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The Sierra Network
Online gaming service (1991–1998) From Wikipedia, the free encyclopedia
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The Sierra Network (TSN), later rebranded as the ImagiNation Network (INN), was an online service launched in 1991 by Sierra On-Line.[1] Developed beginning in 1989, the service offered subscribers an online space to play games and socialize, billing itself as a "cyberspace theme park."[2]: 8 TSN was the first service focused exclusively on online gaming and was among the early adopters of online avatars.[3][4]
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History
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"What if I could invent something which would allow my grandma to pick up a card game, 24 hours a day, seven days a week, without leaving home, at a cost she could afford?"
— Ken Williams, original TSN mission statement[5]
TSN was conceived by Ken Williams, co-founder of Sierra On-Line, who saw potential in expanding the gaming experience beyond single-player adventures to a more social, interactive medium.[2] The service launched in 1991, enabling real-time interactions and gameplay among users across different locations.[6][2]: 8
Previously, Williams had released a modem-supported helicopter flight simulator.[7] He also took an interest in Prodigy, an early online service he called a "preview of the future."[8] Prodigy was the first platform to integrate text with a graphical user interface and content designed for a mainstream audience.[8]
Williams initially proposed "The Constant Companion", a compact unit that could connect to a television, similar to conventional video game systems.[9] It required only a power source and telephone line, with a built-in modem.[9] The target price was approximately $99, with revenue coming from subscription fees rather than hardware sales.[9]
NEC initially collaborated with Williams, supplying computers and equipment for a Constant Companion prototype. When NEC's interest waned, Sierra shifted focus to personal computers and rebranded the project as "The Sierra Network."[9]
The technical execution fell to Jeff Stephenson, Sierra's lead system programmer, who developed a new programming language for online gaming: an online-enabled version of Sierra's Creative Interpreter that supported multiple players and provided an intuitive interface.[7]
Williams prioritized simplicity to make the platform accessible to users new to online gaming. TSN launched with a user-friendly interface and familiar games such as bridge.[7]
The company expanded into rented office space in Oakhurst within a building previously known as The Old Barn, a restaurant with a Wild West theme. The building, recognizable by its water tower, later appeared on the service's home screen.[10]
By November 1992, the company had invested $10 million in developing the service, aiming for 50,000 members by March 1993.[5]
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Features and games
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Unlike many services available at the time, TSN differentiated itself by using a graphical interface to enhance the visual appeal of online interactions, rather than the prevalent text-based interfaces. The platform supported both multiplayer and single-player games and promoted social interaction through the creation of avatars and the ability for users to form guilds or clubs.[6]: 72 TSN also introduced online shopping features, exploring a concept that was relatively uncommon in digital services of that era. In other words, TSN was "tragically ahead of its time".[11]
Inspired by Disneyland's themed lands, Williams envisioned The Sierra Network as a digital theme park with distinct areas, aiming to create a space that vertically targeted different audiences and interests.[9]
- The Town Hall: Offered administrative services, including billing details and an events calendar.[5]
- The Mall: Initially offered physical copies of Sierra games and branded T-shirts via mail-order.[5] The aim was to eventually evolve into a digital distribution platform for Sierra games.[9]
- The Post Office: Allowed members to send and receive email.[5]
- The Clubhouse: Provided access to traditional games such as chess, checkers, bridge, and backgammon.[5]
- SierraLand: All-ages experiences with games like miniature golf, paintball, the Red Baron flight simulator, and Graffiti, a program for drawing and creativity.[5][2]: 8
- LarryLand: Catered to adults with a theme park inspired by the Leisure Suit Larry series, offering casino games and a virtual bar for socializing. The platform encouraged playful interactions like electronic kisses, under the supervision of system operators to maintain appropriate conduct.[12]
- The Shadow of Yserbius: A role-playing game set in Mount Yserbius' dungeons, filled with monsters and puzzles. It combined traditional RPG elements like turn-based combat and character development, paving the way for future online games with its mix of gameplay and social interaction.[13]
TSN also introduced FaceMaker, a tool allowing members to design a virtual "face" or avatar for their online identity. These avatars, which could be seen during games or chats, offered customization options for gender, age, and style, enabling users to tailor their digital representation to their preferences.[5] The style of avatars could also change depending on the area of The Sierra Network being accessed.[6] The modular design was inspired by Mr. Potato Head.[9] FaceMaker was among the first instances of customizable avatars, a concept that would quickly become a staple in online platforms.
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Pricing
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In June 1992, TSN introduced a new flat rate pricing model, starting at $12.95 for up to 30 hours of service each month. At the time, this approach was regarded as a significant long-term marketing strategy for the company.[2]: 8
A central challenge was TSN's high operational costs. The service predated the widespread consumer use of the internet. Users had to dial in through local telephone numbers, which then connected to TSN via Telnet. "It was costing us more per hour to have customers online than what we were getting in revenue," said Williams.[9]
By 1993, the pricing structure had evolved. A basic membership, priced at $12.95 a month, offered 30 hours of access during nights and weekends, but this was limited to Clubhouse games. Additional access to each of the three theme parks required an extra $4 per month. For broader access, packages could cost up to $150 a month, offering more playing time.[5] These prices did not include the telephone charges required for connection, which could cost an additional $6.00 per hour.[14]
The need for a dial-up connection limited potential growth to users within the continental United States.[14] Despite raising prices, the company was losing money rapidly and struggled to meet the initial goal of 50,000 subscribers.[7][9]
Partnership, divestiture and closure
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Faced with financial challenges from The Sierra Network (TSN), which was incurring significant losses without a clear path to profitability, Sierra opted for a strategic shift in 1993 by selling a 20% stake in TSN to AT&T.[15] This decision resulted in the renaming of the network to "The ImagiNation Network". In 1994, AT&T completed its investment by purchasing the remaining stake for $40 million, taking over network infrastructure and customer acquisition and billing processes to address the operational challenges previously faced by Sierra.[16]
AT&T planned to invest $5 million into developing new games for the platform.[15] It also entered into an agreement to make ImagiNation accessible on Sega video game consoles. Furthermore, AT&T officials expressed intentions to develop a version of a 3DO player that would include software for accessing the Sierra Network, indicating a strategy to expand and improve the network's reach.[15] However, the service struggled under the new corporate ownership, hampered by bureaucracy and attempts to overhaul its underlying code base.[9] After several frustrating years, AT&T sold the ImagiNation Network in 1996 to America Online. By 1998, the service was discontinued.
Bill Gates and Microsoft showed interest in purchasing The Sierra Network (TSN) concurrently with AT&T's initial investment.[9] Gates felt let down when Sierra chose not to explore Microsoft's proposal further, arguing that Microsoft's bid would have been more advantageous for Sierra's shareholders compared to AT&T's offer. He pointed out that Microsoft's emphasis on online ventures was a better match for TSN's direction than AT&T's wider-ranging strategy, suggesting a missed opportunity for a potentially more synergistic partnership.[8]
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References
External links
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