Play Meter

arcade piece in an 80-game arcade ."
Biplane-4 is in production now
and samples of the game will be on
the distributors' f loor by April 1,
Karns said.
President Alvarez discussed fea -
tures of the game and noted, "We
decided to go with a multiple player
for the arcade after taking into
consideration what our competitors
have done . They have been suc-
cessful in this field, so we decided to
go with it ."
Fun Games keeps in step with the
competition, but it listens to a
different drummer on the path to
success . " This company is definitely
different than other people in this
industry," Alvarez observed, " we
do the opposite of what most do
and have our own philosophy and
approach . Marketing will guide us in
what will be done . The engineering
group follows the marketing group .
" The market group works closely
with the engineers," Karns added.
" One advantage is that the market -
ing group understands the outside
world in attempting to realize goals .
Incorporating the slow growth
policy into marketing strategy is an
integral part of the Fun Games
approach . " We don't release games
every two or three weeks," Karns
sa id . "So many companies want to
move faster than the people are
prepared to move . Just getting the
engineering problems worked out
takes time ."
Alvarez revealed the company's
schedule for new games saying,
"We will have three more games in
the next 90 days . We are going to be
in the marketing area with one game
every 60 days after that."
A new direction will come with
the new games according to Karns .
" we are focusing engineering on
non -video machines," he said. "To
do this we hire people who know
about arcade devices ."
" Because of the cost of electron-
ics , we have gone into the develop-
ment of non-video games," Karns
explained . " There are three non-
video games that we' re working on
and these should hit the market at a
gOud price ."
Besides price considerations,
Karns cited other reasons for devel -
oping non -video products . "Opera -
tors have been pounded in the last
two and a half years with video,
video , video games, " he said. "It's
time for some fresh air ."
Karns suggests that the new
games incorporate present technol -
ogy with older principles. " It's time
for games combining today's ele-
ctronic expertise with yesterday's
electro -mechanical games and pre-
sently in our engineering depart-
ment we' re doing just that, " he
said . " We certainly feel that using
that type of philosophy with today's
technology, we will be able to
produce many new non -video
games at a price structure that will
be very beneficial to operators ."
While Fun Games is busy manu -
facturing the new products, Alvarez
plans to continue his "hard work in
marketing," which is another tenet
of his business philosophy.
" One of the tings in our future,"
he said, "is more emphasis on the
distributor level -- areas that have not
been explored. Distributors are no-
thing without operators; we are
nothing without distributors . We
want to tie in all three levels ."
If Alvarez succeeds in these new
areas and products, the company
may well live up to its advertised
claim that "Fun Games is here to
stay forever. "
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