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The End of Sierra as We Knew It, Part 2: The Scandal

That’s the challenge: giving the public a formula they know and feel comfortable with, but making it different from anything they’ve seen or experienced before.

— Roberta Williams


This article tells part of the story of Sierra On-Line.

Although Ken Williams left his office at Sierra On-Line for the last time on November 1, 1997, his wife Roberta Williams stayed on for another year, working on the eighth entry in her iconic King’s Quest series. King’s Quest: Mask of Eternity turned into the most protracted and tortured project of her long career.

Roberta had long since fallen into a pattern of alternating new King’s Quest games with other, original creations. Thus after Phantasmagoria shipped in the summer of 1995, it was time for her to begin to sculpt a King’s Quest VIII. Yet she was unusually slow to get going in earnest this time around; perhaps she was feeling some of the same sense of exhaustion that her husband was struggling with in a very different professional context. She tinkered with ideas for the better part of a year, during which the fateful acquisition of Sierra by CUC came to pass. By the time a team was finally assembled around her to make King’s Quest: Mask of Eternity in mid-1996, Sierra’s day-to-day operations were teetering on the cusp of enormous changes, not the least of which would be Ken Williams’s dramatically circumscribed authority. To further punctuate the sense of a new era in the offing, Mask of Eternity was to be the first King’s Quest game ever not to be made in Oakhurst, California; this one would come out of the new offices in Bellevue, Washington. Most members of the team assigned to it were new as well, with the most prominent exception being producer Mark Seibert, who had filled the same role on the hugely successful King’s Quest VII: The Princeless Bride and Phantasmagoria.

By this point, the lack of any subsequent point-and-click adventure games that had sold in similar numbers to Phantasmagoria, from Sierra or anyone else, was sufficient to raise concerns about the genre’s health in any thoughtful observer of the state of the industry. Roberta Williams apparently was such an observer, for it was she herself who decided to make Mask of Eternity different from all of the King’s Quest games that had come before, in order to better meet the desires of contemporary gamers as she understood them. Using Mark Seibert, who had played a lot more of the recent popular non-adventure games than she had, as something of a spirit guide to the new normal, she conceived a King’s Quest that would run in a real-time 3D engine, combining her usual focus on storytelling and puzzle-solving with some action elements. The broader goal would be to create a dynamic living world full of emergent potential, rather than another collection of set-piece puzzles linked together by semi-interactive conversations and non-interactive cutscenes. “We didn’t want to make it so you go here and solve a puzzle, then go there to solve a puzzle, then go to a puzzle somewhere else,” she told an early journalist on the scene. “What we really wanted to bring was that sense of going on an adventure, of going on a quest. It’s not just a word in the title. We want you to feel like you’re really doing it.”

Taken in the abstract, her understanding of what she needed to do in order to keep King’s Quest relevant wasn’t by any means completely misguided. Yet circumstances almost immediately began to militate against it cohering into a solid, playable game. SCI, the venerable adventure engine that had powered the last four King’s Quest games and Phantasmagoria, along with dozens of other products from Sierra, was totally unsuited for this one. To replace it, the team wound up borrowing a 3D engine that had been developed by Sierra’s subsidiary Dynamix with flight simulators in mind. They never were able to fully wrestle it into a form suitable for this application; the finished game remains a festival of jank, sporting walls that you can literally walk right through if you hit them just right.

Roberta Williams felt her own authority being gradually undermined as the new order at Sierra, now merely one part of the software arm of CUC, became a fact of life. In the past, she had enjoyed privileges that were granted to none of Sierra’s other designers — such were the benefits of sleeping with the boss, as she herself sometimes joked. She had worked from home most days, emailing her design documents to the people entrusted with implementing them and then supervising their labor only loosely from afar. But she now found that her ability to set her own working hours and location and even to make fundamental decisions about her own game was waning in tandem with her husband’s fading star. “Suddenly finding that she was expected to build another bestselling King’s Quest game, but that the developers didn’t really have to do what she said, was something Roberta had never had to face,” writes Ken in his memoir. “There were days when she would come home crying.”

In the last week of 1996, Blizzard Entertainment, that rising star of the CUC software arm, shipped Diablo to instant, smashing success. A decree came down from above to make Mask of Eternity more like Diablo, by adding extensive monster-killing and other CRPG-like elements to the design. Roberta Williams was utterly out of her depth. Increasingly, she felt like a third wheel on her own bicycle. And yet there was no other confident and empowered voice and vision to replace hers, just a babble of opinions — hers among them, of course — trying to arrive at some sort of consensus on every new question that came up. Whatever his other faults as an administrator and organizer, Ken Williams had never allowed this to happen. His rule had always been that there was one lead designer on each project, and that person called the shots. If the lead designer “wanted something done, whether the team agreed or not, it didn’t matter. It’s her game and her career on the line.” Now, though, this philosophy no longer held sway at Sierra, even as there was no coherent alternative one to take its place.

So, the Mask of Eternity team bumbled along with no clear ship date in sight, more a mob of wayward peasants than a well-honed army. In the meantime, there were more big changes at the corporate level: as we learned in the last article, the merger of CUC with HFS was announced in May of 1997. It was to be consummated that December, with the conjoined corporation taking the name of “Cendant,” from the Latin root that has given us the verb “to ascend” in English. The name was chosen by Walter Forbes, reflecting the conceit of a culture-vulture sophisticate in which he so loved to cloak himself. For his part, Henry Silverman of HFS, who was all about facts and figures and bottom lines, thought one name was as good as another, as long as his marketing people told him it would pass muster on Wall Street.

Well before the merger was completed, there were signs that this shotgun marriage of opposites was going to be a more challenging relationship than either had anticipated. Silverman ran a tight, focused ship, while Forbes’s board of directors and senior managers were, as Ken Williams had experienced firsthand, more inclined to discuss their golf handicaps than matters of vital interest to the company. “They were like children playing at business,” says one of Silverman’s top lieutenants of his counterparts from CUC. Growing concerned about the overall competence level and work ethic of Forbes himself, Silverman suggested to him in November of 1997, before the merger was even completed, that it might be best if he, Silverman, stayed on a little longer as CEO instead of turning over that position on January 1, 2000, as stipulated in the merger contract.

This was not music to Forbes’s ears. He had already been complaining for a while about Silverman’s high-handed style — about the way he was treating CUC as if it was being bought rather than being an equal partner in a merger — and he didn’t even deign to reply to this latest proof of his allegations. The relationship between the two executives grew so poisonous that Silverman hired a private detective to investigate rumors of womanizing and sexual harassment on Forbes’s part, hoping to find some leverage to use against him. Much to his disappointment, the detective failed to dig up enough actionable dirt.

Again, it should be remembered that all of this jockeying was taking place before the merger had even come off. Given the warning signs that were blinking red everywhere by November, one does wonder why Henry Silverman went through with the deal. The best answer anyone has come up with is that he was a creature of the stock market right down to his bones, and both companies’ stock prices had been sent soaring by the news of the merger. To call it off now would cause the stock to crater just as quickly.

So, the marriage was consummated on schedule, with Henry Silverman as the first CEO of the new Cendant Corporation. By virtue of his job title, he ought to have had access to every aspect of the former CUC’s operations and finances. Yet he ran into a baffling resistance from Forbes’s middle managers whenever he tried to dig beneath the surface. When he called on Forbes directly to intercede and get him the numbers he wanted, Forbes said blithely that he would prefer to preserve the “financial-reporting autonomy” of his half of the company. Silverman, whose temper could be volcanic, had to expend great effort to keep it under control now. He explained to his new chairman of the board, as clearly and calmly as he could, that that wasn’t how a merger worked. Forbes seemed to accept this. And yet at the end of February, more than two months after the merger had ostensibly been effected, Silverman still had no clear figures on his desk. His accountants were now telling him that, if these didn’t surface soon, they would be unable to make a legally mandated filing with the Securities and Exchange Commission. Silverman would have to be a far less perceptive businessman than he was not to smell a rat of considerable proportions.

On March 6, 1998, he dispatched his chief accounting officer Scott Forbes — no relation to Walter — from Cendant’s new headquarters in Manhattan to CUC’s old ones in Stamford, Connecticut. The accountant’s orders were to get the numbers he needed by any means necessary, even if it required getting Silverman himself to come onto the speakerphone and threaten somebody’s job. He met with E. Kirk Shelton, Walter Forbes’s right-hand man. Caving at last, Shelton sheepishly explained that there was a little problem — only a little one, mind you — with the former CUC’s books. Its actual revenues during its last year had come in about $165 million under the figures it had reported. While Scott Forbes was still shaking his head at this piece of news, wondering if he had heard correctly, Shelton rushed to add that the problem was easily fixable, by reporting equity from the merger as operating revenue. “We want you to help us figure out how to creatively do this,” said Shelton, as if committing accounting fraud was just another day at the office — which to him it was, as would soon become all too clear.

Henry Silverman was predictably livid when Scott Forbes told him what had just transpired in Connecticut. He tried to contact Walter Forbes, but learned that that gentleman of leisure was on vacation in Hawaii and wasn’t receiving calls. Walter did eventually deign to send an email in response to the CEO’s increasingly furious queries, saying that they would get together and sort everything out when he came home in a few weeks. Like Shelton, he seemed to believe that the discovery of a $165 million shortfall was no big deal — or else he had made a strategic decision to act as if it was.

Not realizing that he would soon be wishing that $165 million was the full extent of the discrepancy in CUC’s books, Silverman said nothing publicly, hoping this could all still be swept under the rug as the mere teething problems that always accompany big mergers, even as he privately vowed to be rid of Walter Forbes by hook or by crook. “I can’t have people working with me that lie to me!” he raged.

Rather belying his own attempt to treat CUC’s accounting irregularities as No Big Deal, Walter Forbes, upon his return from Hawaii, refused to meet with Silverman at the headquarters of the company that they supposedly ran together. Instead he insisted that Silverman and his closest lieutenants talk with him and his on neutral ground, in a Manhattan hotel suite. This meeting took place on April 1, which must have struck Silverman as an appropriate date, seeing how Forbes had fooled him into merging their companies. Brushing off all of Forbes’s efforts at preliminary light conversation, Silverman got straight to the point — or rather to the ultimatum. He was prepared, he said, to look for a way to keep CUC’s shortfall from becoming public and placing Forbes in serious legal jeopardy. He would do this not for Forbes’s sake — for Forbes, he made it clear, he had nothing but contempt — but for that of Cendant’s employees and shareholders. As a condition, though, Forbes, Skelton, and the rest of the old CUC inner circle would have to open their books to him at long last — full transparency across the board. Then they would need to leave the company, just as soon as the necessary severance contracts and press releases could be crafted. According to most reports of the meeting, Forbes and his people agreed to this.

Having vented his rage on these eminently deserving targets, Silverman left the hotel suite feeling cautiously optimistic. The shortfall was ugly, but it shouldn’t be enough to sink the business as a whole. And the upshot of the whole affair was that he would get Walter Forbes and rest of the CUC amateurs out of his hair once and for all. Silverman ordered his accountants to conduct a thorough audit of CUC’s books, to provide him at last with that which he had been seeking for so long, the same thing that Ken Williams had sought much more lackadaisically before him: a proper picture of what exactly CUC did, how it did it, and where its money was coming from and going to. He gave them two weeks.

The day of reckoning was April 15, 1998. Silverman might have suspected the worst when he saw that his own people had brought two mid-level CUC accountants with them, and insisted that they give the presentation, as if afraid of becoming collateral damage of the CEO’s temper. Their fear was thoroughly understandable. For what was revealed on that day was a tale of fraud on a scale literally unprecedented in the history of American business. Over the past three years alone, CUC had conjured out of thin air more than half a billion dollars in revenue that had never actually existed in the real world. To Walter Forbes, business had been a shell game. Now you see it, now you don’t.

CUC’s long tradition of financial malfeasance had apparently begun, as these things so often do, with dubious short-term measures that were intended merely to grease the wheels of the company’s legitimate operations as they passed from a slow-moving present to a doubtless supersonic future. Already before the end of the 1980s, CUC had taken to booking pledged membership fees — fees that would be realized only if the members in question didn’t cancel, which they frequently did — as guaranteed revenues at the start of each fiscal year. More and more such schemes came into play as Walter Forbes and his cronies fell further and further down the slippery slope of fraud. When a new fiscal year began, they would figure out how much money they needed to have made during the last one to slightly outperform Wall Street’s expectations, then fiddle with the books appropriately. Jerry Bowerman of Sierra, in other words, had been onto something when he pointed out to Ken Williams how weirdly consistent CUC’s revenue growth had been for years and years. “That’s categorically impossible,” he had said. “Does not happen.”

Except, that is, in the case of fraud. The scope of the malfeasance was breathtaking, permeating every layer of the company, as later described by the forensic accountant Ron Rimkus.

According to later testimony by the company and the SEC, CUC managers would analyze the difference between actual financial results and the estimates put out by Wall Street analysts at the end of each quarter. They would then target specific aspects of the business to adjust in order to inflate earnings. After determining the best areas to change, the managers would then instruct others in the company hierarchy to adjust the various accounts — thus creating a false income statement and balance sheet. Their methods included under-funding reserves, accelerating recognition of revenues, deferring expenses, and drawing money from a merger account to boost income. After lower-level managers made the accounting changes to the financials, the cycle would be completed by adjusting the top line of quarterly changes and, subsequently, making back-dated journal entries at the division level to get the general ledger to balance. CUC’s leadership was able to hide the irregularities through misrepresented accounting entries, often moving certain transactions off the books. For a company of this size to maintain two sets of books requires a widespread internal effort to produce the second set of books so the company can present a blend of truth and fiction to the auditor without getting caught.

Eventually, CUC started to run out of internal revenue streams to which it could apply its portfolio of tricks. It was at this point that Walter Forbes began aggressively buying up other companies, among them Sierra On-Line and Davidson and Associates. These transactions were always conducted in stocks, never cash. The fraud that followed depended on the concept of the “merger reserve,” meaning the cash profits and assets that the acquired company brought with it into the new relationship. CUC reported this reserve as operating income for the parent company. In order to keep the hamster wheel spinning, of course, CUC had to keep buying more companies with the funny money it had “earned” from its last round of acquisitions. Underneath his unruffled exterior, Walter Forbes had been paddling as furiously as a duck on a placid pond.

But there had to come an end point, when neither the internal shenanigans nor the acquisitions could continue to paper over the discrepancy between the money CUC said it was making and the money it was really making. This limit point was looming by 1997. And this was what had set Walter Forbes down at a table with Henry Silverman, to negotiate a merger on a whole different scale from the acquisitions he had carried out to date. That said, it’s hard to identify what his real endgame in all of this actually was. He had to know that the fraud would come to light soon after the merger was consummated, and even he could hardly have been delusional enough to believe that Silverman would be willing and able to cover it up and let bygones be bygones. We can only conclude that chicanery had become such a way of life that the deal was worth it to him just to keep the wheel spinning for a few more months. When you get down to it, everything he and his people had done before negotiating the merger had been equally short-term. It was just a question of surviving and continuing to play the rich and successful businessman for today. Tomorrow could be dealt with when it came.

For once, even Henry Silverman was rendered speechless when he was told all of this about the man to whom he had shackled himself. After he picked his jaw up off the floor of his office, his analytical mind went to work. He knew right away that there could be no attempt to hide, minimize, or excuse this fraud; to do so would be to run the risk that the legal authorities would suspect that he and his people were also complicit in it in one way or another. The only way to save Cendant, and with it his own reputation, was to get out in front of the scandal before it broke on its own. He prepared a press release, to be sent out just after the markets closed on that very day. It spoke vaguely of “accounting irregularities” that had been perpetrated by “certain members of the former CUC management,” then announced matter-of-factly that the latter company’s earnings for 1997 would have to be adjusted — reduced, that is — by $165 million immediately, with more such adjustments very likely to come later. Having fired off this bombshell, Henry Silverman went home to get a good night’s sleep, knowing the storm that would break over his head when the next day’s trading began.

The tempest was as violent as he had anticipated, if not worse. Almost 110 million Cendant shares were traded that day, setting a Wall Street record. The stock price plunged from $36 to $19, reducing the company’s market cap by $14 billion. The first three shareholder lawsuits had already been filed before the trading day was over. In the weeks that followed, Cendant adjusted the figure of $165 million to $260 million in missing revenue for 1997 alone, with yet more years full of “irregularities” still craving investigation. Within six months, the stock price would be down to $9, the shareholder lawsuits numbering more than 70.

With characteristic brazenness, Walter Forbes contended that he had known nothing of the fraud committed on his watch — a claim of innocence that was, even if believed, as damning in its way as a confession, what with the degree of incompetence and negligence it would have to reveal. Nevertheless, forgetting what had been discussed in that Manhattan hotel suite on April 1, he fought to stay on as the current chairman of the board and the CEO in waiting of Cendant. He urged stonewalling opacity to the rest of the board as an alternative to Silverman’s strategy of transparency. The ruthless Wall Street money man thus found himself cast in the unwonted role of Cendant’s voice of conscience. “To urge me, as you seem to do, to not properly portray accurate information about our businesses,” wrote Silverman to Forbes in a letter (“I had difficulty looking at him” face to face, he admits), “appears to be of similar ilk to the conduct that brought us to this situation. I will not do that.”

Silverman didn’t manage to force Forbes out once and for all until July of 1998. When Forbes did leave, he took with him ten members of his board (good riddance, thought Silverman!) and a $47.5 million severance check. Whatever the long-term future held for Walter Forbes, he would have no problem continuing to enjoy his current lifestyle for the time being.

