very well for itself in the marketplace, an indication that plenty of people out there don’t share my peculiar preferences. (Who would have thought it?) Released in the spring of 1997, Theme Hospital was by all indications Bullfrog’s biggest single latter-day commercial success, a game which continued to sell reasonably well for several years, sufficient to reach the vicinity of that magic number of 1 million units. In the process, it became sneakily influential. You don’t have to squint too hard to see some of the DNA of Theme Hospital in the more casual time-management games that became crazily popular about ten years on from it.


Dungeon Keeper’s box sports its mascot, the Horned Reaper. Or, as the lads at Bullfrog preferred to call him, Horny.

The other widely acknowledged classic from this period of Bullfrog’s history took even more time and effort to make than Theme Hospital. In fact, Dungeon Keeper — one does have to breathe a sigh of relief that EA’s marketers didn’t insist that it be called Theme Dungeon! — had the most extended and torturous development cycle of any game Bullfrog ever made.

The idea for Dungeon Keeper came to Peter Molyneux some time before the EA acquisition: in mid-1994, when he had just finished up work on Theme Park.

I was sitting in my car in the middle of a traffic jam. I was bored to tears, waiting for the cars in front to begin moving again. Then the idea of a reverse role-playing game popped into my head. Yes, I thought, this could be a good game. You could have loads of monsters crawling around deep, dark tunnels. You could have the power to control them directly, deal with all their problems and petty grievances. As your dungeon grew, your power would increase. You could mine and hoard gold and have to put down rebellions. On top of all this, you could have the traditional heroes invading the trap-laden dungeon you’d created. I was so deep in thought, I hadn’t realized the traffic had cleared.

Dungeon Keeper was a set of answers to questions that some of the more literal-minded players of Dungeons & Dragons and its ilk, whether played at the tabletop or on computers, had been asking for many years already. Just what was up with those nonsensical labyrinths filled with creatures, traps, and treasure that seemed to be everywhere in the worlds of Greyhawk and the Forgotten Realms? What was the point of them? For that matter, what did all those monsters eat while they were hanging out waiting for the next group of adventurers to come by? And what was it like to be the evil wizard with the thankless job of taking care of this lot?

Peter Molyneux, who called CRPGs “my favorite type of game” even though he had never made one, proposed to find some answers now by approaching the genre from the opposite point of view from the norm. It was one of the most brilliant conceptions he ever came up with: quick and easy to explain to just about anyone who knew anything about computer games, and at the same time something no one had ever attempted to do before. And it was as on-brand as could be, gently transgressive in that trademark Bullfrog way. Molyneux:

You have to hire monsters and keep them employed. How do you keep a monster employed? There are basically two ways to motivate your staff. The first is basically to pay them money, but you really don’t want to do that. The second and preferred method of influence is fear. Say you have a band of ten goblins and you want to maintain their loyalty. What’s the best way to do that? Kill off five of them. Ritual sacrificing is really important. You have to prove to the people below you that you’re evil. This is a dungeon, after all.

When the acquisition negotiations began, Molyneux was already tinkering with Dungeon Keeper alone. He was joined by a second programmer, Simon Carter, in November of 1994. EA loved the idea; in the wake of DOOM, dark and gritty violence was in in games. The two-man project may have been in its infancy, but it was a major selling point for Bullfrog during the talks with EA, who saw it as a game with the potential to become huge.

Alas, after the deal was done EA promptly started to pull Molyneux in way too many directions for his liking. He was given a set of executive titles and the executive suite to go along with it, removing him from the day-to-day work in the trenches.

There was me, this passionate sixteen-hour-a-day coder, who kind of lived with these other blokes who were in the office, and all of a sudden Electronic Arts came in and said, “Okay, right. We think you’re fantastic, and we want to expand your studio, and rather than one game [per year] we can get five games out of you.” The company literally went from 35 people to 150 people in nine months, and suddenly there were all these strangers there. Then they said to me, “We think you’re fantastic. We’re going to make you head of our studio in Europe,” and part of me was thinking this was amazing — these people really think I’m clever — but there was another part of me that felt awful, that this was alien and horrible to me. The foundation stones of my work completely changed…

A man with an obsessive-compulsive relationship to the games he made, who would increasingly acknowledge himself to be neurodivergent in later years, Molyneux was painfully ill-equipped for the role of a glad-handing EA vice president; it just made him uncomfortable and miserable. He was forced to oversee Dungeon Keeper — his own baby! — from afar. “I didn’t have time to look at games,” he says. “I was walking in, spending half an hour with them, and then walking out. That was the worst period of my life. Bullfrog was everything to me, and suddenly I was this character that would have to walk into a room and make instant judgments about things.”

From the beginning of 1995, Dungeon Keeper was extravagantly hyped in the gaming press, which ran preview after preview. This gives us an unusual insight into the stages of its evolution. For example, a preview published in the American magazine Computer Games Strategy Plus in the fall of that year describes a heavy focus on multi-player action. At this point, Dungeon Keeper sounds almost like a proto-Diablo, with the important twist that one player is allowed to be the mastermind of the dungeon itself. For those on the side of Good, “one strategy for building up your character would be to enter the dungeon, kill off a few creatures, and run away. Return later (fully healed, but at a cost), kill a few things, and run away again. Stats are kept for the usual physical attributes as well as experience and monsters killed. One interesting feature will allow players to take their saved [character] with them to other people’s dungeons as well.” A player character who conquered a dungeon’s overlord would have the option to come over to the side of Evil and take his place.

In truth, however, progress throughout 1995 was slow and halting, a matter of two steps forward and one step back — and sometimes vice versa. “We spent quite a bit of time just messing around with the idea, but not getting very far in terms of a design,” admits lead artist Mark Healey. Dungeon Keeper may have had a brilliant core concept, but there was no clear vision of how that concept would be implemented, of what kind of game it would ultimately be at the gameplay level. Was it primarily a puzzle game, a kind of Tower Defense exercise where you had to set up your monsters and traps just right to fend off a series of bespoke heroes? Or was it an open-ended sandbox strategy game, a SimCity — or Theme Park — in a dungeon? Or was it, as Strategy Plus dared to write, a game “which may redefine the role-playing genre”? At one point or another, each of these identities was the paramount one, only to fall back down in the pecking order once again. Programmer Jonty Barnes, who was responsible for the Dungeon Keeper level editor, left Bullfrog in the summer of 1995 to finish up his degree at university. He claims that when he rejoined the team a year later the game had “reset. It was back to where we were when I’d left off.”

Be that as it may, the inflection point for the project had already come and gone by then. EA was extremely disappointed when Dungeon Keeper failed to ship in time for the Christmas of 1995, to supplement a Bullfrog lineup for the year that otherwise included only the under-performing Magic Carpet 2 and the thoroughly underwhelming racing game Hi-Octane — a poor early return indeed on a $45 million investment. Management started to make noises about cancelling Dungeon Keeper entirely if it didn’t show signs of coming together soon. Meanwhile Peter Molyneux was as miserable as ever: “I still really love games, and I hate what I’m doing at the moment.” He thought about resigning, then trying to find or found another company where he could make games like he had in the old days, but he couldn’t bear to lose all influence over Dungeon Keeper. And as for seeing his baby axed… well, that might just send him around the bend completely.

So, at the beginning of 1996, he went to the rung above him on the EA corporate ladder with a modest proposal. He’d had enough of meet-and-greets and wining-and-dining, he told his bosses forthrightly. He wanted to quit EA — but first he wanted to finish Dungeon Keeper. He wanted to climb back down into the trenches and make one last amazing game before he said farewell. EA scratched its collective head, then said okay — on one additional condition. He couldn’t make his game from the Bullfrog offices, where he would be privy to inside information about the other projects going on and might, it was feared, try to poach Bullfrog employees for whatever he decided to do after Dungeon Keeper. He would have to find another spot for the team to work from. And naturally, he couldn’t tell the public that he was leaving the studio with which he was so closely identified until Dungeon Keeper was done. This sounded reasonable enough to Peter Molyneux.

He didn’t have to look far for a new workspace: he simply moved the core of the team — consisting of no more than half a dozen people — into a space above the garage at his house.[1]Some details of the arrangement — namely, the financial side — remain unclear. Molyneux has claimed in a few places that he paid for the rest of Dungeon Keeper’s development out of his own pocket in addition to providing the office space, but he is not always a completely reliable witness about such things, and I haven’t seen this claim corroborated anywhere else. Suddenly it was like the old days again, just a small group of friends working and playing together for a ridiculous number of hours each day to make The Best Game Ever. The team effectively became Molyneux’s roommates in addition to his colleagues. Jonty Barnes:

We would play the game at night drinking beers, arguing over who should have won based on how the game should be versus the way it was. If somebody won too easily, we could change the design the following day, and that really honed the intensity and the strategy of building Dungeon Keeper. We ended up working pretty much six or seven days a week for a long period of time, but we didn’t notice because we cared so much about what we were creating.

Over these endless hours of work and play, the what of the game slowly crystallized. Certain elements of the puzzler were retained: each scenario of the campaign would require you to fend off attacks by one or more avatars of Good. Ditto some elements of the CRPG, whose legacy would take the form of the ability to “possess” any of the monsters in your dungeon, running around and fighting from a first-person view. At heart, however, Dungeon Keeper would be a management strategy game, all about setting up and running the best dungeon you could with the resources to hand. It would borrow freely not only from the likes of Theme Park (and now Theme Hospital) but also from the more straightforwardly confrontational real-time-strategy genre that was exploding in popularity while it was in development.

Despite the jolt of energy that accompanied the move into Molyneux’s house — or perhaps because of it — work on the game dragged on for a long, long time thereafter. The Christmas of 1996 as well was missed, while EA’s bosses continued to shake their heads and make threatening noises. At last, just a few weeks after Theme Hospital had shipped, Molyneux and company declared Dungeon Keeper to be finished. True to his word, Bullfrog’s co-founder, leading light, and heart and soul officially resigned on that very day. “Dungeon Keeper is my final game for Bullfrog, and this is part of the reason I wanted to make it so good,” he told a shocked British press. “It’s a sort of goodbye and thanks for all the great times past.”


You start each scenario with only a Dungeon Heart. You must protect this nerve center and in particular the orb it contains at all costs, for if the orb is destroyed, you die instantly.

Keeping a dungeon turns out to be a bit like keeping a zoo. You need a Hatchery to provide food for your minions, in the form of hordes of woebegone chickens.

Each type of monster also needs its own Lair to retreat to. (It turns out that a lot of these creatures don’t like each other very much.)

Neither a zoo nor a dungeon can run for long without a steady supply of filthy lucre.

The second scenario introduces the Training Room, where you can “level up” your monsters in exchange for gold.

The third scenario introduces the Library, where you can research spells with which to smite your enemies (or your minions). The campaign continues in this vein, layering on the complexity piece by piece.



When he looks back upon his career, Peter Molyneux tends to be a harsh critic of his own games. Dungeon Keeper is no exception: “It had a lot of things wrong with it. Too many icons. Too many game mechanics that were just wrong. It ended up being too dependent on little bits that were supposed to be there as jokes. In the end, I didn’t feel as proud about it as I had hoped.”

Very few people have agreed with this assessment. In its heyday, Dungeon Keeper enjoyed the best reviews of any Bullfrog game in years, outdoing even Theme Hospital in that respect. (Combined, the two titles created a real if fairly brief-lived “Bullfrog is back!” frisson.) Computer Gaming World called Dungeon Keeper “a damned fine creation. Its utter uniqueness and sense of style alone are worth the price, especially in these days of recycled inspiration. It’s a true gamer’s game — tremendously deep, demanding, and open to exploration.” GameSpot deemed Dungeon Keeper “among the best games released so far this year, and any fan of real-time strategy or classic fantasy role-playing games should run right out and buy this game. Hopefully, this is the new face of Bullfrog…”

Sales were solid, although not quite as strong as the reviews — not to mention EA’s early expectations — might have led one to believe. The game’s Achilles heel, to whatever extent it had one, was a dated presentation, a byproduct of the long development cycle and the small development team. It was among the last slate of games to be targeted at MS-DOS rather than Windows, and its muddy, pixelated graphics, caked with enough brown sauce to recreate the Mona Lisa, looked to be of even lower resolution than they actually were. At a glance, Dungeon Keeper looked old and a bit dull, in a milieu obsessed with the new and shiny.  (Theme Hospital was another MS-DOS anachronism, but its brighter color palette and cleaner aesthetics left it looking a lot more welcoming.)

But if you can get beyond the visuals, Dungeon Keeper goes a long way toward living up to the brilliance of its central conceit. If the first half of its development cycle was one extended identity crisis, the creators more than figured out what identity their game should have by the time that all was said and done. Its every element, from the silkily malevolent voiceovers by the actor Richard Riding, who sounds like all of Shakespeare’s villains rolled into one, to the countless little sadistic touches, like the way you can slap your minions with your big old claw-like hand to get them working faster, serves to justify the marketing tagline of “Evil is Good.” Even if you’re someone like me who genuinely prefers to be the good guy in games, you can’t help but admire Dungeon Keeper’s absolute commitment to its premise. And for those who do like the idea of playing the dark side more than I do, this game is the perfect antidote to all of those CRPGs that claim to let you do so, only to force you to do the right thing in the end for the — horror of horrors! — wrong reason. (A whole Parisian salon worth of existentialist philosophers would like to have a word with those game designers about the real nature of Good and Evil…) There’s no such prevarication in Dungeon Keeper; your intentions and your deeds are in complete harmony.

