Coin Machine Review (& Pacific ...)

Issue: 1935 June

COIN MACHINE REVIEW
Pdge 00
June 1935
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More good news from Texas, on top of
the passage of the coin machine bill and
the recent acquittal of the first of 16 cases
of lottery in connection with the operation
of pin games is a second acquittal, that of
Leslie Frankrich, who won a jury deci ion
in his favor in Fort Worth May 4th. Looks
like the officials might quit wasting the
public's money on these cases now that the
new law has been enacted.
Stoner & Kohn have opened a new Chi·
cago sportland, called the Playland, at 6
North Dearborn Street.
When the home baseball team hits a los·
ing streak it is reflected in the business done
by pin games, says Jack Katz, Detroit op·
erator. Jack blam es the Detroit Tigers for
the let·up in baseball interest and a conse·
quent falling off in pin game play at loca·
tions where baseball radio l·eports are
broadcast.
Harry Hurvich of the Birmingham Vend·
ing Company down in 'Barna is being con·
gratulated, along with the Missus, on the
birth of a daughter. And in addition, Har·
ry and brother Max are celebrating their
firm' jubilee this month with the official
opening of their new three·story building.
Jimmy Stelle and H. H. Norton have en·
larged their Dallas showrooms to include
the entire corner building at Louisiana and
Leland Streets.
From Chicago comes word that Ken C.
Willis of the Neutron Amusement Corpo·
ration of Dallas was on a visit to the Chi·
C3g0 plant of the Pacific Amusement Man·
. ufacturing Company recently.
Pos_ibility of strengthen in'! the Met ro·
politan Skill Games Board of Trade in New
York by reorganization is being studied.
Use an old marble game for a bank!
That's a new wrinkle for encouraging chil o
dren to be thrifty and at the same time
give them fascinating entertainment, and
it's being worked out by Dingy Hoffman of
the Chicago Amusement Games Company.
Dingy is giving worn·out g1mes to oarents
to remove the machines [rom compet ition

In Perfect Form

One of the participants in the Olympic
stars water carnival that will ente r tain
visitors to the 1935 Pacific Co i n Ma-
chine Exposition during one of the af-
ternoons of the show.

