Play Meter

Issue: 1981 August 15 - Vol 7 Num 15

A PLAYER'S VIEWS
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FOR MORE INFORMATION
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This message is addressed to Play Meter, in the belief
that the viewpoint of a coin-op machine "patron," or
player might reveal his personal sentiments and
contribute something of interest, especially during an
interval when there seem to be conflicting views
concerning the fine merits or potential faults of the
machine itself.
The writer has been gainfully employed some 40 years,
dividing his labors between corporation auditing, writing
advertising copy, and free-lance writing in general. His
somewhat extensive travels have taken him to or
throughout most of the major cities in the eastern half of
the U.S.A.
Being guided strictly by past experiences and
searching for diversion, I am sincere in the belief that
amusement machines-! mean variously- the pinball,
video games, billiards, and the jukebox-are constantly
offering the public vast and ever-improving sources of
entertainment. Also it is even the more amazing when
one considers that this type of diversion has expanded
itself beyond all geographic boundaries!
As to my own personal experience I have, at one time
or another, used virtually all of these fun -type
amusements-viz, I've used the pinball; played at
billiards (while in variously located YMCA branches) ;
derived lavish enjoyment from listening to popular
melodies pouring from the jukebox; and many other
forms of coin-op games.
But, regardless of how brilliant, enlivening or colorful
our special amusement may be, it seems that it must
inevitably be plagued, or even obstructed by some
perverse development in the guise of either legal
technicality or some stupid restraint arising from
irrational prejudice.
In this regard, I was disappointed to learn, from a
recent issue of Play Meter that the distributors of these
interesting and fun-giving machines are facing trouble
spots in certain areas of the State of Ohio, and other
geographic areas, as result of civic restraints and legal
restrictions. [Play Meter's report on attempts to prohibit
amusement games along with pseudo-gambling devices.]
According to my own sentiments (for whatever they
may be worth) there can be no doubt whatever as to my
attitude. Since these traditional fun-giving devices have
found universal approval, so that they have been
providing entertainment and relaxation for great masses
of people-at all walks of life, of all creeds and
nationalities-it is my fervent wish that they may
continue to expand and flourish .
Somehow, I cannot escape the impression that the
most serious indictment laid at the door of the coin-op
machine would be label it (under certain stipulations) as a
"gambling evil."
Why not look at the other side of the "gambling coin?"
Where have all of our "noble crusaders" been during
recent years? Look at the enormous monetary outlay
involved in the (horse and dog) parimutuels. Baseball
and football parlays, by way of example-also " point-
shaving" "fight fixing" player bribing-these are, of
course, the more evil phases of the broad sporting
fraternity with its wide national range of activity. But
there is hardly anything new about them.
Harold Hartigan
Athens, Georgia
8
PLAY METER, August 15, 1
Lyle Rains (left) , uice president/ engineering/or Atari's Coin-Op Games Diuision,
discusses an attract mode sequence with one of Atari's game programmers.
(photo courtesy Atari, Inc.)
..... 0
u.
PLAY METER, August 15,1 981
In the world of semiconductors
which revolutionized the game indus-
try in the early 1970's, Japanese
.companies have become the clear
leaders in the field. According to
some estimates , Japan accounted for
almost 69 percent of the $13 billion
world market , while Americans took
23 percent of it , and the Europeans
picked up the remaining 8 percent .
Looking at this success , American
businessmen respond with almost a
litany of reasons to explain it: Japan 's
government supports businesses with
tax benefits or sometimes capital
grants . It also encourages research
and development, and an organiza-
tion like the Mitsui Intercompany
Research Institute gets major
companies together to produce ideas
for new business opportunities .
Worker productivity in Japan is
higher . Tight money and high
interest rates stifle investment in
research and development in the
U.S .
The reality of these conditions are
not lost on the coin-operated amuse-
ment industry where many com-
panies have turned to licensing
games from Japan rather than
deve loping their own.
"I guess the real fever for licensing
started about five years ago with
Space Invaders ," says Tom Stroud ,
executive vice president of Cinema-
.tronics, a games manufacturing
company based in El Cajon, Califor-
nia . "I think everyone realized you
could go out and license a game and
that it could be a winner. "
But while on the surface it appears
that a large number of game
companies are opting for licensing,
good old American know-how is
hardly dead . A number of manufac-
turers are adopting the strategy of
using outside licenses as well as
inside development to come up with
products .
In looking at how game com-
panies are able to continue their own
research and development (R&D) at
a time when many American
businesses are bowing out of it( Play
Meter talked with tnree Cali ornia
games manufacturers .
Each of these companies, Atari
and Exidy , based in Sunnyvale , and
Cinematronics in El Cajon , have
common reasons as well as indivi-
dual considerations for doing their
own development . Tom Stroud of
Cinematronics estimates that com-
panies doing in-house R&D devote
between 8 and 12 percent of their
budget to it . Michael Fournel! ,
director of corporate public .relations
at Atari , says his company puts 8 or 9
percent of its company-wide gross
sales back into development .
Obviously these manufacturers
think it's worth it.
"From an ·economic standpoint,
there are so many plusses that
outweigh the minuses that we can't
afford not to do our own in -house
development ," says Leslie Hauser ,
9

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