Games by Apollo

Games by Apollo Inc., commonly called Apollo, was an early American third-party video-game developer and publisher based in Richardson, Texas. The company was established in October 1981 by Pat Roper as a subsidiary of National Career Consultants, a Texas business associated with educational films. Roper had no prior games-industry background, but became interested in the commercial possibilities of home video games after playing NFL Football on the Intellivision. He selected the Apollo name because he believed it conveyed youth, energy, and activity. Apollo entered the market during the rapid expansion of the Atari 2600 software business. Alongside Activision, it was among the earliest independent developers to produce games for Atari's console rather than operate as a first-party Atari studio. Its first acquisition was Skeet Shoot, a game created by Iowa programmer Ed Salvo in roughly four weeks. After initially hesitating to join the company, Salvo sold the game to Roper for $5,000 and accepted a contract to develop a second title, Spacechase. He subsequently became Apollo's director of development and was tasked with recruiting programmers. The company released a small but notable catalog that included Skeet Shoot, Spacechase, Space Cavern, Wabbit, Lost Luggage, Infiltrate, Racquetball, Final Approach, Guardian, and Shark Attack. Spacechase became Apollo's best-selling title. Apollo experimented with customized or monogrammed cartridges, including versions of Spacechase in which a player's initials could appear in the game. The company's products also attracted television and magazine attention, including a PM Magazine segment filmed at Apollo's offices. Apollo's software was sometimes technically or commercially distinctive. Space Cavern has been described as the first scrolling game for the Atari 2600. Wabbit is notable for featuring Billy Sue, often identified as the first human female character in a home video game. The company also released Lochjaw, a shark-themed maze game that drew a legal threat from MCA, the owner of Universal Studios, over its resemblance to Jaws. Apollo changed the title to Shark Attack, while original Lochjaw cartridges became scarce. Apollo expanded its ambitions in 1982, exhibiting at the June Consumer Electronics Show in Chicago and planning software for the Atari 5200, ColecoVision, and Intellivision. Some of its later projects, including Pompeii and Squoosh, remained unreleased, and planned products for the additional consoles did not reach production before the company closed. The business grew faster than its sales. Roper reportedly attempted to emulate Activision's scale, expanding production and inventory in anticipation of sales that did not materialize. The company also incurred substantial operating and promotional expenses. Several senior employees, including Salvo, Terry Grantham, and Mike Smith, departed in late 1982 and later formed Video Software Specialists. Apollo filed for Chapter 11 bankruptcy protection on November 12, 1982, with debts reportedly totaling approximately $5 million, including $2.5 million owed to advertising agency Benton & Bowles. Roper hoped to reorganize the company, but the plan failed. Production of Guardian continued until creditors obtained court orders and shut down the business. Apollo is generally associated with the collapse of the early-1980s video-game market and was among the first game companies to fail during that downturn.

