Bruce Artwick

Sublogic

Bruce Artwick established Sublogic in October 1977. It was incorporated in April 1978 by Bruce's partner, Stu Moment. The business strategy of Sublogic was to sell software through the mail. The company found itself growing a substantial amount in just two years’ time and Artwick decided to move part of his operation back to Champaign-Urbana. Sublogic continued to grow and developed various versions of the flight simulator program as well as other entertainment programs. At the beginning of the year 1982, Flight Simulator became a top selling product for Apple who purchased the Flight Simulator product.

Microsoft recognized his expertise in the field of flight simulation and asked Artwick to partake in a project that would change the simulator industry. Instead of flight purposes, Microsoft wanted to showcase the machine's graphics capabilities. By the late 1980s, the Sublogic business started to decline because the 8-bit market shifted to a 16-bit market so Artwick decided to pursue other things and left Sublogic.

The name Sublogic came from logic circuits Artwick built for the PDP-11 in the University of Illinois' Digital Computer Laboratory (DCL).

BAO Ltd. In 1988, he left Sublogic and found BAO Ltd. (Bruce Artwick Organization), retaining the copyright to Flight Simulator, which he continued to develop. BAO started off with six employees and grew to over 30 by 1995. BAO continued to grow and oversaw development of many aviation products in many different versions on various systems. The market by this time expanded to include flight simulator products for the Federal Aviation Administration. It was there that BAO produced aviation-related software that would be implemented into things like tower control simulation to train air traffic controllers.

In 1994, BAO released Microsoft Space Simulator. In 1995, it released Tower, an air traffic control simulator.

In January 1995, BAO and the copyright to Flight Simulator were acquired by Microsoft. Artwick remained with the company as a consultant.