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
The team agreed to pursue the "Doom" concept, and development began in November 1992. The initial development team was composed of five people: programmers John Carmack and John Romero, artists Adrian Carmack and Kevin Cloud, and designer Tom Hall. They moved offices to a dark office building, which they named "Suite 666", and drew inspiration from the noises coming from the dentist's office next door. They also cut ties with Apogee Software, who had given them the initial advance money for creating their first game, "Commander Keen in Invasion of the Vorticons", and through which they had published the shareware versions of their games to date. While they had a good personal relationship with owner Scott Miller, they felt that they were outgrowing the publisher. Cloud, who was involved in id's business dealings, pushed for id to take over shareware publishing duties themselves after investigating and finding that Apogee was unable to reliably handle the volume of customers buying id's games through Apogee. He convinced the others that the increased sales revenue would make up for the problems of handling their own publishing. The two companies parted amicably, and "Doom" was set to be self-published.