While Forbes was doing so, Henry Silverman rolled up his sleeves and set to work repairing the damage the disastrous merger had done to his own, legitimately profitable company. It was a daunting task, but it would prove not to be an impossible one. Hewing still to his strategy of powering through the heart of scandal so as to put it behind him as quickly as possible, Silverman agreed to shell out $2.83 billion in December of 1999 to settle the various shareholder lawsuits. The fact that Cendant, the name now associated with the biggest accounting scandal in American business history, was almost unknown to the American public in any other context, being hidden behind a welter of other brand names that they did know well, was an immeasurable aid to its survival; few consumers made any mental connection to the scandal when they booked a room at a Days Inn or rented a car from Avis. Indeed, most of those rental-car, hotel, and real-estate franchises which Cendant administered were still doing pretty darn well out there in the real world. For all of its difficulties, then, Cendant still had real money coming in, enough to offset the missing funny money of CUC over the long arc of time. It would survive and even expand its franchising reach well into the new millennium. In 2005, it voluntarily broke itself up into four separate companies to better service its increasingly diverse portfolio of brands. Henry Silverman, the first, last, and only CEO of Cendant, walked away from that culmination of fifteen years of work with a cool $250 million. Seen from this perspective, the CUC merger seemed like little more than a bump in the road.

As for Walter Forbes: the pace of criminal law for white-collar offenders like him is regrettably slow in the United States, but, in some cases at least, some form of justice is served in the end. After eight years of legal wrangling, he was convicted of conspiracy to defraud and two counts of submitting false reports to the Securities and Exchange Commission in October of 2006. (E. Kirk Shelton had been found guilty of a similar collection of charges a year earlier.) Forbes was sentenced to twelve years in prison and $3.28 billion in fines and restitution — fines which, needless to say, nobody expected him to ever be able to pay. By the time he was released from prison in July of 2018, the financial scandal that had made him and CUC infamous for a while had been all but forgotten, eclipsed by even bigger ones like the collapse of Enron and the machinations of Bernie Madoff. As far as I know, he is still alive today. If you asked the current 82-year-old Walter Forbes about his history, and if he happened to be in an honest mood when you did so, perhaps he would tell you that his halcyon decades as a jet-setting titan of industry were worth the twelve years of his life he had had to spend in prison to pay for them. He booked his revenue well ahead of his debt to society, just the way CUC always did it.



The infamous merger between CUC and HFS was actually a brilliant stroke of luck for the former Sierra On-line. For if that deal hadn’t gone through, CUC would almost certainly have crashed and burned at some point during late 1997 or early 1998, with no Henry Silverman to hand to clean up the mess. Blizzard Entertainment was doing so well by then that someone would probably have found a way to scoop it out of the wreckage, but Sierra, which could boast of no similar run of recent hits — Ken Williams’s parting gift to his old company of Half-Life wouldn’t be released until November of 1998 — might very well have been permanently buried under the rubble.

As it was, Silverman had no long-term interest in maintaining the software arm of Cendant. For him, games studios and publishers were a distraction from Cendant’s core business, to be unloaded as quickly as possible. To accomplish this, he replaced the rather clueless Chris McLeod — yet another legacy of Walter Forbes whom he couldn’t be rid of fast enough — with a well-respected games-industry executive named David Grenewetzki, whose last job had been with the publisher Accolade. While Blizzard was obviously doing just fine as it was, Grenewetzki’s brief when it came to Sierra and the rest of the software arm was to trim the fat, to finish and ship whatever was reasonably far along and worth the effort, and to cancel whatever was not, all in order to make this superfluous part of Cendant look as attractive as possible to potential buyers. If he did a good enough job that a buyer wanted to keep him on afterward, more power to him.

By this point, King’s Quest: Mask of Eternity had been dawdling along without any firm sense of direction for some eighteen months. Grenewetzki ordered Roberta Williams, Mark Siebert, and the rest of their unruly crew to kick it into gear and get the game done in time for Christmas, assigning them a new set of minders to settle their disputes and make sure they met their milestones. These were effective enough: the game shipped on November 24, 1998. Roberta Williams was largely missing in action during the last few months, choosing to join her husband on a vacation to France while the rest of the team was crunching.

Playing the game today puts me in mind of Douglas Adams’s description of an aye-aye lemur: “a very strange-looking creature that seems to have been assembled from bits of other animals.” Or perhaps the old joke about a camel being a horse that was designed by a committee is more apropos. Collaboration, feedback, and testing are of incalculable importance in any kind of game development, mind you; in fact, I would argue that one of the biggest problems with virtually all of Roberta Williams’s earlier games was that she didn’t engage in enough of these things. Yet a game also needs to have a firm sense of its own identity, which usually translates into having a decisive final arbiter in charge of it. Mask of Eternity all too clearly didn’t have that; neither Roberta nor anyone else was allowed to fill that role. In the absence of an empowered lead designer, Mask of Eternity became a game of bits, a collection of disparate parts that clash more often than they gel.

This strange-looking digital creature that was assembled from bits of other popular games sports the acrobatic challenges of Tomb Raider, the ultra-violent action of DOOM and Quake, the CRPG-lite trappings of Diablo, and even from time to time the puzzle-solving of a traditional King’s Quest, all of it implemented more or less badly. The floating camera is an especial pain, requiring constant fiddly adjustments that break up whatever sense of flow the rest of the game permits you to establish. The writing veers all over the place, from Roberta Williams’s trademark fairy-tale whimsy to adolescent gross-out humor that wouldn’t have felt out of place in Duke Nukem 3D. The dialog is delivered for some reason in a pseudo-Shakespearian diction, all “thee” and “thou” and “by your leave, milady,” read by dulcet-toned British voice actors who clearly have no idea what the characters they’re playing are on about and don’t much care. The game is very hard to connect with King’s Quest at all for long periods, until someone seems suddenly to remember the name on the box and throws in a few gratuitous references to King Grahame’s earlier adventures or the history of Castle Daventry. I’m not the best person to wax outraged over all the ways that Mask of Eternity betrays its lineage, given that I’m the farthest thing from a hardcore fan of King’s Quest in general. Yet even I can see why so many gamers who are much more invested in the series than I am consider this, its final official entry prior to a brief-lived and almost equally underwhelming 2015 revival, such an insult to everything that came before.

As is the case with so many such Frankenstein’s monsters, it’s hard to figure out just whom Mask of Eternity was supposed to be for. The series’s usual pool of players — who tended to skew younger and to include more women and girls than was the norm even for the adventure genre in general — would be put off the first time they punched a monster in the face and saw its head fly off in a shower of blood and gore. And yet the demographic that enjoyed more violent and visceral games would be equally put off by the harsh reality that Mask of Eternity just wasn’t a very good action game long before they came across the first convoluted adventure-style puzzle to cement their indifference. You can’t be all things to all people — especially not with all-around execution as poor as this.

If anything, reviewers were kinder to the game than it deserved. Computer Gaming World magazine gave it four out of five stars, whilst admitting that it “required an open mind” and that “the old-school puzzles may frustrate newbies, while the veterans may be annoyed at the jumping and the combat.”[1]Reviewer Thierry Nguyen seemed not to have played any game since the early 1980s. “If you wanted to pull a switch in an earlier game,” he wrote, “you probably would have typed, ‘push box,’ then ‘get on box,’ and finally ‘pull switch.’ Here, you have to literally push the box, jump on top of it, and look up to pull the switch.” What a revelation! The website GameSpot called it “enjoyable” but “occasionally maddening”: “Sierra should be applauded for trying something new, even if its reach somewhat exceeds its grasp.”

But gamers weren’t buying such prevarications, and didn’t buy many copies of Mask of Eternity. Its commercial failure killed the longest-running series in the adventure genre as dead as one of its pixelated goblins. It marked the final nail in the coffin as well of Roberta Williams’s tenure as the “Queen of Adventure Games.” She wouldn’t design another game for a quarter of a century. The times, they were a-changing.


Sierra’s decision to drop the Roman numeral from the eighth King’s Quest game is indicative of the confused, have-your-cake-and-eat-it-too quality of all of its messaging around Mask of Eternity. The logic was that the new generation of gamers Sierra was hoping to attract would be intimidated by its being the eighth game in a series, might even feel they shouldn’t bother with it if they hadn’t played the previous seven. But then, if you are so concerned about reaching these people, why call it a King’s Quest game at all? The only cachet that brand might have held for most of them was the negative cachet of the “kiddie games” their moms or sisters used to play.

Mask of Eternity’s hero Connor looks like he could break Sir Grahame or any of the other protagonists from the first seven King’s Quest games in two without straining his tree-trunk-sized arms.

This level — err, area — is Egyptian-themed. What does this have to do with King’s Quest? Beats me… but Stargate SG-1 was popular on television at the time. Got to tick those boxes…

“Oh, great, another jumping challenge! I love those, especially with these extra clunky controls!” said no player of Mask of Eternity ever.



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Sources: The books Not All Fairy Tales Have Happy Endings: The Rise and Fall of Sierra On-Line by Ken Williams, Financial Shenanigans: How to Detect Accounting Gimmicks & Fraud in Financial Reports by Howard Schilit, Stay Awhile and Listen, Book II: Heaven, Hell, and Secret Cow Levels by David L. Craddock, Gamers at Work: Stories Behind the Games People Play by Morgan Ramsay, and Last Chance to See by Douglas Adams and Mark Carwardine. Wired of November 1997; New York Times of May 27 1997, July 4 1998, July 5 1998, and June 16 2000; Wall Street Journal of July 29 1998; Fortune of November 1998; Next Generation of June 1997; Sierra’s customer magazine InterAction of Fall 1996, Holiday 1996, and Fall 1997; Computer Gaming World of April 1999.

Online sources include “How Sierra was Captured, Then Killed, by a Massive Accounting Fraud” by Duncan Fyfe at Vice, Ron Rimkus’s analysis of the CUC/Cendant debacle for the CFA Institute, “A Pathological Probe of a Pool of Pervasive Perversion” by Abraham J. Briloff of Baruch College, Forbes’s report of Walter Forbes’s sentencing, and the vintage GameSpot review of King’s Quest: Mask of Eternity.

I also made use of the materials held in the Sierra archive at the Strong Museum of Play.

Where to Get It: King’s Quest: Mask of Eternity is available as a digital purchase at GOG.com, packaged together with the more fondly remembered King’s Quest VII: The Princeless Bride.

Footnotes

Footnotes
1 Reviewer Thierry Nguyen seemed not to have played any game since the early 1980s. “If you wanted to pull a switch in an earlier game,” he wrote, “you probably would have typed, ‘push box,’ then ‘get on box,’ and finally ‘pull switch.’ Here, you have to literally push the box, jump on top of it, and look up to pull the switch.” What a revelation!
 
 

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Making Sierra Pay

Scenes from the Phantasmagoria set, with Roberta Williams in pride of place at center.

At the conclusion of my previous article on Sierra Online’s corporate history, we saw how Ken and Roberta Williams moved their company’s headquarters from the tiny Northern California town of Oakhurst to the Seattle suburb of Bellevue, home to Microsoft among others, in September of 1993. They did so for a mixture of personal and professional reasons, as Ken has since acknowledged. Their children were getting older, for one thing, and the schools in Oakhurst were far from world-class. Additionally, life in general as the biggest fish of all in the fishbowl of a company town that Oakhurst had become wasn’t always pleasant; for example, Ken has claimed that his kids were at times bullied by “the children of former Sierra employees who had a grudge against Sierra.” Some other former employees suspect still another reason for the move to Bellevue, one that Ken neglects to mention: the fact that Washington State had no personal income tax, while California’s was the highest in the nation.

Still, there are no grounds to doubt that the public reason Ken gave for the move back in the day was indeed a major part of the calculation: the need to recruit the sort of seasoned business talent that could take Sierra to the next level. The company’s annual revenues had grown every single year since 1987, more often than not substantially, and this was of course wonderful. But less wonderful was the fact that profits had never been as high as that progression would imply; Sierra had a knack for spending almost every dime they earned. Of late in fact, the bottom line had dipped sharply into loss territory even as revenues continued their steady climb. Under pressure from his shareholders, Ken Williams realized that he had to find a way to make his company start to pay off. He believed that doing so must entail assembling the kind of top-flight management team which could only be found in a big city. He’d been seeking a rock star of a chief financial officer for a long time from Oakhurst to no avail. Ken Williams:

I had hired a San Francisco-based company, Heidrick & Struggles, to lead the search, and after months of getting nowhere I called my contact at Heidrick in frustration. “Why do you keep sending me B and C level candidates?” I asked. I was tired of having my time wasted interviewing candidates who were not at the level I was seeking. The answer came back without hesitation: “Ken, you’re aren’t getting it. No A player wants to move to Oakhurst.”

Nine months after the move to Bellevue, Ken finally found his rock star in the form of one Mike Brochu, a financial whizz who had spent the last nineteen years working for Burlington Resources. The man whom Ken still describes as “probably the best hire I ever made” was a garrulous Texan who “inspired confidence in everyone around him.” Not coincidentally, Sierra began to display a newly hard-nosed, bottom-line-focused attitude toward their business from virtually the moment of his arrival. As one of his first projects, Brochu led the negotiations that resulted in the sale of The ImagiNation Network, Sierra’s visionary but perpetually money-losing online-gaming service, to AT&T for $40 million in cash in November of 1994.

Meanwhile Sierra implemented a significant shift in their product-development strategy. For many years now, the heart of the company’s identity had been a set of long-running adventure-game series, most of which worked the word “quest” somewhere into their title. Dodgy from the standpoints of both writing and design though they sometimes were, they’d all displayed enough lovable qualities to worm their way into fans’ hearts. I’ve described in earlier articles how Sierra fandom could feel like belonging to a big extended family. These games, then, were the cousins whom you could always expect to see at the family reunion every couple of years, dressed perhaps a bit differently than last time around but always the same person at bottom. They were comfortingly predictable, and that was exactly how the fans liked them.

But for all that these ramshackle, puzzle-heavy adventure games were good at cementing the loyalty of the already converted, they were less equipped to unleash the sort of explosive growth Sierra was now after. It was a pivotal moment in the history of the personal computer, as Ken Williams and Mike Brochu well recognized. In 1994, more home computers would be sold than televisions, as consumers, tempted by the ease of use of Microsoft Windows, the magic of multimedia, and rumors of a thing called the World Wide Web, jumped onboard the computing bandwagon in staggering numbers. These people didn’t know a King’s Quest from an Ultima. Reaching them would require a different sort of game: fresher, hotter in the Marshall McLuhan sense, more in tune with what they were seeing on television and at the movies. It seemed like it was now or never for Sierra to capture their interest, even if it meant that some of the old fans were left feeling a bit abandoned.

So, Sierra’s new Bellevue management team took a hard look at their existing series in order to decide which were expendable and which were not. King’s Quest, the company’s longstanding flagship series, which already enjoyed a measure of name recognition outside the traditional computer-gaming ghetto, would have been an obvious keeper even if it hadn’t been the baby of Roberta Williams. Leisure Suit Larry also had proven appeal with non-traditional demographics, and was thus also a no-brainer to keep around. Space Quest was an edge case, but the managers decided to green-light one more game, if only to throw a bone to the old-school fans. But Police Quest would get revamped from a line of adventure games into a line of tactical 3D action games, while Quest for Glory would get the axe entirely. Going forward, the main focus would be on bigger-budget adventures employing filmed human actors, for which Sierra was now building their own sound stage down in Oakhurst at considerable cost. They would make fewer of this new type of adventure, but each of them would be a flashy, high-fidelity production, able to appeal to a mass market weaned on big-screen televisions and CD players. The idea was to make the release of each Sierra adventure from now on a real event.

Unfortunately, the transition from one product strategy to another came with a pitfall: it would take some time to bring it off, meaning that 1994 would be an unusually quiet year in terms of new games. And that reality, combined with the new management team’s more hard-nosed attitude, meant that some of the folks in Oakhurst must lose their jobs. Among them were Corey and Lori Cole, the husband-and-wife team behind Quest for Glory, who saw their roles cancelled along with the fifth game in their series, the most impressive of all the series in the Sierra lineup in terms of design ambition and innovation. Corey recalls a scene which made it all too clear to everyone present that Sierra was now being run as a business, not a family: “All employees in the meeting were handed envelopes; about half of them contained ‘pink slips’ notifying them that they no longer worked for Sierra. Those employees were escorted back into the building and watched as they retrieved personal belongings from their desks.” Layoffs are never easy. Corey especially remembers the sight of Gano Haine, who had worked on Sierra’s two EcoQuest games and Pepper’s Adventures in Time, standing in the parking lot crying: “Sierra had been her dream, and she was so thrilled to have gotten the job there.”

During this year of wrenching transition, Sierra released just one new Oakhurst-built adventure game, making it their least prolific year in that respect in almost a decade. Thankfully for the bean counters, the game in question was the latest installment in Sierra’s most bankable adventure series of them all. King’s Quest VII: The Princeless Bride was a typical entry in a series that had been Sierra’s ever-evolving technological showpiece since 1984. But then, that description in itself implies innovation on at least a technical front, and this the new entry certainly delivered.

The King’s Quest VII opening movie. Ken Williams has often said that Walt Disney was one of his biggest role models. With King’s Quest VII, this influence became almost distressingly literal.

Although it did not employ filmed actors, King’s Quest VII was indicative in another way of Sierra’s new direction: rather than an interactive movie, it aimed to be an interactive cartoon worthy of comparison to the likes of Disney, an ambition which required it to look beyond Sierra’s own stable of talented in-house artists for some of its visuals. Ken Williams first reached out to an up-and-coming animation studio known as Pixar. He even spoke personally with Steve Jobs, Pixar’s chairman and majority owner, but in the end the studio proved to be simply too busy working on Toy Story, their first full-length feature film, to take on this task as well. So, Sierra ended up contracting sequences out to no fewer than four other outside animation studios, in addition to employing their own artists to create what truly was an audiovisual extravaganza by the standards of its time. King’s Quest VII went full Disney, as Charles Ardai described in his review for Computer Gaming World magazine.

I tried this game on my mother (a big fairy-tale fan), who asked, “Is that a game from Disney?” When I replied in the negative, she said, “But they’re trying to do Disney, right?”

They are indeed. From the opening frames, where drops of dew in an enchanted forest drop on the tummy of an enchanted ladybug, to the scene a few seconds later in which lovely Princess Rosella sings her royal heart out in a tuneful paean to her about-to-be-lost adolescence, King’s Quest VII exudes Disney-like quality from each of its cel-animated poses.

