expanding boom. However, there
were some who embellished on
the Gottlieb invention to broaden
its appeal and audience. One
method which developed was the
addition of an automatic pay-out
mechanism, turning novelty enter-
tainment and amusement into a
more gambling-directed venture.
Although he did dabble a bit in
this area of game design, Gottlieb
quickly turned away from this
format and remained staunchly
committed to innocent fun. And as
the industry began to feel the
repercussions of this guilt-by-
association and public opinion
denounced the entire coin-op
industry, Gottlieb tried as best he
could to weather the storm.
Fortunately, for the business at
least a war intervened and turned
attention back to more important
issues. Factories of this Chicago-
based industry were changed into
war munitions and material plants,
and thoughts of the future were put
on hold.
However, after the battles
and designs were 'no longer
enough to sustain interest and
many former major powers in the
industry, already devastated by
years of inactivity in producing
their livelihood, could no longer
rebound. Only a few remained to
continue the cause and keep any
flickering dreams alive.
D. Gottlieb & Co. was one of
those companies, and in 194 7 this
manufacturer once again took the
lead when it introduced flippers
on a game called Humpty Dumpty.
Pinball was suddenly, and forever,
transformed into a more challeng-
ing, skillful, and interactive form of
entertainment and players soon
noticed the change and flocked to
see and try the new innovation.
Alvin Gottlieb
A respected company
ended and life tried to return to
normalcy, Gottlieb was ready to
begin anew. But the world had
changed and so too had society's
taste for amusement games.
Something different was needed
to lead to the future. The old ideas
With Alvin Gottlieb joining his
father, adding yet another gener-
ation to this founding enterprise,
the company began to gain a
reputation for dependable,
reliable, and solid equipment that
attached both the skilled and
JACK'S AMUSEMENT
COMPANY
I
i
I
I
has two locations ready to serve y_ou!
* ARKANSAS *
* TEXAS *
310 Strong Highway
El Dorado, Arkansas 71730
4019 Avenue 'A'
Lubbock, Texas 79404
501/863-5600
806/762-6283
Jack Ethridge, President
Mel Harp, General Manager
FOR FACTORY- AUTHORIZED
SALES & SERVICE,
CALL JACK' S!
"We're large enough to serve you & small enough to appreciate you."
PlAY METER. November 15, 1984
11