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Atari: The Golden Years -- A History, 1978-1981
 
 
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  Atari: The Golden Years -- A History, 1978-1981
by Steve Fulton
22 comments
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August 21, 2008 Article Start Previous Page 8 of 20 Next
 

Another game of note from 1979 was Superman, the first home video game ever licensed from movie franchise. Ray Kassar moved quickly get a VCS programmer to help create a game based on the movie that was released in late 1978. Warren Robinett had been developing a game based on the mainframe text game Adventure since the middle of 1978.

"I was finishing my first video game on the Atari 2600 console. I got a chance, at a Stanford research lab, to play the original text adventure game, which was called Adventure. (Thank you, Don Woods and Willie Crowther.) I decided that this idea -- a journey through a network of rooms, with objects you could move from place to place, and obstacles and monsters to get past -- could work as a video game." lxx

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- Warren Robinett

However, instead of an generic adventure game, Atari's new brass asked Robinett to re-write it as a tie-in for Superman: The Movie (released in Dec. 1978).

"Atari's parent company owned the first Superman movie which was about to come out [and decided] that I was to change Adventure into Superman so as to ride on the wave of hype. Every time this came up I said I would do it if I had to, but I didn't want to. After a few weeks, my co-worker John Dunn volunteered to take my code and do the Superman game, leaving me free to do the Adventure game." lxxi

- Warren Robinett

Robinett helped Dunn get started by loaning him the kernel code from his Adventure to use as the basis for the game. Dunn, as an artist at heart, pushed to use 4K of ROM (almost unheard of at the time) to make detailed graphics for the game. lxxii

Even so, the game was a sort of "forced march" that the VCS team had not experienced prior. Instead of being allowed to create their own games in six months, marketing was now dictating which games would be made, and which ones would be released. For Dunn, the process of making the game killed his enthusiasm for Atari.

"Before Warner acquired Atari from Nolan Bushnell, the VCS programmers had the freedom to design their own games from concept to finish. It was an intense, joyfully creative period that did not survive the takeover." lxxiii

- John Dunn

Superman was released in mid-1979, beating Adventure, which was released for Christmas that year. However, no matter which one was released first, Adventure became a huge hit. Sales may have been piqued by the inclusion of the very first known "Easter egg" in a video game.

Since Atari was not keen to credit any development staff for their games, Warren Robinett inserted his name into the game and created an elaborate method to access it -- including a nearly invisible dot and a secret room.

"Each 2600 game was designed entirely by one person. But on the package it said basically 'Adventure, by Atari.' And we were only getting salaries, no cut of the huge profits. It was a signature, like at the bottom of a painting. But to make it happen, I had to hide my signature in the code, in a really obscure place, and not tell anybody" lxxiv

- Warren Robinett

Soon after the release of Adventure, Warren Robinett left Atari, and soon after that, Atari management found out about the Easter egg.

"My model in creating the secret room was the secret messages hidden in Beatle records ('I buried Paul') in the late Sixties, where you had to play the record backwards to hear the message... Atari manufactured several hundred thousand Adventure cartridges, sent them to stores all over the world, and sure enough, some kids here and there did discover the secret room. lxxv

- Warren Robinett

At first they wanted it removed, but soon realized that the "hidden secrets" could sell more games. Adventure ultimately sold more than 1,000,000 copies. lxxvi

"Finding that dot and then the secret room was one my first memories of playing video games. I read about the Easter Egg in Atari Age magazine, and worked for hours and hours to finally get the process to work. Seeing that secret room for the first time was like magic."

- Anonymous Atari Fan

Even though Atari eventually embraced the idea of the Easter egg, management still did not understand the reason why it was actually placed in the game. The programming team was disgruntled and something had to be done about it.

