In the competitive world of CD-ROM games, where companies rise and fall on the whims of finicky consumers, it's no small feat that a company the size of Bethesda Softworks continues to thrive.
With just 75 employees, and 11 years of experience, the Rockville company has continued to publish award-winning, eye-catching CD games and remains in the top tier in the industry.
"We are one of the leanest and meanest for what we've achieved in this industry," said company President Chris Weaver. "I'm hard pressed to think of anyone who is leaner and meaner than we are."
As he tells it, Bethesda Softworks started out back in 1986 as just a couple of engineers chatting at a kitchen table. Today the company has three offices and projected revenues of about $25 million for 1997.
With such popular titles as Wayne Gretzky Hockey 3, Terminator: 2029, and the Elder Scrolls series, Bethesda Softworks has managed to thrive in an industry segment that software analysts say has eaten up small firms for years.
Despite the widespread consolidation, analysts expect the market to expand dramatically in the next 10 years.
The Rockville company has just inked a deal with CBS Enterprises to publish a CD-ROM action game to coincide with the fall release of the television show "Pensacola: Wings of Eagles," which will star James Brolin.
Mr. Weaver is pleased at the prospect of having his company's name mentioned repeatedly alongside the likes of media monster CBS.
"We are embarking on a fascinating experiment to bring computer entertainment to the television audience," Mr. Weaver said. "The idea is to push the perception of interactivity with the television series, and then to release mission discs to go with each episode."
As part of its agreement with CBS, Bethesda Softworks will take storylines, sets, footage and stars from the TV show to re-create an interactive game on CD-ROM format where players can fly in the same mission pilots on the show embark on each week.
The plan also calls for the company to develop an on-line version of the game, which will allow players to participate in aerial combat over the Internet using the same fighter aircraft as in the series.
Mr. Weaver believes that as computer technology continues to advance, networks and game developers will develop closer relationships. The distinction will blur between the passive TV viewer and the active game player, he said.
David Morris, editor and game reviewer for PC Games magazine, said he believes the CD-ROM game market will expand dramatically in the next few years as millions of computer-literate adolescents evolve into adult consumers.
"Right now this is a $7 billion industry with only 40 percent of households owning computers," he said. "In 10 years you'll be hard pressed to find a single household without a computer."
"It will be interesting to see how a small company such as Bethesda Softworks will do in that environment," he added.
Though Mr. Weaver insists his company maintains a very conservative management style, he believes the potential value for the relationship with CBS "could dwarf anything we've done previously."
One of Mr. Weaver's strategies for survival is to constantly monitor his competitors to see who's coming up behind him.
"It is a constant high-wire act without a net. You're only as good as the last great thing that you produced," said Mr. Weaver. "And the thing that you produced that might not have enough sales to warrant producing it has taken you between 16 and 24 months discover. So that's not a good business for most people."
***** * COMPANY: Bethesda Softworks
* BUSINESS: Software game publishing
* FOUNDER: Chris Weaver * LOCATION: Rockville
* EMPLOYEES: 75
* INITIAL INVESTMENT: $50,000
* PROJECTED 1997 REVENUES: $25 million