Atari Promotional Items
Direct from Customer Service
Atari's Customer Service depart-
ment is now offering selected pro-
motional items direct to operators.
Atari baseball caps, coffee mugs,
ashtrays, windbreakers, and rain-
bow shirts are some of the things
which can be ordered from
Customer Service. Asteroids t-shirts
and Missile Command t-shirts are
also available.
Plus, Customer Service just
received Battlezone t-shirts and
posters. These dynamic, full color
Battlezone t-shirts and posters
depict the exciting combat theme of
the game: supertanks competing in
a world beyond the stars. The
t-shirts are a durable cot-
ton/polyester blend available in
sizes small, medium, large and
extra-large. Both the t-shirts and
the 22" x 28" posters make great
giveaway or incentive items for any
game operator.
To order the new Battlezone
t-shirt or any of the other promo-
tional items mentioned, please mail
a registered cashier check or a
money order only for the exact
amount (windbreaker-$10.65,
rainbow shirt-$13.50, Asteroids,
Missile Command, and Battlezone
t-shirts-$5.50, cap-$4.95, ash-
tray-$1.70, coffee mug-$6.45;
California residents add appropriate
sales tax). Orders will be filled on a
first come, first served basis. Not all
items are available at all times. All
orders will be shipped freight col-
lect; post office box addresses are
prohibited. You can mail your
orders to Atari Inc., Coin-op
Customer Service, 1105 N. Fairoaks
Avenue, Sunnyvale, CA 94086.
Promotions
for Profit
Does your location have a 'star'
game player who seems to con-
tinually get the highest scores on
the games? Novice players often
hesitate to try a challenging game
because they do not understand the
game strategy and the star players
always outperform them.
When a new game is introduced
into your location, set up a "How to
Play'' exhibit. A good game always
looks more exciting and challenging
when you actually see the game in
full action. A highly skilled player
can demonstrate the game to your
patrons. In addition, you can have
the game on free play for a few
hours to spark interest in the game
by new players.
Be sure to post notices in your
location to announce the game
demonstration.
Operators of the Eighties
December Profile:
Mike Benson, Wyandotte, Michigan
In 1939 Mike Benson was not
satisfied with his career as a prize
fighter. When a friend asked him to
help install equipment on his route,
Mike accepted, not realizing that he
would be entering a career that
would fascinate him for the rest of
his life.
Mike's story is probably similar
to many operators in the industry.
He started in the arcade business by
working for another person and
then decided to purchase equipment
to begin his own route. Mike's com-
pany, Michigan Nickel, has main-
tained some of the same locations
for over 30 years.
In the last 40 years, Mike has
watched the changes in the in-
dustry. He has seen the develop-
ment of the various forms of arcade
pieces, beginning with pinball and
including the skee balls, shuffle
alleys, pool tables and elec-
tromechanical football and baseball
games. As these games have de-
clined in popularity, video has
taken over as the major attraction.
But Mike says that the basic return
on investment of the games has
changed very little. ''The money is
the same as it has always been. The
videos take in a lot more money, but
the money is worth a lot less now
also. He explains, "It used to be you
could buy a pinball game for
$75.00. If it would take in $10-$12
a week it was a good collection. Now
if a game were to earn that little you
would lose money in gas and other
expenses just to go collect it.''
There are always new challenges
to be met in the coin industry, not
the least of which are legal regula-
tions and tax and license fees.
''Every little city is different. The
fees are getting higher and higher
all the time. When one city raises
their fees, others always seem to
follow." In some cases, Mike must
pay $500 for a city operator's
license, and in addition pay $100
per machine per year. '' Some areas
do not allow games at all, and in
others, a person can drink at 19,
but cannot play games until they're
21. It's ridiculous!"
In addition, Wyandotte is a city
right outside of Detroit, whose
economic conditions are very dif-
ficult due to the current problems
of the American automobile
manufacturers. According to
Mike, however, the recession has
not had a severe effect on the
Michigan coin machine business.
Historically, leisure industries
have not been negatively impacted
by severe economic conditions.
Mike's advice to other operators
is a lesson in basic economics.
''Keep your newest and best-
earning equipment in your best
locations; always be on the lookout
for new and better locations and let
go of your worst ones when it is no
longer economical to service them.''
The experience Mike has had in
the coin industry has been passed
on to his son, who will eventually
assume Mike's responsibilities as
president of the Michigan Nickel
Company. Our industry was found-
ed by operators such as Mike Ben-
son who turned a part-time job into
a family business. Atari is proud to
have been able to share Mike's story
with other people in the coin in-
dustry.