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Edu-Ware Services, Inc. was an educational and entertainment
software publisher A software publisher is a publishing company in the software industry between the developer and the distributor. In some companies, two or all three of these roles may be combined (and indeed, may reside in a single person, especially in the case o ...
established in
1979 Events January * January 1 ** United Nations Secretary-General Kurt Waldheim heralds the start of the ''International Year of the Child''. Many musicians donate to the ''Music for UNICEF Concert'' fund, among them ABBA, who write the song ...
b
Sherwin Steffin
and Steven Pederson. It was known for its
adventure games An adventure game is a video game genre in which the player assumes the role of a protagonist in an interactive story driven by exploration and/or puzzle-solving. The genre's focus on story allows it to draw heavily from other narrative-based me ...
,
role-playing video game A role-playing video game (commonly referred to as simply a role-playing game or RPG, as well as a computer role-playing game or CRPG) is a video game genre where the player controls the actions of a character (or several party members) immers ...
s, and flight simulators for the
Apple II family The Apple II series (trademarked with square brackets as "Apple ] ''" and rendered on later models as "Apple //") is a family of home computers, one of the first highly successful mass-produced microcomputer products, designed primaril ...
of computers.


History

Edu-Ware founders Sherwin Steffin and Steven Pederson met at UCLA, where Steffin was working as a faculty advisor to the campus radio station while Pederson worked as a student. When Steffin was let off from work in the spring of
1979 Events January * January 1 ** United Nations Secretary-General Kurt Waldheim heralds the start of the ''International Year of the Child''. Many musicians donate to the ''Music for UNICEF Concert'' fund, among them ABBA, who write the song ...
, he and Pederson decided to form a software publishing company specializing in educational software for the
Apple II The Apple II (stylized as ) is an 8-bit home computer and one of the world's first highly successful mass-produced microcomputer products. It was designed primarily by Steve Wozniak; Jerry Manock developed the design of Apple II's foam-m ...
. In particular, Steffin, who held degrees in
experimental psychology Experimental psychology refers to work done by those who apply experimental methods to psychological study and the underlying processes. Experimental psychologists employ human participants and animal subjects to study a great many topics, in ...
and instructional technology, wanted to create
computer aided instruction Educational technology (commonly abbreviated as edutech, or edtech) is the combined use of computer hardware, software, and educational theory and practice to facilitate learning. When referred to with its abbreviation, edtech, it often refe ...
that encouraged
divergent thinking Divergent thinking is a thought process or method used to generate creative ideas by exploring many possible solutions. It typically occurs in a spontaneous, free-flowing, "non-linear" manner, such that many ideas are generated in an emergent co ...
, in contrast to current school curriculum, which he believed encouraged
convergent thinking Convergent thinking is a term coined by Joy Paul Guilford as the opposite of divergent thinking. It generally means the ability to give the "correct" answer to standard questions that do not require significant creativity, for instance in most task ...
. Working out of his Woodland Hills, California apartment, Steffin programmed educational software, while Pederson favored games. The games he created while completing his studies at UCLA. Edu-Ware's first products were '' Perception'', followed by ''
Compu-Read ''Compu-Read'' is an educational program originally developed by Sherwin Steffin of Edu-Ware Services in 1979 for the Apple II. It consists of four modules training the user in rapidly increasing comprehension and retention: Character Recognition ...
'', which Steffin had begun programming before starting Edu-Ware, with the intention of selling it to Programma International. Software store
Rainbow Computing Rainbow Computing was an Apple II retailer and video game software publisher that was established in 1976 by Gene Sprouse and Glenn Dollar in the San Fernando Valley of Los Angeles Los Angeles ( ; es, Los Ángeles, link=no , ), often ref ...
, enticed by Pederson's concept for a new
role-playing video game A role-playing video game (commonly referred to as simply a role-playing game or RPG, as well as a computer role-playing game or CRPG) is a video game genre where the player controls the actions of a character (or several party members) immers ...
called '' Space'', gave him his first
Apple II computer The Apple II series (trademarked with square brackets as "Apple ] ''" and rendered on later models as "Apple //") is a family of home computers, one of the first highly successful mass-produced microcomputer products, designed primaril ...