For my part, I enjoyed the game more than I really expected to — in fact, more than any other Bullfrog game I’ve played in the course of writing these histories. It helped immensely that Dungeon Keeper marks the point where Bullfrog finally gave us a proper, bespoke campaign, complete with a modest but effective spine of story, which sees you corrupting a succession of goodie-goodie realms with sticky-sweet names like “Eversmile.” The first half in particular of the 20-scenario campaign is one of the best of this era of gaming. Unlike a lot of earlier Bullfrog games, which were content to throw you in at the deep end, Dungeon Keeper starts off with just a handful of elements, then gradually layers on the complexity scenario by scenario, introducing new room types, new monsters, and new spells in a way that feels fun rather than overwhelming. The game plays quickly enough, and the scenarios are varied enough, that having to start over and build a new dungeon from scratch each time feels tempting rather than punishing. You’re always thinking about how you can build the next one better, thinking about how you can integrate the new elements that are introduced into what you’ve already learned how to do. It’s enough to win over even a middle-aged skeptic like me, whose heart isn’t set all aflutter by the transgression of being Evil.

Unfortunately, the happy vibes came to a crashing halt when I hit the tenth scenario of the campaign. Here the game breaks with everything the previous nine scenarios have been painstakingly teaching you; suddenly it’s not about constructing an efficient and deadly dungeon, but about bum-rushing the domain of another dungeon keeper before he can do the same to you. This aberration might be acceptable, if the game clearly communicated to you that a dramatic change in tactics is needed. But instead of doing so, the introductory spiel actively misleads you into believing that this scenario should be approached the same way as the nine preceding ones. Even worse, if you fail to attack and kill the enemy quickly, he will soon make himself effectively invulnerable, leaving you stuck in a walking-dead situation; you can easily waste an hour or more before you realize it. Coming on the heels of so much good design, the scale of the design failure here is so enormous that I want to believe it’s some sort of technical mistake — surely nobody could have intended for the scenario to be like this, right? — but it’s hard for me to see how that could be the case either.

I did eventually figure out what the scenario wanted from me, but I was left feeling much the same as when I run into a really bad, unfair puzzle in an adventure game. At that point, the game has lost my trust, and it can never be regained. I played through a couple more scenarios — which, to be fair, returned to the old style that I had been enjoying — but somehow the magic was gone. I just wasn’t having fun anymore. So, I quit. Let this be a lesson to you, game designers: just like trust between two people in the real world, trust between a game and its player is slow and hard to build and terrifyingly quick and easy to destroy. For any of you readers who choose to play Dungeon Keeper — and there are still lots of good reasons to do so — I’d recommend that you go in forewarned and forearmed with a walkthrough or a cheat for the problem-child scenario.[2]When you hit the tenth scenario, you can skip over it by starting the game from the DOSBox command line with the additional parameter “/ level 11”.


The Dungeon Keeper story didn’t end with the original game. Late in 1997, Bullfrog and EA released a rather lazy expansion pack called The Deeper Dungeons, a collection of leftover scenarios that hadn’t made the cut the first time around, with no new campaign to connect them. Far more impressive is Dungeon Keeper 2, which arrived in the middle of 1999.

The team that made Dungeon Keeper 2 was mostly new, although a few old hands, among them programmer Jonty Barnes, did return to the fold. The lead designer this time was Sean Cooper, the father of Bullfrog’s earlier Syndicate. He remembers the project as “a shift from writing games without many plans to getting really organized about what we were going to build. It was about keeping everyone in full view of what we were all trying to do together. That’s common practice today, but it was one of the first times for us.”

Less an evolution of the first game’s systems than a straight-up remake with modernized graphics and interface, the sequel’s overall presentation is so improved that this doesn’t bother me a bit. What was murky and pixelated has become crisp and clear, without losing any of its malevolent style; Richard Riding has even returned to louche it up again as the velvet-tongued master of ceremonies. I only played about five scenarios into this 22-scenario campaign due to time pressures — being a digital antiquarian with a syllabus full of games to get through sometimes forces me to make hard choices about where I spend my supposed leisure time — but what I saw was an even better version of the first campaign. Plus, I’m given to understand that there are no aberrations here like the tenth scenario of that campaign. Some purists will tell you that the sequel lacks the first game’s “soul.” Personally, though, I’ll take the second game’s refinement over any such nebulous quality. If I was coming to Dungeon Keeper cold today, this is definitely where I would start.

But, whether due to a lack of soul or just because it was too much too soon of the same idiosyncratic concept, Dungeon Keeper 2 didn’t sell as well as its predecessor, and so the series ended here. Sadly, this was a running theme of Bullfrog’s post-Molyneux period, during which the games became more polished and conventionally “professional” but markedly less inventive, and didn’t always do that well in the marketplace either. “I felt the heart of the place was missing,” says Mark Healey. “Bullfrog was no longer a creative haven for me. It felt more like a chicken factory.” And the chickens kept laying eggs. Populous: The Beginning, the big game for 1998, disappointed commercially, as did Dungeon Keeper 2 the following year. The same year’s Theme Park World[3]in North America, Theme Park World was dubbed Sim Theme Park in a dubious attempt to conjoin Bullfrog’s legacy with that of Maxis of “Sim Everything” fame, another studio EA had recently scarfed up. did better, but had much of its thunder stolen by Rollercoaster Tycoon, an era-defining juggernaut which had been partially inspired by Bullfrog’s first Theme Park.

Early in 2000, EA closed Bullfrog’s Guildford offices, moving most of the staff into the mother ship’s sprawling new office complex in the London suburb of Chertsey, which lay only ten miles away. The Bullfrog brand was gradually phased out after that. Old games studios never die; they just fade away.

Setting Dungeon Keeper aside as a partial exception, I’ve made no secret of the fact that the actual artifacts of Bullfrog’s games have tended to strike me less positively than their modern reputation might suggest they should, that I consider the studio to have been better at blue-sky innovation than execution on the screen. Yet it cannot be denied that Bullfrog laid down a string of bold new templates that are still being followed today. So, credit where it’s due. Bullfrog’s place in gaming history is secure. It seems only fitting that Peter Molyneux have the last word on the studio that he co-founded and defined, whose ethic has to a large extent continued to guide him through his restlessly ambitious, controversy-fraught post-millennial career in games.

It [was] an amazing, joyful roller coaster which I wouldn’t have traded for anything. It was an obsession. We were just obsessed with doing stuff that other people hadn’t done before. It was working very late and very hard and smoking lots of cigarettes and eating lots of pizza and bringing together some crazy insane people. We just had the reason to do stuff. There wasn’t a lot of process involved. We didn’t have producers. There were some brutally tough times there, but it was amazing.



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Sources: The book Bullfrog’s Official Guide to Dungeon Keeper by Melissa Tyler and Shin Kanaoya; PC Zone of May 1996 and May 2000; Retro Gamer 43, 71, 104, 110, 113, 130, 143, and 268; Computer Gaming World of December 1995, August 1997, October 1997, and October 1999; Computer Games Strategy Plus of November 1995.

Online sources include Peter Molyneux’s brief-lived personal blog, “Peter Molyneux: A fallen god of game design seeking one more chance” by Tom Phillips at EuroGamerGameSpot’s vintage review of Dungeon Keeper, and “Legends of Game Design: Peter Molyneux” by Rob Dulin at the old GameSpot.

Where to Get Them: Theme HospitalDungeon Keeper Gold, and Dungeon Keeper 2 are all available as digital purchases at GOG.com.

Footnotes

Footnotes
1 Some details of the arrangement — namely, the financial side — remain unclear. Molyneux has claimed in a few places that he paid for the rest of Dungeon Keeper’s development out of his own pocket in addition to providing the office space, but he is not always a completely reliable witness about such things, and I haven’t seen this claim corroborated anywhere else.
2 When you hit the tenth scenario, you can skip over it by starting the game from the DOSBox command line with the additional parameter “/ level 11”.
3 in North America, Theme Park World was dubbed Sim Theme Park in a dubious attempt to conjoin Bullfrog’s legacy with that of Maxis of “Sim Everything” fame, another studio EA had recently scarfed up.
 
 

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Rollercoaster Tycoon (or, MicroProse’s Last Hurrah)



This article tells part of the story of MicroProse Software.

I think it touches on two of the most fundamental aspects of human nature. We all like doing something constructive, where we can see that we are creating something from virtually nothing, and we all have a desire to nurture or look after things. This is what the game is all about. You spend hours painstakingly building your park and roller coasters up piece by piece, and then it becomes your own baby, which you want to look after and keep running smoothly, watching it grow in popularity and delighted by all the little guests who are enjoying all your hard work. Of course, the subject matter, roller coasters and theme parks, helps a lot as well. What could be more fun in a game than to build and run a park which is full of little people also having fun?

— Chris Sawyer

When Jeff Briggs, Brian Reynolds, and Sid Meier resigned from MicroProse Software in 1996 in order to found their own studio Firaxis, they left behind one heck of a parting gift. Civilization II, the last project Briggs and Reynolds worked on at MicroProse, became one of the rare computer games that sell in big numbers for months and months on end. Combined with a brutal down-sizing that involved laying off half the company and finally retiring the redundant Spectrum Holobyte brand, Civilization II managed to put MicroProse in the black in 1997 for the first time in more than half a decade. The $7.9 million profit the company posted that year, on revenues that were up by more than 40 percent, may have paled in comparison to the $120.2 million it had bled out since being acquired by the Spectrum Holobyte brain trust in December of 1993, but it was better than the alternative.

Unfortunately, Civilization II was a one-time gift. The departures of Briggs, Reynolds, and Meier, combined with the layoffs, completely destroyed any ability MicroProse might have had to come up with a similar game in the future. Meanwhile the action-oriented military simulators on which management had staked the company’s future in lieu of grand-strategy titles were proving a dud; with the Cold War and the Gulf War having receded into history, there just wasn’t the same excitement out there around such things that there once had been. Recognizing that the brief return to profitability was an anomaly rather than a trend, MicroProse’s CEO Stephen M. Race let it be known on the street that the company was up for sale, hoping against hope that a buyer with more money than sense would emerge before the rotten fundamentals of his business boomeranged back around to crush it. His hopes were gratified from a very unlikely quarter. Hasbro, which alongside its arch-rival Mattel ruled the American market for toys and family-oriented board games, took the bait.



Hasbro had been founded in 1923 in Rhode Island, by an industrious Polish immigrant named Henry Hassenfeld. It existed as essentially an odd-job factory until 1951, when the founder’s son Merrill Hassenfeld, who had inherited the enterprise after the death of his father, partnered with an inventor named George Lerner to create Mr. Potato Head. A bizarre idea on the face of it, it was a kit that children could use to dress up a potato or other vegetable of their choice with noses, ears, eyes, mustaches, glasses, hats, etc. (Later on, a plastic potato would be included as well to keep the tykes out of the pantry.) Thanks largely to savvy advertising (“The most novel gift in years, the ideal item for gift, party favor, or the young invalid!”), much of it on the brand-new medium of television, Mr. Potato Head became a sensation, selling millions upon millions and transforming its parent company forever. Indeed, Hasbro can be credited with inventing the modern industry of branded, mass-produced toys in tandem with Mattel, whose Magic 8 Ball made its debut at almost the same instant as Mr. Potato Head.

Many more toy-store successes were created or bought up by Hasbro over the ensuing decades: G.I. Joe, Transformers, Nerf guns, Play-Doh, Raggedy Ann and Andy, My Little Pony, Tonka trucks. Hasbro also collected an impressive stable of family board games, including such iconic perennials as MonopolyScrabble, Candy Land, Battleship, and Yahtzee. In 1996, the conglomerate’s revenues exceeded $3 billion for the first time. Remarkably, it was still in the hands of the Hassenfeld family; the current CEO was Alan Hassenfeld, a grandson of old Henry.

Yet despite the $3 billion milestone, Alan Hassenfeld was an insecure CEO. He had grown up as the free spirit — not to say black sheep — of the family, overshadowed by his more focused and studious older brother Stephen, who had been groomed almost since birth to be the heir apparent. But when Stephen died way too young in 1989, after just ten years in the top spot, the throne passed down to Alan. Stephen’s brief tenure had been by many reckonings the most successful period in Hasbro’s history to date; Alan felt he had a lot to live up to.

In particular, he was obsessed by the long-standing rivalry with Mattel, which, soaring on the indefatigable wings of Barbie, was growing even more quickly than Hasbro; Mattel’s revenues for 1996 were $3.8 billion. To add insult to injury, Hasbro had only narrowly managed to fend off a hostile takeover bid by Mattel the previous year. Alan Hassenfeld was looking for a secret weapon, some new market that he could open up to unleash new revenue streams, prove his mettle as CEO, and vanquish his enemy. He decided that his secret weapon might just be computer and console games and educational software.