Every frame is beautiful, every line is neat and pert, the camera soars and glides, and the notes of the musical score tinkle out in bounding effervescence like the fizz out of a bottle of soda pop. This is the Disney of The Little Mermaid or Beauty and the Beast, or Aladdin, if you deduct that film’s adult-targeted sense of irony. It’s the Disney of The Sword in the Stone and of Alice in Wonderland, light and fluffy as a soufflé. It’s not the Disney of Bambi or Snow White; here even the menaces are adorable bits of whimsy. If the villains ever frighten, it’s only for a brief time, and then everyone gets together again for one more song.

It matters not at all that the game is from Sierra rather than Disney. It is true to the Disney spirit.

Along with the mouth-watering new look, the game showed some welcome design evolution over Roberta Williams’s earlier work. Four years after LucasArts’s The Secret of Monkey Island had pointed the way, King’s Quest VII finally managed to free itself from the countless hidden dead ends that had always made playing a Roberta Williams game feel like playing make-believe with a sadist. Player deaths, on the other hand, were still copious, and still so unclued as to be essentially random, but were now at least relatively painless. Rather than expecting you to save every five minutes, the game was now kind enough to return you to the point you were at before you were so foolish as to look at the wrong thing or dilly-dally in the wrong room a second too long. In fact, save files as such disappeared altogether; exiting the game now automatically bookmarked your progress.

These changes all existed in the name of making the game more welcoming to brand new players, out of the hope that they could be convinced to give it a try despite the ominous Roman numeral after its name. To further emphasize that this was a kinder, gentler King’s Quest, it used a radically simplified interface built around a one-click-does-it-all mouse cursor. More oddly, Sierra made it possible to play any of its chapters at any time, meaning you could start with the climax and work backward to the prologue if you were so inclined. (The real point of this feature, of course, was to let you watch each chapter’s opening movie without having to get your hands dirty with the actual game, if you happened to be one of the many people who typically bought each new King’s Quest as a tech demo for their latest computer.)

But alas, in other ways this latest entry really was just another King’s Quest. The writing from Roberta Williams and Lorelei Shannon, her latest apprentice co-designer, was the usual scattershot blend of fairy-tale and pop-culture ephemera, lacking sufficient wit or imagination to be all that compelling even as pastiche, while the puzzle design was made less infuriating than usual only by the lack of dead-player-walking situations. Both the writing and the puzzles got noticeably worse as the game wore on, evidence perhaps of a lead designer who was feeling increasingly bored with her big series, and was in fact already working on her next, very different game. All of this was doubly disappointing coming on the heels of King’s Quest VI, a game which had seemed to herald a series that was at last beginning to take its craft a bit more seriously. Even the much-vaunted look of King’s Quest VII, although impressive in its individual parts, made for a rather discordant jumble when taken in the aggregate, being the work of so many different teams of animators.

Nevertheless, King’s Quest VII sold very well upon its release in November of 1994, as games in the series always did. Meanwhile Dynamix, the most consistent of Sierra’s subsidiary studios, delivered solid performers in the non-adventure games Aces of the Deep, Front Page Sports: Football ‘Pro 95, and Metaltech: EarthSiege. Most of all, though, it was the ImagiNation windfall that turned what would otherwise have been an ugly year into one that actually looked pretty good on the bottom line: $83.4 million in revenues, up from $59.5 million in 1993, with an accompanying $12 million profit, in contrast to an $8.6 million loss the previous year. Now it was up to the new product strategy to keep the party going in 1995.

The first big test of that strategy was to be the game that Roberta Williams had been working on concurrently with King’s Quest VII. Phantasmagoria would take full advantage of the Oakhurst sound stage Sierra had just built. It was to be a play against type worthy of any pop diva: Roberta, the family-friendly “queen of adventure gaming,” was going dark and sexy. “With Phantasmagoria,” wrote Sierra’s marketers, “Roberta Williams has created a superbly written interactive story, fraught with horror and suspense, and totally in the player’s control at all times.” Bill Crow, the mastermind of Sierra’s new sound stage, believed that “Phantasmagoria is going to open the market to a much broader audience of game players. We’re now starting to deliver an audiovisual experience that’s much closer to what the average consumer can relate to.” With Phantasmagoria, in other words, computer games were about to burst out of their nerdy ghetto to become sophisticated entertainments for discerning adults.

How times do change. Today Phantasmagoria is more or less a laughingstock, a tidy microcosm of everything that was wrong with the full-motion-video era of adventure games. In truth, some of its bad rap is a bit exaggerated; it’s not really any worse than dozens of other similarly dated productions of the mid-1990s. Certainly plenty of other games had equally cheesy acting, equally clueless writing, and equally trivial gameplay. Phantasmagoria‘s modern reputation for hilarious ineptitude stems to a large extent from its mainstream prominence in its heyday. The wave of hype that Sierra unleashed, much of it issuing from the mouth of Roberta herself, is catnip for snarky reviewers like yours truly, who can’t help but throw it all back in her face. “I want to explore games with a lot of substance and deep emotions,” Roberta said. But Phantasmagoria is so very, very much not that kind of game. If you squint just right, you can see what she was trying to create: a game of claustrophobic psychological horror, an interactive version of The Shining. But alas, nobody involved had the chops to pull it off.

Phantasmagoria revolves around a couple of artsy newlyweds named Adrienne and Don, a novelist and a photographer respectively. As the story begins, they’ve just moved into a rambling old mansion on a sparsely inhabited island off the coast of New England. They’re the first people to attempt to live in the house, we soon learn, in almost a century. The last person to do so before them was a strange stage magician named Carno the Magnificent, who went through pretty young wives at a prodigious rate — all of them abruptly disappearing from the island, never to be seen again. In the end, Carno himself disappeared, and that was that for the house until our heroes turn up. It comes as a surprise to absolutely no one except them when the place turns out to be haunted by a malevolent spirit. It quickly begins to take over the mind of Don, leaving Adrienne, the character the player controls, to try to sort out the mystery before her husband murders her like Carno killed all of his wives.

Somewhat surprisingly in light of Sierra’s mass-market aspirations, they never attempted to hire “name” actors for Phantasmagoria in the way that Origin Systems was doing at the time for the Wing Commander franchise. The role of Adrienne went to Victoria Morsell, whom Sierra rather ambitiously described as a “film, TV, and theater star,” having apparently confused bit parts with starring ones. Still, she does a decent job within the awkward constraints of her task. David Homb in the role of Don, on the other hand, is just awful; his wooden performance comes off as more creepy before the horror starts, when he’s trying to play a loving husband and failing at it abjectly, than it does after his head starts metaphorically spinning around. The rest of the cast is a similarly mixed bag.

Sierra hired a director named Peter Maris, with a long run of schlocky ultra-low-budget films behind him, for a shoot that wound up taking fully four months. Even given that his oeuvre wasn’t exactly of Oscar caliber, his complete disregard for pacing is bizarre. Phantasmagoria‘s seven CDs — yes, seven — are filled with interminable sequences where Adrienne disassembles a brick chimney piece by piece, or breaks through a wooden door board by board, or applies her morning makeup layer by agonizing layer. Indeed, Adrienne insists on stopping and preening herself at each of the many mirrors in the house throughout the game, and we’re forced to watch and wait while she does so, hoping against hope that something interesting might happen this time around. (For all of Roberta Williams’s status as a female pioneer in a male-dominated industry, her games’ view of gender isn’t always the most progressive.) All of this, combined with the clumsy, overly wordy script, makes the game seem much longer than the few hours it actually takes to play. There’s a (bad) 90-minute horror flick worth of plot-advancing footage here at the best; Sierra could easily have ditched three of the seven CDs without losing much at all.

The much-vaunted “adult” content is rather less than it’s cracked up to be. The opening movie includes the least sexy sex scene in the history of media. Ken Williams says that it was originally to have shown Adrienne topless, but Sierra lost their nerve in the end: “When it came time to release the game, we edited it to only show some side boob.” Given how weird and awkward it already is, we can only be thankful for their last-minute fit of prudishness.

Nor is the game remotely scary, although it does get gruesome — a very different quality — from time to time. These sequences come when Adrienne is visited by visions of the murders that took place long ago in the different rooms of the house, or, in the latter stages of the game, when she herself meets an unfortunate end thanks to a failure on the player’s part. For better or for worse, the methods of murder might just be the most creatively inspired parts of the game: Carno kills one wife by sticking a funnel into her mouth and stuffing disgusting offal down her throat, another by shackling her into a machine that twists her head around until her neck snaps, while Adrienne can get her head sliced in two by an axe blade or her face literally ripped off by a demon. These scenes are certainly gross and shocking in their way, but it’s all strictly B-movie-slasher fare — Friday the 13th Part V rather than the Shining vibe Roberta was going for.

The scene which prompts by far the most discussion today takes place out of the blue one morning, when Don creeps up behind Adrienne at her bedroom mirror and proceeds to… well, to rape her. Needless to say, this is a disturbing place for even an adults-only game to go. Roberta Williams is hopelessly out of her writerly depth here; in contemporary interviews, she seems utterly oblivious to the real trauma of rape, describing the scene as nothing more than a plot device to show Don’s descent into evil. Its one saving grace is the fact that no one involved is up to the task of making the rape seem remotely realistic; Don humps and thrusts a bit without ever actually taking his boxer shorts off, and that’s that. (One can only hope that Sierra didn’t shoot a more explicit version of this scene…) Afterward Adrienne, rather in contrast to Roberta’s stated desire to explore “deep emotions,” just cleans herself up and gets on with her day, apparently none the worse for wear. Even amidst the more lackadaisical sexual politics of 1995, the scene prompted considerable discussion and a measure of public outrage here and there. Australia’s Office of Film and Literature Classification refused to accept the game because of it, with the result that it was effectively banned from sale in that country.

So much for Phantasmagoria the movie. In terms of gameplay, it isn’t up to all that much at all. Its reliance on canned snippets of static video dramatically limits the scope of its interactivity, while its determination to be as accessible as possible means that all of its puzzles are broadly obvious; a version of that tired old adventure saw, the locked door with a key in the keyhole on the other side and a handy nail and newspaper, is about as complicated as things ever get. The simplified interface from King’s Quest VII makes a return, it’s once again possible to play the chapters in any order you choose, and bookmarks once more replace save files in the game’s terminology, although it is at least possible to make your own bookmarks whenever you like now.

In a way, all of this is a blessing: it lets you power right on through Phantasmagoria, laughing at it all the while, without getting hung up on the design flaws that dog most of Roberta Williams’s games. I’m not generally a fan of high camp, but even I could probably enjoy Phantasmagoria with the right group of friends. If ever a game was ripe for the Mystery Science Theater 3000 treatment, it’s this one.


Note the ESRB rating at the bottom right of the Phantasmagoria box. In the face of the internecine split over rating systems among computer-game publishers, Sierra generally backed the ESRB over its rival the RSAC. (The much more extreme sequel-in-name-only Phantasmagoria: A Puzzle of Flesh would go with the RSAC in order to avoid the ESRB’s dreaded “Adults Only” rating, which most retailers refused to touch.)

Adrienne just can’t resist a mirror.

Objects in your inventory can be viewed as rotatable 3D models, a capability that debuted in King’s Quest VII. Indeed, Phantasmagoria‘s environments were all built using 3D-modeling software rather than being hand-drawn pixel art. This is the only way Sierra could possibly have included more than 1000 different views in the game, as their marketers proudly told anyone who would listen; the typical old-style Sierra adventure had less than 100. But the new approach didn’t lead to increased environmental interactivity — rather the opposite, I’m afraid.

Adrienne with psycho-hubby Don. Both wear the same clothes for all seven days of the game, a fact that has prompted much joking over the years. This was judged necessary so that the developers could mix and match video sequences as needed. The outfit that Adrienne wears is actually the one that Victoria Morsell, the actress who portrayed her, just happened to turn up in on the first day of filming. “By the time the filming for Phantasmagoria was complete,” wrote Sierra in their customer newsletter, “duct tape, patches, and prayers were all that held Tori’s pants together. She had worn them to the set every single day of the fifteen weeks of filming.”

One of Carno’s ingenious execution devices. Sierra had these props built by local Oakhurst craftsmen, prompting much discussion in the town about just what it was they were up to inside the building that housed their sound stage.

The real horrors of Phantasmagoria are Harriet and her son Cyrus, a pair of bumpkin ingrates who are meant to serve as comic relief. They’re exactly as unfunny as this screenshot looks.



But that, of course, is now. When it was released in the summer of 1995, accompanied by the most lavish marketing campaign Sierra had ever sprung for, Phantasmagoria was hailed as the necessary future of gaming — and not just by Sierra’s own marketers. All of the drawbacks of its technical approach, which would have still been present even with better writing, designing, acting, and directing, were overlooked by industry scribes eager to see the fusion of Silicon Valley and Hollywood. “For horror fans,” wrote Computer Gaming World, “Phantasmagoria is a signal event, one of the most powerful titles ever released in the genre, and easily the most single-mindedly horrific.” In a fit of exuberance, Roberta Williams let slip her dream of becoming “the Steven Spielberg of interactivity.” Thus she must have reveled most of all in the mainstream-press coverage. USA Today, Entertainment Weekly, and Billboard all gave the game positive reviews; “Hotly awaited and, well, just hot, Phantasmagoria lives up to the advance billing,” wrote the last. Notices like these easily made up for the refusal of some squeamish retailers, among them the national chain Comp USA, to stock the game at all.

Every article was sure to mention the game’s budget of fully $4 million, an absolutely astronomical sum by the standards of the time, and one which Sierra too trumpeted for all it was worth in their advertising. In truth, much of that money had gone into the building of the Oakhurst sound stage that Sierra planned to use for many more games, but no one was going to let such details get in the way of a headline about a $4 million computer game. Phantasmagoria became a massive hit; its sales soared past the magic mark of 1 million units and just kept right on going. It was a perfect game to take home with a shiny new computer, the perfect way to show your friends and neighbors what your new wundermachine could do. The window of time in which a game like this could have success on a scale like this was to prove sharply limited, but Phantasmagoria managed to slip through behind Sherlock Holmes Consulting Detective, The 7th Guest, and Myst just before said window slammed shut. It would prove the last such sparkling success among its peculiar species of game.

But what a success it was while it lasted. Phantasmagoria still stands as the best-selling game ever released by an independent Sierra. Small wonder that Ken and Roberta Williams both remember it so fondly today. Rather than a laughingstock, they remember Phantasmagoria as a mainstream-press darling and chart-topping hit, and love it for that. Thus Ken continues to describe it as “awesome,” while Roberta still names it as her favorite of all the games she made. It was all too easy in 1995 to believe that Phantasmagoria really was the future of gaming writ large.

The Oakhurst folks finished three other adventure games that year, with more mixed commercial results. Space Quest 6, which was made with a lot of the traditional Sierra style but without a lot of enthusiasm from upper management, validated the latter’s skepticism when it failed to sell all that well, signifying the end of that series. Torin’s Passage, a workmanlike fantasy adventure in the King’s Quest mold by Al Lowe of Leisure Suit Larry fame, was another mediocre performer, one whose reason for existing at all at this juncture was a little hard to determine. Finally, the second of the new generation of Sierra adventures, built like Phantasmagoria around filmed actors, was The Beast Within: A Gabriel Knight Mystery. I’ll return to it in my next article.

Yet Oakhurst was no longer the be all, end all of Sierra. In the new corporate order envisioned by Ken Williams and Mike Brochu, the adventure games that came out of Oakhurst were to be only a single piece of the overall Sierra puzzle. They planned to build an empire from Bellevue that would cover all of the bases in consumer-oriented software. Already over the course of the previous half-decade, Sierra had acquired the Oregon-based jack-of-all-trades games studio Dynamix, the Delaware-based educational-software specialist Bright Star, and the artsy French games studio Coktel Vision. Now, in the first year after Brochu’s hiring, they made no fewer than six more significant acquisitions: the Texas-based Arion Software, maker of the recipe-tracking package MasterCook; the Washington-based Green Thumb Software, maker of Land Designer and other tools for gardeners; the British Impressions Software, maker of a diverse lineup of strategy games; the Massachusetts-based Papyrus Design Group, a specialist in auto-racing simulations; the Washington-based Pixellite Group, the maker of Print Artist, a software package for creating signs and banners; and the Utah-based Headgate Studios, a specialist in golf simulations.

Of all the other products Sierra released in 1995, the one that came closest to matching Phantasmagoria‘s success came from good old reliable Dynamix. “I was in a high-level meeting,” remembers Dynamix’s founder Jeff Tunnell, “and the sales manager for all of Sierra said, ‘These fishing games are selling in Japan on the Nintendo.’ Everybody started laughing. But I said, ‘I’ll do one.'” Like Phantasmagoria, Trophy Bass was consciously designed for a different demographic than the typical computer game; it looked more at home on the shelves of Walmart than Electronics Boutique or Software Etc. It shocked everybody by outselling all other Sierra games in 1995, with the exception only of Roberta Williams’s big adventure, becoming in the process the best-selling game that Dynamix ever had or ever would make. Thanks to it, the later 1990s would see a flood of other fishing and hunting games, most of them executed with less love than Trophy Bass. Hardcore computer gamers scoffed at these simplistic knockoff titles and the supposed simple-minded rednecks who played them, but they sold and sold and sold.

Along with Phantasmagoria and other Sierra products like The Incredible MachineTrophy Bass provided proof positive that there were any number of new customer bases out there just waiting to be tapped, made up of people who were looking for something a bit less demanding of their time and energy than the typical computer game for the hardcore, with themes other than the nerdy staples of science fiction, fantasy, and military simulations. Whatever his faults and mistakes — you know, those ones which I haven’t hesitated to describe at copious length in these articles — Ken Williams realized earlier than most that these people were out there, and never stopped trying to reach them, even as he also navigated the computer-game market as it was currently constituted. For this, he deserves enormous credit.

