XEVIOUS Major Media Schedule
Announced at Open House
Distributors who attended the "Open
House" activities on February 7 went
home confident that Atari is once again
taking the leadership stance in the indus-
try. One might say we gained the veri-
table "pole position" after the November
AMOA Exposition in Chicago and have
high expectations for our early 1983 con-
tender, XEVIOUS. To ensure the new
game's immediate visibility, Atari will be
launching an immense media schedule,
including print advertising, television and
radio. Jerry Shereshewsky, Vice Presi-
dent of Young & Rubicam which is the
advertising agency developing the media
campaign, confirmed at the Open House
breakfast meeting: "XEVIOUS will be the
first coin-operated video game to receive
major consumer advertising support in
almost every major market."
The demands for consumer advertis-
ing are basically twofold: first, the short
life cycle of a game necessitates imme-
diate awareness and trial on the part of
distributors, operators, and players com-
bined. In the constant state of flux that
characterizes this marketplace, reliance
on "word of mouth" is not effective. Sec-
ondly, today's investments made by dis-
tributors and operators require a higher
level of confidence in the successful pay-
out of any game introduction than they
have in the past.
Atari began conducting a test of its
advertising efforts behind DIG DUG™*
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in July of 1982. By August, the results in-
dicated that awareness of the game in
our test markets was 227°/o higher than
in our non-test markets. Even among the
very staunch coin video game players,
awareness was proportionately in-
creased. Furthermore, in the advertised
markets, the average number of games
initiated by each player was 20°/o higher
than in the "control" or non-advertised
markets. Awareness plus the excitement
of the media "blitz" generated location
earnings: quarter drops in test markets
were almost 30°/o above those in control
markets. And players specifically re-
quested Dig Dug at the locations they
frequented.
What media magic does Atari now
have up its sleeve to support your invest-
ment in XEVIOUS? Over a million dollars'
worth! Beginning March 21 and running
three consecutive weeks thereafter, Atari
will advertise in these major market lo-
cales: New York, Los Angeles, Chicago,
Philadelphia, San Francisco, Boston,
Cleveland, Dallas, Minneapolis, Seattle,
Atlanta and Charlotte. Our target audi-
ence is male between 12-24 years of age.
The 30-second Xevious commercial will
be aired on television during prime time,
sports, late night, and special shows, in-
cluding "Saturday Night Live", "American
Bandstand", and "Dance Fever". On a
national scope, players will be introduced
to the game on the Cable Music Television
(MTV) network. And there will be radio
spots scheduled on the major AM rock
stations in these same twelve cities.
For perspective, if our advertising ex-
penditures behind the release of
XEVIOUS were extrapolated on an an-
nualized basis, the impact would be that
of $26 million. The name "Atari" is al-
ready second in consumer awareness on-
ly to "Coca-Cola" according to a national
survey conducted in January, 1983.
Don Osborne, Vice President of Coin-
Op Marketing, explained that the adver-
tising schedule will cover the markets
wherein 54 °/o of our customer purchases
are derived. "We are continually seeking
new ways to compete, to help our cus-
tomers to launch our products with more
confidence and assurances for success."
During the course of the special day's
activities, distributors witnessed this
"thrust" as they toured the various Cali-
fornia facilities, including the engineering,
printed circuit board, woodshop, silk-
screen, and final assembly buildings.
Open House concluded with a catered
dinner during which John Farrand, Presi-
dent of the division, addressed his au-
dience with humor and optimism. Quite
seriously, however, his final remarks set
the tone of Atari's leadership stance as
well as the future of the industry as a
whole. "We're all in a business that's
definitely here to stay." Although he did
not recount the details of the Xevious
commercial, he chose to preview its final
impact: "XEVIOUS ... the ATARI video
game you can't play at home! ''
• Dig Dug is engineered and designed by Namco Ltd.,
manufactured under license by Atari, Inc. Trademark and ©
Namco 1982.
\
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IT'S YOUR
BUSINISS
We'd like to give credit where it's due . ..
Atari distributors are contributing their in-
volvement in various hospital and school
programs, particularly in regard to rehab-
ilitative uses of video games. It's not al-
ways "fun and games" for our distributors
but serious business. Their game donations
not only uplift the spirit of the recipients
but the industry's image as well. We here
at Atari extend our thanks to all of you.
Recently, Mark Franco, Executive Vice
President of Franco Distributing in Mont-
gomery, Alabama, thoughtfully wrote in
to update us on the "Nova Program" at
Bryce Hospital in Tuscaloosa, Alabama, and
how his company was able to make a spe-
cial contribution of ATARI coin video games.
During the week of December 20,
1982, Bryce State Hospital in Tuscaloosa,
Alabama, received an ATARI Asteroids
Deluxe™ and a Battlezone® from Franco
Distributing Company, Inc. of Montgom-
ery, Alabama. "The coin video games
will serve several therapeutic functions,''
says Patricia Scheifler, director of the
hospital's Nova Program. " In addition to
providing constructive recreation during
the patients' free time, we believe the
games can improve eye-hand coordina~
►
➔
Patricia Scheifler, Nova Pr~ram Director, roots for a patient playing an Atari coin video
game from Franco Distributing of Montgomery, Alabama.
tion, motor skills, concentration, reflexes
and reality orientation. Another important
function served by the games will be that
of positive reinforcement for the patients
on individual behavioral management
programs. These patients will be able to
earn tokens to play games by fulfilling
their responsibilities such as proper
grooming, attending classes and activi-
ties, and achieving their individual beha-
vioral goals," affirms Ms. Scheifler.
"Video games have been falling victim
to a lot of harsh criticism lately," explains
Mark Franco of Franco Distributing Com-
pany, Inc. "We are pleased to help out a
program that can utilize the games in a
positive and therapeutic way.''
The Nova Program is a new treatment
concept implem_ented at Bryce Hospital
for young adult men (18-35 years old)
with chronic schizophrenia. The program
is based on the philosophy that the
young adults served have very special
needs which set them apart from other
psychiatric patients. Treatment is direct-
ed toward helping the patients develop
responsible behavioral patterns and a
healthy lifestyle. A highly structured daily
schedule, mega vitamin therapy, proper
nutrition, exercise, medication, and active
family involvement are combined to pro-
vide a diverse approach to rehabilitation.