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)
With the release of "Doom", id Software, quickly found itself making $100,000 daily. Sandy Petersen later remarked that the game "sold a couple of hundred thousand copies during its first year or so", as piracy kept its initial sales from rising higher. Experts estimate that the game sold approximately 2-3 million physical copies from its release through 1999. According to PC Data, which tracked sales in the United States, the "Doom" shareware edition sold 1.15 million copies by September 1999. The "Ultimate Doom" SKU reached sales of 787,397 units by that date. At the time, PC Data ranked them as the country's eighth- and 20th-best-selling computer games since January 1993. In addition to its sales, the game's status as shareware dramatically increased its market penetration. "PC Zone"s David McCandless wrote that the game was played by "an estimated six million people across the globe", while other sources estimate that 10–20 million people played "Doom" within 24 months of its launch.