Doom (1993 video game)
Because id planned to self-publish the game, as the game neared completion they had to set up the systems to sell the game. Jay Wilbur, who had been brought on as CEO and sole member of the business team, planned the marketing and distribution of "Doom". He felt that the mainstream press was uninterested in the game, and as id would make the most money off of copies they sold directly to customers—up to 85 percent of the planned US$40 price—he decided to leverage the shareware market as much as possible, buying only a single ad in any gaming magazine. Instead, he reached out directly to software retailers, offering them copies of the first "Doom" episode for free, allowing them to charge any price for it, in order to spur customer interest in buying the full game directly from id.
Development of Doom
"Doom"s original release date was the third quarter of 1993, which the team did not meet. By December 1993, the team was working non-stop on the game, with several employees sleeping at the office; programmer Dave Taylor claimed that working on the game gave him such a rush that he would pass out from the intensity. Id began receiving calls from people interested in the game or angry that it had missed its planned release date, as hype for the game had been building online. At midnight on December 10, 1993, after working for 30 straight hours, the development team at id uploaded the first episode of the game to the internet, letting interested players distribute it for them. So many users were connected to the first network that they planned to upload the game to—the University of Wisconsin–Parkside FTP network—that even after the network administrator increased the number of connections while on the phone with Wilbur, id was unable to connect, forcing them to kick all other users off to allow id to upload the game. When the upload finished thirty minutes later, 10,000 people attempted to download the game at once, crashing the university's network. Within hours, other university networks were banning "Doom" multiplayer games, as a rush of players overwhelmed their systems.