As Sierra came out of 1995, he had good reason to feel pleased with himself. Revenues had nearly doubled over those of the previous year, to $158.1 million, and even all of the acquisitions couldn’t prevent the company from clearing over $16 million in profits. With Electronic Arts, the only publisher of consumer software with equal size and clout, now investing more and more heavily in console games, Sierra seemed to stand on the verge of complete dominance of the exploding marketplace for home-computer software. Ken’s longstanding dream of selling software to everyone was so close to fruition that he could taste it. And as for Roberta: her own dream of becoming the Steven Spielberg of interactivity seemed less and less far-fetched each day.

If you had told the pair that Roberta would never get the chance to make another point-and-click adventure game, or that the Oakhurst sound stage would be written off as a colossal blind alley and decommissioned within the next few years, or that neither of them would still be working for Sierra by that point, or that Sierra’s Oakhurst branch as a whole would be shuttered well before the millennium… well, they would presumably have been surprised, to say the least.

(Sources: the books Phantasmagoria: The Official Player’s Guide by Lorelei Shannon and Not All Fairy Tales Have Happy Endings: The Rise and Fall of Sierra On-Line by Ken Williams, Computer Gaming World of February 1995 and November 1995, Los Angeles Times of November 14 1995, Sierra’s customer newsletter InterAction of Fall 1994, Holiday 1994, Spring 1995, and Holiday 1995; press releases, annual reports, and other internal and external documents from the Sierra archive at the Strong Museum of Play. Video sources include a vintage making-of-Phantasmagoria video and Matt Chat 201. Other online sources include “How Sierra was Captured, Then Killed, by a Massive Accounting Fraud” by Duncan Fyfe at Vice, Sierra’s SEC filing for 1996, Anthony Larme’s Phantasmagoria fan site, the Adventure Classic Gaming interview with Roberta Williams, Ken Williams’s comments in a Sierra Gamers discussion of King’s Quest opening movies, and the current MasterCook website. And my thanks go to Corey Cole, who took the time to answer some questions about this period of Sierra’s history from his perspective as a developer there.)

 
 

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The Mortgaging of Sierra Online

The Sierra Online of the 1980s and very early 1990s excelled at customer relations perhaps more than anything else. Through the tours of their offices (which they offered to anyone who cared to make the trip to rural Oakhurst, California), the newsletter they published (which always opened with a folksy editorial from their founder and leader Ken Williams), and their habit of grouping their games into well-delineated series with predictable content, they fostered a sense of loyalty and even community which other game makers, not least their arch-rivals over at LucasArts, couldn’t touch — this even though the actual games of LucasArts tended to be much better in design terms. Here we see some of the entrants in a Leisure Suit Larry lookalike contest sponsored by Sierra. (Yes, two of the contestants do seem suspiciously young to have played a series officially targeted at those 18 and older.) Sadly, community-building exercises like these would become increasingly rare as the 1990s wore on and Sierra took on a different, more impersonal air. This article will chronicle the beginning of those changes.

“The computer-game industry has become the interactive-entertainment industry.”

— Ken Williams, 1992

Another even-numbered year, another King’s Quest game. Such had been the guiding rhythm of life at Sierra Online since 1986, and 1992 was to be no exception. Why should it be? Each of the last several King’s Quest installments had sold better than the one before, as the series had cultivated a reputation as the premier showcase of bleeding-edge computer entertainment. Once again, then, Sierra was prepared to pull out all the stops for King’s Quest VI, prepared to push its development budget to $1 million and beyond.

This time around, however, there were some new and worrisome tensions. Roberta Williams, Sierra’s star designer, whose name was inseparable from that of King’s Quest itself in the minds of the public, was getting a little tired of playing the Queen of Daventry for the nation’s schoolchildren. She had another, entirely different game she wanted to make, a sequel to her 1989 mystery starring the 1920s girl detective Laura Bow. So, a compromise was reached. Roberta would do Laura Bow in… The Dagger of Amon Ra and King’s Quest VI simultaneously by taking a sort of “executive designer” role on both projects, turning over the nitty-gritty details to assistant designers.

Thus for the all-important King’s Quest VI, Sierra brought over Jane Jensen, who was fresh off the task of co-designing the rather delightful educational adventure EcoQuest: The Search for Cetus with Gano Haine. Roberta Williams described her working relationship with her new partner in a contemporary interview, striking a tone that was perhaps a bit more condescending than it really needed to be in light of Jensen’s previous experience, and that was oddly disparaging toward Sierra’s other designers to boot:

I took on a co-designer for a couple of reasons: I wanted to train Jane because I didn’t want Sierra to be dependent on me. Someone else needs to know how to do a “proper” adventure game. We’re all doing a good job from a technology standpoint, but not on design. In my opinion, the best way to learn it properly is side by side. Overall, it was a positive experience, and it was very good for the series because Jane brought in some new ideas. She learned a lot, too, and can take what she’s learned to help create her new games.

There’s something of a consensus among fans today that the result of this collaboration is the best overall King’s Quest of them all. This strikes me as a fair judgment. While it’s not a great adventure game by any means, King’s Quest VI: Heir Today, Gone Tomorrow isn’t an outright poor one either in terms of writing or design, and this is sufficient for it to clear the low bar of the previous games in the series. The plot is still reliant on fairy-tale clichés: a princess imprisoned in a tower, a prince who sets out to rescue her, a kingdom in turmoil around them. Yet the writing itself is more textured and coherent this time around, the implementation is far more complete (most conceivable actions yield custom messages of some sort in response), the puzzles are generally more reasonable, and it’s considerably more difficult than it was in the earlier games to wander into a walking-dead situation without knowing it. Evincing a spirit of mercy toward its players of a sort that Sierra wasn’t usually known for, it even has a branching point where you can choose from an easier or a harder pathway to the end of the game. And when you do get to the final scene, there are over a dozen possible variants of the ending movie, depending on the choices you’ve made along the way. Again, this degree of design ambition — as opposed to audiovisual ambition — was new to the series at the time.

The fans often credit this relative improvement completely to Jensen’s involvement. And this judgment as well, unkind though it is toward Roberta Williams, is not entirely unfounded, even if it should be tempered by the awareness that Jensen’s own later games for Sierra would all have significant design issues of their own. Many of the flaws that so constantly dogged Roberta’s games in particular were down to her insistence on working at a remove from the rest of the people making them. Her habit was to type up a design document on her computer at home, then give it to the development team with instructions to “call if you have any questions.” For all practical purposes, she had thus been working as an “executive designer” long before she officially took on that role with King’s Quest VI. This method of working tended to result in confusion and ultimately in far too much improvisation on the part of her teams. Combined with Sierra’s overarching disinterest in seeking substantive feedback from players during the development process, it was disastrous more often than not to the finished product. But when the time came for King’s Quest VI, Jane Jensen was able to alleviate at least some of the problems simply by being in the same room with the rest of the team every day. It may seem unbelievable that this alone was sufficient to deliver a King’s Quest that was so markedly better than any of the others — but, again, it just wasn’t a very high bar to clear.

For all that it represented a welcome uptick in terms of design, Sierra’s real priority for King’s Quest VI was, as always for the series, to make it look and sound better than any game before. They were especially proud of the opening movie, which they outsourced to a real Hollywood animation studio to create on cutting-edge graphics workstations. When it was delivered to Sierra’s offices, the ten-minute sequence filled a well-nigh incomprehensible 1.2 GB on disk. It would have to be cut down to two minutes and 6 MB for the floppy-disk-based release of the game. (It would grow again to six minutes and 60 MB for the later CD-ROM release.) A real showstopper in its day, it serves today to illustrate how Sierra’s ambitions to be a major media player were outrunning their aesthetic competencies; even the two-minute version manages to come off as muddled and overlong, poorly framed and poorly written. In its time, though, it doubtless served its purpose as a graphics-and-sound showcase, as did the game that followed it.

My favorite part of the much-vaunted King’s Quest VI introductory movie are the sailors that accompany Prince Alexander on his quest to rescue Princess Cassima. All sailors look like pirates, right?

A more amusing example of the company’s media naiveté is the saga of the King’s Quest VI theme song. Sierra head Ken Williams, who like many gaming executives of the period relished any and all linkages between games and movies, came up with the idea of including a pop song in the game that could become a hit on the radio, a “Glory of Love” or “I Will Always Love You” for his industry. Sierra’s in-house music man Mark Seibert duly delivered a hook-less dirge of a “love theme” with the distressingly literal title of “Girl in the Tower,” then hired an ersatz Michael Bolton and Celine Dion to over-emote it wildly. Then, Sierra proceeded to carpet-bomb the nation’s radio stations with CD singles of the song, whilst including an eight-page pamphlet in every copy of the game with the phone numbers for all of the major radio stations and a plea to call in and request it. Enough of Sierra’s loyal young fans did so that many a program director called Ken in turn to complain about his supremely artificial “grass-roots” marketing strategy. His song was terrible, they told him (correctly), and sometimes issued vague legal threats regarding obscure Federal Communications Commission laws he was supposedly violating. Finally, Ken agreed to pull the pamphlet from future King’s Quest VI boxes and accept that he wasn’t going to become a music as well as games impresario. Good Taste 1, Sierra 0. Rather hilariously, he was still grousing about the whole episode years later: “In my opinion, the radio stations were the criminals for ignoring their customers, something I believe no business should ever do. Oh, well… the song was great.”

The girl in the tower. Pray she doesn’t start singing…

While King’s Quest VI didn’t spawn a hit single, it did become a massive hit in its own right by the more modest sales standards of the computer-games industry. In fact, it became the first computer game in history to be certified gold by the Software Publishers Association — 100,000 copies sold — before it had even shipped, thanks to a huge number of pre-orders. Released in mid-October of 1992, it was by far the hottest game in the industry that Christmas, with Sierra struggling just to keep up with demand. Estimates of its total sales vary widely, but it seems likely that it sold 300,000 copies in all at a minimum, and quite possibly as many as 500,000 copies.

Despite its immediate success, King’s Quest VI was a mildly frustrating project for Sierra in at least one way. Everyone there agreed that this game, more so than any of the others they had made before, was crying out for CD-ROM, but too few consumers had CD-ROM drives in their computers in 1992 to make it worthwhile to ship the game first in that format. So, it initially shipped on nine floppy disks instead. Once decompressed onto a player’s hard drive, it filled over 17 MB — this at a time when 40 MB was still a fairly typical hard-disk size even on brand-new computers. Sierra recommended that players delete the 6 MB opening movie from their hard disks after watching it a few times just to free up some space. With stopgap solutions like this in play, there was a developing sense that something had to give, and soon. Peter Spears, author of an official guide to the entire King’s Quest series, summed up the situation thusly:

King’s Quest VI represents a fin de siecle, the end of an era. It is a game that should have been — needed to be — first published on CD-ROM. For all of its strengths and gloss, it is ill-served being played from a hard drive. If only because of its prominence in the world of computer entertainment, King’s Quest VI is proof that the era of CD playing is upon us.

Why? It is because imagination has no limits, and current hardware does. There are other games proving this point today, but King’s Quest has always been the benchmark. It is the end of one era, and when it is released on CD near the beginning of next year, it should be the beginning of another. Kill your hard drives!

Sierra had been evangelizing for CD-ROM for some time by this point, just as they earlier had for the graphics cards and sound cards that had transformed MS-DOS computers from dull things suitable only for running boring business applications into the only game-playing computers that really mattered in the United States. But, as with those earlier technologies, consumer uptake of CD-ROM had been slower than Sierra, chomping at the bit to use it, would have liked.

Thankfully, then, 1993 was the year when CD-ROM, a technology which had been around for almost a decade by that point, finally broke through; this was the year when the hardware became cheap enough and the selection of software compelling enough to power a new wave of multimedia excitement which swept across the world of computing. As with those graphics cards and sound cards earlier on, Sierra’s relentless prodding doubtless played a significant role in this newfound consumer acceptance of CD-ROM. And not least among the prods was the CD-ROM version of King’s Quest VI, which boasted lusher graphics in many places and voices replacing text absolutely everywhere. The voice acting marked a welcome improvement over the talkie version of King’s Quest V, the only previous game in the series to get a release on CD-ROM. The fifth game had apparently been voiced by whoever happened to be hanging around the office that day, with results that were almost unlistenably atrocious. King’s Quest VI, on the other hand, got a professional cast, headed by Robby Benson, who had just played the male protagonist in the hit Disney cartoon of Beauty and the Beast. Although Sierra could all too often still seem like babes in the woods when it came to media aesthetics, they were slowly learning on at least some fronts.

In the meantime, they could look to the bottom line of CD-ROM uptake with satisfaction. They shipped just 13 percent of their products on CD-ROM in 1992; in 1993, that number rose to 36 percent. Already by the end of that year, they had initiated their first projects that were earmarked only for CD-ROM. The dam had burst; the floppy disk was soon to be a thing of the past as a delivery medium for games.

This ought to have been a moment of unabashed triumph for Sierra in more ways than one. Back in the mid-1980s, when the company had come within a whisker of being pulled under by the Great Home Computer Crash, Ken Williams had decided, against the conventional wisdom of the time, that the long-term future of consumer computing lay with the operating systems of Microsoft and the open hardware architecture inadvertently spawned by the original IBM PC. He’d stuck to his guns ever since; while Sierra did release some of their games for other computer platforms, they were always afterthoughts, mere ways to earn a little extra money while waiting for the real future to arrive. And now that future had indeed arrived; Ken Williams had been proved right. The monochrome cargo vans of 1985 had improbably become the multimedia sports cars of 1993, all whilst sticking to the same basic software and hardware architecture.

And yet Ken was feeling more doubtful than triumphant. While he remained convinced that CDs were the future of game delivery, he was no longer so convinced that MS-DOS was the only platform that mattered. On the contrary, he was deeply concerned by the fact that, while MS-DOS-based computers had evolved enormously in terms of graphics and sound and sheer processing power, they remained as cryptically hard to use as ever. Just installing and configuring one of his company’s latest games required considerable technical skill. His ambition, as he told anyone who would listen, was to build Sierra into a major purveyor of mainstream entertainment. Could he really do that on MS-DOS? Yes, Microsoft Windows was out there as well — in fact, it was exploding in popularity, to the point that it was already becoming hard to find productivity software that wasn’t Windows-based. But Windows had its own fair share of quirks, and wasn’t really designed for running high-performance games under any circumstances.

Even as MS-DOS and Windows thus struggled with issues of affordability, approachability, and user-friendliness in the context of games, new CD-based alternatives to traditional computers were appearing almost by the month. NEC and Sega were selling CD drives as add-ons for their TurboGrafx-16 and Genesis game consoles; Philips had something called CD-i; Commodore had CDTV; Trip Hawkins, founder of Electronic Arts, had split away from his old company to found 3DO; even Tandy was pushing a free-standing CD-based platform called the VIS. All of these products were designed to be easy for ordinary consumers to operate in all the ways a personal computer wasn’t, and they were all designed to fit into the living room rather than the back office. In short, they looked and operated like mainstream consumer electronics, while personal computers most definitely still did not.

But even if one assumed that platforms like these were the future of consumer multimedia, as Ken Williams was sorely tempted to do, which one or two would win out to become the standard? The situation was oddly similar to that which had faced software makers like Sierra back in the early 1980s, when the personal-computer marketplace had been fragmented into more than a dozen incompatible platforms. Yet the comparison only went so far: development costs for the multimedia software of the early 1990s were vastly higher, and so the stakes were that much higher as well.

Nevertheless, Ken Williams decided that the only surefire survival strategy for Sierra was to become a presence on most if not all of the new platforms. Just as MS-DOS had finally, undeniably won the day in the field of personal computers, Sierra would ironically abandon their strict allegiance to computers in general. Instead, they would now pledge their fealty to CDs in the abstract. For Ken had grander ambitions than just being a major player on the biggest computing platform; he wanted to be a major player in entertainment, full stop. “Sierra is an entertainment company, not a software company,” he said over and over.

So, at no inconsiderable expense, Ken instituted projects to port the SCI engine that ran Sierra’s adventure games to most of the other extant platforms that used CDs as their delivery medium. In doing so, however, he once again ran into a problem that Sierra and other game developers of the early 1980s, struggling to port their wares to the many incompatible platforms of that period, had become all too familiar with: the fact that every platform had such different strengths and weaknesses in terms of interface, graphics, sound, memory, and processing potential. Just because a platform of the early 1990s could accept software distributed on CD didn’t mean it could satisfactorily run all of the same games as an up-to-date personal computer with a CD-ROM drive installed. Corey Cole, who along with his wife Lori Ann Cole made up Sierra’s most competent pair of game designers at the time, but who was nevertheless pulled away from his design role to program a port of the SCI engine to the Sega Genesis with CD drive:

The Genesis CD system was essentially identical to the Genesis except for the addition of the CD. It had inadequate memory for huge games such as the ones Sierra made, and it could only display 64 colors at a time from a 512 color palette. Sierra games at the time used 256 colors at a time from a 262,144 color palette. So the trick became how to make Sierra games look good in a much smaller color space.

Genesis CD did supply some tricks that could be used to fake an expanded color space, and I set out to use those. The problem was that the techniques I used required a lot of memory, and the memory space on the Genesis was much smaller than we expected on PCs at the time. One of the first things I did was to put a memory check in the main SCI processing loop that would warn me if we came close to running out of memory. I knew it would be close.

Sierra assigned a programmer from the Dynamix division to work with me. He had helped convert Willy Beamish to the Genesis CD, so he understood the system requirements well. However, he unintentionally sabotaged the project. In his early tests, my low-memory warning kicked in, so he disabled it. Six months later, struggling with all kinds of random problems (the hard-to-impossible kind to fix), I discovered that the memory check was disabled. When I turned it back on, I learned that the random bugs were all caused by insufficient memory. Basically, Sierra games were too big to fit on the Genesis CD, and there was very little we could do to shoehorn them in. With the project now behind schedule, and the only apparent solution being a complete rewrite of SCI to use a smaller memory footprint, Sierra management cancelled the project.

