VOLUME 7, NUMBER 18/0CTOBER 1, 1981
Publisher and Editor:
Ralph C. Lally II
Editorial Director:
David Pierson
Managing Editor:
Ray E. Tilley
Administrative Assistant:
Valerie Cognevich
Art Director:
Katey Schwark
Circulation Manager:
Renee' C. Pierson
Technical Writers:
Randy Fromm
lac Oliver
Frank Seninsky
Correspondents:
Roger C. Sharpe
Patrick Matthews
Charles C. Ross
Irving Blackman
Stephen Czetli
Lee Shearer
Jane Peterson
Marion Cutler
Classified Advertising:
Valerie Cognevich
Typographer:
Sharon McCall
Advertising Manager:
David Pierson
European Representative:
Esmay Leslie
Illustrator:
Bob Giuffria
PLAY METER, October 1, 1981.
Volume 7, No.18. Copyright 1981 by
Skybird Publishing Company. Play
Meter (ISSN 0162-1343) is published
twice monthly on the 1st and 15th of
the month. Publishing offices: 508
Live Oak, Metairie, La. 70005;
Mailing address: P.O. Box 24170,
New Orleans 70184, U.S.A. Tel.:
504/ 838-8025. Subscription rates:
U.S. and Canada-$25; foreign:
$100 , air mail only. Multiple-
subscription orders: 2-9, $20 each;
10-24, $17 each ; 25 or more, $15
each . Advertising rates are available
on request. No part of this magazine
may be reproduced without
expressed permission. The editors
are not responsible for unsolicited
manuscripts. Second-class postage
paid at Metairie, La. 70002 and
additional mailing offices. Post-
master: Send Form 3579 to PLAY
METER , P.O. Box 24170 , New
Orleans, La. 70184.
European Office: PLAY METER
Promotions, "Harescombe"
Watford Road, Northwood Middx .
England, Northwood 29244.
PLAY METER, October 1, 1981
~I.AY
EiEIJ
The Twice Monthly Publication for the Coin Operated Entertainment Industry
BPA circulation audit applied for
FEATURES
Theme: Convertible Games
22
24
30
Operators Are Hesitant About the New Mode
A spot check with operators over the nation shows
many have misgivings about the usefulness of the
Convert-A-Game system, while others welcome the
apparent cost savings, Play Meter finds in this one of
three related analyses.
Distributors Ponder the Mathematics
Conversations between Play Meter's Mike Shaw and
games handlers show the distribs are concerned
about just where the new system will eventually leave
them in the market pipeline
Manufacturers Skeptical About Feasibility of the New
System
Editorial Director David Pierson found U.S.
manufacturers other than Sega/Gremlin generally
pessimistic over the convertible games' fit into the
coin industry here. But some say there is particular
application of swap-games for the coin-op market.
Other Articles
34
54
Moving Ahead
Roger Sharpe takes focus on the many developemnts
in video games and suggests that the rapid changes
will have far-reaching effects, some of which can only
be guessed at presently
We Women and Electronic Games
Marion Cutler and jane Peterson survey female
players in arcades for their likes and dislikes, then
offer their own views of what coin-op game themes
appeal most to women today.
DEPARTMENTS
4
Editorial
7
Mailbox
9
46
Business Myth o f t he Month
48
Equipment Survey
59
Technical To pics
66
Critic's Corner
69
New Products
73
Classified Ad vertis ing
80
News Briefs
News
About the Cover: Hold it up to a mirror, and the unreadable becomes readable while the
formerly readable is now-readable: a small optical trick, symbolizing the "reversable"
nature of the new swap-games modes.
3