Play Meter

Issue: 1984 June 01 - Vol 10 Num 10

UP FRO NT
GOODNEWS-
Are thing s looking up for the coin-op industry?
There's a feeling among many industry members
th at optimism is starting to peek through the black
cloud s that have been hanging over the industry
lately. The shakeout may be stabilizing . There still may
be some significant companies either closing or
selling out, but thi s should strengthen the industry .
Wh y do we believe this?
Play Meter staff members discussed the industry
with several distributors nationwide . (See their
comments on page 27 .) We asked them for predic-
tions on the future of the indu str y, how they have
survived , and how operators view the industry today .
There were many encouraging comments .
" Operators are more positive today. Revenues
haven ' t increased much , but the number of coin
chutes has decreased , so the operators who have sur-
vived are increasing their profits," said Jim Frye of
Brady Distributing in Charlotte, North Carolina . " The
well-established street operators are optimistic," said
Ray Hibarger of Hanson Distributing in Bloomington ,
Minnesota . " They are feeling things are getting
better. "
FORA CHANGE
John Trucano of J-Mak Distributors in Deadwood,
South Dakota, said : " I am definitely high on the
industry. We ' re in a pretty low valley , but if an opera-
tor is not afraid to get a little perspiration on his brow,
he'll keep his ship afloat."
The distributors also discussed equipment types
and what operators are buying . This issue is dedicated
to the new equipment. We call it the Spring Buyer' s
Guide , and feel that since old debts are being paid ,
equipment sales will increase .
The bottom line, of course , is good equipment.
We may never see the deluge of machines like we saw
in the past. But we sincerel y believe manufacturers
are going to be more selective in what they offer.
According to the distributors we interviewed, phono-
graphs, pool tables, pinballs, foosball , conversions,
and darts are in demand now. Some videos are
proving to be good earners, including Nintendo's VS .
System and Punch Out!! , Bally 's Spy Hunter and
Tapper, Exidy 's Crossbow, Konami/ Centuri's Track &
Field, Stern ' s Great Guns, Data East' s Tag Team
Wrestling, Coin-It' s Birdie King II, and Atari ' s Pole
Position II. Bally' s pin , Kings of Steel, is also getting
good reports.
Are things looking up? For those who are ready
to get down to business and to pick up the pieces, you
bet they are!
~J!/)~
Editorial Director
6
Pl.A Y METER. June 1, 198·
the new games.
W ayne C . Westman
St. G eorge, Utah
Top video players
Letters to
the editor • •

In your March 15, 1984 issue (p.
84), Twin Galaxies International
Scoreboard is mentioned as a n
institution that ho nors "the top U.S.
video game p layers of 1983."
How can we enter our top video
game players? We have a video
game playing genius here that
discourages contests beca use he
wins with very little inves t ment into
Audio VisuGI
Amusements
Emotional effects
Thank you for reprinting Dr.
Mehrabian's and my article, "Lights
Out at the Arcade" (Play Meter,
April 15, p.lO) . As our research
shows, it is important for game
designers and manufacturers to con-
sider how players feel while playing
video games. Our findings specifi-
cally pinpoint those emotional
effects of games which are likely to
maximize preferences for them.
Currently, we are working with
manufacturers to assist in develop-
ing and/ or modifying games so as to
make them emotionally and psycho-
logically more appealing to players.
At any stage in the design and
development of a video game, start-
ing from the concept (story board)
stage on to the finalized product, it is
possible to test the emotional effects
of various game features. These fea-
tures can then be modified, if neces-
sary, to obtain the desired emotional
impact on players.
It is our opinion that in the pre-
sent highly competitive video game
market, manufacturers who seri-
ously consider the psychological and
emotional needs of players are apt co
have a substantial advantage over
those who either neglect these game
characteristics or who consider
them only in an intuitive, informal,
and non-scientific way.
I really appreciate all that you
have done for myself and Dr.
Mehrabian. We hope to work with
you and your magazine in the future.
Warren W ixen
Santa Monica, California
PlAY METER. June 1. 1984
Editor's Note: It usually takes a
player many quarters to learn to play
a game well. A few players are an
exception to this rule, but we beleive
good players should have the
opportunity to be recognized.
Good players can bring attention
to equipment. Wh en someone plays
a game well, he often draws an
audience who wants to try the game.
Offering the finest
new and used

equ1pment
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YOU'VE TRIED THE REST,
NOW TRY THE BEST
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For further information, call Pete Entringer (collect)
7

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