While Corey Cole spun his wheels in this fashion, Lori Ann Cole was forced to design most of Quest for Glory III alone, at significant cost to this latest iteration in what had been Sierra’s most creative and compelling adventure series up to that point.

The push to move their games to consoles also cost Sierra in the more literal sense of dollars and cents, and in the end they got absolutely no return for their investment. Some of the porting projects, like the one on which Corey worked, were abandoned when the target hardware proved itself not up to the task of running games designed for cutting-edge personal computers. Others were rendered moot when the entire would-be consumer-electronics category of multimedia set-top boxes for the living room — a category that included CD-i, CDTV, 3DO, and VIS — flopped one and all. (Radio Shack employees joked that the VIS acronym stood for “Virtually Impossible to Sell.”) In the end, King’s Quest VI never came out in any versions except those for personal computers. Ken Williams’s dream of conquering the living room, like that of conquering the radio waves, would never come to fruition.

The money Sierra wasted on the fruitless porting projects were far from the only financial challenge they faced at the dawn of the CD era in gaming. Although everyone at the company had chafed against the restrictions of floppy disks, those same restrictions had, by capping the amount of audiovisual assets one could practically include in a game, acted as a restraint on escalating development budgets. With CD-ROM, all bets were off in terms of how big a game could become. Sierra felt themselves to be in a zero-sum competition with the rest of their industry to deliver ever more impressive, ever more “cinematic” games that utilized the new storage medium to its full potential. The problem, of course, was that such games cost vastly more money to make.

It was a classic chicken-or-the-egg conundrum. Ken Williams was convinced that games had the potential to appeal to a broader demographic and thus sell in far greater numbers than ever before in this new age of CD-ROM. Yet to reach that market he first had to pay for the development of these stunning new games. Therein lay the rub. If this year’s games cost less to make but also come with a much lower sales cap than next year’s games, the old financial model — that of using the revenue generated by this year’s games to pay for next year’s — doesn’t work anymore. Yet to scale back one’s ambitions for next year’s games means to potentially miss out on the greatest gold rush in the history of computer gaming to date.

As if these pressures weren’t enough, Sierra was also facing the slow withering of what used to be another stable source of revenue: their back catalog. In 1991, titles released during earlier years accounted for fully 60 percent of their sales; in 1992, that number shrank to 48 percent, and would only keep falling from there. In this new multimedia age, driven by audiovisuals above all else, games that were more than a year or two old looked ancient. People weren’t buying them, and stores weren’t interested in stocking them. (Another chicken-or-the-egg situation…) This forced a strike-while-the-iron-is-hot mentality toward development, increasing that much more the perceived need to make every game look and sound spectacular, while also instilling a countervailing need to release it quickly, before it started to look outdated. Sierra had long been in the habit of amortizing their development costs for tax and other accounting purposes: i.e., mortgaging the cost of making each game against its future revenue. Now, as the size of these mortgages soared, this practice created still more pressure to release each game in the quarter to which the accountants had earmarked it. None of this was particularly conducive to the creation of good, satisfying games.

At first blush, one might be tempted to regard what came next as just more examples of the same types of problems that had always dogged Sierra’s output. Ken Williams had long failed to instill the culture and processes that consistently lead to good design, which had left well-designed games as the exception rather than the rule even during the company’s earlier history. Now, though, things reached a new nadir, as Sierra began to ship games that were not just poorly designed but blatantly unfinished. Undoubtedly the most heartbreaking victim of these pressures was Quest for Glory IV, Corey and Lori Ann Cole’s would-be magnum opus, which shipped on December 31, 1993 — the last day of the fiscal quarter to which it had been earmarked — in a truly woeful condition, so broken it wasn’t even possible to complete it. Another sorry example was Outpost, a sort of SimCity in space that was rendered unplayable by bugs. And an even worse one was Alien Legacy, an ambitious attempt to combine strategy with adventure gaming in a manner reminiscent of Cryo Interactive’s surprisingly effective adaptation of Dune. We’ll never know how well Sierra’s take on the concept would have worked because, once again, it shipped unfinished and essentially unplayable.

Each of these games had had real potential if they had only been allowed to realize it. One certainly didn’t need to be an expert in marketing or anything else to see how profoundly unwise it was in the long run to release them in such a state. While each of them met an arbitrary accounting deadline, thus presumably preventing some red ink in one quarter, Sierra sacrificed long-term profits on the altar of this short-term expediency: word quickly got around among gamers that the products were broken, and even many of those who were unfortunate enough to buy them before they got the word wound up returning them. That Sierra ignored such obvious considerations and shoved the games out the door anyway speaks to the pressures that come to bear as soon as a company goes public, as Sierra had done in 1988. Additionally, and perhaps more ominously, it speaks to an increasing disconnect between management and the people making the actual products.

Through it all, Ken Williams, who seemed almost frantic not to miss out on what he regarded as the inflection point for consumer software, was looking to expand his empire, looking to make Sierra known for much more than adventure games. In fact, he had already begun that process in early 1990, when Sierra acquired Dynamix, a development house notable for their 3D-graphics technology, for $1 million in cash and some stock shenanigans. That gambit had paid off handsomely; Dynamix’s World War II flight simulator Aces of the Pacific became Sierra’s second biggest hit of 1992, trailing only the King’s Quest VI juggernaut whilst — and this was important to Ken — appealing to a whole different demographic from their adventure games. In addition to their flight simulators, Dynamix also spawned a range of other demographically diverse hits over this period, from The Incredible Machine to Front Page Sports: Football.

With a success story like that in his back pocket, it was time for Ken to go shopping again. In July of 1992, Sierra acquired Bright Star Technology, a Bellevue, Washington-based specialist in educational software, for $1 million. Ken was convinced that educational software, a market that had grown only in fits and starts during earlier years, would become massive during the multimedia age, and he was greatly enamored with Bright Star’s founder, a real bright spark himself named Elon Gasper. “He thinks, therefore he is paid,” was Ken’s description of Gasper’s new role inside the growing Sierra. Bright Star also came complete with some innovative technology they had developed for syncing recorded voices to the mouths of onscreen characters — perhaps not the first problem one thinks of when contemplating a CD-ROM-based talkie of an adventure game, but one which quickly presents itself when the actual work begins. King’s Quest VI became the first Sierra game to make use of it; it was followed by many others.

Meanwhile Bright Star themselves would deliver a steady stream of slick, educator-approved learning software over the years to come. Less fortunately, the acquisition did lead to the sad demise of Sierra’a in-house “Discovery Series” of educational products, which had actually yielded some of their best designed and most creative games of any stripe during the very early 1990s. Now, the new acquisition would take over responsibility for a “second, more refined generation of educational products,” as Sierra’s annual report put it. But in addition to being more refined — more rigorously compliant with established school curricula and the latest pedagogical theories — they would also be just a little bit boring in contrast to the likes of The Castle of Dr. Brain. Such is the price of progress.

Sierra’s third major acquisition of the 1990s was more complicated, more expensive, and more debatable than the first two had been. On October 29, 1993, they bought the French developer and publisher Coktel Vision for $4.6 million. Coktel had been around since 1985, unleashing upon European gamers such indelibly (stereotypically?) French creations as Emmanuelle: A Game of Eroticism, based on a popular series of erotic novels and films. But by the early 1990s, Coktel was doing the lion’s share of their business in educational software. In 1992, estimates were that 50 to 75 percent of the software found in French schools came from Coktel. The character known as Adi, the star of their educational line, is remembered to this day by a whole generation of French schoolchildren.

Sierra had cut a deal more than a year before the acquisition to begin distributing Coktel’s games in the United States, and had made a substantial Stateside success out of Gobliiins, a vaguely Lemmings-like puzzle game. That proof of concept, combined with Coktel’s educational line and distributional clout in Europe — Ken was eager to enter that sprawling market, where Sierra heretofore hadn’t had much of a footprint — convinced the founder to pull the trigger.

But this move would never quite pan out as he had hoped. Although the text and voices were duly translated, the cultural idiom of Adi just didn’t seem to make sense to American children. Meanwhile Coktel’s games, which mashed together disparate genres like adventure and simulation with the same eagerness with which they mashed together disparate presentation technologies like full-motion video and 3D graphics, encountered all the commercial challenges that French designs typically ran into in the United States. Certainly few Americans knew what to make of a game like Inca; it took place in the far future of an alternate history where the ancient Incan civilization had survived, conquered, and taken to the stars, where they continued to battle, Wing Commander-style, with interstellar Spanish galleons. (The phrase “what were they smoking?” unavoidably comes to mind…) Today, the games of Coktel are remembered by American players, if they’re remembered at all, mostly for the sheer bizarreness of premises like this one, married to puzzles that make the average King’s Quest game seem like a master class in good adventure design. Coktel’s European distribution network undoubtedly proved more useful to Sierra than the company’s actual games, but it’s doubtful whether even it was useful to the tune of $4.6 million.

Inca, one of the strangest games Sierra ever published — and not really in a good way.

Ken Williams was playing for keeps in a high-stakes game with all of these moves, as he continued to do as well with ImagiNation, a groundbreaking, genuinely visionary online service, oriented toward socializing and playing together, which stubbornly refused to turn a profit. All together, the latest moves constituted a major shift in strategy from the conservative, incrementalist approach that had marked his handling of Sierra since the company’s near-death experience of the mid-1980s. From 1987 — the year the recovering patient first managed to turn a profit again — through 1991, Sierra had sold more games and made more money each year. The first of those statements held true for 1992 as well, as sales increased from $43 million to within a whisker of $50 million. But profits fell off a cliff; Sierra lost almost $12.5 million that year alone. Sales increased impressively again in 1993, to $59.5 million. Yet, although the bottom line looked less ugly, it remained all too red thanks to all of the ongoing spending; the company lost another $4.5 million that year.

In short, Ken Williams was now mortgaging Sierra’s present against its future, in precisely the way he’d sworn he’d never do again during those dark days of 1984 and 1985. But he felt he had to make his play for the big time now or never; CD-ROM was a horse he just had to ride, hopefully all the way to the nerve center of Western pop culture. And so he did something else he’d sworn he would never do: he left Oakhurst, California. In September of 1993, Ken and Roberta and select members of Sierra’s management team moved to Bellevue, Washington, to set up a new “corporate headquarters” there; sales and marketing would gradually follow over the months to come. Ken had long been under pressure from his board to move to a major city, one where it would be easier to recruit a “first-rate management team” to lead Sierra into a bold new future. Bellevue, a suburb of Seattle that was close to Microsoft, Nintendo of America, and of course Sierra’s own new subsidiary of Bright Star, seemed as good a choice as any. Ken promised Sierra’s creative staff as well as their fans that nothing would really change: most of the games would still be made in the cozy confines of Oakhurst. And he spoke the truth —  at least in literal terms, at least for the time being.

Nevertheless, something had changed. The old dream of starting a software company in the woods, the one which had brought a much younger, much shaggier Ken and Roberta to Oakhurst in 1980, had in some very palpable sense run its course. Sierra had well and truly gone corporate; Ken and Roberta were back in the world they had so consciously elected to escape thirteen years before. Oh, well… the arrows of both revenue and profitability at Sierra were pointing in the right direction. One more year, Ken believed, and they ought to be in the black again, and in a stronger position in the marketplace than ever at that. Chalk the rest of it up as yet one more price of progress.

(Sources: the book Influential Game Designers: Jane Jensen by Anastasia Salter; Sierra’s newsletter InterAction of Spring 1992, Fall 1992, Winter 1992, June 1993, Summer 1993, Holiday 1993, Spring 1994, and Fall 1994; The One of April 1989; ACE of May 1989; Game Players PC Entertainment of Holiday 1992; Compute! of May 1993; Computer Gaming World of January 1992; press releases, annual reports, and other internal and external documents from the Sierra archive at the Strong Museum of Play. An online source was the Game Nostalgia article on King’s Quest VI. And my thanks go to Corey Cole, who took the time to answer some questions about this period of Sierra’s history from his perspective as a developer there.)

 

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Sierra at the Cusp of the Multimedia Age

By 1990, life for the programmers and artists who made adventure games for Sierra On-Line had settled down into a predictable pattern. Even-numbered years were King’s Quest years, when the company pulled out all the stops to deliver a new iteration of their flagship series that incorporated all the latest technologies — that looked and sounded better than anything they had ever done before. Odd-numbered years offered a chance to decompress, letting the creative teams apply the techniques that had been developed for King’s Quest to other games — games that were often more eclectic and, to this writer’s mind at least, more interesting — while the marketing people had more time to devise promotional strategies for same. Not coincidentally, Leisure Suit Larry in the Land of the Lounge Lizards and Hero’s Quest: So You Want to Be a Hero, Sierra’s two most successful non-King’s Quest series debuts to date, had each been launched in an odd year. Sierra was making enough games by the dawn of the 1990s that even a King’s Quest year would see the release of plenty of other, non-King’s Quest games. But everyone knew where management’s priorities lay when it came time for Roberta Williams to start to think about King Graham and Daventry once again.

Thus there was never any doubt that King’s Quest V would dominate the agenda for 1990, just as there wasn’t that Ken and Roberta Williams would demand that it be an audiovisual showstopper. The Williamses and their fellow travelers were feeling their oats a bit, and by no means entirely without reason. Following the near-implosion of 1983 and 1984, Sierra had been steadily profitable for half a decade, their gross revenues growing throughout that time at a steady year-by-year clip. Unlike so many other computer-game makers, they hadn’t been damaged very much at all by the arrival of Nintendo and the resurgence of the once dead-and-buried console market; the existence of those events, so cataclysmic for so many of their peers, could never even have been guessed at from a glance at Sierra’s bottom line. While heretofore strident console haters like Trip Hawkins of Electronic Arts swallowed their pride and begged Nintendo for a license, Ken Williams stuck to his guns. Sierra published, as their press releases and annual reports never failed to proclaim, “premium-priced entertainment-software products for the high end of the consumer market” — i.e., for home computers. They hadn’t suffered the identity crisis of their peers, and their strong sense of exactly what kind of products they ought to be making was continuing to pay off.

Which isn’t to say that their business wasn’t evolving in other ways. As Sierra accelerated into a decade which they and many others believed would be marked by a merging of the interactive entertainments coming out of Northern California with the non-interactive entertainments coming out of Southern California, they took on more and more of a studio mentality, in which the programmers who wrote the code for the games would just be one part of a creative whole, no more important — indeed, quite possibly less important — than the artists who illustrated them or the composers who scored them. And nowhere was this new philosophy of game production more in evidence than in the hiring of Bill Davis as “creative director” in July of 1989.

Bill Davis, looking tragically hip in his photo shoot for Sierra’s corporate magazine.

Davis came to Sierra with no experience at all in interactive media, but with a long resume as a television director and animator that included clients like McDonald’s, Burger King, Toyota, NBC, The Children’s Television Workshop, and MacMillan and Co. His work had appeared on Sesame Street, The Electric Company, and The Tonight Show, and a short film he had made on his own time had recently been shown at the Annecy International Animated Film Festival. He was brought in explicitly to “Hollywoodize” Sierra — even if a good part of what that term encompassed in Ken Williams’s view might simply have been seen as smart, effective project management by someone else. Davis:

At Sierra, projects are getting so large, and we are getting so many projects, [that] we are concerned about losing quality. We are going to take some of the techniques that have been used in the film industry to manage gigantic feature projects and apply them here. I think we’ll gain in efficiency along the way also. It will enable many more people to work on a project, finish that project quickly, and not lose quality.

With a storyboard you are able to visualize an entire project at the beginning and locate the pitfalls, the problem areas, ahead of time, before anyone sits down at a computer to work on anything. We won’t have to trash large sections of a game that have been developed because they don’t work with another part of the game. We should be able to prevent those types of things from happening.

The conceptual core of Davis’s approach — and the one that smacked most of Hollywood — was indeed storyboarding, a technique which traditional animators had been using since time immemorial. According to an article published in Sierra’s magazine, “a storyboard might be likened to a comic strip of the whole game on paper, laid out on a large bulletin board. The game designer, the art designer, the lead programmer, and the music director meet in front of the storyboard to familiarize all concerned with all facets of the project. It is here that any problems — technical or otherwise — are brought up and worked out between these four.”

The obvious disadvantage in relying so heavily on this technique drawn from a linear form of media in a game-development context is the simple reality that games are not a linear form of media. Setting aside claimed gains in efficiency which I have no reason to doubt, I fancy I can spot some unforeseen ramifications of the approach in some of the games which would be created using it, with their tendencies to trap the player in unwinnable states if she approaches things in the “wrong” order. Bob Bates of Legend Entertainment once said to me that Sierra games seemed to him to be global “state machines,” as opposed to the more granularly simulated, object-focused games of Infocom and Legend. While this comparison doesn’t hold up on a technical level — the object-oriented language Sierra used to program their SCI engine is actually remarkably similar in conception to Infocom’s ZIL — I believe there’s something to be said for it on a philosophical level.

Nevertheless, Sierra had made their bed with Davis’s storyboard-driven methodology. The veteran game developers working there, who had previously enjoyed virtual free rein to make games using whatever methodology they wished, were now expected to lie in it. With less or more grumbling, they all did so.

King’s Quest V was absolutely stunning to look at in its day, and still looks quite lovely today.

The changes Davis had been hired to implement began to affect the developers immediately after his arrival, but the new process wouldn’t be tested out in its entirety until work began on King’s Quest V some months later. In addition to the new development process, that game would, as per usual for a King’s Quest, mark the beginning of a new technological generation of Sierra adventure games. King’s Quest IV back in 1988 had heralded the arrival of the new, more flexible SCI game engine, along with full orchestral soundtracks for those with the hardware to hear them. Those changes may have seemed big at the time, but they were as nothing compared to Sierra’s latest plans. King’s Quest V would replace its predecessor’s 16-color EGA graphics with 256-color VGA graphics, and would replace its text parser with an entirely mouse-driven point-and-click interface. True to their leader’s analog roots, Davis’s artists were now expected to paint all of the scenes for the game by hand on paper; their work was then digitized, giving the Sierra games of this era a distinctive painterly quality that remains lovely to look at. Whatever else you can say about it, King’s Quest V represented the most dramatic single visual leap forward which Sierra’s games ever had or ever would make — comparable to the leap which King’s Quest IV had made two years before in terms of audio.

