[continu d from pag 41 )
dimes to quarters? From nickels to
dimes?"
" But don't forget ," added De-
Selm, " three-ball games come with
a liberal extra ball , so your average
game will be four or five balls . A
five -ball game is too long for the
money." The average game today
runs two minutes and 20 seconds
compared with one minute and 20
seconds, the average length when
Williams began the company in
1945.
Williams officials foresee another
change in the pinball industry, an
increasing dominance of four-player
machines and they believe that's
good . At present, W illiams exports
four-player and some two-player
machines. All single player mach -
ines are for domestic markets only .
" One day," predicted DeSelm ,
" there will be nothing but fourplayer
machines in the U .S . It' s the best
game . With the higher prices, you
get more merchandise . The price
warrants the highest quality gim-
micks . "
Besides manufacturing pinball
machines at the Chicago plant,
Williams also produces slot mach-
ines under the Seeburg label. The
company is behind Bally in sales; it
only entered the market in 1973, but
Williams officials claim they can
convert to large-scale production of
the slots if demand picks up .
Next to the pinball department are
the shuffle alleys. Dozens are pro-
duced each day under the United
label, the company which introduc-
ed shuffle alleys in 1949.
Williams has plans to manufact-
ure arcade games . At present, their
production is limited to the pins,
slots and shuffle alleys, but the area
is not new to Williams. In the past
Williams has produced baseball ,
arcade games and novelty items
including a paperback book vending
machine .
Because of competitive consider-
ations, Williarrls officials are vague
about the games they plan to
produce or when they might go on
the market . It may be in six months,
but nothing appears definite, at
least to an outsider .
Whatever the new games, if they
perform nearly as well as Williams'
present pinball machine, it will be
another successful mission for the
company.
.
•••
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