Games by Apollo emerged from the early-1980s boom in home video-game software. Its founder, Pat Roper, was president of National Career Consultants, a Texas producer of educational films. After becoming interested in the commercial potential of console games, Roper formed Games by Apollo in October 1981 and based it in Richardson. The company was named Apollo because Roper regarded the term as a recognizable symbol of youth and activity. Rather than recruit established designers from Atari or Mattel, Roper advertised for programmers in newspapers. Ed Salvo, a young programmer from Iowa, responded with Skeet Shoot, a game he had built in approximately four weeks. Salvo initially declined an offer to join the new company, but accepted $5,000 for the game and agreed to develop Spacechase. He later became director of development and recruited a larger programming staff. Apollo was one of the earliest independent developers for the Atari 2600, following Activision's pioneering third-party model. Spacechase became its most successful release. The company also pursued promotional novelties, including customized cartridges with player initials. Its products received press exposure, and a PM Magazine segment showed the Apollo team demonstrating Spacechase and discussing development. The catalog included arcade-influenced action games, sports titles, and original concepts. Space Cavern was designed as a scrolling Atari 2600 game after Roper saw a demonstration of Imagic's Demon Attack and asked for a comparable product. Wabbit featured Billy Sue, a human female protagonist defending a farm from rabbits, and is frequently recognized for its historical importance among early home-console games. Lochjaw, a shark-themed maze game, was renamed Shark Attack after MCA objected to its similarity to the Jaws property. Apollo also developed Final Approach, Guardian, Infiltrate, Lost Luggage, Racquetball, and Skeet Shoot. Pompeii and Squoosh were listed as projects but were not released. By the end of 1982, Apollo was planning versions for Atari 5200, ColecoVision, and Intellivision. The company expanded its marketing presence through a booth at the June 1982 Chicago CES and hired Cyndy Spence, formerly associated with Atari, as advertising director. Spence brought the advertising agency Benton & Bowles into the company's promotional work. Apollo's rapid expansion proved unsustainable. According to accounts attributed to former employees, Roper invested heavily in production, inventory, facilities, promotion, and other expenditures while expecting sales on the scale of Activision. The anticipated sales failed to appear. Ed Salvo, Terry Grantham, Mike Smith, and another employee left in late 1982 and went on to form Video Software Specialists, which later developed games for several publishers. Apollo filed for Chapter 11 bankruptcy on November 12, 1982. Reported liabilities were approximately $5 million, including $2.5 million owed to Benton & Bowles. Roper hoped to reorganize the company at a smaller scale, but the effort did not succeed. Programmer Larry Martin reportedly remained through the final phase and worked on Guardian until it was sent to manufacturing. Creditors then obtained court orders and closed the company. Apollo's collapse is commonly placed within the broader video-game crash of 1983, although its bankruptcy filing occurred in 1982. The company left a small but historically significant Atari 2600 catalog and is remembered for its early independent status, experimental marketing, and several unusual or technically notable games.

• 1983

  Operations end

  [1]Games by Apolloen.wikipedia.org

  The attempted reorganization failed and creditors shut down the company; projects planned for other consoles were not produced.

• 1982

  Apollo expands its console ambitions

  [1]Games by Apolloen.wikipedia.org

  The company began planning games for Atari 5200, ColecoVision, and Intellivision in addition to the Atari 2600.

• 1982

  Apollo exhibits at CES

  [1]Games by Apolloen.wikipedia.org

  Apollo presented its products at the June Consumer Electronics Show in Chicago.

• 1982

  Chapter 11 filing

  [1]Games by Apolloen.wikipedia.org

  Games by Apollo filed for Chapter 11 bankruptcy protection on November 12, 1982.

• 1981

  Games by Apollo is established

  [1]Games by Apolloen.wikipedia.org

  Pat Roper founded Games by Apollo in October 1981 as a subsidiary of National Career Consultants in Richardson, Texas.

• 1981

  Skeet Shoot becomes Apollo's first release

  [1]Games by Apolloen.wikipedia.org

  Apollo acquired Ed Salvo's early game Skeet Shoot and used it as the company's first commercial title.

An early independent console-game publisher that competed with Atari and Activision through original Atari 2600 software, aggressive marketing, and experimentation with distinctive game concepts.

• Atari 2600 game · 1981

  Skeet Shoot

  Skeet Shoot was the first title associated with Games by Apollo. Ed Salvo developed the game before joining Apollo, and the company purchased it as part of its initial effort to establish an Atari 2600 catalog.

• Atari 2600 game · 1981

  Spacechase

  Spacechase was developed by Ed Salvo and became Apollo's best-selling game. Apollo used it in publicity and experimented with customized cartridges that could display a player's initials during the game.

• Atari 2600 game · 1981

  Space Cavern

  Space Cavern was an action game created by Dan Oliver. It is notable in histories of the Atari 2600 for being described as the system's first scrolling game, and it reflected Apollo's attempt to respond to technically ambitious competitors.

• Atari 2600 game · 1982

  Wabbit

  Wabbit placed the player in the role of Billy Sue, a strong female character defending a farm from rabbits. The game is historically notable for its early human female protagonist in a home-console game.

• Atari 2600 game · 1981

  Lost Luggage

  Lost Luggage was one of Apollo's early Atari 2600 releases. The game was associated with programmer Ernie Runyon and formed part of the company's broader catalog of arcade-style console titles.