In design terms, however, King’s Quest V was just the latest in a long string of lowlights. If anything, it was even worse than the series’s dubious norm. Whether because of Bill Davis’s rigid storyboarding methodology or because of Roberta Williams’s endemic carelessness as a designer, or perhaps both, it’s often described as the absolute nadir of the series in terms of dead ends and nonsensical puzzles. The cognitive dissonance that existed between the series’s designs and the way the games were marketed continued to be as perplexing as it was hilarious. As always, the latest King’s Quest was positioned with one leg in what we might call the pure gaming space, the other in the edutainment space. “Come into the world of King’s Quest V… and bring the family!” trumpeted Sierra’s advertising to accompany appropriately wholesome, family-friendly art. Perhaps the lesson it was meant to impart to the little ones — at least to those of them with serious aspirations of solving it — was that it’s a cruel old world out there, appearances can be deceptive, and you can never trust anyone — least of all an adventure game with Roberta Williams’s name on the box.

Adorable young King’s Quest fans (and one or two confused adults) dress up for a Sierra photo contest. Too bad the game secretly wants to lead them down some blind alley and never let them out again…

But none of that ultimately mattered to Sierra’s bottom line. Justifiably heralded as the beginning of a new era of Sierra adventure gaming upon its release just in time for the Christmas of 1990, King’s Quest V was sold and bought on the basis of its “vivid game scenes, lifelike animation, and breathtaking soundtrack.” Children continued to love the series for all these reasons, while parents continued to see it as a safe choice in a perilous gaming landscape. King’s Quest, in short, had long since become one of the handful of gaming brands that even those who didn’t play games at all might recognize. The Software Publishers Association honored it as the best adventure of 1990, and even Computer Gaming World, normally the most skeptical of the magazines, elected to contradict their lukewarm initial review, get with the program, and make it their adventure of the year as well. Sierra claimed that out of the gate King’s Quest V became the fastest-selling single computer game in the history of the industry. In its first three months on the market, it sold 160,000 copies; in its first fifteen months, more than 300,000 copies. And, even more encouragingly in terms of Sierra’s future prospects, the rapturous reception accorded to the potent combination of 256-color graphics with a point-and-click interface wasn’t confined to their most iconic series. Space Quest IV, the second game developed under the new methodology and technology, marketed more to the teen demographic than the tweens of King’s Quest, hit 100,000 units before its own first ninety days were up.

And there was yet more technological progress in the offing. Huge leap forward though they were, VGA and point-and-click only comprised two-thirds of the major advances Sierra was unveiling for those King’s Quest V buyers who had the right hardware. CD-ROM had been lurking out there for years now, offering almost inconceivable amounts of storage, a prospect which inspired both excitement and fear among computer-game developers and publishers; after all, what could you actually do with 650 MB worth of space? Sierra stormed into the 1990s determined to answer that question. The imagined multimedia future into which CD-ROM would lead the world had had much to do with their hiring of Bill Davis, a man who presumably knew how to make all the rich multimedia content that would be needed to fill all those megabytes.

Roberta Williams takes one of her star turns on the title screen to the CD-ROM version of Mixed-Up Mother Goose.

For their first foray into CD-ROM, Sierra chose Mixed-Up Mother Goose, a charming little educational game of scrambled nursery rhymes which Roberta Williams had first put together in the non-King’s Quest year of 1987. Sierra admitted frankly to choosing it for their first CD-ROM experiment because it was “a relatively small game,” “less expansive than a King’s Quest or Space Quest adventure.” But, having made that concession to practicality, they made few others. In addition to the expected redoing of all the graphics and the conversion to a point-and-click interface, professional actors were hired to voice every line of dialog. Intended as a showpiece and a proof of concept as much as a commercial product, Mixed-Up Mother Goose delivered in fine fashion on the former counts at least. At an industry conference, no less a personage than Bill Gates used it as the grand finale of his presentation on multimedia computing, calling it the “most compelling use of multimedia to date.” Sony chose to make it a pack-in product with their CD-ROM drives.

As befitted its series’s flagship status, King’s Quest V too had been earmarked for CD-ROM from the beginning. There were some early hopes of producing the CD release in tandem with the diskette-based release, but those fell by the wayside in the rush to get the latter done in time for Christmas. King’s Quest V instead shipped on CD in August of 1991, the first of Sierra’s full-fledged adventure games to do so. It featured the talents — admittedly, sometimes the somewhat dubious talents — of more than fifty voice actors. Ken Williams himself coined the term which the industry at large would soon be using to describe such CD-based re-releases of older games: “talkies,” a reference harking back to the period when silent films were being replaced by films with sound. Williams and many others believed that the changes the talkies would bring to the games industry would be every bit as disruptive as those they had brought to cinema all those years ago.

Indeed, Sierra felt that CD-ROM placed them on the cusp of nothing less than a technological and aesthetic media revolution. The company’s history to date had been marked by a slow move away from text: the illustrated text adventures of their earliest days had given way to the animated adventure games that were born with the first King’s Quest, and now the text parsers in those games had given way to a point-and-click interface. CD-ROM would mark the final step in that journey, offering up an immersive multimedia environment built entirely from pictures and animations, from sound and music. Sierra’s Oakhurst, California, campus already included a video-capture studio and a sound studio, and the company was investing heavily in custom hardware and software for merging the analog real world into the digital world of their games. Multimedia wasn’t just a buzzword for Sierra; it was the necessary future of their business.

Taping a scene for Police Quest 3 at Sierra’s in-house video-production facility.

But, as so many others had been doing for so long now, Sierra chafed at the excruciatingly slow progress of CD-ROM, the key to this future, into the homes of their customers. The fact was that building a CD-ROM-capable gaming computer was as expensive as it was confusing. Still, Sierra felt that their own recent history provided grounds for optimism: in the face of expense and confusion, they had succeeded in driving their customers toward sound cards at the tail end of the previous decade, so much so that by 1991 Sound Blaster and Ad Lib cards and their equivalents had found a home in most MS-DOS gamers’ computers. Sierra had accomplished this feat via a two-pronged strategy that addressed the issue from both the supply and demand side of the equation. On the supply side, they had published games — beginning, naturally, with a King’s Quest — which made spectacular use of sound, to such an extent that anyone without a sound card had to feel like she was missing out on a big chunk of the experience. And on the demand side, they had tried to ease their customers’ confusion by endorsing certain sound cards and even selling them directly at discount prices through their magazine.

Now, Sierra tried a similar strategy for CD-ROM. In the fall of 1991, they began selling a “multimedia upgrade kit” directly to their loyal customers for $795. It included a CD-ROM drive, a CD-friendly sound card, a copy of Microsoft Windows with the “multimedia extensions” included, and a selection of CD-based software published by Sierra and others. Yet Sierra’s CD-ROM push wouldn’t prove as immediately fruitful as had their sound-card push; at almost $800, one of these multimedia kits was a much harder sell than a $200 sound card. CD-ROM wouldn’t finally break out on a wide scale among computer owners until 1993, fully eight years after it had first been heralded as the next big revolution in computing. In the meantime, the vast majority of Sierra’s games would continue to ship on floppy disks; with the economics of the situation being what they were, only the more high-profile titles even saw a CD-based release.

While CD-ROM thus continued to wait in the wings where it had already stood for so long, the technological innovations of the disk-based King’s Quest V were more than impressive enough for most gamers. As was typical of a non-King’s Quest year, most of Sierra’s other established series — including Space Quest, Police Quest, and Leisure Suit Larry — got a new iteration in 1991. But the most interesting Sierra adventure game of the year was a one-off called Conquests of the Longbow: The Legend of Robin Hood.

Christy Marx with her husband Peter Ledger, who worked on her games as an illustrator.

Christy Marx, the creator of that game, had a resume which seemed perfectly attuned to the new philosophy of game development which Bill Davis had inculcated at Sierra. Like Davis, she had a background in traditional cartoons and animation, having worked through most of the 1980s as a writer on the Saturday-morning-television beat: penning episodes of G.I. Joe, Dino Riders, and Teenage Mutant Ninja Turtles, and even creating her own cartoon series, Jem and the Holograms, which ran for 65 episodes between 1985 and 1988. In the midst of it all, she had also found time to create her own limited-run comic-book series, Sisterhood of Steel.

Conquests of the Longbow was actually the second game which Marx wrote and designed for Sierra. It followed the Arthurian Conquests of Camelot: The Search for the Grail, released as one of Sierra’s last parser-based games in 1990. (The pair together must vie with The Colonel’s Bequest for most tortured use ever of Sierra’s “Quest” trademark.) Conquests of Camelot is unusually earnest for a vintage Sierra adventure, rich in setting and character, but it’s clear that Marx struggled to master the interactive dimension of her new medium. Certainly the game resoundingly fails to put its best foot forward. The first area most players will visit after leaving Arthur’s castle hits you first with two of the all-time worst examples of the hideous action sequences, disliked by virtually everyone, which Sierra was always shoehorning into their adventure games, then follows them up with a long string of riddles. As you might expect after a beginning like that, it doesn’t take much longer for a maze to rear its ugly head, thus completing the adventure-game trifecta of lazy design.

Conquests of the Longbow draws from a slightly later period in the mythical history of England than does Conquests of Camelot, taking place during the time of King Richard the Lionheart’s captivity in Austria (an era and a story which will ring familiar to anyone who has played Cinemaware’s Defender of the Crown). It’s by no means immune to the problems typical of Sierra adventure games of its vintage: its version of Sherwood Forest is pointlessly large and empty; the linear plot — surely exhaustively storyboarded beforehand — leaves you flailing about for triggers to advance the timeline; at least one or two of the puzzles are far too obscure for their own good. Yet by way of compensation it offers an embarrassment of other riches, including an authentic Medieval board game that’s very engaging in its own right and a real chance to sculpt the Robin Hood you envision — whether you prefer to make him a short-tempered killer or clever trickster or something else entirely. There are even multiple endings, based on the decisions you made throughout the game, that feel organic rather than contrived.

Even more so than that of any of Sierra’s established series, Marx’s sensibility benefits hugely from the step up to VGA graphics. Her writing, so much subtler than the Sierra norm, combines with the fine work of Sierra’s talented art team and some lovely music to create an experience that drips with the atmosphere of Merry Olde England. Marx had, she said, “adored” Robin Hood since she was a small girl, and that passion comes through almost strong enough to make even a design curmudgeon like me forgive her her sins. At any rate, Conquests of the Longbow certainly strikes this reviewer as more engaging than yet more madcap antics of Roger Wilco or Larry Laffer.

And in commercial terms as well, Christy Marx’s second game was surprisingly successful even in the face of such competition. The issue of Sierra’s official magazine dating from the spring of 1992 has it as the company’s biggest current seller, edging out Police Quest 3, Leisure Suit Larry 5, and King’s Quest V. Its commercial performance was undoubtedly helped greatly by a fortuitous coincidence: the second biggest cinematic blockbuster of 1991 was a movie called Robin Hood: Prince of Thieves.

Despite her second game’s success, Marx left Sierra after its completion to return to writing for non-interactive media — a pity, as it seemed she was just starting to get the hang of writing and designing with interactivity in mind. If her trajectory had continued, her next game might have been amazing.

Important as adventure games still were for Sierra during this period, they were no longer the virtual sum total of the company’s offerings, as they had been for a period during the latter 1980s. For all that Ken Williams had entered the new decade determined to make Sierra’s name synonymous with interactive storytelling in the multimedia age, he was determined to diversify as well. By way of accomplishing that goal, Sierra announced on March 27, 1990, the acquisition of Dynamix, a small but well-respected Oregon-based development house that had been founded in 1984 and had since delivered an eclectic mix of original games and ports to various publishers. Of late, they had focused on the crazily disparate genres of 3D vehicle simulations and cinematic adventure games. With Sierra’s in-house developers having the latter category well in-hand, it was the former which most excited Ken Williams — even though he personally was something of a simulation hater. (“Are there any planes, tanks, or automobiles this industry hasn’t done fifty times already?” he had asked almost plaintively just before the Dynamix opportunity presented itself.) Dynamix soon showed him how wise he had been to go with his market research over his personal preferences by gifting Sierra with Red Baron, a superb World War I dog-fighting simulation that became their biggest non-adventure hit since the pre-King’s Quest years, even in the midst of an unexpected glut of similarly-themed games from other publishers.

With Dynamix delivering the goods for the hardcore joystick jockeys, Williams pushed his in-house teams to branch out from adventure games and produce what we today would call “casual” games, targeted at traditionally non-gaming demographics. In fairly short succession, Sierra churned out three separate volumes of Hoyle Book of Games, collections of classic card and board games named after Edmond Hoyle, the eighteenth century’s foremost authority on such matters. The release of special versions of these titles that were designed to run nicely on the black-and-white laptop computers of the day revealed exactly what sorts of customers Sierra was hoping to appeal to.

Another vaguely casual product was something called Jones in the Fast Lane, a computerized board game with a strong resemblance to the old family classic Careers that had first come to Sierra as an unsolicited outside submission. It could be played alone, but that was rather missing the point; it really wanted to be played with up to three others during a high-tech family board-game night. Fun in short doses, but a little too shallow and random to be given the status of classic alongside its likely inspiration, it nevertheless found two great patrons in Ken Williams and Bill Davis, the latter of whom personally shepherded the project to completion. In a measure of the priority it was given as a potential new direction, it became Sierra’s second-ever CD-ROM product, beating even the CD-based King’s Quest V to market. But it never sold all that well despite a big promotional push, and Sierra would never again make anything quite like it.

While casual games had dominated the non-adventure agenda for 1990, education was the big watchword of 1991. Throughout Sierra’s history, their interest in this market had ebbed and flowed. Sometimes they had gone after it enthusiastically, as when they had signed big licensing deals with Disney and Jim Henson of Muppets fame in the mid-1980s; other times, not so much, although, as releases like Mixed-Up Mother Goose and the pseudo-educational gloss that was often placed on King’s Quest show, they never entirely abandoned the market. Now the educational tide was flowing back in again, with Ken Williams having decided that the audiovisual potential of the latest computers would make such products much more appealing to parents and educators. Thus the new “Sierra Discovery Series.” Corey and Lori Ann Cole, the husband-and-wife team behind the successful Quest for Glory adventure series, agreed to take a year off from that series to each design an educational product. The former made the middle- and high-school-focused Castle of Dr. Brain, the latter the elementary-school-focused Mixed-Up Fairy Tales. And other “educational adventures” were in the works for a 1992 release.

Sierra’s pitch for this latest educational initiative was designed to address the permanent existential angst/guilt of modern parents: the fear that their children watched too much television. Educational adventures offered a healthier alternative that wouldn’t be any more taxing on the parents and that would be even more appealing to the children themselves.

Why do children spend so many hours watching TV? This is a question you often hear from concerned parents and teachers. The answer is simple: because the world of TV is one of color, fun, and adventure. It’s an escape from the child’s everyday world. Who wouldn’t want that? But many people are concerned about the passive nature of TV watching. It just isn’t that stimulating for children’s minds.

What if there were something else the child could be doing? Something with equal color and sound and fantasy, but this time the child could jump right through the screen and into the action? Better yet, what if the child could actually learn something while having fun? If you have a personal computer in your home, you already have the first ingredient for enriching your child’s everyday life.

What harried parent could refuse a pitch like that?

While the individual products did more or less well, Ken Williams must have been at least somewhat gratified when he glanced at that aforementioned sales chart for the spring of 1992. Yes, the top four items on the list were all conventional Sierra adventure games — but, tellingly, none of the remaining six titles were.

In all of these initiatives, Williams was chasing a vision of computer gaming’s future which stood in marked contrast to that of many of Sierra’s peers. Even as they hunkered down in the face of the ongoing Nintendo storm to focus on the games and the gamers that had gotten them this far, Sierra chased a broader, more inclusive vision of interactive entertainment — chased a near-future with something for everyone in the stereotypical suburban family. In the Sierra household of Williams’s dreams, 14-year-old Johnny would play Castle of Dr. Brain at school and Space Quest at home; nine-year-old Mary would play Mixed-Up Fairy Tales at school and King’s Quest at home; Dad would play Hoyle on his laptop on business trips; Mom and Dad together would put in some quality time with Leisure Suit Larry in the evenings after the kids were in bed; and the whole family would gather in the living room on a Sunday afternoon for a game of Jones in the Fast Lane.

In keeping with this vision, Sierra’s design staff too was shockingly diverse by the standards of their industry. At one point in 1991, four different women were designing games for Sierra; I’m hard pressed to come up with another developer that was employing even one female designer. Ken Williams wasn’t particularly idealistic, and he certainly was no social activist; he was merely a businessman who believed that he needed to expand the appeal of his products in order to grow his business. Nor did his version of inclusivity extend overly far; his insistence that Sierra’s white-bread games were premium entertainment products, with prices to match, ensured that. Nevertheless, Sierra stood out from the pack of other publishers who were all tripping over each other as they chased after the same group of 12-to-35-year-old single white males.