"We all were very unhappy with the changes Warner was making. We felt (correctly, I think) they did not understand that game programmers were creative types, not engineering types, and needed to be treated accordingly." lxxvii

- John Dunn

The most visible manifestation of this programmer unrest came in the form of "The Fantastic Four", a group of the four of the most tenured and best VCS programmers: David Crane, Bob Whitehead, Larry Kaplan, and Alan Miller. The four were seen as the most senior and most knowledgeable programmers on the VCS staff.

There was good reason why the four had received that nickname. Their combined effort had been responsible for the majority of Atari VCS cartridge sales by 1979.

"At that time, David, Bob, Larry, and I accounted for about two-thirds of Atari cart sales." lxxviii

- Alan Miller

Most of these programmers had been borrowed for half of 1978, and into 1979, to write the operating system for the Atari 8-bit computer line. However, as the most senior members of the VCS team, they felt the need to speak up for the rest of the programmers. The morale of the VCS staff was running low in mid-1979.

Pay was low, especially compared to other jobs in Silicon Valley. In addition, the game designers and programmers wanted some credit and some kind of share in the profits of the games they produced. Bushnell had treated the programmers like rock stars, and had provided and environment that let them flourish.

"As time went on it soon became clear that there were rock stars, there were people of extraordinary talent that deserved to make a whole bunch of money." lxxix

- Nolan Bushnell

The new Atari management did not value them quite as much. The "Fantastic Four" put their concerns and needs into written format and submitted them to Ray Kassar. Their requests were not outlandish, and were based on the record industry, a business Warner Communications was well-versed in.

"I researched the compensation aspects of the recording industry and the book industry, drafted a contract that would allow me to be credited for my work and receive a very modest royalty, and presented it to Atari management. After a while, I told my three closest associates at Atari -- David Crane, Bob Whitehead, and Larry Kaplan -- what I was doing. They joined me in those discussions. We developed a growing impression that Atari was going to agree to some plan along the lines we proposed." lxxx

- Alan Miller

However, Kassar's response was less than what they were hoping for.

"They wrote a letter to Ray Kassar saying 'give us a share, give us a fair share'... they wanted a cut a royalty program or something. Ray wrote back this letter that basically dismissed them entirely, including one phrase that specifically said 'you're nothing but a bunch of towel designers, you're a dime a dozen.'" lxxxi

- Rob Zdybel

One by one, the group of four left Atari to set out on their own path... only to join together soon after.

"I told the truth too often and left in August of 1979." lxxxii

- Larry Kaplan

This did not stir anyone in marketing, because they did not really understand much about the engineering group or what it took to make a VCS game. They truly thought the engineers were a dime-a-dozen. However, according to Bushnell, "Their value to the company was such that you could easily see they would have value to another company." lxxxiii

The four had a plan. They decided to raise investment capital to start their own company. On October 1, 1979, David Crane, Alan Miller, Larry Kaplan, and Bob Whitehead joined with Jim Levy, and formed Activision. Their plan was to create games for the Atari VCS as a direct competitor to Atari. It was a bold move that changed the landscape of the home video game business forever.

 
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Comments

Clay Cowgill
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Mr. Fulton-- you officially owe me about an hour and a half of my workday!

Thanks for the great article, although I must say that I find the claim that the VIC-20 was more powerful than an Atari 400 a bit tough to swallow... ;-)

-Clay

Steve Fulton
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Clay,

Thanks. That probably should read "arguably more powerful" or "perceived as more powerful". In retrospect, it wasn't.

-Steve

Bruce Atkinson
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The Vic-20 had a real keyboard and similar processor. It didn't have the memory, graphics chips, or operating system that the 400 and 800 had. The Atari OS was much better than most people give it credit it for. It was general purpose with loadable device drivers, before most other home computers had that.

John Abbe
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I couldn't stop myself from reading this through either. And i'm so glad i did, because i'm pretty sure i played that game Nightmare that GCC made for Atari, at 1001 Plays in Cambridge - it was a *great* game, which i tried to find again for years. Too bad they never released it, i've e-mailed GCC to see if i can contact any of the developers to see if they have ROMs for MAME. I also updated their Wikipedia page, and referenced this article.

