Play Meter

Issue: 1983 October 01 - Vol 9 Num 18

BALLY· BUYS SEGA
TO GET ASTRON BELT
By Mike Shaw
Sega's Rancho Bernardo manufacturing
facility appeared as a symbol of growth
and prosperity when it was completed just
over a year ago.
n what is undoubtedly the most
dramatic occurren"te. of the coin-
op industry shakeout, Gulf +
Western has sold the coin-op video
game interests of Sega Electronics to
Bally Manufacturing.
On Th.~mday, August 25 , Bally
signed a letter of intent to buy Sega
with principals of the San Diego-based
manufacturer and its parent Para-
mount Pictures. Under the agreement,
Bally gets Sega's current inventory of
games, its physical plant and proper-
ties, and a long-term contract for coin-
op video hardware, technology, and
games developed by Sega researchers,
including Astron Belt, a soon-to-be-
released laser disc game which, appar- ·
ently, is the heart of the deal.
"We feel Astron Belt is the best of
the new laser disc games, and our first
efforts will be to ·bring that game to
market," Bally Vice President Jerry
Blumenshine told Play Meter.
Sega has been for sale since early
summer. After a four-month study of
Gulf + Western's properties, Chief
Executive Officer Martin Davis
announced a divestiture program to
dispose of 20 percent of the conglom-
erate's holdings. Davis, who took the
reins of the more than 100 companies
that make up Gulf+ Western when
founder Charles Bluhdorn died of a
heart attack in February, decided
there was "a dim outlook" for the
video industry in general. He decided
that Sega, with sales of $136.3 million
I
PLAY MffiR. October 1, 1983
On test, Astron Belt draws interest from
video game enthusiasts, and subsequently,
from its new owner, Bally Manufacturing.
in }982, had but "a relatively small
share of that."
Sega will retain what it reportedly
wants of its operation- to continue as
a creative entity in the industry, calling
on Paramount for a wealth o·f film
footage. The film is advantageous to
the development of video disc games,
which. are quickly becoming the pre-
dicted future of this industry.
According to Sega Marketing Vice
President Bob Rosenbaum, the com-
pany has three additional games ready
'for its newly christened Laserage
Video System.
Sega will also keep its food and
games operation, . P J Pizzazz. The
contract in no way touches Sega of
Japan.
Sega officials were still in the dark
about their future immediately follow-
ing the sale. Rosenbaum had not
expected Sega to be bought by another
coin-op manufacturer. He said he had
"not heard anything" from Bally about
the future of Sega employees, but that
"a lot of people are getting their
resumes out."
Another Sega source said it was to
be "business as usual" at Sega until
September 9 when sales and customer
service would cease. He estimated it
would take another two months to
sever employees and phase out the
video game manufacturing and mar-
keting divisions.
Rosenbaum said he was surprised
that a company which already has pro-
duction facilities would purchase the
physical properties of Sega-which
include an extensive and new manu-
facturing facility in Rancho Bernardo-
• and agreed with the theory that the
real estate was part of what Bally had
to take to get Astron Belt.
Bally .has taken no position on what
it will do with Sega's plant and per-
sonnel. Blumenshine would only say
that it would take the company some
time to make those decisions.
Neither Bally nor Gulf + Western
would comment on the terms of the
agreement, but both indicated the sale
would be formally completed within a
The final out~after" eight years as an
American video game manufacturer, Sega few days after the letter of intent was
signed.

