New Study Profiles Video Game Player
"He is a well-adjusted teenager who is ac-
tive socially, enjoys sports, and maintains
a grade average of 'B' or better." He is also
the average video game player, according
to a recent national player study.
For the purpose of gaining marketing
insight to help shape future product devel-
opment for the Coin Video Games Divi-
sion, Atari commissioned Custom Re-
search, Inc. of Minneapolis, Minnesota to
conduct a national telephone survey to
determine the profile of a coin video game
player. The polling consisted of 2,000 in-
terviews with male and female partici-
pants between the ages of 10 and 45.
Quota sampling by age was used to assist
in obtaining a representative sample.
The amount of time and money players
- -
There's a new face ''on the road" for our
coin-op sales team. James P Newlander,
a 25-year veteran of the coin machine in-
dustry, has been appointed Eastern Re-
gional Sales Manager for the division. He
is now based at Atari's Somerset, New
Jersey facility, reporting directly to Alan
Van Campen, National Sales Director. His
territory includes the northeastern United
States plus some parts of the midwest.
Although Newlander is a new face at
Atari, he is very well-known in the industry.
Prior to joining Atari, he was a regional
sales manager with Gottlieb, a major pin-
ball machine manufacturer. He has also
On the
News Front
A legislative compromise is met in the city
of Boston, Massachusetts over the zoning
of video games. This is the realistic ap-
proach the industry is seeking in its dis-
cussions with communities across the
country. Barry E. Rosenthal, legal counsel
devote to video games appears to be
minor: over 70% of all players spend 30
minutes or less per visit and over half
spend $1 or less per visit to a video game
location. They consider the activity to be
one of many leisure time pursuits in which
they participate and not the primary focus
of their interests.
If the player is a student, he is probably
a good one. 37% of the adolescent players
responded that math is their favorite school
subject, and 76% have an overall grade
average of "B" or above.
The study confirms substantial lifestyle
and attitude differences between video
game players and non-players. The
former are more likely to be involved in
group activities and team sports while the
latter are more interested in individual rec-
reations such as reading or sewing. In
general, players can be characterized as
"do-ers" or "participants" whereas non-
players might be classified as ''observers."
The study defines three categories of
game players: heavy, medium and light.
Those in the heavy player group are dis-
tinguished by their commitment to play at
least once a week. The category is
dominated by teenage males. The me-
dium group, who play one to three times a
month, represents both sexes. The light
group, playing less than once a month,
consists mostly of women.
Aside from playing video games, the
three segments share another trait: they
served as vice president of sales of
Coffee-Mat, a coffee and snack vending
machine manufacturer, and as vice presi-
dent of marketing for Rowe International, a
coin machine distributor. Although his
former positions indicate a criss-crossing
of responsibilities between sales and mar-
keting, Newlander reassures that "it's real-
ly just semantics" and each role was com-
prehensive in scope, involving both
aspects regardless of title.
'Jim Newlander's wealth of experience
in this business coupled with the talents of
our existing sales team makes for a win-
ning combination," said Jerry Marcus, Ex-
ecutive Vice President of Sales for the divi-
sion. "With Atari's 1983 product lineup
already in the spotlight, we're looking a-
head to even greater successes in the
coming year."
Newlander received his Bachelor of
Science degree in economics from the
for the Coin Machine Industries Associa-
tion, recaps the situation and its positive
outcome:
Boston, Massachusetts, February 14,
1983-Major progress was made today in
the video game industry's struggle
against restrictive legislation when Boston
city officials and industry members jointly
announced a compromise statute for the
zoning of video games.
The decision by city officials in Boston
to work with the Coin Machine Industries
are socially active and participate in a
number of diverse activities. When asked
to identify their other interests, "spending
spare time with friends," "working hard"
and exploring their "computer interests"
were among the most popular responses.
Even within the game playing environ-
ment itself, the "social" factor or "having
fun with others" was widely cited as being
important: 44% of all players usually go to
the location with a friend and an addition-
al 17% play with a family member.
When a player puts a quarter into avid-
eo game, it is likely to be a spontaneous
decision. When asked what attracts their
attention, most responded that fast action
is a big factor, with color and detailed
graphics being necessary elements to
maintain their interest. Other play incen-
tives included improving reflexes and en-
joying the competition the game offers.
University of Wisconsin. In addition, he
graduated from the Institute for Organiza-
tion Management at Michigan State
University which offered him an in-
teresting area of specialization.
During the last AMOA exposition,
Newlander's face was seen nationwide.
The Independent News Network for Cable
Television conducted onsite interviews
from the floor of the convention hall for
later broadcast. Walking up to Newlander
who happened to be in the Atari booth at
the time, they inquired as to his opinion on
the show's top game contender. Although
not a member of our team yet, he adeptly
replied that it was Pole Position*. Reflec-
ting back, he chuckled: "I'm glad I said
Pole Position. I thought it was an inhouse
film crew from Ataril"
'Pole Position is engineered and designed by Namco Ud.,
manufactured under license by Atari, Inc. Trademark and ©
Namco 1982.
Association of New England (CMIA) in
establishing fair guidelines follows the
threat of a ban of video games in many
sections of the city. According to Barry
Rosenthal, Legal Counsel for CMIA, the
proposed ban would have pulled the plug
on up to 4,000 video games and caused
many small businessmen to close down.
The situation dates back to July 9, 1982,
when Boston Mayor Kevin H. White gave
approval to a zoning proposal from the ci-
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