Thomas Djafari
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Great article!
Having worked at Time Warner, back in the SF Rush / Rise of the Robots era, I totally recognize the pattern that has also poisoned most large developers :)

Jason Cumming
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Enjoyed the article immensely.
Sorry to be a pingeek but I think there's a misplaced comma: Superman the pinball, more like 3500-5000 units sold according to the ipdb. 10 K sales from the late 70's on was blockbuster.

Mark Delfs
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This is another fantastic article--it felt as though I was there (We used our neighbor's 2600 because my parents wouldn't buy us one!) for the whole thing based on what you are reliving. Excellent, and please keep them coming!

Simon Carless
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We've fixed the misplaced comma on Superman pinball sales, thanks Jason.

shayne johnson
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Atari was not the first console to have Baseball

http://img409.imageshack.us/img409/7749/fairchildchannelfcartrihz0.jpg

Channel F's Videocart 12 was baseball, released in 1977.

Steve Fulton
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Shayne,

Good catch, but I believe it says that it was the first "single player" baseball game. I believe the Fairchild game (which I played many times at my friend's house BTW...but my favorite game was Alien Invasion) required two-players. I was trying to highlight the A.I. of the VCS game.

-Steve

Tomasz Primke
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Hello,

We'd like to translate a decent articles "The History of Atari: 1971-1977" (http://www.gamasutra.com/view/feature/2000/the_history_of_atari_19711977.php?pag
e=1) and "Atari: The Golden Years -- A History, 1978-1981" (http://www.gamasutra.com/view/feature/3766/atari_the_golden_years__a_.php) into Polish language and publish it on a popular portal jakilinux.org (and/or osnews.pl). Do you mind us doing so? Obviously proper attribution would be paid to you as the author.

Please let us know what you think about such re-publication. (My e-mail address is tprimke_at_gmail_dot_com.)

Best regards,

Tomek

dz jay
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Your information regarding the Intellivision is not accurate. The Intellivision was not powered by a 10-bit processor, but by an early 16-bit processor. It did, however, performed 10-bit memory addressing, but this was due to the fact that the ROM chips it used were 10-bit. This happens to be purely an accident of history: a 16-bit microprocessor designed in an 8-bit and 10-bit world.

Moreover, it is very unlikely that the Atari 3200 was to be based on the same chipset as the Intellivision. The Intellivision was mostly a knee-jerk reaction to the Atari 2600 from Mattel, and therefore consisted of an pre-built, off-the-shelf game system created by chip maker General Instruments. In fact, it was an actual sku item on their 1978 parts catalog. It was later customized a little, mainly to allow for more ROM and custom graphic tiles, but it was generally an off-the-shelf product.

Therefore it seems unlikely that Atari would plan to replace their aging custom-designed Atari 2600 with an off-the-shelf product, whose technology, although having some more capabilities, was just as old.

-dZ.

Steve Fulton
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DZ,

Thanks for that!
I'd say that from your description, the Intellivision processor could have still been one of the chips that Bushnell had tied-up in development, especially if GI was one of the companies he used. Remember, the idea that the Intellivision was based on one of those processors did not come from myself, but from a direct quote that Bushnell gave to me in an interview. Still, it's a very gray area and this why that part of the story is painted as "not definite".

-Steve

dz jay
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Mr. Fulton,
Thanks for your response. You are right, the GI microprocessor could still have been the planned successor to the Atari 2600. However, I still think it unlikely due its many limitations (weird architecture, 10-bit memory addressing, etc.).

My point was that the only reason Mattel used it was not because it was considerably better, but because they needed a quick release, and chose the General Instrument's pre-built system in haste in order to jump into the new Video Game market.

The entire Intellivision console was indeed superior, with better graphics resolution and 3-channel DSP'ed sound (although the graphics were tile-based instead of pixel-based, limiting its practicality; not to mention the ill-conceived Disc Controller!), but its microprocessor and chip technology were the products of early 1970s technology, hardly state-of-the-art; and unlikely the first choice for a successor.