Alas, Hasbro and Mattel always seemed joined at the hip, such that the one could never escape the orbit of the other. Alan Hassenfeld decided to set up a new division called Hasbro Interactive at the same instant that Mattel was also launching a push into software. Mattel Media scored a home run right out of the gate with Barbie Fashion Designer, the sixth best-selling computer game of 1996, despite being available for purchase only in the last two months of that year.

Like Mattel Media, Hasbro Interactive made games and edutainment products based on its panoply of well-known brands, selling them mostly through the same department stores that sold its toys and board games rather than through traditional software channels. Sometimes it bought licenses for other brands that had little appeal with the hardcore gamers being chased by most of the other big publishers, meaning that the digital rights could be picked up cheap; the television game shows Jeopardy! and Wheel of Fortune were among this group. The end results weren’t masterpieces of ludic design by any stretch, but they did what was required of them competently enough. Some were made for Hasbro by perfectly reputable studios, such as the Canadian Artech, whose history stretched back to Commodore 64 classics like Ace of Aces and Killed Until Dead. Hasbro Interactive’s biggest two titles of 1997 reflect the boundaries of its target demographic: a revival of the old quarter-eater Frogger for nostalgic children of the early 1980s and Tonka Search & Rescue for these people’s own kids.

So far, so uninteresting for the sorts of folks who read magazines like Computer Gaming World and self-identified as “gamers.” But then, in 1998, Hasbro Interactive made its presence known to them as well. In August of that year, it bought two companies: the moribund Avalon Hill, which had ruled the roost of paper-and-cardboard wargames during the 1960s and 1970s and had been trying without much success to adapt to the digital age ever since, and the equally moribund MicroProse Software. It paid $6 million for the former, $70 million for the latter, a deal which left most of the rest of the industry scratching their heads. And for good reason: its brief-lived window of profitability having well and truly slammed shut again by now, MicroProse was on track to lose $33.1 million in 1998 alone. Alan Hassenfeld, sitting in an office whose walls were covered with mid-century Mr. Potato Head memorabilia, seemed the very personification of the dilettantish, trend-hopping games-industry tourist, more and more examples of which species seemed to be entering the field as the industry continued to grow.

And yet the MicroProse deal would turn into a resounding success for Hasbro in the short term at least — not because Alan Hassenfeld was playing five-dimensional chess, but simply because he got very, very lucky, thanks to a reclusive Scottish programmer he had never heard of and would never meet.


Transport Tycoon. Anyone who has played Chris Sawyer’s later and even more popular Rollercoaster Tycoon will recognize the family resemblance. The interfaces are virtually identical.

Back in 1994, MicroProse had published a game called Transport Tycoon, by a lone-wolf programmer named Chris Sawyer, who worked out of his home near Glasgow, Scotland. Building upon the premise of Sid Meier’s earlier Railroad Tycoon, it tasked you with building a profitable people- and cargo-moving network involving not just trains but also trucks, buses, ships, ferries, and even airplanes. Written by Sawyer in pure, ultra-efficient Intel assembly language — an anomaly by that time, when games were typically written in more manageable higher-level languages like C — Transport Tycoon was as technically impressive as it was engrossing. When it sold fairly well, Sawyer provided a modestly upgraded version called Transport Tycoon Deluxe in 1995, and that also did well.

But then Chris Sawyer found himself in the throes of a sort of writer’s block. He had planned to get started right away on a Transport Tycoon 2, but he found that he didn’t really know what to do to make the game better. In the meantime, he took advantage of the royalty checks that were coming in from MicroProse to indulge a long-running fascination with roller coasters. He visited amusement parks all over Britain and the rest of Europe, started to buy books about their history, even joined the Roller Coaster Club of Great Britain and the European Coaster Club.

One day it clicked for him: instead of creating Transport Tycoon 2, he could leverage a lot of his existing code into a Rollercoaster Tycoon, making the player an amusement-park magnate rather than a titan of transport. Granted, it had been done before; Bullfrog’s Theme Park had been a big international hit the same year that the original Transport Tycoon had come out. But that game didn’t let you design your own roller coasters from scratch, like Sawyer wanted to do, and it dripped with the laddish cynicism that had always been one of Bullfrog’s calling cards, regarding the visitors to your park more as rubes to be fleeced than customers to be pleased. Chris Sawyer wanted to make a more wholesome kind of game, aimed more at the tinkerer than the businessperson. “There’s a Lego-like philosophy to my games,” he says. “They’re games where you build things block-by-block in a rather simplistic and restrictive environment, and then interact with those models to keep things working well, improving and rebuilding things when needed and being rewarded for constructive skills and good management.”

So, working with exactly one part-time visual artist (Simon Foster) and one sound person (Allister Brimble), Chris Sawyer programmed Rollercoaster Tycoon from his home over two years of sixteen-hour days. He was the last of his kind: the last of the bare-metal assembly-language coders, and the last survivor from the generation of bedroom programmers who had once been able to get rich — or at least enriched — by making commercial computer games pretty much all by themselves and entirely on their own terms. When the game was just about finished, he gave it to his agent Jacqui Lyons, another survivor of the old days who had done much to create the legend of the British bedroom boffin back in 1984, when she had represented a pair of wunderkinds named David Braben and Ian Bell, organizing a widely covered publishers’ auction for their landmark creation Elite. She placed a bookend on the era now by taking Rollercoaster Tycoon to MicroProse, with whom her client had a prior relationship. This was just after the Hasbro acquisition, which may have made MicroProse ironically more receptive to such a light-hearted game than the previous, military-sim-obsessed management of the company might have been. At any rate, Jacqui Lyons didn’t have to stage another auction; the deal was done in short order. She ensured that the contract was written in such a way as to keep the Rollercoaster Tycoon trademark in the hands of Chris Sawyer; MicroProse merely got to license it. Neither she nor her client could possibly have realized what a fortune that stipulation would prove to be worth.

“I personally felt I’d achieved something worthwhile,” says the terminally modest Sawyer, “and I knew from the few testers who got to see the game early on that they were really enjoying playing it. However, the wider feeling was that it was always going to be a niche product, much more so than Transport Tycoon, and might not take off sales-wise at all.” MicroProse’s willingness to give it a shot was to a large extent driven by the fact that Sawyer was about to hand them what was essentially a finished game; this was a markedly different proposition from what had become the norm in the industry by now, that of a publisher agreeing to fund a project for some number of months or years, hoping that it didn’t get mired in development hell and finally came out the other end of the pipeline as good as the game that had been promised. Little did MicroProse know how extraordinarily well its bet would pay off, even without perpetual ownership of the trademark, another break with the industry norm.

Rollercoaster Tycoon was released on March 12, 1999, with almost no advance publicity and only limited advertising. The deal had come together so quickly that there had been no time to dangle previews before the magazines or engage in any of the other standard practices that accompanied a big new game, even had MicroProse wanted to. Nevertheless, one choice the publisher made would prove key to the game’s prospects. At that time, there were two typical price points for new first-run games. Big releases aimed at the hardcore set generally ran between $40 and $55, while budget titles — often derided as “Wal Mart games” by the hardcore, because so many of them sold best from that temple of the great unwashed Middle American consumer — ran about $15. Unsure where Rollercoaster Tycoon fit in, MicroProse elected to split the difference, giving it a typical street price of about $25. This move would prove to be genius — even if it was largely accidental genius. For in staking a claim right between the two opposing camps, it allowed Rollercoaster Tycoon to trickle up and down to reach both of them; the hardcore couldn’t dismiss it out of hand as lowest-common-denominator junk like the much-ridiculed Wal Mart staple Deer Hunter, even as casual players still saw a price they were just about willing to pay.

Of course, the price would have meant nothing if the experience itself hadn’t been compelling to an astonishingly broad range of people. When you stopped to think about it, you realized that your everyday Quake-loving teenager was actually pretty crazy about roller coasters as well, the more extreme the better. Meanwhile folks who were less enamored with hands-free loop-de-loops could focus on the other aspects of an amusement park. Tim Jordan, the owner of a software store in Eugene, Oregon, observed of Rollercoaster Tycoon that “there is something timeless and familiar about it. Everybody loves an amusement park, and the idea of being able to create your own had such a broad appeal. Mothers could get it for their kids, since it’s non-violent; kids might grab it because they like the idea of making their own rides; and adult strategists might get it for the challenge of making a viable economy in the park. A game like this doesn’t have to have the latest 3D-graphics engine to still keep the public’s attention.” On a similar note, Chris Sawyer himself remembers that “what became apparent to us early on was that the game was appealing to such a wide demographic — girls as well as boys, women as well as men, and people of all ages. And people were playing the game in different ways; some were just enjoying designing the flowerbeds and footpaths and making sure the guests were enjoying their stroll around the park, while at the opposite end some were pushing the limits of roller-coaster construction and creating the most technically amazing rides.”

A fellow named Greg Fulton, who had served as lead designer of New World Computing’s Heroes of Might and Magic III, was firmly within the hardcore-gamer demographic. His recollections of playing Rollercoaster Tycoon with his buddy Dustin Browder — a noted game designer in his own right — demonstrate its ability to win over just about everyone, whether they were after sweetness and light or death and mayhem. (I always hear Beavis and Butthead laughing in the background when I read this story…)

Scanning the terrain, Dustin clicked on a tall, narrow tower ride named “WhoaBelly.”  It was a “drop tower” ride. After eight patrons filled the car at the bottom, the ride would shoot them to the top of the tower, then drop them back to the ground.

Dustin: “How about this one? We can change the height of the tower.”

Me: “Yeah. Add a bunch of levels.”

Dustin, adding several tiers: “I think that’s enough. Just the thought of this height is making me sick.”

Dustin found and surveyed additional options.

Dustin: “Okay. We can change the min and max wait time, wait for a full load, up or down launch mode, and the launch speed.”

Me: “Change the launch speed. Let’s see if we can make them vomit.”

Dustin, shaking his head, turned up the ride speed to its maximum: “90 miles per hour is as fast as it goes.”

Me: “That should do it. Let it rip.”

Dustin: “Shouldn’t we test it first?”

Me: “Nah. Just run it.”

Shrugging his shoulders, Dustin opened the ride to the park patrons. After ten or fifteen seconds, enough patrons had filled the ride car. It took off like a shot out of a gun and rocketed off the top of the tower, off the top of the screen.

Both Dustin and I sat there in stunned silence. A moment later, the car returned, crashed onto the top of the WhoaBelly tower… and exploded.

Across the bottom of the screen, a message flashed: “8 people have died in an accident on Tower 1.”

Dustin stifled a laugh. I wasn’t so mannerly and laughed out loud.

Dustin, looking back at me: “Did you know that would happen?”

Me, still giggling: “No. Not a clue. I had no idea it was even possible.”

Dustin: “I can’t believe they allowed us to do it.”

Me: “Well, I guess they didn’t have a choice. I mean, how would the game know when you were done building a roller coaster?”

Dustin, thinking about it for a second: “I wonder what else you could do.”

Me, excitedly struck with a burst of energy and inspiration: “Wait, wait, wait. I know. Give all the food away for free. Okay. Then charge $20 to use the bathrooms.”

Dustin, his mouth agape, squinted and glared at me, absolutely disgusted with what I had just proposed.

Me, still excited by my proposed idea, despite Dustin’s obvious revulsion: “Go ahead. Try it. It might work.”

Dustin, shaking his head with an exasperated snort: “All right, all right. Give me a second.”

Navigating to the first bathroom he could find, Dustin opened up the properties tab. Ironically, $20 was the maximum you could charge. He then dropped the price of various nearby food stalls to free. We waited, and within a minute or two, it was clear the patrons weren’t going for my “pump and dump” scheme.

Dustin: “It’s not working.”

Me, still hoping to make the idea work: “Maybe we’re charging too much. Cut the price in half.”

Dustin, shaking his head: “No. Nope. I think we’re done. I don’t wanna treat the park patrons like lab rats. I wanna play Diablo.“

Me, half laughing: “Okay. Okay.“

As the above attests, you can play Rollercoaster Tycoon cynically if you want to. Unlike the earlier Theme Park, however, it never pushes you to play that way. On the contrary, the core spirit of the game is pleasant and winsome. The graphics are full of cute little touches that capture the ambiance of those magical annual visits to Coney Island, Six Flags, Disney World, or Cedar Point that have become cherished childhood memories for so many of us. (Insert your own favorite amusement parks here if you grew up in Europe or somewhere else rather than the United States.) And the sound design is if anything even more evocative than the visuals; some of the sound effects were actually recorded by Chris Sawyer on location at real amusement parks. In its bright, juicy guilelessness, Rollercoaster Tycoon was a harbinger of the casual games still to come, coming before that aesthetic grew as stale from overexposure as the “gamer dark” audiovisuals of games like Diablo.