will bow out with Champion Baseball.
9
Helping You Buy
Novelties, shuffle alleys, pingames, and .countertop
games-these are a few of the equipment highlights of 1983
and late 1982. Play Meter's 1983 Annual Buyers' Guide
helps you find the equipment you need because it includes
all these types of amusement devices.
The Buyers' Guide is a comprehensive catalog of
phonographs produced since 1976, pingames from 1979,
videos since 1979, table games starting in 1978, novelty
pieces since 1977, and kiddie rides. A new category,
countertop games, is also included in the 1983 guide.
For a wrap-up of what equipment was sold in 1982
and 1983, turn to page 32. Mike Shaw interviewed manu-
facturers, open.ttors, and distributors and asked them what
they bought and sold in 1983. Although he found that
operators, for the most part, didn't buy dedicated videos,
they did buy other equipment, including conversions. To
help you figure out which models are conversions, or come
also in conversion form, these games are indicated by the
abbreviation Conv. placed next to their names.
Some manufacturers did not or could not release
pictures of games-they were either out of production,
never made production, or were not photographed within
Play Meter's deadline for this Buyers' Gui9e. But Play
Meter did make a thorough effort to get all the material,
and the editors believe that missing games represent an
insignificant percentage of machines in use.
To help you locate specific companies within the
Buyers' Guide, an index of all the manufacturers in the
guide and the 'Pages where their products appear is listed
below.
If you prefer to examine all the games within a specific
category, for example countertop games, turn to the Table
of Contents to see where the section begins. Once you
reach the countertop section, you'll see that all the pieces
are listed first in alphabetical order by manufacturer and
then in chronological order by production date.
And if you don't know who manufactured a piece of
equipment; the 1983 Buyers' Guide has an added feature to
make your searching easier. On page 15 is an alphabetical
listing of equipment by name, in categories-phonographs,
videos,pingames, table games, counteriop games, shuffle
alleys and bowlers, novelties, and kiddie rides.
Here are a few more pointers about your guide.
• Games from September 15, 1982 to September 15,
1983 are included.
• Footnotes are included at the bottom of some pages
to give you extra information about products. Whenever
possible, information about new equipment was foot-
,..

noted.
Index of Manufacturers
A & A ....................... 157
ADI ......................... 144
Air Table Hockey ............. 150
American Arcade Specialty Co .. 157
American Shuffleboard
Table Games ................ 144
Shuffle Alleys and Bowlers ... 152
American Suntronics ........... 89
Amstar ................... . ... 89
Amusement Technology ........ 176
Arachnid ..................... 157
Atari
Pins ....................... 63
Videos ......... . . . ......... 89
ATW ........ : . ..... . ........ 94
Automatic Toys Modena ....... 176
Autorovo / Canada ............. 178
Cinematronics ................ 101
Comefly Cartoon Factory ....... 158
Computer Kinetics ...... .- ...... 174
Continental ................... 185
Cosmos . ..................... 102
Bafco ........................ 183
B & C Mfg ................... 157
Bally I Midway
Pins ....................... 63
Videos ..................... 113
Big G Mfg. Inc ............. . .. 152
Bio-Rhythm .................. 157
Bob's Space Racers ............ 158
Brunswick ......•.............. 144
Eight-Ball National
Billiard Mfg. Co .............. 146
Elcon Industries
Videos ....... .. .......... . . 105
Novelties . . ................. 158
Electro Mobiltechnik .......... 186
Electro-Sport ................. 105
Entertainment Enterprises ...... 174
Enter-Tech ... . .... . .......... 106
Exidy
Videos ...... . ............... 106
Shuffle Aileys ~nd Bowlers ... 152
Carousel ..................... 185
Centuri ...................... 94
10
Data East ..... . .............. 102
Destron
Videos . ..... . .............. 113
Novelties .. . .. · . . ............ 158
Digital Controls ............... 174
Dufferin Inc . . . .. .. ............ 152
Dynamo
Videos ... ... . .............. 104
Table Games ..... . .......... 145
Other Table Games .......... 150
J.F. Frantz Mfg ............... 158
Galaxy Amusements ........... 187
Game-A-Tron · '
Videos ..................... lll
Novelties ................... 164
Game Plan Inc.
Pins . . ..................... 73
Videos ..................... Ill
Gametronics .................. 164
Gino Rondina
Novelties ................... 164
Kiddie Rides ................ 187
GLAK Associates ............. 112
D. Gottlieb (Mylstar)
Pins ....................... 73
Videos ..... , .. . ............ 112
Honda ....................... 164
House of Cards ............... 174
IDEA ........................ 166
Innovative Concepts
· in Entertainment ............. 166
Innovative Promotions ......... 166
Intermark .................... 166
International Billiard ........... 146
Irving Kaye ................... 146
Jiffy Rides .............. , ..... 190
PLAY METER. October 1, 1983

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