But, of course, we can't ever know, and I do concede it's possible.

I do agree that competition from Mattel could have been avoided if only Atari had adhered to Bushnell's strategy.

All in all, a very interesting and satisfying article; one that brought back wonderful memories. Please keep up with the thoughtful historical accounts of our wonderful technological roots.

Thank you,
-dZ.

P.S. Why, yes, I did (and currently) own a Mattel Intellivision, thank you.

dz jay
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P.P.S. My intention in the last comment was not to refute your assertions; I find your article very well written and accurate, and I enjoyed it immensely. I just wanted to enrich your historical account with further information from one of the little remembered competitors of the time.

Perhaps Gamasutra can showcase the Mattel Intellivision on a future article and fulfill my well of nostalgia, as it has already done with the Atari VCS, the Commodore 64, and Video Game arcades in general.

-dZ.

Mason Mccuskey
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Steve - great article, I especially like all the quotes. Thank you for going into detail, and including quotes from so many insiders.

Steve Fulton
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DZ,

No problem! Thanks for adding to the discussion. I agree, the Intellivision story needs to be told. I'd love to try to tackle it someday, especially since it all went down near my home town (they used to frequent the local arcade here while making games), Keith Robinson from the Blue Sky Rangers draws a cartoon for the local paper, and Intellivision Productions is in the same office building as my favorite Sunday breakfast coffee shop)...plus, I currently work for Mattel.

mason,

I'm happy you noticed. The quotes, to me, are the most important part.

Ryan Ponce
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Although my first system was the Coleco Telstar Arcade. (Google it) Which had a drag racing game. Shoot the moving man on the screen and Pong. On one triangle shaped cart.

It was Atari that really changed my life. Starting with COMBAT. My brother and I played that till the wee morning hours and although it was simplistic. I never had so much fun in my life. That would be followed by Space Invaders. Asteroids, Adventure, which was the first game that gave me the sense I could explore a world in a game. I liked the Sword Quest series as well.

Seeing a TV ad for Atari. Going to store and seeing the box art for each game. Buying a game and taking it home and opening it up. Taking the cart out and putting it into your Atari. That was pure bliss when I was growing up.

Atari is my childhood. I love Nintendo as well, but I'm not the Nintendo generation. I'm the Atari generation. Atari forever!

Thomas Djafari
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I can provide you more information about the Intellivision; I did a little bit of work with Keith Robinson and his office is pretty close to my place, so I can go talk to him again.
We re-developed 2-3 years ago Intellivision cartridges as Keith acquired the rights to unreleased games and wanted to release them for the retro crowd.
The carts are not simple ROMs, but use a time multiplexed bus for address and data, and the Intellivision hardware is definitely odd...
We've also re-developed a 2600 clone, for a product that hasn't been released (distributor problem), so I can answer a lot of questions about the 2600 hardware and some of its history if you want to do a followup.
you can contact me at: my first name that you can see on this post @ retrogamesllc.com

Steve Fulton
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>>Seeing a TV ad for Atari. Going to store and seeing the
>>box art for each game. Buying a game and taking it home
>>and opening it up. Taking the cart out and putting it into
>>your Atari. That was pure bliss when I was growing up.

Ryan,

That is exactly what I can't shake Atari from my mind. Somehow i want to recreate those moments, but it is very difficult these days.

-Steve

A D
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I have to know, is it possible to begin another era of amazing gaming with a similar gaming box? Are these "xbox" and ps/3 - whatever-s REALLY that good? I, too, cant shake Atari. The late 70s and early 80's were golden years for me with that stuff. I had a bedtime, back then, but in front of that Atari 800 I was developing games. Amazing.

Scott Stilphen
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Nice article, although one error I noticed is Lookahead was by Dave Johnson (not Bob Johnson).


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