Ken Williams didn’t keep his vision to himself. Quite the contrary: on the theory that a rising tide lifts all boats, he pushed the other publishers to broaden their own views of who constituted a potential customer. He railed ceaselessly against what he saw as the needless complications of being an MS-DOS gamer: of needing to know a dozen technical terms just to read the minimum specifications printed on a box and thereby know whether your computer could run any given game; of needing to know how to swap expansion cards in and out and configure their IRQ settings; of needing to know how to get around in MS-DOS itself, how to configure extended and expanded memory and set up a custom startup script for almost every new game you purchased. He believed — correctly, it seems to me — that all of these technical complexities restricted the market for computer games to the sorts of personalities who reveled in them, preventing entire potential genres of computer entertainment from ever being explored. As head of the Software Publishers Association Standards Committee, he pushed his colleagues to adopt a standard nomenclature for listing system requirements, and pushed them to adopt a voluntary Hollywood-style standard for rating game content as well before one was imposed on them from outside the industry; he succeeded in the former task, but, for the time being anyway, failed at the latter. He was thrilled when a consortium led by Microsoft published, after much lobbying from him among many others, a standard set of minimum specifications for a so-called “Multimedia Personal Computer. ” The idea behind it was that a customer could purchase a system with the MPC logo on the box and then know that she could purchase any piece of software sporting the same logo in the assurance that it would work on her computer — no muss, no fuss, no parsing of fine-print technical specifications.

Sierra’s most obvious ally in their mission to broaden the demographic for home-computer software was Broderbund. The two companies bore many similarities. Both had been formed way back in the dark ages of 1980 — Broderbund under the alternate spelling of “Brøderbund” — and both remained at bottom family businesses, run by the Williams family in the case of Sierra, by the Carlston family in the case of Broderbund. The Williamses and the Carlstons had been close friends in the early days of what Doug Carlston referred to as the “software brotherhood,” and a certain sense of kinship between these two rare survivors of that formative period had managed to carry through into this very different era of the early 1990s, as had a similar philosophy about the future of their industry. To if anything an even greater extent than Sierra, Broderbund was actually succeeding in the mission of putting their products into the hands of Middle America at large. Their Carmen Sandiego series constituted the most successful edutational products of their time, so popular that Broderbund was putting the final touches on a deal to bring it to television as a children’s quiz show. Their Print Shop posters and banners were an inescapable presence at pot lucks, weddings, and school dances from sea to shining sea. They distributed SimCity, a game which had recently caused a sensation in high-brow newspapers and magazines that normally had no interest in such things. And, if you insisted on a traditional videogame perfect for the traditional teenage-boy player, they had Prince of Persia, a massive platform- and world-spanning hit of the sort that other computer-game publishers — even the similarly-inclined Sierra — simply didn’t produce in those days.

Following the collapse of Mediagenic, Sierra and Broderbund vied for the title of second-biggest publisher of consumer software, trailing only Electronic Arts; this fact alone must stand as strong evidence for the assertion that their shared strategy of broader outreach was a wise one. It therefore sent a shock wave through the industry when on March 8, 1991, Sierra published a blandly written press release stating that the two companies intended to merge. Such a merger would create by far the biggest company in the industry — by far the biggest, most powerful company the industry had ever known.

Looked at strategically, the merger made a lot of sense for reasons beyond the sheer size of the behemoth it would create. Broderbund had never been strong in adventure games, and felt unequipped for the merger of Hollywood and Silicon Valley which everyone, not least Ken Williams, insisted was at the very least a big part of the inevitable future of computer gaming; Sierra, by contrast, had been the first name in graphic adventures for more than a decade, and had invested heavily in that anticipated future. Broderbund also lacked the expertise in high-performance simulations which Sierra had acquired through Dynamix; such hardcore products might not be the most important aspect of the future envisioned by the Williamses and the Carlstons, but all signs pointed to them remaining a solid profit center for a long, long time to come. For their part, Broderbund had managed to create, through careful product curation and brilliant marketing, no less than four of the sort of immediately recognizable Middle American brands which Sierra so coveted, in the form of the aforementioned Carmen Sandiego, The Print Shop, SimCity, and Prince of Persia; the only remotely comparable brand which Sierra possessed was King’s Quest. Broderbund, then, needed Sierra’s technology; Sierra needed Broderbund’s brands and branding expertise. It seemed a match made in heaven.

But then, just three weeks after the merger was announced, another press release stated quietly that it had fallen through. The two parties said that, while they still held one another “in the highest regard,” they just hadn’t been able to come to an agreement on the terms of the merger. The reasons aren’t hard to divine. For all the historical, strategic, and philosophical parallels between the two companies, internally they were very different places. Ken Williams may have changed his public image dramatically since the days when he had played the role of the software industry’s Hugh Hefner, peddling Softporn to the nation’s youth from his Jacuzzi, and Sierra too may not have been playing host to quite the same number of wild parties as in the early days, but it remained a free-wheeling place cast in the image of its hard-charging, gleefully profane boss. The Carlstons, meanwhile, were a religious family, the children of a theologian, clean-cut and clean-living, and the rest of their company had largely followed their example. Officially, the deal would have been an acquisition of Broderbund by Sierra, although both parties were careful to state that this was just to satisfy the financial folks — that it was really a merger of equal partners. Still, word filtered through the industry grapevine that Ken and Roberta Williams had acted like they “owned the place” when they dropped in on Broderbund for a visit, angering the staff there. The Carlstons, who to their immense credit always walked the walk more than they talked the talk of Christian morality, valued their employees like extensions of their own family, and grew deeply concerned when Ken Williams shifted the discussion to possible “redundancies.” Soon after, they apparently nixed the deal.

Had it gone off, the merger would have created a more dominant entity than our own timeline’s consumer-software industry has ever produced. As such, it provides an intriguing ground for what-if speculations — even if, what with absolute power corrupting so absolutely, it was probably better for the industry as a whole that it never happened.

Even as it was, though, Sierra had little room to complain about the state of their business in the first couple of years of the 1990s. Their gross revenues increased by $6 million for the fiscal year ending on March 31, 1991, topping $35 million. The following fiscal year, they increased even more, to $43 million, with the company remaining healthily profitable throughout the period despite major ongoing investments in research and development. By any standard, they were on an admirable upward trajectory, having made more money than the last every year since fiscal 1985, having been profitable since fiscal 1987. Once CD-ROM dropped — it had to someday, right? — who knew how high they could soar.

But CD-ROM wasn’t the only aspect of home computing’s shiny future on which Sierra was banking. Ken Williams had gotten the online religion, and here too Sierra was jumping in with both feet. Next time, we’ll turn our attention to that great adventure.

(Source: Sierra’s corporate magazines from Fall 1989, Spring 1990, Summer 1990, Fall 1990, Spring 1991, Summer 1991, Fall 1991, Spring 1992; Computer Gaming World from March 1991, May 1991, and June 1991; press releases, annual reports, and other internal and external documents from the Sierra archive at the Strong Museum of Play. And my thanks go to Corey Cole, who took the time to answer some questions about this period of Sierra’s history from his perspective as a developer there.)

 
 

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Sierra Gets Creative

Coming out of Sierra On-Line’s 1984 near-death experience, Ken Williams made a prognostication from which he would never waver: that the real future of home as well as business computing lay with the open, widely cloned hardware architecture of IBM’s computers, running Microsoft’s operating systems. He therefore established and nurtured a close relationship with Radio Shack, whose Tandy 1000 was by far the most consumer-friendly of the mid-1980s clones, and settled down to wait for the winds of the industry as a whole to start to blow his way. But that wait turned into a much longer one than he had ever anticipated. As each new Christmas approached, Ken predicted that this one must be the one where the winds would change, only to witness another holiday season dominated by the cheap and colorful Commodore 64, leaving the MS-DOS machines as relative afterthoughts.

MS-DOS was, mind you, a slowly growing afterthought, one on which Sierra was able to feed surprisingly well. Their unique relationship with Radio Shack in particular made them the envy of other publishers, allowing them as it did to sell their games almost without competition in thousands of stores nationwide. That strategic advantage among others helped Sierra to grow from $4.7 million in gross sales in the fiscal year ending on March 31, 1986, to almost $7 million the following fiscal year.

This sales history from a Sierra prospectus illustrates just how dramatically the company's customer changed almost overnight when Ken Williams made the decision to abandon what he dismissed as the "toy computers" to concentrate on the Apple II and especially MS-DOS markets.

This sales history from a Sierra prospectus illustrates just how dramatically the company’s customer base changed when Ken Williams made the decision to abandon what he dismissed as the “toy computers” to concentrate on the Apple II and especially the MS-DOS markets.

Still, such incrementalism was hardly a natural fit for Ken Williams’s personality; he was always an entrepreneur after the big gains. It was excruciating waiting for the 8-bit generation of machines to just die already. When IBM debuted their PS/2 line in 1987, Ken, seeing the new machines’ lovely MCGA and VGA graphics and user-friendly mouse support, felt a bit like Noah must have when the first drops of rain finally began to fall. Yes, the machines were ridiculously expensive as propositions for the home, but prior experience said that, given time, their technology would trickle down into more affordable price brackets. If nothing else, the PS/2 line was at long last a start.

Indeed, Ken was so encouraged by the PS/2 line that he decided to pull the trigger on a fraught decision faced by every growing young company: that of whether and when to go public. He decided that October of 1987 would be the right moment, just as Sierra’s lineup of new software for Christmas began to hit the streets. After a frenzy of preparation, all was ready — but then the very week the IPO was to take place opened with Black Monday, the largest single-day stock-market collapse since the mother of all stock-market collapses back in 1929. Sierra quietly abandoned their plans, to little notice from prospective investors who suddenly had much bigger fish to fry.

Sierra had gotten very lucky, and in more ways than one. Had Black Monday been, say, a Black Friday instead, their newly issued shares must inevitably have gotten caught in its undertow, with potentially disastrous results. But even absent those concerns, going public in 1987 was probably jumping the gun just a little, banking on an MS-DOS market that wasn’t quite there yet. This reality was abundantly demonstrated by that Christmas of 1987, the latest to defy Ken’s predictions by voting for the Commodore 64 over MS-DOS — although by this time Commodore’s evergreen was in turn being overshadowed by a new quantity from Japan called the Nintendo Entertainment System.

In fact, the Christmas of 1987 would prove the last of the 64’s strong American holiday seasons. The stars were aligning to make 1988 through 1990 the breakthrough years for both Sierra and the MS-DOS platform to which Ken was so obstinately determined to keep hitching his wagon. In the meantime, the fiscal year ending on March 31, 1988 was nothing to sneeze at in its own right: thanks largely to the new hit Leisure Suit Larry in the Land of the Lounge Lizards and the perennially strong sales of all three extant King’s Quest games, gross sales topped $12 million, enough to satisfy even a greedy entrepreneur like Ken.

That year Sierra broke ground on a new office complex close to their old one in picturesque Oakhurst, California, “at the southern gate of Yosemite National Park,” as their press put it. The new building was made cheaply in comparison to the old one: 40,000 square feet of pre-fab metal that has been variously described as resembling either a warehouse or an aircraft hangar, both inside and out. It would prove a far less pleasant place to work than the lovely redwood building Sierra now abandoned, but that, it seemed, was the price of progress. (Ken claimed to have learned from a survey that his employees actually preferred a cheap building in the name of saving money in order to grow the company in more important ways, but there was considerable skepticism about the veracity of that claim among those selfsame employees.)

To accompany an IPO do-over they had tentatively planned for late in the year, Sierra would have some impressive new gaming technology as well as their impressive — or at least much bigger — new building to put on display. Back in 1986, Ken had made his first trip to Japan, where he’d been entranced by a domestic line of computers from NEC called the PC-9801 series. Although these machines were built around Intel processors and were capable of running MS-DOS, they weren’t hardware-compatible with the IBM standard, a situation that left them much more room for hardware innovation than that allowed to the American clonesters. In particular, the need to display the Japanese Kanji script had pushed their display technology far beyond that of their American counterparts. The top-of-the-line PC-9801VX, with 4096 colors, 1 MB of memory, and a 10 MHz 80286 processor, could rival the Commodore Amiga as a gaming computer. And, best of all, the Japanese accepted the NEC machines in this application; there was a thriving market in games for them. Ken saw in these Japanese machines a window on the future of the American MS-DOS machines, tangible proof of what he’d been saying already for so long about the potential of the IBM/Intel/Microsoft standard to become the dominant architecture in homes as well as businesses. Ken returned from Japan determined that Sierra must push their software forward to meet this coming hardware. Out of this epiphany was born the project to make the Sierra Creative Interpreter (SCI), the successor to the Adventure Game Interpreter (AGI) that had been used to build all of Sierra’s current lineup of adventure games.

On the surface, the specifications of the first version of SCI hardly overwhelm. The standard display resolution of the engine was doubled, from a rather horrid 160 X 200 to a more reasonable (for the era) 320 X 200, with better support being added for mice and more complex animation possibilities being baked in. Notably, the first version of SCI did not support the impressive but expensive new MCGA and VGA graphics standards; even the technically aggressive Ken Williams had to agree that it was just too soon to be worth the investment.

Under the hood, however, the changes were far more extensive than they might appear on the surface. Jeff Stephenson, Sierra’s longtime technology guru, had created AGI on IBM’s dime and IBM’s timetable, in order to implement the original King’s Quest on the ill-fated PCjr. It was a closed and thus a limited system, albeit one that had proved far more flexible and served Sierra far better and longer than anyone had anticipated at the time of its creation. Still, Stephenson envisioned SCI as something very different from its predecessor: a more open-ended, modular system that could grow alongside the hardware it targeted, supporting ever denser and more colorful displays, ever better sound, eventually entirely new technologies like CD-ROM. As indicated by its name, which dropped any specific mention of adventure games, SCI was intended to be a universal engine potentially applicable to many gaming genres. To facilitate such ambitions, Stephenson  completely rewrote the language used for programming the engine, going from a simplistically cryptic scripting language to a full-fledged modern programming language reminiscent of C++, incorporating all the latest thinking about object-oriented coding.

Forward-thinking though it was, SCI proved a hard sell to Sierra’s little cadre of game-makers, most of whom lacked the grounding in computer science enjoyed by Jeff Stephenson; they would have been perfectly happy to stick with their simple AGI scripts, thank you very much. But time would show Stephenson to have been correct in designing SCI for the future. The SCI engine, steadily evolving all the while, would last for the remainder of Sierra’s life as an independent company, the technological bedrock for dozens of games to come.

Sierra planned to release their first three SCI-based adventure games in time for Christmas 1988 and that planned-for second-chance IPO: King’s Quest IV, Leisure Suit Larry II, and Police Quest II, with Space Quest III to follow early in 1989. (This lineup says much about Ken Williams’s sequel-obsessed marketing strategy. As an annual report from the period puts it, “Sierra attempts to exploit and extend the effective market life of a successful product by creating sequels to that product and introducing them at planned intervals, thereby stimulating interest in both the sequels and the original product.”) Of this group, King’s Quest IV was always planned as the real showcase for Sierra’s evolving technology, the game for which they would really pull out all the stops — understandably so given that, despite some recent challenges from one (Leisure Suit) Larry Laffer, Roberta Williams’s series of family-friendly fairy-tale adventures remained the most popular games in the Sierra catalog. Indeed, King’s Quest IV marked the beginning of a new, more proactive stance on Sierra’s part when it came to turning the still largely bland beige world of the MS-DOS machines into the new standard for computer gaming. Simply put, with MS-DOS’s consumer uptake threatening to stall again in the wake of the high prices and poor reception of the PS/2 line, Sierra decided to get out and push.

King’s Quest IV‘s most notable shove to the industry’s backside began almost accidentally, with one of Ken’s crazy ideas. He’d decided he’d like to have a real, Hollywood-style soundtrack in this latest King’s Quest, something to emphasize Sierra’s increasingly cinematic approach to adventure gaming in general. Further, he’d love it if said soundtrack could be written by a real Hollywood composer. Never reluctant to liaison with Tinseltown — Sierra had eagerly jumped into relationships with the likes of Jim Henson and Disney during their first heyday years before — he pulled out his old Rolodex and started dialing agents. Most never bothered to return his calls, but at last one of them arranged a meeting with William Goldstein. A former Motown producer, a Grammy-nominated composer for a number of films, and an Emmy-nominated former musical director for the television series Fame, Goldstein also nurtured an interest in electronic music, having worked on several albums of same. He found the idea of writing music for a computer game immediately intriguing. He and Ken agreed that what they wanted for King’s Quest IV was not merely a few themes to loop in the background but a full-fledged musical score, arguably the first such ever to be written for a computer game. As Goldstein explained it to Ken, “the purpose of a score is to evoke emotion, not to be hummed. Sometimes the score consists only of some chord being held and slowly becoming louder in order to create a feeling of tenseness. In creating a score, the instrument(s) it is composed for can be as important as the score itself.”

And therein lay the rub. When Ken demonstrated for him the primitive bleeps and bloops an IBM clone’s speaker was capable of playing, Goldstein pronounced writing a score for that blunt instrument to be equivalent to trying to shoot flies with a shotgun. But then he had an idea. Thanks to his work in other forms of electronic music, Goldstein enjoyed a relationship with the Roland Corporation, a longstanding Japanese maker of synthesizers. Just recently, Roland had released a gadget called the MT-32, a nine-channel synthesizer that plugged into an ordinary IBM-compatible computer. Maybe, Goldstein mused, he could write his score for the MT-32.

At first blush, it seemed a very problematic proposal. The MT-32, which typically went for $550 or more, was hardly an everyday piece of kit; it was aimed at the professional or at least the very serious amateur musician, not at gamers. Yet Ken decided that, faced with a classic chicken-and-egg situation, he needed to do something to move the needle on the deplorable state of IBM-compatible sound hardware. A showpiece game, like King’s Quest IV might become, could show the market what it had been missing and generate demand that might lead to more affordable audio solutions. And so Ken set Goldstein to work on the MT-32.

At the Summer Consumer Electronics Show in June of 1988, Sierra gave a series of invitation-only audiences a sneak preview of King’s Quest IV in the form of a nearly ten-minute opening “movie” — people would soon be saying “cut scene” — enhanced by Goldstein’s score. Sierra legend has it that it moved at least one woman to tears. “I feel bad even saying it,” remarks Sierra’s marketing director (and Ken Williams’s little brother) John Williams, “but it was then that we knew we had a winner.”


