The game developed as an idea for using Monte Carlo algorithms and methods for clients to discover the best way to differentiate products and services in nascent markets doomed to hit the ground running with market power impediments to competition, as has the recently deregulated electricity business.

shadowprice.com would not be possible without Brian Ratchford's characterization of customer choice and electricity demand within a net present value of profitability framework.

Other people who contributed to the nuts-and-bolts development are Jeanne Yates Rimpo, who provided Delphi Pascal technical support; Mark Klan and Russ Smith, who helped with alpha testing and offered subsequent suggestions for improving the game; Glenn Roberts and David Greene, who first developed the frontiers methodology applied in shadowprice.com; and Ken Corum, whose work with Dan in the mid-1980s supplied many insights on how to put multiple - source data to logically consistent purposes. Assistance on (web site and game) interface and usability came from Tiger Buford and Tom Hahler, and practical questioning that led to practical improvements came from Dan's nephew, Phil Hamblin.