, which he used to write the strategy game '' Terrorist'' and the educational program ''
Compu-Spell ''Compu-Spell'' is educational software developed by Sherwin Steffin and Steven Pederson of Edu-Ware Services for the Apple II in 1980. Summary It is designed to teach spelling Spelling is a set of conventions that regulate the way of using ...
'', for which Pederson wrote the first version of Edu-Ware's EWS graphics engine for generating text on the Apple's high-resolution graphics screen. The company expanded beyond the two founders when it hired Mike Lieberman, who had also worked at the student radio station, as a sales manager, and contracted game developer
David Mullich David Mullich () is an American game producer and designer best known for creating the cult classic 1980 adventure game ''The Prisoner'', producing the 1995 adaptation '' I Have No Mouth, and I Must Scream'', and developing many games in the ''H ...
, who met Steffin while working at Rainbow Computing. After writing several games for Edu-Ware as a freelancer, he joined Edu-Ware on completing his studies from
California State University, Northridge California State University, Northridge (CSUN or Cal State Northridge) is a public university in the Northridge neighborhood of Los Angeles, California. With a total enrollment of 38,551 students (as of Fall 2021), it has the second largest un ...
in
1980 Events January * January 4 – U.S. President Jimmy Carter proclaims a grain embargo against the USSR with the support of the European Commission. * January 6 – Global Positioning System time epoch begins at 00:00 UTC. * January 9 – ...
, and as his first assignment created the ground-breaking
adventure game An adventure game is a video game genre in which the player assumes the role of a protagonist in an interactive story driven by exploration and/or Puzzle video game, puzzle-solving. The Video game genres, genre's focus on story allows it to draw ...
'' The Prisoner'', the product for which Edu-Ware is best remembered today. The game was also a financial success for the company, which moved into actual office space, at 22222 Sherman Way in Canoga Park, California, by the year's end. Sometime later, the company relocated to larger facility overlooking the 101 Freeway in Agoura Hills, California. Edu-Ware may be most noted for what it failed to publish rather than what it did publish: Ken Williams originally shopped the first graphical adventure, '' Mystery House'' to Eduware in 1980. Unhappy with how the negotiations were proceeding, he formed
On-line Systems In computer technology and telecommunications, online indicates a state of connectivity and offline indicates a disconnected state. In modern terminology, this usually refers to an Internet connection, but (especially when expressed "on line" or ...
to publish the game. On-line Systems became Sierra On-line and Sierra became extremely successful, based largely on their reputation in the graphic adventure genre. While ''The Prisoner'' remained Edu-Ware's best-selling individual product during its first two years of business, educational software remained its primary focus. The '' Compu-Math series'', consisting of three programs designed by Steffin and programmed by Mullich for teaching elementary mathematics, unveiled Edu-Ware's vision of teaching by objectives and measuring learning through pretesting and post-testing. The company's educational approach was perfected in 1981 with the release of the first in the ''Algebra series'', in which learners choose the cognitive approach by which they want to learn. The ''Algebra series'' greatly surpassed ''The Prisoner'' in sales and became Edu-Ware's greatest source of revenue. Despite the company's successes, by
1982 Events January * January 1 – In Malaysia and Singapore, clocks are adjusted to the same time zone, UTC+8 (GMT+8.00). * January 13 – Air Florida Flight 90 crashes shortly after takeoff into the 14th Street bridges, 14th Street Bridge in ...
it was obvious to Steffin and Pederson that they could not continue running the company themselves. Rapidly climbing marketing costs and heavier competition from rivals like
Davidson & Associates Davidson & Associates, Inc. was an American developer of educational software based in Torrance, California. The company was founded in 1984 by husband-and-wife Bob and Jan Davidson, the latter of whom led the company as president until January 1 ...
and Spinnaker Software were taking their toll. For the 1.5 million dollar software company to survive, Edu-Ware needed more management strength and expertise. In July
1983 The year 1983 saw both the official beginning of the Internet and the first mobile cellular telephone call. Events January * January 1 – The migration of the ARPANET to Internet protocol suite, TCP/IP is officially completed (this is consid ...
Management Sciences America, then the world's largest independent software manufacturer, announced that it was purchasing Edu-Ware for a combination of cash and MSA stock, valued at $1.5 million, plus a percentage of future earnings. Having previously specialized in mainframe computer software, MSA saw the purchase as its entry into educational software, which it saw as a future growth market. However, the relationship soon soured as Edu-Ware's marketing was taken over by MSA's