Such an extreme reaction may be difficult to fathom today; even in King’s Quest IV‘s own time, it’s hard to imagine Amiga owners used to, say, Cinemaware games being quite so awed as this one lady apparently was. But nevertheless, King’s Quest IV and its first real soundtrack score stands as a landmark moment in the evolution of computer games. The game did indeed do much to break the chicken-and-egg conundrum afflicting MS-DOS audio. Only shortly after Roland had released the MT-32, a Canadian company called Ad Lib had released a “Personal Computer Music System” of their own at a price of just $245. It left much to be desired in comparison to the MT-32, but it was certainly worlds better than a simple beeper; Sierra duly added Ad Lib support to King’s Quest IV and all the other SCI games before they shipped. And for Space Quest III, they enlisted the services of another sort of star composer: Bob Siebenberg, drummer of the rock band Supertramp. Thanks in large degree to Sierra’s own determined intervention, in this area at least their chosen platform was becoming steadily more desirable as a game machine.

But King’s Quest IV also advanced the state of the art of adventure gaming in other, less tech-centric ways. As evidenced by its prominent subtitle The Perils of Rosella, its protagonist is female. Hard as it may seem to believe today, when more adventure games than not seem to star women, this fact made King’s Quest IV almost unique in its day; Infocom’s commercially unsuccessful but artistically brilliant interactive romance novel Plundered Hearts is just about the only point of comparison that leaps to mind. Roberta confessed to no small trepidation over the choice at the time of King’s Quest IV‘s release: “I know it will be just fine with the women and girls who play the game, but how it will go over with some of the men, I don’t know.” She also admitted to some ambivalence about her choice in purely practical terms, stemming from differing expectations that are embedded so deeply in our culture that they’re often hard to spot at all until we’re confronted with them.

I have a lot of deaths in my games. My characters always die from falling or being thrown into a cauldron or something. And I always like to have them die in a funny way. It didn’t seem right; I don’t know why. I guess it’s because she’s a girl, and you don’t think a girl should be treated that way. But I got used to that too, until there was one death I had to deal with last week that I was real uncomfortable with. Was it throwing her in the cauldron? I’m not sure, but it was some death that seemed particularly unfeminine, not right.

And girls die differently. I discovered lots of these things, like the way she falls, which has to be different from the way a guy falls. It’s been an experience. And I think that men will find it fun and different because it’s from a different point of view.

One could wish that Roberta’s ambivalence about killing her new female heroine at every possible juncture had led her to consider the wisdom of indulging in all that indiscriminate player-killing at all, but such was not to be. In the end, the most surprising thing about King’s Quest IV‘s female protagonist would be how little remarked upon it was by players. Sounding almost disappointed, Roberta a few months after the game’s release noted that “I personally have not heard much about it.” “I thought it would get a lot of attention,” she went on. “It has gotten some, but nothing really dramatic”; “very few” of the letters she received about the game had anything at all to say about the female heroine.

But then, that non-reaction could of course be taken as a sign of progress in itself. One of the worthiest aspects of Sierra’s determination to turn computer gaming into a truly mainstream form of entertainment was their conviction that doing so must entail reaching far beyond the typical teenage-boy videogame demographic. Doubtless thanks to the relative paucity of hardcore action games and military simulations in their catalog as well as to their having a woman as their star designer, Sierra was always well ahead of most of the rest of their industry when it came to the diversity of their customer base. At a time when female players of other publishers’ games seldom got out of the single digits in percentage terms, Sierra could boast that fully one in four of their players was a woman or a girl; of other 1980s computer-game publishers, only Infocom could boast remotely comparable numbers. In the case of Roberta’s King’s Quest games, the number of female players rose as high as 40 percent, while women and girls wrote more than half of Roberta’s voluminous fan mail.

Sierra’s strides seem all the more remarkable in comparison to the benighted attitudes held by many other publishers. Mediagenic’s Bruce Davis, for instance, busy as usual formulating the modern caricature of the soulless videogame executive, declared vehemently that women and girls were “not a viable market” for games because of “profound” psychological differences that would always lead them to “shun” games. (One wonders what he makes of the modern gaming scene, vast swathes of which are positively dominated by female players.) The role model that Roberta Williams in particular became for many girls interested in games and/or computers should never be overlooked or minimized. Even as of this writing, eighteen years after Roberta published her last adventure game, John Williams tells me how people of a certain age “go crazy” upon learning he’s her brother-in-law, how he still gets at least two requests per week to put people in touch with her for an autograph, how there was an odd surge for a while there of newborn girls named Rosella and Roberta.

All of this only makes it tougher to reckon with the fact that Roberta’s actual games were so consistently poor in terms of fundamental design. King’s Quest IV is a particular lowlight in her checkered career, boasting some unfair howlers as bad as anything found in her legendarily insoluble Time Zone. At one point, you have to work your way through a horrendous sequence of random-seeming actions to wind up visiting an island, something you can only do one time. On this island is a certain magic bridle you’re going to need later in the game. But, incomprehensibly, the game not only doesn’t ever hint that the bridle may be present on the island, it literally refuses to show it to you even once you arrive there. The only way to find it is to walk around the island step by step, typing “look” again and again while facing in different directions, until you discover those pixels that should by all rights have depicted the bridle but for some reason don’t. Throw in climbing sequences that send you plummeting to your death if you move one pixel too far in the wrong direction, a brutal time limit, and plenty of other potential dead ends almost as heartless as the one just described, and King’s Quest IV becomes as unfair, unfun, frustrating, and downright torturous as any adventure game I’ve ever seen. It’s so bad that, rather than being dismissable as merely a disappointing game, it seems like a fundamentally broken game, thereby raising a question of ethics. Did a player who had just paid $40 for the game not deserve a product that was in fact a soluble adventure game? Even the trade press of King’s Quest IV‘s day, when not glorying over the higher-resolution graphics and especially that incredible soundtrack, had to acknowledge that the actual game underneath it all had some problems. Scorpia, the respected voice of adventure gaming for Computer Gaming World, filled her article on the game with adjectives like “exasperating,” “irritating,” “tedious,” and “boring”, before concluding that “it’s a matter of personal taste” — about as close to an outright pan as most magazine reviewers dared get in those days.

Roberta Williams, an example of that rare species of adventure-game designers who don’t actually play adventure games, likely had little idea just how torturous an experience her games actually were. Taken as a whole, Roberta’s consistent failings as a designer seemingly must stem from that inability to place herself in her player’s shoes, and from her own seeming disinterest in improving upon her previous works in any terms but those of their surface bells and whistles. That said, however, King’s Quest IV‘s unusually extreme failings, even in terms of a Roberta Williams design, quite obviously stemmed from the frenzied circumstances of its creation as well.

I should note before detailing those circumstances that Sierra was finally by the time of King’s Quest IV beginning to change some of the processes that had spawned so many bad adventure games during the company’s earlier years. By 1988, they finally had the beginnings of a real quality-assurance process, dedicating three employees full-time to thrashing away at their games and other software. But, welcome as it was to see testing happening in any form, Sierra’s conception of same focused on the trees rather than the forest. The testers spent their time chasing outright bugs, glitches, and typos, but feedback on more holistic aspects of design wasn’t really part of their brief. In other words, they might spend a great deal of time ensuring that a given sudden death worked correctly without it ever even occurring to them to think about whether that sudden death really needed to be there at all.

In the case of King’s Quest IV, however, even that circumscribed testing process broke down due to the pressure of external events. By the spring of 1988, Roberta had given her design for the game to the team of two artists and two programmers — all recent hires, more fruit of Sierra’s steady expansion — for implementation. Then, with IPO Attempt 2.0 now planned for October of that year and lots of other projects on the boil as well, nobody in management paid King’s Quest IV a whole lot more attention for quite some time, simply assuming that no news from its development team was good news and that it was coming along as expected. Al Lowe, who by the end of that summer had already finished designing and coding his Leisure Suit Larry sequel that was scheduled to ship shortly after King’s Quest IV, picks up the story from here:

King’s Quest IV was going to be the flagship product for the company when we went public. So, Ken and the money guys are busy going around the country, doing their dog-and-pony shows to Wall Street investors, saying, “This is a great company, you’re going to want to buy in, buy lots of stock. We’ve got this great product coming out that’s going to be the hit of the Christmas season.”

Finally, about the end of August, somebody said, “Has anybody looked at that game that’s supposed to be done in a month, that we’re supposed to ship in October? How’s it doing?” They went and looked at it, and the two programmers were lost. They had no clue. They had written a lot of code, but a lot of it was buggy, a lot of it didn’t take proper precautions. One of the big rules of programming is to never allow input at a time you don’t want it, but they had none of that. Everything was wide open. You could break it with a sneeze.

So, they called me and asked if I could come up that weekend — it was Labor Day weekend, Saturday — to look at the game. I did, and said, “Oh, my God, we’re in trouble.” I had a lot of stock options, and was hoping for a successful IPO myself. When I saw this, I said, “We’re in terrible shape. This isn’t going to make it.”

So, we devised a strategy over the weekend to bring every programmer in the company together on Labor Day Monday for a meeting. We said, “All hands are going to work on this title for the next month, and we’re going to finish this game in one month’s time because we’ve got to have it done by the end of September.” Do you remember the phrase from The Godfather, “We’ll go to the mattresses?” That’s what we did; we went to the mattresses. We all moved into the Sierra building. Everybody worked. They brought us food; they did our laundry; they got us hotel rooms. We basically just lived and ate and worked there, and when we needed to sleep we’d go to this hotel nearby. Then we’d get back up and do it again.

I took the lead on the project. I broke the game up into areas, and we assigned a programmer to each. As they finished their code, we had the whole company testing it. We’d distribute bug reports and talk about progress each morning. And by God, by the end of the month we had a game. It wasn’t perfect — it was a little buggy — but at least we had a game we could send out. And when we went public, it was a successful IPO.

Entertaining as this war story is, especially when told by a natural raconteur like Al Lowe, it could hardly result in anything but a bad adventure game. In a desperate flurry like this one, the first thing to fall by the wayside must be any real thoughtfulness about a game’s design or the player’s experience therein.

But despite its many design failings, King’s Quest IV did indeed deliver in spades as the discussion piece and IPO kick-starter it was intended to be. Sierra’s own promotional copy wasn’t shy about slathering on the purple prose in making the game’s case as a technical and aesthetic breakthrough. (In a first and only for Sierra, an AGI version of the game was also made for older systems, but it garnered little press interest and few sales in comparison to the “real” SCI version.)

King’s Quest IV sets a landmark in computer gaming with a new development system that transcends existing standards of computer graphics, sound, and animation. Powerfully dramatic, King’s Quest IV evokes emotion like no other computer game with unique combinations of lifelike animated personalities, beautiful landscapes, and soul-stirring music. Sierra has recreated the universe of King’s Quest to build a world that one moment will pull at your heartstrings, the next moment place terror in your heart.

Leveraging their best promotional asset, Sierra sent Roberta Williams, looking pretty, wholesome, and personable as ever, on a sort of “book tour” to software stores and media outlets across the country, signing autographs for long lines of fans everywhere she went. No one had attempted anything quite like this since the heyday of Trip Hawkins’s electronic artists/rock stars, and never as successfully as this. The proof was in the pudding: King’s Quest IV sold 100,000 copies in its first two weeks and received heaps of press coverage at a time when coverage of computer games in general was all but nonexistent in the Nintendo-obsessed mainstream media. Sales of the game may ultimately have reached as high as 500,000 copies. The IPO went off without a hitch this time on October 6, 1988: 1.4 million shares of common stock were issued at an opening price of $9 per share. Within a year, the stock would be flirting with a price of $20 per share.

In all their promotional efforts for King’s Quest IV and the rest of that first batch of SCI games, Sierra placed special emphasis on sound, the area where Ken Williams had chosen to try most aggressively to push the hardware forward. The relationship between Sierra and Roland grew so close that Thomas Beckmen, president of the latter company’s American division, joined Sierra’s board. But anyone from any of Roland’s rivals who feared that this relationship would lock them out needn’t have worried. Recognizing that even most purchasers of what they loved to describe as their “premium” products weren’t likely to splash out more than $500 on a high-end Roland synthesizer, Sierra pushed the cheaper Ad Lib alternative equally hard. In 1989, when a Singapore company called Creative Music Systems entered the fray with a cheaper knock-off of the Ad Lib design which they called the Game Blaster, Sierra took it to their bosom as well. (In the end, it was Creative who would be the big winners in the sound-card wars. Their Sound Blaster line, the successor to the Game Blaster, would become the ubiquitous standard for PC gaming through much of the 1990s.) Ken Williams went so far as to compare the latest Sierra games with the first “talkies” to invade the world of silent cinema. Given the sound that users of computers like the Amiga had been enjoying well before Sierra jumped on the bandwagon, this was perhaps a stretch, but it certainly made for good copy.

Ad Lib advertisementRoland advertisement

As part of their aggressive push to get sound cards into the machines of their customers, Sierra started selling the products of all three rival makers directly through their own catalog.

As part of their aggressive push to get sound cards into the machines of their customers, Sierra started selling the products of all three of the biggest rival makers of same directly through their own product catalogs.

Thanks to his own company’s efforts as much as those of anyone, Ken Williams was able to declare at the beginning of 1990 that during the previous year MS-DOS had become “the standard for entertainment software”; the cloudburst this latter-day Noah had been anticipating for so long had come at last. In a down year for the computer-game industry as a whole, which was suffering greatly under the Nintendo onslaught, MS-DOS and the Amiga had been the only platforms not to suffer a decline, with the former’s market share growing from 44 percent to 55 percent. Ken’s prediction that MS-DOS would go from being the majority platform to the absolutely dominant one as 1990 wore on would prove correct.

My guess is that as software publishers plan out their new year’s product schedules, versions of newer titles for machines which are in decline will either be shelved or delayed. Don’t be surprised if companies who traditionally have been strong Apple or Commodore publishers suddenly ship first on MS-DOS. Don’t be surprised if many new titles come out ONLY for MS-DOS next Christmas.

Ken’s emerging vision for Sierra saw his company as “part of the entertainment industry, not the computer industry.” An inevitable corollary to that vision, at least to Ken’s way of seeing things, was a focus on the “media” part of interactive media. In that spirit, he had hired in July of 1989 one Bill Davis, a director of more than 150 animated television commercials, for the newly created position of Sierra’s Creative Director. Davis introduced story-boarding and other new processes redolent of Hollywood, adding another largely welcome layer of systemization to Sierra’s traditionally laissez-faire approach to game development. But, tellingly, he had no experience working with games as games, and nothing much to say about the designs that lay underneath the surface of Sierra’s creations; these remained as hit-and-miss as ever.

The period between 1988 and 1998 or so — the heyday of MS-DOS gaming, before Windows 95/98 and its DirectX gaming layer changed the environment yet again — was one of enormous ferment in computer graphics and sound, when games could commercially thrive on surface sizzle alone. Ken Williams proved more adept at riding this wave than just about anyone else, hewing stolidly as ever to the ten-foot rule he’d formulated during his company’s earliest days: “If someone says WOW when they see the screen from ten feet away, you have them sold.” Sierra, like much of the rest of the industry, took all the wrong lessons from the many bad but pretty games that were so successful during this period, concluding that design could largely be left to take care of itself as long as a game looked exciting.

That Sierra games like King’s Quest IV did manage to be so successful despite their obvious underlying problems of design had much to do with the heady, unjaded times in which they were made — times in which a new piece of “bragware” for showing off one’s new hardware to best effect was worth a substantial price of admission quite apart from its value as a playable game. It also had something to do with Sierra’s masterful fan relations. The company projected an image as friendly and welcoming as their actual games were often unfriendly and obtuse. For instance, in another idea Ken nicked from Hollywood, by 1990 Sierra was offering free daily “studio tours” of their offices, complete with a slick pre-recorded “video welcome” from Roberta Williams herself, to any fan who happened to show up; for many a young fan, a visit to Sierra became the highlight of a family vacation to Yosemite. And of course the success of the King’s Quest games in particular had more than a little to do with the image of Roberta Williams, and the fact that the games were marketed almost as edutainment wares, drawing in a young, patient, and forgiving fan base who may not have fully comprehended that a King’s Quest was, at least theoretically, a game that could be won.

Still, these factors wouldn’t be enough to counter-balance fundamental issues of design forever. Well before the end of the 1990s, both Sierra and the adventure-gaming genre with which they would always be most identified would pay a steep price for too often making design an afterthought. Players, tired of being abused, bored with the lack of innovation in adventure-game design, and no longer quite so easy to wow with audiovisual flash alone, would begin to drift away; this trickle would become a flood which left the adventure genre commercially high and dry.

But all of that was still far in the future as of 1990. For now, Sierra was at the forefront of what they believed to be an emerging new form of mass entertainment, not quite a game, not quite a movie. Gross sales had risen to $21.1 million for the fiscal year ending March 31, 1989, then $29.1 million the following fiscal year. In 1990, they expanded their reach through the acquisition of Dynamix, a six-year-old Oregon-based development house with a rather odd mix of military simulations — after all, Sierra did want men as well as women to continue buying their products — and audio-visually rich if interactively problematic “interactive movies” in their portfolio. Sierra’s years in the MS-DOS wilderness were over; now that same MS-DOS represented the mainstream, soon virtually the only stream of American computer gaming. Some very, very good years lay ahead in commercial terms. And, it must be said, by no means would all of Sierra’s games be failures in terms of design; some talented and motivated designers would soon be using the company’s SCI technology to make interactive magic. So, having given poor King’s Quest IV such a hard time today, next time I’ll be kinder to a couple of other Sierra games that I really don’t like.

Nope… I love them.

(Sources: Computer Gaming World of December 1988; Byte of September 1987; Sierra’s newsletters dated Spring 1988, Winter 1988, Spring 1989, Autumn 1989, Spring 1990, Summer 1990; Sierra’s 10th Anniversary promotional brochure; press releases and annual reports found in the Sierra archive at the Strong Museum of Play. Much of this article is also drawn from personal email correspondence with John Williams and Corey Cole. And, last but far from least, Ken Gagne also shared with me the full audio of an interview he conducted with Al Lowe for Juiced.GS magazine. My huge thanks to John, Corey, and Ken!)

 
 

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