Prince of Packaging
So many video games, films, and music albums I "own" now live in the cloud, and I'm nostalgic for the days when they existed as physical objects on a bookshelf. The tactile quality, size and shape, and cover art of every game box was linked to memories of how I'd acquired it—new, second-hand, or as a gift?—and of hours spent playing.
For a game developer, a shrink-wrapped box that holds the thing we've been working on for years brings home the reality that our game is truly done. In the pre-internet 1980s and early 90s, before downloadable updates and patches, shipped meant shipped.
Last month, the sale at auction of American painter Robert Florczak's original artwork for my game Prince of Persia (the Broderbund "red box" edition) triggered memories of the in-house drama surrounding its creation.
That summer of 1989, I was in the throes of trying to finish and ship Prince of Persia on Apple II, its first platform. I didn't know if it would be a hit or a flop. Thanks to the journal I kept then (a habit since age 17), I can now recall dates and details I'd have otherwise forgotten—like these pencil sketches I did at the end of April to show Broderbund's art director my ideas for the package:
As a rule, a game programmer can expect marketing to receive creative suggestions about package design with about as much delight as a surgeon getting advice from a patient on how to operate. My pitch to do a painting in the spirit of old-school Hollywood swashbuckling film posters like Robin Hood (1938) or Raiders of the Lost Ark (1981) earned a "meh." But I had a staunch ally in my product manager Brian Eheler. He made sure I was invited to the marketing meeting. Nine color comps were considered; this one won.
Florczak, our first-choice artist, developed the idea into a detailed sketch (which he sent by fax—this was before e-mail).
Things went smoothly until the head of marketing balked at the $5500 price to execute it. My June 7 journal entry records my angst: "After making the rounds and lobbying everyone, I think they'll OK it, but the whole thing was a really disturbing vote of no confidence in POP."
While I crunched to ship the game I'd been working on for three years, the general feeling at Broderbund was that it wouldn't sell. Foolishly, I'd built Prince of Persia on the Apple II, a decade-old machine that even Apple had stopped supporting. My game had fans at the top and bottom of the company but not in the middle, where the actual marketing got done. Apart from Brian, the QA testers who were playing Prince of Persia daily, and Broderbund's CEO-founder Doug Carlston, few people believed in it.
In the next four weeks, while Florczak painted (his friend Kevin Nealon, an actor and Saturday Night Live comedian, posed for the vizier Jaffar), I fixed bugs, added features, and spent four days in New York with my dad, adding his newly-composed music to the game.
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