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.
Doom (1993 video game)
Early in development, rifts in the team began to appear. At the end of November Hall delivered a design document, which he named the "Doom Bible", that described the plot, backstory, and design goals for the project. His design was a science fiction horror concept wherein scientists on the Moon open a portal that aliens emerge from. Over a series of levels the player discovers that the aliens are demons while hell steadily infects the level design over the course of the game. John Carmack not only disliked the idea but dismissed the idea of having a story at all: "Story in a game is like story in a porn movie; it's expected to be there, but it's not that important." Rather than a deep story, he wanted to focus on the technological innovations of the game, dropping the levels and episodes of "Wolfenstein" in favor of a fast, continuous world. Tom disliked the idea, but the rest of the team sided with Carmack. Hall spent the next few weeks reworking the "Doom Bible" to work with Carmack's technological ideas. Hall was forced to rework it again in December, however, after the team decided that they were unable to create a single, seamless world with the hardware limitations of the time, which contradicted much of the document.