Peachtree Software Sage 50 is a set of accountancy and payroll products developed by Sage Group aimed at small and medium enterprises. Sage offer different products under the Sage 50 name in different regions. The product name originally derives from the UK and Ir ...
accounting software division, and the Edu-Ware brand identity was slowly extinguished. The final straw came when '' Personal Computing'' hit the newsstands in October
1984 Events January * January 1 – The Bornean Sultanate of Brunei gains full independence from the United Kingdom, having become a British protectorate in 1888. * January 7 – Brunei becomes the sixth member of the Association of Southeast A ...
. The issue featured a well-publicized peach-scented insert that unfolded into eight pages, 32-inches wide, displaying a shelf of 67 Peachtree Software products, all in identical packaging. This included 45 Edu-Ware products that were virtually indistinguishable from the accounting software packaging, the only difference being that the Edu-Ware products had the word 'Education' on the box, even for the Edu-Ware games like ''
Prisoner 2 The ''Prisoner 2'' 1982 computer game by Edu-Ware is a remake of the 1980 game ''The Prisoner (video game), The Prisoner''. Gameplay In 1982, Edu-Ware released a second version of the game entitled ''Prisoner 2'', with color and improved high-re ...
''. Steffin's protests over how MSA was handling Edu-Ware caused him to be fired in August
1984 Events January * January 1 – The Bornean Sultanate of Brunei gains full independence from the United Kingdom, having become a British protectorate in 1888. * January 7 – Brunei becomes the sixth member of the Association of Southeast A ...
. The next month, he filed a lawsuit against MSA, claiming the company had violated securities laws in making fraudulent representations to Edu-Ware's stockholders in order to buy the latter's stock and for the promise of future payments not materialized. Steffin further claimed he was to be employed by Edu-Ware for four years after the sale, and charged that MSA undercut Edu-Ware sales to diminish the payments it had promised. He said MSA sabotaged the company by holding some products off the market, eliminating advertising and discontinuing use of the Edu-Ware name. Two months after Steffin filed his lawsuit, MSA announced plans to sell its retail microcomputer software group of Peachtree Software, DesignWare, and Eduware, which together lost $2 million that year. MSA cited the millions of dollars Peachtree Software had spent on advertising and promotion, including the expensive peach-scented insert, as a reason for selling off the group. In March
1985 The year 1985 was designated as the International Youth Year by the United Nations. Events January * January 1 ** The Internet's Domain Name System is created. ** Greenland withdraws from the European Economic Community as a result of a ...
Encyclopædia Britannica announced that it had purchased Designware and Edu-Ware from MSA for an undisclosed sum. The EduWare development team was to be disbanded, and DesignWare would handle both the development and marketing of Edu-Ware and Designware products. Steffin started another software publishing company, BrainPower, along with sales manager Lieberman, while Pederson, who had left Edu-Ware several months earlier, went on to other ventures. Mullich and a few other remaining Edu-Ware employees acquired two of the
computer games A personal computer game, also known as a PC game or computer game, is a type of video game played on a personal computer (PC) rather than a video game console or arcade machine. Its defining characteristics include: more diverse and user-deter ...
in development, an
adventure game An adventure game is a video game genre in which the player assumes the role of a protagonist in an interactive story driven by exploration and/or Puzzle video game, puzzle-solving. The Video game genres, genre's focus on story allows it to draw ...
called Wilderness: A Survival Adventure and a space flight simulator called Tranquility Base, and formed their own game company, Electric Transit. Besides Mullich, another notable Edu-Ware alumni include former
Apple Computer Apple Inc. is an American multinational technology company headquartered in Cupertino, California, United States. Apple is the largest technology company by revenue (totaling in 2021) and, as of June 2022, is the world's biggest company b ...
evangelist
Guy Kawasaki Guy Kawasaki (born August 30, 1954) is an American marketing specialist, author, and Silicon Valley venture capitalist. He was one of the Apple employees originally responsible for marketing their Macintosh computer line in 1984. He popularized ...
, who was director of marketing at the company, and NASA official
Wesley Huntress Wesley T. Huntress, Jr. is an American space scientist. An astrochemist and space scientist, Huntress worked for about twenty years at NASA's Jet Propulsion Laboratory. During the 1980s, he was also a video game designer, producing games for Appl ...
, who developed ''Rendezvous: A Spaceflight Simulator''.