• Atari 2600 game

  Infiltrate

  Infiltrate was an Apollo title developed for the Atari 2600 during the company's short publishing run. It was released before Apollo's bankruptcy and closure.

• Atari 2600 game

  Racquetball

  Racquetball was Apollo's sports-themed Atari 2600 release. It was part of the company's commercial catalog before its bankruptcy proceedings ended further development.

• Atari 2600 game · 1982

  Shark Attack

  Shark Attack was the retitled version of Lochjaw, a maze-oriented game involving sharks. The name change followed a threatened copyright action from MCA over similarities to Jaws.

• Atari 2600 game

  Final Approach

  Final Approach was among Apollo's released Atari 2600 games. It belongs to the company's final group of console titles produced before its operations ended.

• Atari 2600 game

  Guardian

  Guardian was a late Apollo project. Programmer Larry Martin reportedly continued working on it until it was sent to manufacturing, after which creditors closed the company.

• Unreleased console game

  Pompeii

  Pompeii was listed among Apollo's planned games but did not reach commercial release before the company shut down.

• Unreleased console game

  Squoosh

  Squoosh was an unreleased Apollo project abandoned when the company ceased operations.

• 1982Chicago CES booth

  United States

  Apollo maintained its own booth at the June 1982 Consumer Electronics Show in Chicago and used product demonstrations and promotional models to attract attention from the trade and press.

  Outcome. The exhibition increased Apollo's public profile, but it did not prevent the company's subsequent financial failure.

  Source
• 1982Spacechase television promotion

  United States

  Apollo promoted Spacechase through press exposure, including a PM Magazine segment filmed at its offices. Ed Salvo demonstrated a customized cartridge made for television presenter Leeza Gibbons.

  Outcome. The promotion provided national media attention for Apollo and its customization concept, though the company remained commercially unsustainable.

  Source

• 1982

  Expand production and emulate Activision's scaleStrategy

  Background

  Apollo sought to compete with Activision and reportedly planned production and inventory around ambitious sales expectations.

  Action taken

  The company expanded staffing, inventory, marketing, and product plans while investing in a larger operating footprint.

  Aftermath

  Sales did not meet expectations, and the resulting cost structure contributed to the company's financial crisis.

  Reported debt. Approximately $5 million in total debt, including $2.5 million owed to Benton & Bowles (At the November 12, 1982 Chapter 11 filing)

  Source

• 1982

  Plan software for additional consolesGeneration change

  Background

  Apollo's Atari 2600 business was operating during a period when competing platforms were gaining attention.

  Action taken

  The company began designing games for Atari 5200, ColecoVision, and Intellivision.

  Aftermath

  None of the planned games for those systems reached production before Apollo closed.

  Source

• 1982

  Rename Lochjaw as Shark AttackOther

  Background

  MCA, Universal Studios' owner, threatened legal action because the shark-themed game was considered too similar to the Jaws property.

  Action taken

  Apollo changed the product name from Lochjaw to Shark Attack.

  Aftermath

  Original Lochjaw cartridges had a brief market life and became notably scarce among collectors.

  • MCA — MCA threatened copyright-infringement litigation over the game's relationship to Jaws.

  Source

• 1982

  File for Chapter 11 protectionOther

  Background

  Weak sales, high operating commitments, substantial inventory, and creditor pressure left Apollo unable to continue normally.

  Action taken

  Apollo filed for Chapter 11 bankruptcy protection on November 12, 1982, with an intended smaller reorganization.

  Aftermath

  The reorganization failed and creditors ultimately shut down the company while late projects were still being completed.

  Debt. Approximately $5 million total debt; $2.5 million reportedly owed to Benton & Bowles (November 1982)

  Source

• 1981

  Enter the Atari 2600 third-party marketProduct launch

  Background

  Roper saw an opportunity in the expanding home-console software market and created Apollo as an independent alternative to first-party Atari products.

  Action taken

  Apollo acquired Skeet Shoot, commissioned Spacechase, and began building a dedicated Atari 2600 development team.

  Aftermath

  The strategy produced a recognizable catalog and made Apollo one of the early independent Atari 2600 developers.

  Source

1. 1Games by Apolloen.wikipedia.org