extent on the continent,
marketing is at first confusing to
the American trade.
The lines of demarcation
between authorized, or exclusive
or direct factory distributors and
indirect distributors and jobbers
and operators and direct location
sales agents are fine ones.
Whereas hazy lines of
differentiation irk and ire the
average American operator(e.g.
direct location sales and the like),
the European coinman is pretty
much conditioned and takes it in
stride and many times more
casually than we do stateside .
Without a doubt, the main
difference, and a phenomenal
contrast, is the business actually
booked at the ATE vs the MOA.
Certainly, in spite of much
braggadocio and extravangant
claims, most of the business
written at the MOA involves side
deals among distributors and
distributors jockeying for a good
post position with new (and
sometimes old) manufacturers
showing their unsullied (and
maybe, as yet, uncopied) new
wares . It is not a show where
operators book and buy .
The ATE show in many
respects is much more like our
own IAAPA (beach and park)
Show. At both shows operators
book heavy equipment (large
rides) and vast quantities of slum,
plush and novelty merchandise
and prizes for arcades, skee-ball
operations and carnivals . At
"Ally's Pally," immense orders
are booked, paid for and in some
instances, delivered and taken
away in 'spares' (machine parts).
In spite of the economy, with
volume generally down, there
was some heavy booking at this
year's show. One friend booked
over $325,000 (US dollars) with
operators. English operators
come and buy. In years past, as
much as a third to 50 per cent of
a year's business might be
booked by some of the small
specialty manufacturers at this
three days of excitement.
It was a little sad this year to
48
see a few of the long-time
exhibitors looking a little
threadbare and dogeared and
some not represented at all.
Victims of the economy.
But, the major distributors
and / or manufacturers were very
much in action. And the 'bigs'
were very, very much in action .
American manufacturers were in
full force, heavily displayed in the
booths of their English
distributors. Gottlieb, Williams,
Chicago Coin, Bally, Allied,
Ramtek, Atari, Meadows,
Brunswick and others were all
very much in evidence. Probably
one of the most vital and exciting
booths, accentuated by its size,
was the Cherry Group, a
Scandinavian company that now
represents Atari . The reception
of Kee-Atari's new piece, Stunt
Cycle, was, to say the least,
great .
As suggested above, it was
sad to see certain absences, but
at the same time, the
BIGS -- Music Hire Group,
Associated Leisure, London
Coin, Alca, Ruffler and Deith, to
name a few, the giants of the
English trade--were very
obviously in action and the order
pads were constantly seen, inked
and signed. All this in spite of a
sad economy, seemingly bearing
out in deed and not just in word,
what we have seen here: great
confidence in the future of our
business . (In addition to games,
jukeboxes were also prominently
displayed . )
There is always seemingly little
interaction between the
Americans and Europeans . Yet,
out of the public eye , the
American moguls and their
counterparts overseas are
wheeling and dealing constantly .
In addition there was and is much
action between Americans
peddling used and overstuck (sic)
machines overseas. It reminds
one of the famous sardine
joke--They're not for eating, just
buying and selling . Coming, as it
does, several months after the
MOA and the IAAPA, it affords
American execs the chance to
meet and review recent activity
and to visit with old friends and
check out the local, and
not-so-Iocal scene . In the broad,
however, the ATE show
generally, and especially this
year , was not a show for the
American OPERATOR.
Although equipment from
Germany, Italy, Spain, Japan
and other foreign countries was
exhibited, the vast majority of
foreign equipment was from the
United States and there was
more than a little resentment,
since many domestic dealers and
manufacturers because of the
limitations of Alexandra Palace,
were unable to find adequate, or
any booth space.
The supervision by security
people was all but non-existent,
and Michael Green of Alca and
several other exhibitors raised a
hue and cry : Strangers "off the
street" and "competitive spies"
(unidentified by badges, or any
sign) seem to have had a free run
of the show . Things will surely be
different next year .
Generally speaking, there is a
good feeling of warmth and
camaraderie between England
and the States. As always, a few
Americans get a little out of line,
but happily, for the most part,
they are ignored . The final event,
a formal banquet, was the
biggest ever this year . Held in the
Great Hall of the Grosvenor
House on Park Lane, over one
thousand partook of a marvelous
cocktail hour (which never really
ended), a banquet,
entertainment and hours of
orgiastic dancing to the world's
greatest, Ray McVay and his
orchestra . Into the wee hours!
No matter what the economy,
no matter the conditions, no
matter how good or how bad
business is, we all look forward to
next January with hopes of new
ideas and new equipment with
the strong conviction that
business, at least Stateside, will
continue its phenomenal growth .