That said, there is one somewhat strange design choice in Rollercoaster Tycoon that I have to call out. Transport Tycoon had no campaign mode whatsoever, offering only a century-long free-play mode to test your logistical talents. Rollercoaster Tycoon, by contrast, responded to changing fashions in strategy-game design by offering nothing but a single-player campaign: no sandbox mode, no multiplayer, no standalone scenarios. Yet the campaign we do get is about the most minimalist one that could possibly have been implemented to still wind up with something to which that name could be applied. There’s no connecting tissue of story here, just an extended series of empty plots of land to build successive parks on, with goals that never go beyond abstractions like “have X number of guests by Y date” or “have park rating X and an annual income of Y.” The geography you must build upon gets more rugged and inhospitable as you progress, and more rides become available to research and construct, but that doesn’t keep the experience from becoming a little bit too samey for this player. I enjoyed tinkering with my first couple of parks; by the third one, I was starting to wonder if this was all there was to the game; by the fourth, I was more than ready to play something else. I had the same feeling that sometimes dogged me when playing Transport Tycoon: that this was a great game engine and a great setting for a game, just waiting for an actual game designer to come along and turn it into a real game.

Now, I hesitate to insist too stridently on the steps that should have been taken to “fix” Rollercoaster Tycoon, given that the game was one of the most breathtaking commercial successes of its era just as it was. Still, I can’t help but think about how much better the campaign might have been had Chris Sawyer partnered with a more conventional game designer. You could have come in as a fresh-faced junior amusement-park mogul, and faced a series of more interesting challenges that were given more resonance through a touch of narrative. Maybe a forest fire threatens your park in the Everglades; maybe your rival park one county over declares a roller-coaster arms race, and you have to pull out every plunge and curve and tunnel and loop you have in your toolbox in order to win the battle for hearts, minds, and butterfly-filled stomachs. These sorts of challenges could be woven through your construction of a mere handful of parks, instead of making you go through the same construction process from scratch over and over and over again. Of course, some people don’t want to play this way; they just want to set up the park of their dreams, fill it with the coasters of their dreams, and watch them all run. But for these people, why not just include a free-build mode, economy optional? The lack of such a thing in this of all games is fairly baffling to me.

Again, though, Chris Sawyer obviously did a lot of things very, very right to appeal to such a diverse cross-section of people, so take my carping with a grain of salt. All evidence would seem to indicate that, campaign or no, most people did approach Rollercoaster Tycoon more as a software toy than a ladder of challenges to be climbed. Just as a huge percentage of Myst players never got beyond the first island, quite a lot of Rollercoaster Tycoon players likely never got much farther than the first scenario in the campaign, and yet were left perfectly satisfied. Perhaps that was for the best. I’m loath to even guess how many hours it would take to actually complete the original game’s 21-scenario campaign, not to mention the two 30-scenario campaigns that followed in two expansion packs.


The picture of Chris Sawyer on the back of the Rollercoaster Tycoon box was taken on the real roller coaster Megafobia, at Oakwood Leisure Park in Wales. The amusement park agreed to run the coaster for several hours in the dead of winter so that Sawyer and his people could get just the photograph they wanted. Sawyer remembers that “it was so cold that we had to wait for the ice to melt on the track before the engineer would let the train run.” (There’s another amusing parallel with Elite here: fifteen years earlier, that game was introduced to the press at Thorpe Park, an amusement park near London, which was closed to the general public on that day so that the journalists could get their fill of the rides. When you’re looking for positive publicity, it never hurts to bribe the messengers…)

As you’ve no doubt gleaned by now, Rollercoaster Tycoon became a hit. A big hit. An insanely big hit. This didn’t happen right away, mind you. In the weeks after its release, it was greeted with surprisingly milquetoast reviews in the gaming press. But a demo which MicroProse was wise enough to make available spread far and wide on the Internet, and, lo and behold, the numbers the game put up increased month by month instead of falling off. By the Christmas buying season of 1999, Rollercoaster Tycoon had become a juggernaut, a living demonstration of the pent-up demand that existed out there for games that didn’t involve dragons, aliens, or muscle-bound men in combat fatigues, yet were not intelligence-insulting schlock like Deer Hunter either. Belatedly waking up to the fact that it had a sensation on its hands, Hasbro finally began advertising the game widely, on the same Saturday-morning television and in the same glossy family magazines where it plugged its toys. The game sold more than 4 million copies in three years in the United States alone, single-handedly justifying all of the money Hasbro had paid for an ailing MicroProse. And that’s without even considering the two best-selling expansion packs, or 2002’s Rollercoaster Tycoon 2 — another lone-wolf production from Chris Sawyer — and its own two expansion packs. For a good half a decade, Rollercoaster Tycoon was simply inescapable.

The biggest hit by far that MicroProse had ever published, Rollercoaster Tycoon was ironically also very nearly the last. Beyond Chris Sawyer’s fortuitous bolt out of the blue, MicroProse’s output as a subsidiary of Hasbro was marked by attempts to computerize old Avalon Hill board games like Diplomacy and Squad Leader, along with military sims like Gunship! and B-17 Flying Fortress, tired would-be successors to the games that had built the company under Sid Meier and “Wild” Bill Stealey. They would have felt anachronistic at the turn of the millennium even had they been good, which they generally were not. The one other slight bright spot was the moderately successful Majesty: The Fantasy Kingdom Sim, a real-time-strategy game which did manage to feel contemporary. Like Rollercoaster Tycoon, it was developed by an outside studio and only published by MicroProse. A couple of lucky breaks aside, the broader question of just why Hasbro had acquired MicroProse remained unanswered.

Nevertheless, the incredible sales of Rollercoaster Tycoon encouraged Alan Hassenfeld to dream bigger dreams than ever for Hasbro Interactive, as did the actions of Mattel, who in the midst of the current dot.com frenzy had acquired The Learning Company, the biggest name in educational software, in a blockbuster deal worth more than $3.5 billion. (The deal included Broderbund Software, itself bought by The Learning Company the previous year; its nearly two-decade-long legacy included such bestselling standard bearers of the industry as Choplifter!Lode RunnerCarmen SandiegoSimCityPrince of PersiaMyst, and Riven, alongside cult classics like MindwheelThe Last Express, and The Journeyman Project 3. It was retired as a publishing label after the Mattel acquisition.) Hasbro too went shopping, collecting a wide array of digital licenses, from Pac-Man to Formula 1 auto racing. It spent $100 million to open a state-of-the-art hub for its software developers in Silicon Valley, and even made a serious bid to buy Electronic Arts, the biggest American games publisher of them all.

Positively reeking of tourism as it did — Alan Hassenfeld entrusted the day-to-day supervision of his software division to his COO Herb Baum, most recently of that well-known purveyor of digital technology and entertainment Quaker State Oil — Hasbro struggled mightily to convince credible developers to come to its shiny new complex. Those that did tended to deliver sub-par products late and over-budget. Thanks to Hasbro Interactive’s ocean of red ink, and notwithstanding the ongoing Rollercoaster Tycoon phenomenon, the company as a whole lost money in 2000 for the first time in twenty years. The stock price plunged from $37 to $11 in just twelve months. The dot.com bubble was bursting, and investors suddenly wanted no part of Hasbro’s digital dreams and schemes; they wanted the company to turn its focus back to physical toys and board games, the things it knew how to do. At the end of 2000, a pressured Alan Hassenfeld sold all of his software divisions, MicroProse among them, to the French games publisher Infogrames for $100 million. One has to presume that a good part of the reason Infogrames was willing to pay such a price was Rollercoaster Tycoon, whose sales were not just holding steady but actually accelerating at the time as it spread into more and more international markets. Then, too, Chris Sawyer was already under contract to provide Rollercoaster Tycoon 2.

For Alan Hassenfeld, there was just one silver lining to his bold, would-be reputation-making initiative that had turned into a fiasco. And that was the fact that Mattel’s acquisition of The Learning Company had proven to be a disaster of a whole other order of magnitude, reflecting a failure of due diligence on a potentially criminal scale. The Learning Company began reporting huge losses almost before the ink was dry on the acquisition paperwork. Hemorrhaging cash from its ailing subsidiary and facing legal threats from its shareholders, Mattel agreed to pay — yes, pay — a “corporate turnaround firm” known as Gores Technology Group $500 million to take the albatross from around its neck only eighteen months after the purchase had been made. It would cost another $122 million to settle the shareholder lawsuits that resulted from what Funding Universe describes as “one of the biggest corporate blunders ever.” Mattel’s stock ended the year 2000 at less than $10, down from a recent peak of $45; it posted a net loss for the year of more than $400 million. Alan Hassenfeld must have felt like he had gotten off comparatively lightly. Badly shaken but far from destroyed, both Hasbro and Mattel vowed to their shareholders to put their digital fever dreams behind them and get back to doing what they did best. Now as ever, the two giants of American toys seemed doomed to walk in lockstep.

Alas, MicroProse was not so lucky. Seeing little remaining value in the brand, Infogrames decided to phase it out. Thus when Rollercoaster Tycoon 2 appeared in 2002, it bore only the name of Infogrames on the box. (The sequel sold almost as well as the original, despite complaints from reviewers that it improved on its predecessor only in fairly minimal ways.) MicroProse’s old office in Hunt Valley, Maryland, whence had once come a stream of iconic military simulations and strategy games for a generation of Tom Clancy-loving boys and young men, was kept open for a couple of years more to make the little-remembered Xbox game Dungeons & Dragons: Heroes. But it was officially shuttered in 2003, as soon as that project was complete, to bring the final curtain down on the story that had begun with Sid Meier’s Hellcat Ace back in 1982. Ah, well… just about everybody could agree that the best parts of that story were already quite some years in the past. I’ve said it before in the course of writing these histories, but it does bear repeating: whimpers are more common than bangs when it comes to endings, in business as in life.

As for Chris Sawyer, that modest man who came up with a hit game big enough to gratify an ego a hundred times the size of his own: he followed up Rollercoaster Tycoon 2 in 2004 with Locomotion, which was his long-delayed Transport Tycoon 2 in all but name. Unfortunately, his Midas touch finally deserted him at this juncture. Locomotion was savaged for looking and playing like a game from ten years ago, and flopped in the marketplace. Deciding that his preferred working methods were no longer compatible with the modern games industry, he licensed the Rollercoaster Tycoon trademark which Jacqui Lyons had so wisely secured for him to the studio Frontier Developments — helmed by David Braben of Elite fame, no less! — and ambled off the stage into a happy early retirement. “It was time to change priorities, take a break, reduce the workload, and put a bit more time and effort into my personal life and other interests rather than spending sixteen hours a day in front of the computer,” he says.

Traveling the world to ride roller coasters remains among his current interests — interests which his wealth from Rollercoaster Tycoon allows him to indulge to his heart’s content. He still surfaces from time to time on the Internet, whether to promote mobile versions of his old games or just to chat with a lucky member of his loyal fandom, but these occasions seem to be ever fewer and farther between. “I’m really not into self-promotion and not sure I can actually live up to the mythical character the online community sometimes perceive me as,” he said a little ruefully on one of them. It seems pretty clear that the game-development chapter of his life is behind him. The last of the British bedroom boffins has moved on.



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Sources: The books Games That Sell! by Mark H. Walker and Toy Wars: The Epic Struggle Between G.I. Joe, Barbie, and the Companies That Made Them by G. Wayne Miller. Computer Gaming World of August 1996, July 1999, July 2002, and January 2003; PC Zone of April 1999; Retro Gamer 138 and 198. Also the Tuck School of Business at Dartmouth case study on Hasbro Interactive, written by Professor Chris Trimble, and the Her Interactive archive held at the Strong Museum of Play, which is full of interesting information about those parts of the millennial games industry that didn’t cater exclusively to the hardcore demographic.

Online sources include Wesley Yin-Poole’s interview with Chris Sawyer for EuroGamer, Chris Sawyer’s personal website, and the Funding Universe history of Mattel. The dialog between Greg Fulton and Dustin Browder is taken from a newsletter the former sent out in association with a now-abandoned attempt to create a successor to Heroes of Might and Magic III. And thanks to Alex Smith for setting me straight on a few things in the comments after this article was published, as he so often does.

Where to Get Them: Rollercoaster Tycoon DeluxeRollercoaster Tycoon 2: Triple Thrill Pack, and Locomotion are all available as digital purchases on GOG.com.

 
 

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The Year of Peak Might and Magic


This article tells part of the story of New World Computing.


Some passions are lifelong, but many others fade away over the course of a life, to be replaced by others. Not long after Jon Van Caneghem, the founder of New World Computing, sold his company to 3DO, it started to become obvious to everyone who worked for him that the torch he carried for computer games no longer burned as brightly as it once had. A younger version of Van Caneghem had spent almost three years designing and programming Might and Magic I, the CRPG that introduced New World to our world, virtually all by himself. Now, he was coming into the office just two or three times a week, leaving even on most of the days when he did make an appearance by shortly after lunchtime. His all-dominating current passion, it was becoming clear, was racing sports cars on tracks all over California and beyond. His colleagues sensed that, in his mind, he had already created his magnum-opus CRPG with Might and Magic IV and V, two big games that could be combined into one to form The World of Xeen, an absolutely massive one. Meanwhile he had poured all of his best strategy ideas into The King’s Bounty and Heroes of Might and Magic. He was ready to take two steps back from the day-to-day at New World, to become a part-time designator emeritus and spend the rest of his time driving his cars.

In due course, Van Caneghem’s disengagement would become a problem for the company, arguably even one of the direct causes of its downfall shortly after the millennium. Right now, though, at the end of the 1990s, there was still sufficient momentum to keep things gliding along reasonably well. In fact, 1999 would become New World’s best year of all in purely commercial terms, being the first with major new releases in both the Heroes of Might and Magic and Might and Magic franchises.


