The paper presents an evolutionary particle swarm optimization (epso) algorithm to develop an optimal bidding strategy and profit-based unit commitment (pbuc) for generation companies (gencos) in deregulated electricity markets. It emphasizes that a genco's market power significantly influences its bidding strategy and operating profits, with larger gencos typically bidding higher to maximize revenues, while smaller gencos bid lower to capture market share. Simulation results demonstrate that the proposed epso algorithm outperforms traditional particle swarm optimization methods in terms of solution quality.