Products


"Unique software for the unique mind"

Edu-Ware's initial product line was an eclectic mix of analytical software, educational software and
computer games A personal computer game, also known as a PC game or computer game, is a type of video game played on a personal computer (PC) rather than a video game console or arcade machine. Its defining characteristics include: more diverse and user-deter ...
, which it marketed under the slogan "unique software for the unique mind". Its
1979 Events January * January 1 ** United Nations Secretary-General Kurt Waldheim heralds the start of the ''International Year of the Child''. Many musicians donate to the ''Music for UNICEF Concert'' fund, among them ABBA, who write the song ...
product listed such titles as the metric conversion calculator '' Metri-Vert'', an '' E.S.P.'' program to help determine if users have extrasensory perception, and a drinking game called '' Zintar''. However, the photocopied documentation that was packaged in a zip-lock bag with each of Edu-Ware's early products outlined the company's goal of creating software that fell into two distinct categories: K-12 educational products that aimed to provide computer aided instruction that went beyond "random drill and practice routines', and entertainment products which were “often more intellectually powerful, and educational, than the educational products themselves". While many of the company's initial efforts fell short of that vision and were soon dropped from future catalogues, several early products typified the Edu-Ware experience, including its speed reading program ''
Compu-Read ''Compu-Read'' is an educational program originally developed by Sherwin Steffin of Edu-Ware Services in 1979 for the Apple II. It consists of four modules training the user in rapidly increasing comprehension and retention: Character Recognition ...
'', and its science fiction
role-playing video game A role-playing video game (commonly referred to as simply a role-playing game or RPG, as well as a computer role-playing game or CRPG) is a video game genre where the player controls the actions of a character (or several party members) immers ...
'' Space''.