A sequel to a game as successful as 1996’s Heroes of Might and Magic II seemed like a no-brainer by industry logic. And yet New World was oddly nervous about spending too much money on it. For the Heroes games were turn-based experiences with hand-drawn pixel art, in an era when real-time 3D was more and more the rage. Accordingly, Heroes III was handled cautiously, allocated only a limited budget and window of time to come to fruition.

Production began in September of 1997, with the hiring of two key figures. David Mullich, who was to be director and project leader, was a grizzled games-industry journeyman whom we’ve met twice before in the course of these histories, at widely separated intervals: once for his highly experimental 1980 game The Prisoner, an enduring icon of the early Apple II scene, and once for I Have No Mouth, and I Must Scream, the equally uncompromising point-and-click adventure game he made in 1995 with the visionary and infamously irascible science-fiction writer Harlan Ellison. Both of these projects lived well out on the artsy end of a career that also encompassed plenty of less challenging, more straightforward fare. Needless to say, Heroes III would belong more to the latter category than the former. For neither of Jon Van Caneghem’s signature franchises had ever set out to touch hearts and minds in any profound way, just to show their players a good time.

Whereas Mullich had been in the games industry almost since before said industry had existed, the man selected as Van Caneghem’s “co-designer” on Heroes III — in reality, this meant that he was a lead designer subject to his largely absentee boss’s veto power — was a rank beginner. Greg Fulton had never shipped a game before; relatively short stints at Activision and the interactive division of Steven Spielberg’s DreamWorks had culminated only in cancellations, as the industry navigated the shrinking market for multimedia-heavy adventure games and the growing one for 3D-modelled action. Nevertheless, Van Caneghem saw something — perhaps something of his own younger self? — in the games-addled, absurdly enthusiastic twenty-something who turned up for an interview with a notebook full of ideas for where to take the Heroes franchise after the departure of Phil Steinmeyer, Van Caneghem’s previous co-designer. Against all the odds, the kid got the job.

Fulton’s brief was most emphatically not to reinvent a wheel that was still rolling along perfectly well. He was rather to take the game that Jon Van Caneghem had originally designed under the name of The King’s Bounty back in 1990, then expanded upon twice with the help of Steinmeyer to create Heroes I and II, and expand upon it yet one more time by adding more monsters, more treasure, more factions, and whatever else seemed advisable without mucking up the rather brilliant core design. On his side, he fully understood what was expected of him.

We had to use the existing Heroes II engine within a tight window of time.  On top of this, we had a passionate fan base who absolutely loved Heroes II, and, for its sequel, didn’t necessarily want a radical departure.  I could not play fast and loose with the design of Heroes of Might and Magic III.  I needed design evolution, not design revolution.  Thus, my overarching guideline for Heroes III became, “If it isn’t in the spirit of Heroes of Might and Magic… kill it.”

So, over the course of seventeen months, Heroes II was transformed into Heroes of Might and Magic III: The Restoration of Erathia. The graphics resolution was bumped up from 640 X 480 to 800 X 600, and the game was given a moodier, more realistic, less cartoon-like look to suit changing aesthetic fashions. The space where tactical combat took place was made about twice as large to allow more room for maneuvering. Scenario designers were given the option of adding an underground level to their overland maps. Two new playable factions were added to the six of Heroes II, and more buildings were made available to construct in each faction’s towns. Each faction got a new unit type as well, and all units instead of just a select few were made upgradable. The heroes who led the armies were allowed to bring up to seven rather than five different types of units with them. More CRPG elements were added to the game, with each hero being given one innate special ability and a wider range of secondary skills to learn. The magic system was expanded, with the spells at the player’s command now divided into separate, elemental schools that magic-oriented heroes had to learn separately.

Half a dozen campaigns were created in lieu of the single one — playable from either side — of Heroes I and II. Not only were these campaigns given more fully fleshed-out story lines — the one that gave the game its subtitle followed directly on from the story of Might and Magic VI — but the individual scenarios that comprised them were given more continuity by allowing players to bring heroes and equipment with them from scenario to scenario. And for those who preferred to play with or against other humans, the networked multi-player mode was given an extra coat of spit and polish.

In short, Heroes III became a case study in smart, evolutionary game design, elaborating on those aspects of its predecessor that seemed to need elaboration — or at least that seemed tolerant of it — whilst leaving the core systems that already worked so well as they were. The overriding intention was that Heroes III should be perfectly comprehensible to any Heroes II player from the moment she fired up her first scenario. This fourth iteration on the same basic design was to be the last word on it.


Queen Catherine, the star of the lead Heroes III campaign, appears in the opening movie dressed in a brassiere, chainmail thong, and high heels. She looks more like a pole dancer at a fetish club than a noble queen and warrior.

Thankfully, the rest of the game tones down the horny-adolescent clichés. Veterans of previous Heroes games will feel right at home right away in this interface.

A town waiting to be developed. Certain design choices, such as the addition of trading posts as cheap buildings everywhere, have made gold and other resources easier to come by in the early game, which makes the scenarios play somewhat faster.

Tactical combat now takes place in a space with four times the quantity of hexes. As a result, most melee attackers can no longer reach ranged attackers on the first turn, altering the balance of power among the units considerably.

Beginning a new campaign. A lot of effort has been put in to make the campaigns feel less like a string of standalone scenarios and more like a seamless whole. (Alas, the benefits are kind of lost on me. I’m usually a story guy, who goes right for the single-player campaigns. Yet I’ve never been able to work up much interest in Heroes campaigns, having my best fun with single scenarios — especially multi-player ones. Go figure. Maybe it’s just down to Heroes of Might and Magic being among the few games that my wife really wants to play with me instead of just commenting from the sidelines — itself a testament to their broad-based appeal.)

Every Heroes of Might and Magic game made by New World sports an exceptional orchestral soundtrack. Heroes III may have been the first game ever to utilize a newfangled audio-compression format known as MP3, which would ignite an international furor when the Napster MP3-sharing service made its debut later in 1999.


David Mullich and Greg Fulton thoroughly succeeded in their brief by most reasonable standards. Today, Heroes of Might and Magic III is widely regarded as the entry from the franchise to get.

Contrarian that I am, though, I do find that I want to push back against that idea just a little bit. At the end of the day, I actually think that I slightly prefer Heroes II. Part of my preference comes down to raw aesthetics. I like the more cartoon-like, cheerfully goofy graphics of Heroes II better than the more conventionally “gamer dark” visuals of Heroes III; I’ll take Heroes II’s Count Chocula vampires, who unleash a theatrical Bluhhh! every time they attack, over Heroes III’s Nosferatu grotesques any day. I was amused in a “how different people are” sort of way when I read one of Greg Fulton’s recollections about the Heroes III project, saying that he and David Mullich considered “fixing the artwork” to be their most important priority going in, behind only the all-encompassing one of “don’t screw a good thing up.” If you ask me, the fun and frothy Heroes II art has aged ironically better than that of Heroes III. In any of its incarnations, Heroes of Might and Magic is a game to be enjoyed, but never one to be taken too seriously.

Then, too, those of you who’ve been around here a while will know that I tend to be skeptical of strategy-game sequels that simply add more stuff. Mind you, I don’t think that any of the additions to Heroes III ruins the experience; their saving grace is that they tend to add variety rather than turn-to-turn complexity. Fulton was wise enough not to do away with the limit of eight active heroes per player. Presumably a result of technical limitations in the earlier games, it ensures that Heroes III plays snappily, never getting bogged down with dozens of armies in the way that any veteran of late-stage Civilization II or Alpha Centauri will all too readily recognize.

I do think, however, that Heroes III pushes right up the edge of diminishing returns in other areas. The new faction ordering, for example, destroys the lovely symmetry of the two good, two neutral, and two evil factions in Heroes II. Even after playing the game for many hours, I still can’t really keep the Heroes III factions straight in my head. I don’t have that problem with Heroes II.

Still, there is context to these judgments — and I mean that unusually literally in this case. If there’s one thing I’ve learned over the years I’ve been writing these histories, it’s how well-nigh impossible it is to separate our judgments of games from the times and places in which we encounter them. The beginning of my time with Heroes II corresponded with the height of the pandemic, when I didn’t have a whole lot else to do but write, play games, and go for long walks. Then I played it a lot more while I was working on my “Web Around the World” series, which left me with no big pressure to play other games for a good six months. I have fond memories of sitting on the terrace in weather fair and foul, talking with the neighbors from time to time over the hedge, and otherwise just happily playing away. Then my wife discovered that she liked the game a lot as well, and we started playing it together. All told, I’m sure that I put more hours into Heroes II than I have into any other game since I started this website.

Heroes III was not like that; it was just another game to have a look at, in a different, more distracted context. I still put quite some hours into it, more than I could strictly justify in the name of “research.” And almost all of those hours were once again spent in multi-player mode with my wife. We greatly appreciated the smoother networked play of Heroes III, as well as the abundance of cooperative multiplayer scenarios. (We much prefer to play that way rather than trying to kill one another.) But I didn’t feel the urge or the compulsion to play every scenario, as I had with Heroes II. There was a slight twinge of been-there, done-that for us both even when we were having fun.

All of which is to say that you shouldn’t take my word as gospel truth here, any more than you should for any game I write about. If I’d come to Heroes III first, and/or in a different time, I might very well be expressing a different opinion right now.

Even as it is, I cannot deny that Heroes of Might and Magic III is an immensely satisfying game in its own right, one which I feel no hesitation over inducting into my personal hall of fame. I still want to tell you that the best way to enjoy the series is to start at the beginning with the rather rudimentary but charming Heroes I — or perhaps even The King’s Bounty if you want to be really thorough about it — and make your way forward from there. But I do understand as well that life is short, time is limited, and not everyone is a digital antiquarian who can justify any portion of his playing time in the name of research. Heroes III is a perfectly fine place to jump in as well.

Released in February of 1999, Heroes of Might and Magic III was a solid early seller in its homeland, but not a massive, chart-busting one. It would prove more of a marathon runner than a sprinter. Aided by two expansion packs that added yet more campaigns, scenarios, monsters, treasures, and other goodies, along with one more faction to play and even a random map generator for those who had plowed through all of the set-piece content, it sold steadily for years on end, defying the conventional wisdom that turn-based, pixel-graphics games were a hopeless proposition in the marketplace. 3DO aided its cause greatly by investing in widespread language localization and making sure with the aid of various partners that Heroes III was readily available in shops all over the world.

It proved especially popular in Russia, where, unusually for a turn-based game, it even found a place in e-sports leagues. For decades now, people have been asking themselves just what is behind the special love that Heroes III sparked in the hearts of Russians. A possible answer might begin by noting that the traditional high-fantasy tropes that were always New World’s stock-in-trade seemed fresher in the lands that had been walled off behind the Iron Curtain than they did elsewhere, and might conclude by noting that Heroes III’s modest system requirements — no fancy 3D card required! — gave it a leg-up in countries where the average personal computer was not so powerful as in the richer West. Between these two data points lies a no man’s land of rank speculation. But for whatever combination of reasons, if you go to any online Heroes III scenario archive today, you’ll still find that a crazy percentage of the maps bear names written in Cyrillic. In a time of increasing global discord such as our own, it’s nice to be reminded that the sort of good, clean fun promised by Heroes remains universal.

I don’t believe that credible hard sales figures have ever emerged for any of New World’s games. But based on circumstantial evidence alone, I wouldn’t be at all surprised to learn that this one sold 2 million or even 3 million units before all was said and done. It most assuredly has to be the most successful single game New World ever made, as well as the most successful ever published by 3DO. (Granted, the latter is not a particularly high bar to clear…) When we consider the modest amount of money that was put into making Heroes III, we have a return on investment to die for, regardless of whether we calculate the bottom line in dollars and cents or hours of fun delivered.


Might and Magic VII: For Blood and Honor would prove less enduringly iconic than the third installment from its spinoff franchise, but it was a rock-solid effort in its own right. Bryan Farina and Paul Rattner, the principal designers of the previous game in the CRPG series, were joined this time by one James W. Dickinson. Might and Magic VII shipped in June of 1999, just thirteen months after Might and Magic VI and three months after Heroes III. On a schedule like that, there was no time for technological or philosophical reinvention — and, indeed, Might and Magic VII is even more of a strictly evolutionary step than Heroes III. It uses the same engine as its predecessor, with only a few minor tweaks here and there. Nevertheless, it’s a slightly better game than Might and Magic VI in my opinion, retaining most of the latter’s gonzo charm whilst feeling more manageable and self-consciously designed, as opposed to grown organically in some sort of nerdy laboratory of excess.

By now, it had become standard practice at New World to integrate the plots of the CRPGs and the strategy branches of the Might and Magic family tree. So, the story of Might and Magic VII follows on from that of the headline campaign of Heroes III, taking place on the same newly discovered continent of Erathia. Most of the old gang is back together again, including Queen Catherine, the star of Heroes III, and the dastardly Archibald, the villain you already defeated once in Heroes II. I’d tell you more about the story, but, honestly, if you’re playing a Might and Magic game for the plot, you’re doing it wrong.

