Atari Uncaps CAP II
Dig Dug
The May Distributor Meeting marked the
advent of Phase II of our Community
Awareness Program. Margaret Lasecke,
Public Relations Manager, presented each
distributor with a·comprehensive package
detailing the program and addressed the
audience with a real ear-opener: ''Two
years ago, we heard the first stirrings of a
critical problem for our industry- unfair
legislation. In the last year, we've seen the
problem grow and evolve in various ways.
We've seen towns banning video games
because they believe the games are cor-
rupt; weve seen restrictions on hours and
locations; and the latest-probably most
ominous- threat has been the com-
m unities that see coin video games as the
sure-fire solution to their financial woes by
taxing unfair and unrealistic amounts."
Atari has broadened the focus of CAP to
include the financial issue. Commented
Ms. Lasecke: ''The presentation continues
to address social issues-whether the
games are good or bad- as w~II as the tax
issue- the blatant demands being made
on operators for money by all levels of
government."
Each distributor received a video tape,
the crux of the CAP package, which is a re-
edited version of the original 17-minute
"Public Perspective" cassette. Since its re-
lease last year, several requests have been
made for a shorter length, so it's been re-
duced to an expedient 7 minutes, with a
new face or two, and the added message
that although this industry is not one of
windfall profits, we are willing to pay our fair
share. However, if excessive taxation con-
tinues to be a serious threat, chances for
the survival of the industry are bleak. ''That's
the message we need to get out there to
city councils and community groups right
Meets Clio
now-that coin video games are not the
answer to their fiscal problems," urged Ms.
Lasecke. Specifically to emphasize this fact.
an interview with Tom McAuliffe of Time
Out, a national arcade chain, has been in-
serted into the video tape. ''The interview
treats the realities of doing business as an
operator," Ms. Lasecke confirmed .
A CAP II booklet accompanies the video
tool and is comprised of four major sec-
tions. The first is a synopsis of a recently re-
leased research report on the video game
industry prepared by Sanford C. Bernstein
& Company, Inc., a large New York invest-
ment firm. The industry market analysis in-
cludes statistical data on realistic earnings
figures, trends in location growth, trends in
game turnover and growth forecast. The
second enclosure is an explanation of the
roles of manufacturers, distributors and op-
erators, followed by the original brochure
and "white paper" of the Community
Awareness Program and lastly, information
for operators on dealing with broadcast
and print media.
Operators are strongly encouraged to
contact their distributors for use of the new
video tape and corresponding booklet. We
are witnessing a resurgence of city, county
and state legislative efforts against us. But
we can fight back. As Margaret Lasecke
warned at the kickoff of CAP 11: "It's human
nature to sit back and not worry about
legislation until it's knocking at your door.
But I can't impress upon you enough the
danger of doing this. What you need to do
to protect your business, and the industry
as a whole, is develop a proactive effort to
make yourself known as a positive pres-
ence in your community. And the Atari
Community Awareness Program furnishes
you with one means to do just this."
The CLIO Award is the world's most recog-
nized and coveted advertising accolade.
Now in its 24th year, it has clearly become
the standard-setter for excellence in inter-
national advertising. In 1983, over 15,000
entries were submitted from 37 countries,
making it the largest and most ambitious
multi-media advertising awards program to
date. You just might say that CLIO is to ad-
vertising what OSCAR (Academy Award) is
to film-making.
We are pleased to announce that Atari
Coin Op has received a CLIO Award for
our Dig Dug* commercial in the Cinema
Advertising Category. The film piece was
created by Young & Rubicam advertising
agency in collaboration with the Marketing
Services Department. Mattel lntellivision
was the only other finalist in the grouping;
however, there were seven other original
nominees: AMC-Jeep, Universe of Energy,
Atari-Consumer Electronics Division, WLS
Radio, Activision-Star Master, Activision-
Corporate, and Craig Car Stereo.
Our Dig Dug Screenvision played in ma-
jor first-run theaters nationwide during the
summer of 1982. It gave the audience a lot
of razzle-dazzle in a little 2-minute mini-
movie- with special effects created by a
top caliber Hollywood team. Dig Dug,
Pooka*, and Fygar* gave the stellar per-
formances we knew they were destined for
- and we thank the CLIO Organization for
its recognition of our efforts.
' Dig Dug is engineered and designed by Namco Ltd., manu-
factured under license by Atari, Inc. Trademark and
© Namco 1982.
Listen to Your Players!
Letter From the Editor
As we work our way loose from the grips of
the industry shakeout. a tack to take is that
of flexibility and responsiveness. Over the
past few months, we in Marketing Services
have received correspondence from some
very sophisticated coin video game play-
ers who begin to comprise the "heart" of
our target audience (male 12- 24). Our re-
search studies have shown that this target
group generates 85% of the revenue in to-
day's industry .. . so what they say must be
given due validity as far as the "player's
perspective" is concerned.
The central, salient observation they
seem to share is that operators are tending
to dehumanize arcades and many loca-
tions do not provide a creative and stimu-
lating environment. Unfortunately, if we do
not turn our attention to this situation now,
our business will continue to be "on the
line:· At the crux of the coin video game in-
dustry on all levels is the need to keep in
touch with the pulse of the player. Have the
arcades in our country become so sterile
and predisposed with chasing the quarter
that they have forgotten to listen to the play-
er and respond to the player's interests?
We must give constant consideration to
what stimulates the player technologically,
creatively and environmentally. Has the
downturn in our business been solely attri-
butable to saturation and recession, or
have we failed to respond to our playing
and paying public? The bottom line is that
we all share the same public ... whether
our role is that of manufacturer, distributor
or operator. A question we must all ask our-
selves on a daily basis is: 'What are we do-
ing for our players?"
Giving credit where it's due, some of you
are already "responsive" operators. You
know who you are. We know who you are,
too. Our hope is that your peers will begin
to incorporate the examples you're setting
into their own modus operandi.
Ours is an ongoing innovative industry.
Many of you forged your niche with the
spirit of a true entrepreneur. We must all re-
new this vigor and tackle Chapter Two with
the same responsiveness and commitment
... there is, indeed, life after shakeout.
..
)
The CLIO statuette derived its name from
Greek mythology after Kleo, one of the nine
muses, the Proclaimer, Glorifier and Cele-
brator of history, great deeds and accom-
plishments. She embraces a stylized globe
of the world which represents "Advertising
Excellence Worldwide."
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