The science of learning

In
1981 Events January * January 1 ** Greece enters the European Economic Community, predecessor of the European Union. ** Palau becomes a self-governing territory. * January 10 – Salvadoran Civil War: The FMLN launches its first major offensiv ...
, Edu-Ware formalized the distinction between its educational and entertainment products by creating two separate product lines, each with its own packaging. The "Science of Learning" product line consisted of no-nonsense tutorials such as the ''
Compu-Spell ''Compu-Spell'' is educational software developed by Sherwin Steffin and Steven Pederson of Edu-Ware Services for the Apple II in 1980. Summary It is designed to teach spelling Spelling is a set of conventions that regulate the way of using ...
'', '' Compu-Math'' and ''Algebra'' series. In each, the learner is given specific, measurable learning objectives; then pre-tested to assess current skill levels before being presented with sequenced learning modules; after which he is post-tested to determine what he has learned. Several of these products featured a classroom management module, which measured the individual progress of an entire classroom of students and provide teacher control over the learning process. While Edu-Ware's attempts at applying formal learning theory were often praised, its no-nonsense approach to learning had its critics. For example, a review of ''Compu-Math: Arithmetic Skills'' complained that the program is "devoid of the fun aspect that makes computerized learning human and inspiring. The sole reinforcement is an ever-increasing complexity of the problems". Although most of Edu-Ware's Science of Learning products were developed internally, by
1982 Events January * January 1 – In Malaysia and Singapore, clocks are adjusted to the same time zone, UTC+8 (GMT+8.00). * January 13 – Air Florida Flight 90 crashes shortly after takeoff into the 14th Street bridges, 14th Street Bridge in ...
the company was attracting outside educators such as Judith S. Priven, Ed.M., who developed several PSAT/ SAT products; Neil Bennett, Ph.D., who created an interactive tutorial for teaching BASIC programming; and M. David Merill, who created the first of an unfinished comprehensive series to teach poetry.


Interactive fantasies

While educational software was Edu-Ware's ''bread and butter'', its innovative games are what the company is remembered for today. The goal of Edu-Ware's games was to "test, challenge and perhaps inspire that closet intellectual in all of us." Dubbed "Interactive Fantasies", they tackled such weighty topics as the oil crisis (''
Windfall Windfall or Windfalls may refer to: Arts and media Film and television * ''Windfall'' (1935 film), adaptation of R. C. Sherriff's 1933 play, directed by Frederick Hayward and George King * ''Windfall'' (1955 film), a British comedy film by Jo ...
''), television programming ('' Network''), and global terrorism ('' Terrorist''). Noted one magazine reviewer, "there is that residual element of reality that makes Edu-Ware stuff so good". Many of Edu-Ware's games were written by game designer
David Mullich David Mullich () is an American game producer and designer best known for creating the cult classic 1980 adventure game ''The Prisoner'', producing the 1995 adaptation '' I Have No Mouth, and I Must Scream'', and developing many games in the ''H ...
. The most famous of these was ''
Prisoner 2 The ''Prisoner 2'' 1982 computer game by Edu-Ware is a remake of the 1980 game ''The Prisoner (video game), The Prisoner''. Gameplay In 1982, Edu-Ware released a second version of the game entitled ''Prisoner 2'', with color and improved high-re ...
'', an update that added graphics to their earlier game '' The Prisoner''. The game was Mullich's homage to the
Patrick McGoohan Patrick Joseph McGoohan (; March 19, 1928 – January 13, 2009) was an Irish-American actor, director, screenwriter, and producer of film and television. Born in the United States to Irish emigrant parents, he was raised in Ireland and Engla ...
1967 TV series '' The Prisoner'', which had recently been rebroadcast in the United States. The game was Edu-Ware's most critically acclaimed title, and was ported to the
Atari Atari () is a brand name that has been owned by several entities since its inception in 1972. It is currently owned by French publisher Atari SA through a subsidiary named Atari Interactive. The original Atari, Inc. (1972–1992), Atari, Inc., ...
and
IBM PC The IBM Personal Computer (model 5150, commonly known as the IBM PC) is the first microcomputer released in the IBM PC model line and the basis for the IBM PC compatible de facto standard. Released on August 12, 1981, it was created by a team ...
computers. While the game was one of Edu-Ware's best-selling titles: it proved too outside the mainstream to be considered a true hit.


