Packaging
Ultima game boxes often contained so-called "feelies"; e.g. from Ultima II on, every game in the main series came with a cloth map of the game world. Starting with Ultima IV, small trinkets like pendants, coins and magic stones were found in the boxes. Made of metal or glass, they usually represented an important object also found within the game itself.
Not liking how games were sold in zip lock bags with a few pages printed out for instructions, Richard Garriott insisted Ultima II be sold in a box, with a cloth map, and a manual. Sierra was the only company at that time willing to agree to this, and thus he signed with them.
Read more about this topic: Ultima (series)