Play Meter

Issue: 1981 November 01 - Vol 7 Num 20

ANALYSIS:
The attack

on co1n-op games goes on
By Roger C. Sharpe
Pinball game
controls asked
by councilman
Amusement centers, which young-
sters 13 and up are allowed to fre-
quent, must have City Council permis-
sion to open and must operate during
certain hours and with adult supervi-
sion.
Baroni said the council has been
reluctant to approve applications for
amusement centers because of opposi-
tion from the public.
But he said that as a parent, he
By SUSAN FINCH
might
find such places preferable to
East Jeffenoa bureau
what he called the "satellite amll!Je-
Seldom do Kenner city fathers do ment centers" that have cropped up all
anything that would rivet the attention over Kenner.
of adolescents.
But last week, at the urging of one
"IF WE'D EVER put all these
councilman, the City Council made an
machines in one place, we could proba-
exception.
bly fill up the Superdome," Baroni
The subject was something dear to said.
the hearts of many teen-agers - pin-
Baroni said he is not against elec-
ball machines and other games of tronic games. In fact. he likes to play
chance.
them, be said.
"I have no objections at all to the
Councilman Nick Baroni said tighter
- 'lrtrols on ... _ '~ Oerati ... - -f the I'Jl~~"i nes, but I d~' ._ _.,, an objert;,..., to
Kenner
Report
New Orleans newspaper couered the attack on pinballs- which this report
See related story,
called 'games of chance'- but didn'tte/1 operators' s ide.
this issue.
What has always seemed
incn .ble to me is that people in the
outside world con tinually search for
a wh ipping boy in the coin machine
industry. Something to attack in the
hopes of god o nly knows what, but
probably in an attempt to ban games.
Back in the Thirties, pay-out
games received t he self-serving
righteous scorn of a public looking
for some cause to support in the
hopes of protecting Mom and Apple
Pie. Pinball games soon , too, fell
victim more so out of guilt by
association rather than for anything
more substan tial.
The outbreak of the War tended
to put the brunt of the crusade on
hold, but when it ended, the one
thing that remained constant was the
fact that old values and beliefs were
still held as firmly as before.
T his onslaught continued when
the industry started up again in the
late Forties and added one-ball
uprights to their repertoire and soon
followed this with the addition of
b ingo machines. N eedless to say,
there wasn't much improvement in
the image of t he coin -machine
industry, nor did the people involved
with the equipment, or any level, try
to do anything more than just survive
and hope that things would b low
over .
The same attitude prevailed until
the business went through a sort of
revolution and public awareness,
helped along by the easing of
restrictions in L os Angeles in 1972
and then N ew York and Chicago
only a few yea rs later. Pinball, in fac t,
attained a status and popu larity that
made it almost chic and at the same
lime video began to capture its own
audience and following.
T hen things changed as pinball
adapted more s l o w ly to the
technological changes and video
continued to expand its research
[continued on page 11)
PLAY METER, Novembe r 1, 1981
9
[continued from page 8]
thinking about com games when he
gets an announcemen t of your own
publicity campaign attempt. But why
should he send a reporter and/or
came ra crew to your amusement
center instead of some other?
One model for gr abbing the
editor's attention was p rovided by
M alibu Grand Prix , which held a
c i tywid e video tournament in
Houston during most of August. Its
publicity consultant, H elen V ollmer/
Public Relations sent o ut a "feeler" to
area media directors, signed by the
firm's D ebbie L. W ard, and
excerpt ed below.
Decid e wheth e r this would
command your attention if you had
been reading announcements of
similar events all m orning at the city
desk:
" Dear Sir/ M adam:
"Are you one of those folks who
has stolen out of the house at an
ungodly hour and headed for a game
arcade to play Space In uaders? Or
maybe your favorite is A steroids?
At the very least , you p robably
know someone who hoards quarters
just so he or she can play one of the
many video games that have become
popular over the last few years.
" Why a r e so m a n y p eople
o b se ssed with playing those
electron ic games? And is there more
to playing them than ju st pushing
buttons? These questions can be
answered during the upcoming city·
wide video game tournament
sponsored by Malibu Grand Prix
August 8 through August 29.
August 15 , and a Celebrity
Challenge August 20, with proceeds
going to Hermann Hospital's Life
Flight Program.
" As you ca n see, t here are many
visual opportunities her e, and since
interest is so high in electronic
video games now, we feel your
readers would enjoy such a feature.
" Th er e are m any visual oppo r tun ities here (in a
H ouston coin -op tournament}, an d we fee l your
r ead ers w o uld en j oy a n ews featu re." -PR re lease
"Durin ~ this three·week _r,eriod,
H ouston wi ll be unde r ' Armor
Attack ," the elec tronic game to be
played by contestants vying for over
$2,500 in cash and prizes. T he U .S.
Army is even getting in the spirit of
things by supplying a j eep, a
helicopte r and a tank (elem ents in
the game) at Malibu Grand Prix's
W est Loop North on t he day o f the
final round o f the tournament,
August 29.
"In addition to the tournament
itself, there will be seueral actiuities
that might work fo r you as story
ideas. Malibu will hold a Family Day
August 9, a 'Boot Camp' clinic
" W e'll b e b ack with you in a few
days to see if you'r e interested.
Thanks fo r your time."
"Sincerely,
"Deborah L. Ward"
The opera tor, whether or not he
chooses to go to a media consultant
such as the firm which produced the
above, can finds ways to make his
own promotion seem " unique." In
doing so, h e can reach the news
media with a letter and a following
p e r sonal co n tac t and t h ereby
generate publicity that reflects well
on his concern and the image o f the
industry as a whole.

ARTIC
International Inc.
P.C. Boards
Game Parts
Speed-up Kits
We can supply your
need for:
• Quality Merchandise
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ARTIC INTERNATIONAL, INC.
550 ROUTE 22
BRIDGEWATER, N.J. 08807
Phone: 201-231-0800
Telex: 642311 ARTIC NBCH
10
PLAY METER , November 1 , 1981

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