That said, there are a few more nods here toward giving you some agency over the narrative beyond deciding where to go and kill monsters next; New World may have felt a sense of obligation to at least gesture in that direction after seeing the groundbreaking Interplay CRPGs Fallout and Baldur’s Gate. You’re forced to make a moral choice about whether to join the forces of light or darkness about one-half to two-thirds of the way through Might and Magic VII. Even so, a single hard branch like this is pretty weak sauce compared to the choices and consequences that are woven throughout a CRPG like FalloutMight and Magic VII remains a fundamentally different type of game. And I for one wouldn’t have it any other way.

Where Might and Magic has always excelled is in giving you a giant, generous, unabashedly silly, blatantly artificial sandbox of a world to go forth and explore, exploit, and exterminate. The seventh game justifies its existence by giving you an even broader swath of fun stuff to do in the sandbox than its predecessor. You get a home base this time, a castle that you get to renovate step by step as you earn social credit from your adventures. Meanwhile the addition of an Invisibility spell opens up the possibility of sneaking your way through some areas instead of falling back on the standard approach of methodical monster genocide; Thief this game is not, but skulking about in a demon town whose inhabitants would reduce your party to a handful of smoking cinders in about half a second if they could only see them is not without its thrills.

Perhaps best of all — definitely so if you ask my wife — is a new card game called Arcomage, obviously inspired by Magic: The Gathering, that you can play in any and all of Erathia’s taverns; there’s even a quest that demands that you win a round of Arcomage in every single watering hole. I played Might and Magic VII on our living-room television, while my wife did her embroidery and mocked my ineptness and the game’s abject nerdiness — business as usual in our house over most of the seventeen years we’ve been married, in other words. But as soon as she saw Arcomage, she was smitten. I learned to avoid going into taverns unless I absolutely had to, because she would invariably demand the mouse in order to play a round or two or three. For this reason, I’ve never actually gotten the chance to play Arcomage myself, but it sure looks like good fun to me.

Certainly plenty of people have come to share my wife’s opinion of it over the years. In the immediate aftermath of Might and Magic VII‘s release, fans set up entire websites dedicated strictly to this game-within-a-game; the level of interest was so high that New World later published a standalone version of Arcomage, with networked multiplayer support. It would be going too far to say that Might and Magic VII is a mediocre CRPG that you have to tolerate in order to play an excellent card game, as people sometimes say of Final Fantasy VIII and its own built-in card game of Triple Triad. But Arcomage does add considerably to the already ample fun that awaits in Might and Magic VII. I know that it added quite some hours to my total play time in the CRPG, what with my wife’s addiction to it.

Other additions to the Might and Magic VI template are more commonsense than inspired, but nevertheless reflect a development team who were listening to the wishes and complaints of their players. It’s now possible to move your party after you’ve entered turn-based mode for combat, in just the same way that the monsters they’re fighting are allowed to move; names of important locations automatically appear on the auto-map; the auto-notes and quest log are little more thorough; the cheerfully janky graphics engine has become somewhat less so without losing its personality, with monsters being less likely now to get themselves stuck in walls and floors; a tutorial zone has been added for getting new players up to speed; etc, etc. Evolution rather than revolution, yes, but no less welcome for it.

The game is smaller than its predecessor — not small, but smaller — with more self-awareness of what it’s on about from moment to moment. The crazily ginormous dungeons of Might and Magic VI have become a bit more constrained, and each one here has a clear plot function, rather than existing just to exist. The sense that dogged Might and Magic VI that work on that game had not been so much completed as halted when the day to ship came is not present here; Might and Magic VII manages to feel like a fully realized, reasonably polished whole. All of these things make it the better game of the two by any objective measure, even if the monument to Monty Haul excess that is Might and Magic VI is in some cock-eyed way the more lovable creation. If you’re at all curious about the series today, the seventh game is probably the best place to start. If you still want more after you’re done with it, the lumpier pleasures of what came before — and after, for that matter — will still be there waiting for you.


Walking on water. When I say this game is less janky than its predecessor, the “less” does a great deal of heavy lifting.

If you choose the path of light, you get to literally ascend to Heaven. (The opposite also applies.)

Here we go. Arcomage in all its pseudo-Magic: The Gathering glory. Do not, under any circumstances, let my wife see this screenshot, or I’ll be forced to boot up the game again.

It wouldn’t be a Might and Magic CRPG if you didn’t wind up fighting robots in a dungeon that’s more George Lucas than J.R.R. Tolkien. By the seventh go-round, this was no longer quite the shock it once was, but series tradition must be served.


Magic and Magic VII was never expected to sell as well as Heroes III, and it delivered no surprises in this regard. In this era of rampant audiovisual one-upsmanship, many reviewers complained that it looked essentially the same as the previous game in the series, which had been no audiovisual wonder in itself. Enough gamers looked beyond the surface, however, to make it profitable. Again, firm New World sales figures are nonexistent, but 100,000 copies strikes me as a reasonable ballpark. Such a number was enough to ensure that New World would invest in a Might and Magic VIII, but not enough to encourage them to devote a great deal of resources to it. Indeed, as we’ll see in a later article, both Might and Magic and New World as a studio would become victims of the cruel logic of diminishing returns after this peak year of 1999.

Right now, though, we’ll leave New World on top of the world, or at least as close to it as they would ever get. For, as usual, we have much else to talk about before we can go from here to there.



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Sources: Computer Gaming World of July 1999, October 1999, and January 2000; Retro Gamer 49.

Those wishing for a more detailed chronicle of the development of Heroes III may want to look to the newsletter that Greg Fulton published in conjunction with a now-abandoned attempt to create a modern successor to the game. All of the standard caveats about single-source history apply — Fulton is not without axes to grind — but the spirit of the age, as they say, is there. For my part, I must admit that I’m most intrigued by Fulton’s ability to remember meals he ate a quarter-century ago, complete with cheesy fast-food branding. (“Following a quick run to the nearby Jack In The Box, for a Sourdough Jack and a couple Vile Tacos, I returned to my office.”) In addition to giving me a vicarious bellyache (“I gorged myself on a chili-cheese burger, two chili-cheese hot dogs, and a vanilla milkshake…”), this leaves me wondering why I can’t seem to remember what I ate for dinner last week. Anyway, Fulton starts to reminisce in earnest in the tenth issue of his newsletter, so that may be the best place to jump in.

Where to Get Them: Heroes of Might and Magic III: Complete and Might and Magic VII: For Blood and Honor are both available as digital purchases at GOG.com.

 

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EverQuest


This article tells part of the story of MMORPGs.

It isn’t always or even usually the pioneers who reap the rewards of the trails they blaze. As often as not, some pragmatic Johnny-come-lately pops in to make off with the booty.

Such was the case in the MMORPG space in the late 1990s. There Ultima Online demonstrated that there was an audience for a persistent fantasy world where people could live out alternative existences together through the magic of the Internet. Yet it was another game called EverQuest that turned the proof of concept into a thriving business that enthralled hundreds of thousands of players for years on end, generating enormous amounts of money in the process. For, while the first-mover advantage should not be underestimated, there’s something to be said for being the second mover as well. EverQuest got to watch from backstage as Ultima Online flubbed line after line and stumbled over assorted pieces of scenery. Then, with a list in hand of what not to do, it was able to stride confidently onto center stage to a standing ovation. No one ever said that show business is fair.



EverQuest came to evince a markedly different personality than Ultima Online, but its origin story bears some uncanny similarities to that of the older rival it demolished. Like Ultima OnlineEverQuest was born as a sort of skunk-works project within a larger company whose upper management really wasn’t all that interested in it. Like Ultima OnlineEverQuest enjoyed the support of just one executive within said company, who set it in motion and then protected and nourished it like the proverbial mother hen. And like the executive behind Ultima Online, the one behind EverQuest plucked a pair of designers out of utter obscurity to help him hatch the egg.

Perhaps the most surprising aspect of the EverQuest origin story is the name of the company where it all went down: Sony Interactive Studios America. Suffice to say that, if you were to guess circa 1996 which publisher and studio would launch a market-transforming MMORPG later in the decade, Sony would not be high in your rankings. The Japanese mega-corp was flying high at the time, with a prominent footprint in most sectors of home electronics and mainstream entertainment, but it had hardly any presence at all on personal computers. The Sony PlayStation, launched in September of 1995 in North America and Europe, was on its way to becoming the most successful single games console of the twentieth century, a true mass-market cultural sensation that broadened the demographic for videogames and forever changed the way that the public perceived them. With a mainstream pile driver like that to hand, why should Sony want to waste its time with a wonky virtual world for nerds cosplaying as dwarves and mages?

It wound up doing so thanks to one man. At the beginning of 1996, John Smedley had been working for a few years as a producer at Sony Interactive, which focused almost exclusively on sports games for the PlayStation. Just 28 years old, Smedley already had a corner office with a view and a salary to match, as he and his colleagues rode the wave of the console’s incredible early success.

There was just one problem: Smedley didn’t particularly like sports, whether they happened to be played on the field or on the television screen. He had grown up as one of the kids that the jocks made fun of, the kind who walked to school every day with a Dungeons & Dragons rule book or two under his arm. It was only thanks to opportunism and happenstance that he had wound up helming projects aimed at gamers who worshiped John Madden rather than Gary Gygax. Now, he thought that the burgeoning Internet would soon make it possible to realize an old dream of 1980s nerds like him: that of playing Dungeons & Dragons online, whenever it suited you, instead of only when you could arrange to meet in person with five or so like-minded friends — assuming you even had such friends. He had a rough blueprint for how it might work, in the form of Neverwinter Nights, a game on America Online that let you effectively play one of the old single-player SSI Gold Box CRPGS over the Internet, taking a persistent character through a series of adventures with friends and strangers. It was limited in a thousand ways, but it was, so Smedley believed, the harbinger of a whole new category of game. And, after working for so long on games he really didn’t care about, he wanted to make one that he could feel passionate about.

Smedley took his idea to his boss Kelly Flock, the newly arrived head of Sony Interactive. It was a crazy thing to propose on the face of it, having absolutely nothing to do with anything the studio had ever done before nor any of the strategic priorities of the mother corporation; the PlayStation didn’t have any online capabilities whatsoever, meaning this game would have to run on personal computers. But Sony was flush with PlayStation cash and bravado, and Flock was apparently in a generous mood. He told Smedley that he could take $800,000 and hire a team to investigate the feasibility of his idea, as long as he continued to devote the majority of his time to his primary job of churning out crowd-pleasing sports games.

Those of you familiar with the tale of Ultima Online will recognize Sony Interactive standing in for Origin Systems, and John Smedley taking the role of Richard Garriott. EverQuest’s equivalent of Raph and Kristen Koster, who swept into Origin from the obscure world of textual MUDs to create Ultima Online in their image, was a pair of friends named Brad McQuaid and Steve Clover. They were programming automation and bookkeeping systems for a San Diego plant nursery during the early 1990s, working on a single-player CRPG of their own during their off hours. They called it WarWizard. Unfortunately, it was for the Commodore Amiga, a dying platform in North America. Unable to interest a publisher in a game in an unfashionable genre for a computer that was fast disappearing, they released WarWizard under the shareware model in 1993; the following year, they made an MS-DOS port available as well. By McQuaid and Clover’s own later reports, it garnered about 1500 registrations — not bad for a shareware game, but definitely not enough to let the friends quit their day job.[1]There may be grounds to question this figure. For a game with 1500 registrations — far more than the vast majority of shareware games — WarWizard had a weirdly low online profile; there is virtually no contemporary trace of it to be found. Most of the limited interest it did generate appears to be retroactive, coming after McQuaid and Clover became known as the minds behind EverQuest. An actual registered copy that lets one complete the game didn’t turn up in public until 2009.

Undaunted, they pushed ahead with a WarWizard 2. Desperate for feedback, they uploaded a preview of the sequel to the Internet. On a lark, McQuaid appended a note: “We are releasing this demo as a business card of sorts, in order to introduce games publishers, developers, and investors to our company, MicroGenesis. If you have any question whatsoever, please contact Brad McQuaid.” This hopeful — not to say naïve — shot in the dark would change both of their lives.

For one day not long after his meeting with his boss, John Smedley stumbled across the demo, thought it was pretty impressive for the work of two guys with a day job, noticed that the two guys in question were living in Sony Interactive’s hometown of San Diego, and decided to take them up on their offer and contact them. Thus Brad McQuaid picked up his phone one rainy evening to hear a Sony producer on the other end of the line, asking him and his partner to come visit him in his slick glass-walled office downtown. It seemed too incredible to be true — but it was.

So, McQuaid and Clover, feeling uncomfortable and thoroughly out of place, were ushered by a secretary past the PlayStations in the anterooms and the NFL and MLB posters lining the walls at Sony Interactive, to see the star producer in his native habitat. What did these people want with the likes of them, two scruffy misfits hustling to make a buck peddling turn-based monster-fighting games on the shareware market? Then, as soon as the door shut behind the secretary, they felt suddenly at home. John Smedley was, they learned to their relief, one of them: a kid who had grown up playing Dungeons & Dragons in his school’s cafeteria and Ultima on his Apple II. It turned out that Smedley didn’t want them to finish WarWizard 2 for Sony Interactive; he wanted them to make something even more exciting. He explained his vision of a CRPG that you could play online, and asked them whether they’d like to help him make it. They said that they would. Smedley now learned that McQuaid and Clover were, like the Kosters over at Origin, passionate MUDders as well as semi-professional single-player CRPG developers. They knew exactly what kind of experience Smedley was envisioning, and were overflowing with ideas about how to bring it to fruition. Smedley knew right then that he’d hit pay dirt.

