Shareware marketing, whereby a limited or demonstration version of the full game is released to prospective buyers without charge, has been used as a method of distributing computer games since the early years of the gaming industry and was seen in the early days of Tanarus as well as many others. Shareware games generally offer only a small part of the gameplay offered in the retail product, and may be distributed with gaming magazines, in retail stores or on developers' websites free of charge.
In the early 1990s, shareware distribution was common among fledging game companies such as Apogee Software, Epic Megagames and id Software, and remains a popular distribution method among smaller game developers. However, shareware has largely fallen out of favor among established game companies in favour of traditional retail marketing, with notable exceptions such as Big Fish Games and PopCap Games continuing to use the model today.
Digital distribution
With the increased popularity of the Internet, online distribution of game content has become more common. Retail services such as Direct2Drive and Download.com allow users to purchase and download large games that would otherwise only be distributed on physical media, such as DVDs, as well as providing cheap distribution of shareware and demonstration games. Companies such as Real Networks provide a service that allows other websites to use their game catalog and ecommerce backend to publish their own game download distribution sites. Other services, allow a subscription-based distribution model in which users pay a monthly fee to download and play as many games as they wish.
The Steam system, developed by Valve Corporation, provides an alternative to traditional online services. Instead of allowing the player to download a game and play it immediately, games are made available for "pre-load" in an encrypted form days or weeks before their actual release date. On the official release date, a relatively small component is made available to unlock the game. Steam also ensures that once bought, a game remains accessible to a customer indefinitely, while traditional mediums such as floppy disks and CD-ROMs are susceptible to unrecoverable damage and misplacement. The user would however depend on the Steam servers to be online to download its games. According to the terms of service for Steam, Valve has no obligation to keep the servers running. Therefore, if the Valve Corporation shut down, so would the servers. However, they have stated that if the service was to be discontinued, games would no longer require authorization from the servers to run. Nevertheless, they are not obligated to do so.