with new games, and at th e same time
might be encouraging th e development of
future pi nball experts. Who knows?
Texas is going great on sportlands. Fay
Hammond has opened on~ in a Dallas sub-
urb, Oak Cliff. Rolfe Stanley, Houston dis·
tributor, has a new sportland in that city
at 3315 Main Street.
Another editor points a mocking finger
at those who oppose Din games, and de-
fends slot machines as less dangerous than
automob iles. This editor ial comparison was
made in the Decatur (Ill.) Herald.
More news from Texas, to t he effect that
Mr. and Mrs. D. E. House have opened the
Southern Vendi ng Company in Dallas,
coming from Atlanta; that S. H. Lynch of
the Electro Ball Company is on a business
trip to Oklahoma, and that yo u may be
hearing about a new gam on wh ich C. M.
COIN CHUTES
and LOCKS
D on't Miss Seeing Our
New Extra Hea vy De Luxe
VISIBLE COIN CHUTES
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IMMEDIATE D ELIVERIES FROM ST O CK ON HAND
ROLAND E. LOOP
Factory Representati'l'e
815 E. Washingt on Blvd .
PR. 3647
Los Angeles
llarkness of San Antonio has been working.
Sachs & Siebering, pioneer sportland op·
erators of ew York City, have opened a
restaurant and cigar counter in connection
with th eir third new sportland at 737
Broadway.
Formation of a state operators' associa·
tion for Pennsylvania 1S a prospective
development of the near future, with a
discussion of state organization plans fea·
turing the recent operators' meeting in
Pittsburgh .
Texas coin machine men are reporting
a business comeback, with the Rangers not
molesting pinball games of any type. Lo-
cal officers have occasionally picked up cel·-
tain games, but operators are now adher-
ing to strictly legal equipment.
Business has been increasing so rapidly
for the Union Novelty Company in St.
Louis that Jack Rosenfeld, head of the firm,
has acquired a large parking lot adjoining
the display rooms to accommodate the num·
ber of operators who call.
A full·page advertisement weekly in his
neighborhood newspaper is planned by Nat
Wechsler as a means of increasing public
interest in his. Yorkville, N. Y., Sportland.
Joseph Fishman, director of the Amal-
gamated Vending Machine Operators' As-
sociation of New York, and Benjamin H .
Haskell, attorney for the Empire State Skill
Games Board of Trade, are making a pre-
convention tour of local units prior to the
state convention .
Tie·in with some of the largest depart·
ment stores in New York City for the I·e·
demption of merchandise coupons awarded
ski ll ful players in the Riverside Sportland
is bei ng arranged by S imon Brothers, sport-
land owners.
Calvert Novelty Company of Baltimore
has outgrown its former location and is
now located in la1·ger quarters at 213 East
Mount Royal Avenue. S. R. Anderson and
O. 1. Nyberg are heads of the firm.
Following a favorable court decision, Po·
lice Chief Michael J. Flynn of Belleville,
New Jersey, has announced that pinball
games on locations will not be interfered
with. One of the first operators to take ad·
vantage of this ruling was Clarence Har-
vey, who placed a large quantity of games.
Licensing of pin games by the state and
subsequent confiscation of some licensed
games by law enforcement officials has cre·
ated some misunderstanding in Arizona
since the passage by the last legislature of
a bill to license pinball.
You can't keep a good showman down,
and that's the case with Schork & Schaf·
fer , who are featuring a Flea Circus at
their New York sporlland.
Then there's the Chicago sportland for
theatrical folks only, recently opened on
the fourth floor at 36 West Randolph Street
by Hadji Ali, Dave Goodman, Al Lubin
and Chick Cicone.
That "pinball" is becoming a popular
term to describe marble games is indicated
by use of the word in news dispatch es of
the New York Herald Tribune and other
large dailies.
Tn line with increased· public:tv bf'ing
given to sportlands is the edvertising
(Continued on Page 12·B)
Player Appeal Depends on Simplicity
o YOU suppose that pin game manufacturers,
D
in their competitive efforts to produce a game
that is unique, are losing sight of the fact that
simplicity is the first principle in the creation of
player appeal?
Of course, we all like to figure things out for
oLlrselves. We have a natural sense of curiosity-
as long as it doesn't cost us anything. Butwhen we
are in the mood for recreatio'f) we like to enjoy it
with ·as little mental effort as possible. That's why
it is recreation for us.
A 'person with some carefree time at his disposal
will naturally turn to a handy pin game for enter-
ment, but certainly he doesn't get as much bck out
of it if he has to waste time and maybe half a dozen
nickels merely trying to understand a complicated
array of gadgets. More than likely if the first thought
that comes into his mind is "What's it all about?"
he won't even play. On the other hand, if the
prospective player can see at a glance how the
game is played, he is able to start in with his first
shot to concentrate on a skillful attempt to make a
winning score. About the only ones who bother
to figure out complicated playing fields are the
"skill sharks"- the professional players. The aver-
age players who try these puzzle games pass them
up after one or two attempts, perhaps without even
noticing some of the trick shots that can be made
if they have the patience to find how to make them .
Mentioning the significance of simplicity ir.l game
design reminds me of the experience of a toymaker
from Vienna. This man, an expert at his craft, took a
toy he had designed to the head buyer for Wool -
worths. The buyer expressed his interest but could
not see how it was operated . Asked to explain the
mechanism, the toymaker said that a set of instruc-
tions would be pasted on each toy.
" That's a clever tOYi we would like to stock it,"
said the buyer, "but its sales possibilities are cut if
instructions are necessary. In selling an item at such
a low price, how to work it must be apparent to
the customer the moment he sees it. You go back
and work on some new ideas for toys that do not
need instruction sheets. Then we'll talk terms ."
. This is a true incident and actually happened in
New York a few years ago. The Viennese toy-
maker is now head of the Kramer Manufacturing
Company in Los Angeles.
If simplicity is such an important psychological
aspect in the sales of low-priced toys, certainly it
is worthy of thorough consideration by pin game
manufacturers who are providing low-cost enter-
tainment for a public whose buying reactions are
the same in both instances.
Manufacturers and designers of pin games are
notoriously poor judges of their own games. They
are so intent on devising something different and
so absorbed with experimenting to perfect their
ideas in a workable unit that naturally they are
unable to view the finished job through a player's
eyes. They must depend on the reactions of some -
one not acquainted with the construction of the
game.
Simplicity was a feature that made such a success
of Contact, a game which was readily understand-
able but which did not suffer any loss of interest
merely because players "got the hang of it" quickly.
On the contrary, Contact enjoyed a long life
chiefly because the player's easy familiarity with it
encouraged repeat play.
Since that time there have been several games
with more fascinating action and more complicated
arrays of kickers- games the players undoubted Iy
would enjoy but for the fact that they had to learn
to play. Learning to playa five -cent game is just too
much effort.
M

OTION picture exhibitors, panicky because
there is more money in circulation now
than in several years past yet their box of-
fices are drawing little of it, will find that a large
portion of this steady flow of coins is being di-
verted through the cash boxes of pin games.
PACIFIC COIN MACHINE REVIEW, Paul W. Blackford, editor and publisher. Publication office: 1113 Venice Blvd.,
Los Angeles, Cal. Fitzroy 8269. Chicago office: 35 East Wacker Drive, CENtral 1112, C. J. Anderson, manager. New York
office: 441 I:..exington Avenue, Ralph P. Mulligan, manager, Vanderbilt 3-5399. SUBSCRIPTION RATES: $1 .00 per year,
$2.00 for 3 years, 25c per copy. Published during the first week of each month.

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