McQuaid and Clover were hired by Sony Interactive in March of 1996. They then proceeded to spend about six months in a windowless office far less plush than that of John Smedley, creating a design document for the game that they were already calling EverQuest; the name had felt so right as soon as it was proposed by Clover that another one was never seriously discussed. Smedley insisted that the document describe the game down to the very last detail. Here we see a marked contrast to the development process that led to Ultima Online, which came into its own gradually and iteratively, through a long string of playable design prototypes. Smedley’s background as a producer of games that simply had to ship by a certain date — the National Football League was not likely to delay its season opener in order to give that year’s NFL videogame an extra week or two in the oven — had taught him that the best way to make software efficiently was to know exactly what you were intending to make before you wrote the first line of code.

At this point, then, we’re already beginning to see some of the differences in personality between Ultima Online and EverQuest emerge. The Kosters were idealists and theorists at heart, who treated Ultima Online almost as a sociological experiment, an attempt to create a virtual space that would in turn give birth to a genuine digital society. Smedley, McQuaid, and Clover, on the other hand, had less highfalutin ambitions. EverQuest was to be a place to hang out with friends and a fun game to play with them, full stop. The more grandiose of the dreams nursed by the Kosters — dreams of elections and governments, of a real economy driven by real people playing as shopkeepers, tailors, tour guides, and construction foremen, of a virtual world with a fully implemented natural ecology and a crafting system that would let players build anything and everything for themselves — were nowhere to be found in the final 80-page design document that McQuaid and Clover presented and Smedley approved in September of 1996. They all agreed that a blatantly artificial, gamified virtual world wasn’t a problem, so long as it was fun. In these priorities lay most of what would make their game such a success, as well as most of what idealists like the Kosters would find disappointing about it and the later MMORPGs that would mimic its approaches.

In both the broad strokes and many of the details, the thinking of McQuaid and Clover was heavily influenced by an open-source MUD toolkit called DikuMUD that had been released by a group of students at the University of Copenhagen in 1991. Its relationship to other MUDs foreshadowed the relationship of the eventual EverQuest to Ultima Online: DikuMUD was all about keeping the proceedings streamlined and fun. As the game-design theorist Flatfingers has written on his blog, “it emphasized easy-to-understand and action-oriented combat over other forms of interaction [and] simplified interactions down to easily trackable, table-driven statistics.” The simplicity and accessibility of the DikuMUD engine from the player’s perspective, combined with the equal ease of setting a new instance of it up on the server side, had made it the dominant force in textual MUDs by the mid-1990s, much to the displeasure of people like the Kosters, who preferred more simulationally intense virtual worlds. This design dialog was now about to be repeated in the graphical context.

Then, too, there is one other important influence on EverQuest that we can’t afford to neglect. While McQuaid and Clover were still working on their design document, they saw 3DO’s early, halfheartedly supported graphical MMORPG Meridian 59 go through beta testing. It convinced them that first-person 3D graphics were the way to go — another point of departure with Ultima Online, which clung to an old-school overhead third-person view, just like the single-player Ultima CRPGs before it. In the age of DOOM and Quake, McQuaid and Clover judged, nothing less than immersive 3D would do for their game. And so another keystone and differentiator fell into place.

With the design document completed, Smedley found a larger room to house the project in Sony Interactive’s building and slowly put a team into place around his two wunderkinds. Some of the programmers and artists who joined them were hired from outside, while others were moved over from other parts of the company as their current projects were completed. (It turned out that Smedley hadn’t been the only closeted nerd at Sony Interactive condemned to make sports games…) As the more outgoing and assertive of Smedley’s original pair of recruits, Brad McQuaid took the role of producer and day-to-day project lead, while Steve Clover became the lead programmer as well as designer. Perhaps the most important of the newcomers was Rosie Cosgrove (now Rosie Strzalkowski), the lead artist. She shaped the game’s visual aesthetic, a blending of the epic and the whimsical, full of bright primary colors and pastels that popped off the screen. Recognizing that photo-realism wasn’t going to be possible with the current state of 3D-graphics technology, she embraced the jankiness. The graphics would become just one more sign that EverQuest, in contrast to that other big MMORPG, was all about straightforward, even slightly silly fun, with no degree or interest in sociology required.

While the team was coalescing, they had the priceless opportunity to observe the successes and tribulations of their rival virtual world from Origin Systems, which, true to the iterative approach to game development, was conducting a series of small-scale public testing rounds. A watershed was reached in June of 1997, when Ultima Online conducted a two-month beta test, its biggest one ever and the last one before the game’s official release. Needless to say, everyone on the EverQuest team watched the proceedings closely. What caught all of the interested observers by surprise — not least the idealists at Origin Systems — was the quantity of players who found their fun neither as noble adventurers nor as shopkeepers, tailors, tour guides, politicians, or construction foremen, but rather as mass murderers, killing their fellow players the second they let their guard down. It ought to have been a five-alarm wake-up call for Origin, being the first indubitable harbinger of a persistent problem that would pave the way for EverQuest to replace its older, better credentialed rival as the MMORPG du jour. But they refused to countenance the obvious solution of just making it programmatically impossible for one player to kill another.

After Ultima Online launched for real in September of 1997, the developers behind it continued to struggle to find a way of addressing the problem of player murder without compromising their most cherished ideals of a fundamentally player-driven online society. They encouraged their citizens to form police forces, and implemented small changes to try to help the law-and-order contingent out, such as printing the names of those player characters who had killed at least five other player characters in scarlet letters. None of it worked; instead of a badge of shame, the scarlet letters became a badge of honor for the “griefers” who lived to cause chaos and distress. In his own words, Raph Koster put his players “through a slow-drip torture of slowly tightening behavior rules, trying to save the emergence while tamping down the bad behavior. The cost was the loss of hundreds of thousands of players.” After a wildly vacillating start, Ultima Online stabilized by mid-1998 at about 90,000 active subscribers. That wasn’t nothing by any means — on the contrary, it represented about $1 million worth of revenue for Origin every single month — but it nevertheless left a huge opening for another game that would be more pragmatic, less ideological, and by extension less murderous, that would be more focused on simple fun.

Steve Clover signed up for Ultima Online and logged on as soon as he could do so. His first hour in the world was much the same as that of countless thousands of players to come, many of whom would never log in again.

I created my own sword. I crafted my own armor and all that. I put all this stuff on, I head out to do some adventuring, and all of a sudden the screen starts slowing down. I’m like, oh, this is weird. What’s going on? And about a hundred guys run on screen and [beat] me to death, right?

I said, that will not happen in our game. That absolutely will not happen.

So, in the emerging parlance of the MMORPG, EverQuest would be strictly a “PvE,” or “player versus environment,” game, rather than a “PvP” game.[2]After its launch, EverQuest did experiment with a few servers that allowed unrestrained PvP combat, but there proved to be little appetite for it among the player base. The most important single key to its extraordinary success was arguably this one decision to make it literally impossible to attack your fellow players. For it would give EverQuest’s world of Norrath the reputation of a friendly, welcoming place in comparison to the perpetual blood sport that was life in Ultima Online’s Britannia. Perhaps there is some political philosophy to be found in EverQuest after all: that removing the temptation to commit crime serves to make everyone a little bit nicer to each other.

In the meantime, while Ultima Online was capturing headlines, the nascent EverQuest kept a low profile. It was seldom seen in the glossy gaming magazines during 1997 and 1998; the journal-of-record Computer Gaming World published only one half-page preview in all that time. Instead EverQuest relied on a grass-roots, guerrilla-marketing effort, led by none other than Brad McQuaid. He was all over the newsgroups, websites, and chat channels populated by hardcore MUDders and disgruntled refugees from murderous Britannia. One of his colleagues estimated that he spent half his average working day evangelizing, querying, and debating on the Internet. (Because McQuaid’s working days, like those of everyone else on the team, tended to be inordinately long, this was less of a problem than it might otherwise have been.) His efforts gradually paid off. EverQuest was voted Best Online Only Game by critics who attended the annual E3 show in May of 1998, despite having had only a backroom, invitation-only presence there. The people making it believed more than ever now that there was a pent-up hunger out there for a more accessible, fun-focused alternative to Ultima Online. They believed it still more when they moved into the public beta-testing stage, and were swamped by applicants wanting to join up. The last stage of testing involved fully 25,000 players, more than had participated in Ultima Online’s final beta.

In the midst of the run-up to launch day, John Smedley was plunged into a last-minute scramble to find a new home for his brainchild. Sony Interactive had by now been rebranded 989 Studios, a punchier name reflecting its ongoing focus on sports games. Meanwhile the Sony mother ship had begun questioning the presence of this online-only computer game at a studio whose identity was single-player PlayStation games. EverQuest would not be just another ship-it-and-move-on sports title; it would require a whole infrastructure of servers and the data pipelines to feed them, along with a substantial support staff to maintain it all and generate a never-ending stream of new content for the players. Considered in this context, the name of EverQuest seemed all too apropos. What did 989 Studios know about running a forever game? And was it really worth the effort to learn when there was so much money to be made in those bread-and-butter sports games? One day, Kelly Flock called John Smedley into his office to tell him that he couldn’t continue to feed and nurture his baby. If he wanted to keep EverQuest alive, he would have to find another caregiver.

Luckily, there was another division at Sony known as Sony Online Entertainment that was trying to make a go of it as an Internet gaming portal. Through a series of corporate contortions that we need not delve into too deeply here, Smedley’s skunk works was spun off into a nominally independent company known as Verant Interactive, with Sony Online as its chief investor.

All of this was happening during the fevered final months of testing. And yet, remarkably, the folks on the front lines were scarcely aware of the crisis at all; knowing that they had more than enough to worry about already, Smedley chivalrously shielded them from the stress that was keeping him awake at night. “I don’t remember a, ‘Hey, guys, we’re getting cancelled,'” says EverQuest “World Builder” — that was his official title — Geoffrey Zatkin. “What I remember is, ‘Hey, guys, we’re spinning out to our own studio. You’re no longer going to be Sony employees. You’re going to be employees of Verant Interactive.'” The best news of all was that Smedley was finally able to give up his hated sports games and join them full-time as the head of Verant.

EverQuest went live on March 16, 1999, a day that ought to go down in history as marking the end of the early, experimental phase of graphical MMORPGs and marking their arrival as a serious commercial force in gaming. To be sure, that original EverQuest client doesn’t look much like we expect a piece of polished commercial entertainment software to look today; the 3D view, which fills barely half the screen as a sneaky way of keeping frame rates up, is surrounded by garish-looking buttons, icons, and status bars that seemed to have been plopped down more or less at random, with a scrolling MUD-like text window that’s almost as large as the world view taking pride of place in the middle of it all. But at the time, it was all very cutting edge, making the MMORPGs that had come before it look positively antiquated in comparison. A late decision to require a 3D-accelerator card to even start the client had caused much debate at Verant. Would they be giving up too many potential subscribers thereby?

They needn’t have worried. A healthy 10,000 people signed up on the first day, and that pace was maintained for days afterward.

Like the worlds of Ultima Online and all of the early MMORPGs, EverQuest’s world of Norrath was actually many separate instances of same, each running on its own server that was capable of hosting no more than a few thousand players at one time. Verant had thought they were prepared for an onslaught of subscribers — the best of all possible problems for a new MMORPG to have — by having plenty of servers set up and ready to go. But they had failed to follow the lead of Ultima Online in one other important respect: whereas Origin Systems scattered their servers around the country, Verant ran all of theirs out of a single building in San Diego. As urban legend would have it, EverQuest consumed so much bandwidth after its launch that it disrupted Internet connections throughout the city, until more cables could be laid. This is almost certainly an exaggeration, but it is true that the pipes going directly into Verant’s offices at least were woefully inadequate. Everyone scrambled to address the emergency. John Smedley remembers “personally logging into the Cisco routers” to try to tweak a few more bytes worth of throughput out of the things: “I could actually work with the Versatile Interface Processor cards almost as well as any of our network engineers at the time.” Again, though, too many customers is always a better problem to have than the alternative, and this one was gradually solved.

Computer Gaming World didn’t publish its EverQuest review until the July 1999 issue. This was a surprisingly late date, even given the standard two-month print-magazine lead time, and it pointed to the emerging reality of the glossy magazines becoming estranged from their traditional readership, who were now getting more and more of their news and reviews online, the same place where they were doing more and more of their actual gaming. Nevertheless, Thierry Nguyen’s belated review for the magazine was a fair and cogent one, especially in the inevitable comparison with Ultima Online — and in another, less inevitable comparison that makes more sense than you might initially think.

Ultima Online is a world simulation; EverQuest is a social hack-and-slash. Ultima Online has more freedom built into it, and you can actually make a living off of trade skills. EverQuest is more about sheer adventure and combat, and the trade skills are useful, but you can’t really be a tailor or a baker.