Interactive simulations

In
1982 Events January * January 1 – In Malaysia and Singapore, clocks are adjusted to the same time zone, UTC+8 (GMT+8.00). * January 13 – Air Florida Flight 90 crashes shortly after takeoff into the 14th Street bridges, 14th Street Bridge in ...
Edu-Ware introduced a third brand, Interactive Simulations, when it released '' Rendezvous: A Space Shuttle Simulation'', developed by NASA scientist
Wesley Huntress Wesley T. Huntress, Jr. is an American space scientist. An astrochemist and space scientist, Huntress worked for about twenty years at NASA's Jet Propulsion Laboratory. During the 1980s, he was also a video game designer, producing games for Appl ...
. Accompanied by a thick "Spacecraft Operations" manual with a chapter on use in the classroom, this flight simulator was marketed as being as educational as it was fun to play but still was able to have been used in an educational setting.


Dragonware

While the typical Edu-Ware educational product adopted a very serious tone in its instruction, developer John Conrad had created a series of educational products such as ''Introduction to Counting'' and ''Spelling and Reading Primer'' for Edu-Ware that was designed for the younger learner and thus more playful than the typical Edu-Ware product. However, two of Conrad's later products, ''Spelling Bee Games'' and ''Webster’s Numbers'', fell so far into the realm of edutainment that Edu-Ware created a fourth product line for them in
1983 The year 1983 saw both the official beginning of the Internet and the first mobile cellular telephone call. Events January * January 1 – The migration of the ARPANET to Internet protocol suite, TCP/IP is officially completed (this is consid ...
. The Dragonware line featured a
dragon A dragon is a reptilian legendary creature that appears in the folklore of many cultures worldwide. Beliefs about dragons vary considerably through regions, but dragons in western cultures since the High Middle Ages have often been depicted as ...
mascot named Webster, who was to be the child's companion in this series of educational games.


Peachtree software

Edu-Ware's final products – the comprehensive ''Learning to Read'' literacy series, the final chapter in the ''Empire''
role-playing video game A role-playing video game (commonly referred to as simply a role-playing game or RPG, as well as a computer role-playing game or CRPG) is a video game genre where the player controls the actions of a character (or several party members) immers ...
saga, a ''Tranquility Base''
lunar lander A lunar lander or Moon lander is a spacecraft designed to land on the surface of the Moon. As of 2021, the Apollo Lunar Module is the only lunar lander to have ever been used in human spaceflight, completing six lunar landings from 1969 to 19 ...
simulator, and a children's game called ''Merry Canned Nightmare’s and Dreams'' – would each have fit well into its Science of Learning, Interactive Fantasies, Interactive Simulations, and Dragonware brands, respectively. However, Edu-Ware's new owner, MSA, decided to strip Edu-Ware of all its brands and marketed the entire software line in identical packaging, bearing the logo of its
Peachtree Software Sage 50 is a set of accountancy and payroll products developed by Sage Group aimed at small and medium enterprises. Sage offer different products under the Sage 50 name in different regions. The product name originally derives from the UK and Ir ...
accounting software division. All of the products were promoted as being educational software – even such games as
Prisoner 2 The ''Prisoner 2'' 1982 computer game by Edu-Ware is a remake of the 1980 game ''The Prisoner (video game), The Prisoner''. Gameplay In 1982, Edu-Ware released a second version of the game entitled ''Prisoner 2'', with color and improved high-re ...
– until the product line was sold to Encyclopædia Britannica in
1985 The year 1985 was designated as the International Youth Year by the United Nations. Events January * January 1 ** The Internet's Domain Name System is created. ** Greenland withdraws from the European Economic Community as a result of a ...
.


Published titles


References

{{reflist


External links


Edu-Ware Services, Inc. title list
— ''on the Internet Movie Database''. 01 01 Defunct educational software companies Defunct software companies of the United States Defunct video game companies of the United States Software companies based in California Video game companies based in California Technology companies based in Greater Los Angeles Companies based in Agoura Hills, California American companies established in 1979 Software companies established in 1979 Software companies disestablished in 1985 Video game companies established in 1979 Video game companies disestablished in 1985 1979 establishments in California 1985 disestablishments in California Defunct companies based in Greater Los Angeles