EverQuest is the Diablo of 1999. An odd comparison, you say? Well, here’s how they’re alike: they both offer a very simple premise (“go forth and thwack many creatures to gain levels and loot”), and despite this simple premise (or maybe because of it), they’re both damn addictive and fun.

Diablo in a vastly larger, truly persistent world really isn’t a terrible way to think about EverQuest. While the folks at Origin Systems expected their players to make their own fun, to see what lay behind yonder hill for the sake of the journey, Verant gave theirs a matrix of pre-crafted quests and goals to pursue. While Ultima Online’s world of Britannia belonged to its inhabitants, EverQuest’s world of Norrath belonged to Verant; you just got to play in it. Happily for everybody, doing so could be a lot of fun. Sometimes the most delicious sort of freedom is freedom from responsibility.

By October of 1999, EverQuest had more than 150,000 subscribers, leaving Ultima Online in its dust. Raph Koster believes, probably correctly, that this trouncing of his own virtual world was driven as much by the “safety” of having no players killing other players as it was by EverQuest’s trendy 3D graphics. Ultima Online would finally relent and open safe servers of its own in 2000, but that was bolting the gate after the mounted murderers had already galloped through.

That same October of 1999, Microsoft launched Asheron’s Call, another 3D MMORPG that prevented its players from killing other players. Yet even with all of the ruthless marketing muscle and the massive server infrastructure of the biggest monopoly in technology behind it, it never came close to rivaling EverQuest in popularity. It would be a long time before any other virtual world would. By the end of 2000, EverQuest was closing in on 350,000 subscribers. The following year, it hit 400,000 subscribers. Its growth then slowed down considerably, but still it did not halt; EverQuest would peak at 550,000 subscribers in 2005.

In May of 2000, Verant Interactive’s brief-lived period of nominal independence came to an end, when the spinoff was absorbed back into Sony. Soon after, the old Sony Online Entertainment subsidiary was shut down, having failed to set the world on fire with its own simple online games based on television game shows like Wheel of Fortune and Jeopardy!, and Verant appropriated its name.

In addition to charging its subscribers a recurring fee of $10 per month, this new edition of Sony Online discovered a valuable secondary revenue stream in boxed expansion packs for EverQuest. No fewer than ten of these were released between 2000 and 2005, introducing new regions of Norrath to explore, new monsters to fight, new races and classes to fight them as, new spells to cast, and new magic items to collect, whilst also refining the graphics and interface on the client side to keep pace with competing MMORPGs. Some argued that a paying customer was reasonably entitled to expect at least some of this additional content and refinement to be delivered as part of the base subscription package. And indeed, those looking for a measure of poetic justice here were perchance not entirely deprived. There is reason to suspect that all these expansions began in time to act as a drag on the game’s growth: the need to shell out hundreds of dollars and carry home a veritable pile of boxes in order to become a fully vested citizen of Norrath was likely one of the reasons that EverQuest’s growth curve leveled off when it did. Sony Online could still profitably sell expansions to the faithful, but those same expansions made the barrier to entry higher and higher for newcomers.

Still, the fact remains that EverQuest was for six years the most popular MMORPG of them all, in defiance of a gamer culture whose appetite for novelty was notorious. There was no shortage of would-be challengers in its space; by a couple of years into the new millennium, scarcely a month went by without some new MMORPG throwing its hat into the ring. And small wonder: to publishers, the idea of a game that you could keep charging people for was tempting to say the least. Some of the newcomers survived, some even thrived for a while with subscriber counts as high as 250,000, but none came close to matching EverQuest in magnitude or longevity. A virtual world like Norrath had a peculiar stickiness about it that wasn’t a factor with other types of games. To leave EverQuest and go play somewhere else meant to leave behind a character you might have spent years building up, and, even more poignantly, to leave behind an entire circle of online friends that you had assembled over the course of that time. This was a tough pill for most people to swallow, no matter how enticing Arthurian Britain, the galaxy far, far away of Star Wars, or a world out of Japanese anime might sound in comparison to the fairly generic, cookie-cutter fantasy world of Norrath.

The huge numbers of subscribers led to knock-on effects that EverQuest’s developers had never anticipated. Within months of the game’s launch, enterprising players began selling in-world loot on sites like eBay; soon the most successful of these virtual auctioneers were making thousands of dollars every month. “What’s crazy? Me playing for twelve hours a day or someone paying real money for an item that doesn’t exist?” asked one member of this new entrepreneurial class who was profiled in The Los Angeles Times. “Well, we’re both crazy. God bless America.”

A journalist named R.V. Kelly 2, who had never considered himself a gamer before, tried EverQuest just to see what all the fuss was about, and got so entranced that he wound up writing a book about these emerging new virtual worlds.

This isn’t a game at all, I realized. It’s a vast, separate universe. People explore here. They converse. They transact business, form bonds of friendship, swear vows of vengeance, escape from dire circumstances, joke, fight to overcome adversity, and learn here. And it’s better than the real world because there are no physical consequences for making mistakes. You can derive the same sense of satisfaction for doing things well that you find in the real world, but you don’t suffer any pain or anguish when you fail. So, the game contains most of the good found in real life, but none of the bad.

Yet there were also dangers bound up with the allure of a virtual world where failure had no consequences — especially for those whose real lives were less than ideal. On Thanksgiving Day, 2001, a young Wisconsinite named Shawn Woolley was discovered by his mother sitting in front of his computer dead, the rifle he had used to shoot himself lying nearby. The monitor still displayed the EverQuest login screen. He had been playing the game rabidly for months, to the exclusion of everything else. He’d had no job, no studies, no friends in the real world. He’d effectively uploaded his entire existence to the world of Norrath. And this had been the result. Had his lonely isolation from the world around him come first, or had EverQuest caused him to isolate himself? Perhaps some of both. One can’t help but think of the classic addict’s answer when asked why he doesn’t give up the habit that is making his life miserable: “Because then I’d have no life at all.” It seemed that this was literally true — or became true — in the case of Shawn Woolley.

This tragedy cast numbers that Sony Online might once have been proud to trumpet in rather a different light. Not long before Woolley’s death, one Edward Castronova, an associate professor of economics at California State University, Fullerton, had conducted a detailed survey of the usage habits of EverQuest subscribers. He found that the average player spent four and a half hours in the game every day, and that 31 percent played more than 40 hours every week — i.e., more than a typical full-time job. Surely that couldn’t be healthy.

Widespread coverage of the the death of Shawn Woolley ignited a mainstream conversation about the potentially detrimental effects of online videogames in general and EverQuest in particular. A father was reported to have smothered his infant son without realizing it, so distracted was he by the world of Norrath on his computer screen. A couple was reported to have left their three-year-old behind in a hot car to die, so eager were they to get into the house and log into EverQuest. Parents said that their EverQuest-addled children behaved “as if they had demons living inside them.” Wives told of life as EverQuest widows: “I do not trust him [to be alone] with our daughter, simply because when I am here she will be crying and he will not do anything about it.”

The stories were lurid and doubtless quite often exaggerated, but the concern was valid. Unlike the debates of the 1980s and 1990s, which had principally revolved around the effects of videogame violence on the adolescent psyche and had relied largely on flawed or biased studies and anecdotal data, this one had some real substance to it. One didn’t need to be a Luddite to believe that playing a single videogame as much as — or to the exclusion of — a full-time job couldn’t possibly be good for anyone. Elizabeth Woolley, the mother of Shawn Woolley, became the face of the Everquest opposition movement. She was certainly no Luddite. On the contrary, she was a computer professional who had laughed at the hearings on videogame violence conducted by Joe Lieberman in the United States Senate and likewise dismissed the anti-game hysteria surrounding the recent Columbine school shootings that had been carried out by a pair of troubled DOOM-loving teenagers. All that notwithstanding, she saw, or believed she saw, a sinister intentionality behind this addictive game that its own most loyal players called EverSmack or EverCrack: “I know the analysis that goes into a game before they even start writing the code; everything is very intentional. And people would go, ‘Ah, that’s so funny, how addicting.’ And I’m like, no, it’s not funny at all.”

She wasn’t alone in vaguely accusing Sony Online of being less than morally unimpeachable. According to one reading, popular among old-school MUDders, the EverQuest team had co-opted many of the ideas behind MUDs whilst tossing aside the most important one of all, that of a truly empowered community of players, in favor of top-down corporate control and deliberate psychological manipulation as a means to their end of ever-increasing profits. One of the earliest academic treatments of EverQuest, by Timothy Rowlands, posits (in typically tangled academic diction) that

from the outset, EverQuest’s designers, motivated by profit, were interested in trying to harness (read co-opt, commoditize) the sociality that had made the virtual worlds of MUDs so successful. Resisting the linearity of older single-player games in which the players move their avatars through a series of predetermined levels, MMOs present a space in which the hero narrative, predicated upon the potential for climax — though present in the form of quests and the accumulation of avatar capital — is ultimately unrealizable. Because the aim is to keep subscribers playing indefinitely, even the arbitrary end points (level caps) are without closure. In Campbellian language, there can be no epiphany, no moment of apotheoses as the hero overcomes his trials…

For me, the existential hamster wheel described by Rowlands — himself a recovering EverQuest addict — smacks a bit too much of the life I lead offline, the one that comes down to, to paraphrase Roy Rogers, just one damn thing after another. Combine this with my awareness of the limitations of online socializing, and we can perhaps begin to see why I’ve never been much interested in MMORPGs as a gamer. Literary type that I am, if offered a choice between a second life on the computer and an interactive story of the kind that I can actually finish, I’ll take the story — the one with the beginning, middle, and end — every single time. I can’t help but think that I may have been lucky to be born with such a predilection.

Lest we be tempted to take all of this too far, it should be noted that EverQuest in its heyday was, however psychologically perilous it might or might not have been, a potential problem for only a vanishingly small number of people in relation to the population as a whole: by the metrics of television, movies, or even others forms of gaming, 550,000 subscribers was nothing. Nevertheless, the debates which EverQuest ignited foreshadowed other, far more broad-based ones to come in the fast-approaching epoch of social media: debates about screen time, about the grinding stress of trying to keep up with the online Joneses, about why so many people have come to see digital spaces as more attractive than real ones full of trees and skies and flowers, about whether digital relationships can or should ever replace in-person smiles, tears, and hugs. Meanwhile the accusations of sinister intent which Elizabeth Woolley and Timothy Rowlands leveled against EverQuest’s designers and administrators were, even if misplaced in this case, harbingers of games of the future that would indeed be consciously engineered not to maximize fun but to maximize engagement — a euphemism for keeping their players glued to the screen at all costs, whether they wanted to be there in their heart of hearts or not, whether it was good for them or not.

Gijsbert van der Wal’s famous 2014 photograph of Dutch teenagers ignoring a Rembrandt masterpiece in favor of staring at their phones has become for many psychologists, social theorists, and concerned ordinary folks a portrait of our current Age of Digital Addiction in a nutshell.

By the time those subjects really came to the fore, however, EverQuest would no longer be the dominant product in the MMORPG market. For in 2004, another game appeared on the scene, to do to EverQuest what the latter had done to Ultima Online half a decade earlier. Against the juggernaut known as World of Warcraft, even EverQuest would battle in vain.



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Sources: The books EverQuest by Matthew S. Smith, Video Game Worlds: Working at Play in the Culture of EverQuest by Timothy Rowlands, Synthetic Worlds: The Business and Culture of Online Games by Edward Castronova, Gamers at Work: Stories Behind the Games People Play by Morgan Ramsay, Legend of the Syndicate: A History of Online Gaming’s Premier Guild by Sean Stalzer, Postmortems: Selected Essays Volume One by Raph Koster, Massively Multiplayer Online Role-Playing Games: The People, the Addiction, and the Playing Experience by R.V. Kelly 2, and The Age of Addiction: How Bad Habits Became Big Business by David T. Courtwright. Computer Gaming World of December 1997, July 1999, and June 2000; Retro Gamer 263.

Online sources include “Better Together: Stories of EverQuest by David L. Craddock at ShackNews“The Game Archaelogist: How DikuMUD Shaped Modern MMOs” by Justin Olivetti at Massively Overpowered, and “Storybricks + DikuMUD = Balance in MMORPGs” at Flatfingers’s theory blog. The truly dedicated may want to listen to aLovingRobot’s 50-plus hours (!) of video interviews with former EverQuest developers. And, although it’s quite possibly the most insufferable thing I’ve ever watched, the documentary EverCracked has some interesting content amidst the constant jump cuts and forced attempts at humor.

Where to Play It: EverQuest is not what it once was in terms of subscriber numbers, but it’s still online under the stewardship of Darkpaw Games, a sort of retirement home for aged MMORPGs.

Footnotes

Footnotes
1 There may be grounds to question this figure. For a game with 1500 registrations — far more than the vast majority of shareware games — WarWizard had a weirdly low online profile; there is virtually no contemporary trace of it to be found. Most of the limited interest it did generate appears to be retroactive, coming after McQuaid and Clover became known as the minds behind EverQuest. An actual registered copy that lets one complete the game didn’t turn up in public until 2009.
2 After its launch, EverQuest did experiment with a few servers that allowed unrestrained PvP combat, but there proved to be little appetite for it among the player base.
 

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