Play Meter

Issue: 1985 May 15 - Vol 11 Num 9

COVER STORY
Debut of 'Cubs'
heralds new pin era for Premier
When the AMOA opened this past October, the ink
had barely dried on an agreement between Mylstar and
principals of what would become Premier Technology.
Premier was purchasing the pinball assets of the defunct
Mylstar Electronics, closed by parent company Coca-
Cola.
Coca-Cola had changed the company name to Mylstar
from D . Gottlieb & Company, a name that meant pinball
to the coin-op industry. The history of Mylstar was short,
but D. Gottlieb & Company spanned half a century.
Gil Pollack started his coin-op career 13 years ago at
Gottlieb when it was still famil y owned. When Coca-Cola
obtained Gottlieb, Gil saw what the corporate umbrella
could do to a company and doesn't intend for that to
happen to Premier. "Executives, the very ones who are
deciding what games will be produced, become so
wrapped up in the mega structure of coorporate life, they
completely lose touch with the marketplace they are
supposed to serve," said Gil.
According to Gil, the employees at Premier are
directly involved with the marketplace. "I credit the
success Premier has had in such a short time to
concentrated efforts in engineering, knowing the
product, and a lot of hard work," noted Gil.
Though only in full production since the first of the
year, Premier has made its presence felt in the industry.
Its latest pinball, Chicago Cubs " Triple Play ", introduced
at the Amusement Operator's Expo, has been hailed a
complete success. It exemplifies the quality Gottlieb once
stood for and the quality Premier will be known for.
Chicago Cubs is an in-house developed game which is the
plan for future product. "Our engineers are talking with
operators and studying the marketplace. They are not
removed from it like in large corporations," said Gil. "I
also never want Premier to have that ivory tower effect
where executives and engineers are in the.i r own world
and lose touch with the reality of where the industry is
headed and what it's all about."
Quality is a top priority at Premier. According to Gil ,
Premier has taken extra steps to improve quality control.
"We have gotten feedback from the field showing very
little downtime on our games. And that means money to
operators," he said .
Pinball machines require more maintenance than
videos but according to Gil , "Many times when operators
talk about problems , what they are really talking about is
technicians not having the learning curve on servicing
pinballs. Manufacturers must overcome this by taking
steps to educate technicians in setting up pinballs,
percentaging them and troubleshooting."
And, Premier is taking steps to do just that. Service
schools are being planned at Premier distributorships.
Noted Gil, "We had a service school in Syracuse, New
York and 50 people showed up ." Gil also noted that
although the schools will focus on Premier product ,
many topics covered will apply to all pinballs.
Since Premier will be devoting its efforts to pinball, we
asked Gil what he thought about the future of pinball. "I
am even more optimistic today than I was when we
started the company. I don't think pinball will ever top
what video did at its peak but pinball popularity is
growing every day."
He continued , "We are dealing with a new market out
there . The kids who were weaned on video are
discovering pinball and finding they like it. Operators
started putting out older pins to see what the reaction
would be. They're finding it's good so they're now buying
new pins."
The future of Premier is bright and besides pinball, Gil
noted that Premier will be working on a novelty piece.
However, that was all he would say. But looking at what
Premier has accomplished already, it should be a hit.
Video games? Said Gil , "There are too many creative
people in Japan to work on video games. Our expertise
will be on pinball and novelty ."
WE ARE IN THE
ENTERTAINMENT BUSINESS .
8
PLAY METER. May 15, 1985
I
I
~
Robbins offers resignation
joe Robbins, president of the
American Amusement Association
(AAMA) , has offered his resignation
and has instructed a nominating
committee to seek a new president
and slate of oHicers at an AAMA
business meeting May 16-17 in San
Francisco .
Robbins offered his resignation
in an April15 letter to AAMA mem-
bers in hopes of stemming the dis-
cord within the association. Dissen-
sion has apparently grown within
the AAMA in recent weeks following
the poor attenda nee at the associa-
tion ' s annual trade exposition ,
Amusement Showcase International
(ASI) , which was held March 1-3 in
Chicago.
Robbins has been the prime pro-
ponent of the AAMA's attempt to
sponsor a springtime show to com-
pete against the Amusement Oper-
ators Expo (AOE),which has been
owned and managed by Play Meter
magazine since 1980. The AAMA
president has maintained that, with-
out the ASI show, the entire game
manufacturers ' association is in
jeopardy.
However , in its first two years ,
th e ASI ha s been unable to draw
operator attendees away from the
more established AOE, and exhibi-
tors at both shows are now com-
plaining that the attempt by ASI to
force a second springtime show on
the industry has diluted the poten-
tial of either show (ASI or AOE)
being profitable for exhibitors.
AAMA executives have claimed
the ASI had 3,500 registrations for
PLAY METER, May 1 5, 1985
th_is year's exposition, but they have
refused to release the actual atten-
dance figures, which were consider-
ably lower. In fact, this year's ASI
drew so poorly that several mem-
bers , including Atari, said they
would not exhibit at the ASI again.
And, in informal discussions,
other manufacturer members who
exhibited at the ASI said they would
favor paying higher dues to support
the association rather than having to
go through the enormous expense
of exhibiting again at the ASI. Said
one manufacturer, "I could have
invited all my distributors to our
offices and spent a lot less than I did
at the ASI and still wrote as many
orders."
In his open letter, Robbins con-
firmed the numerous complaints
from members about the ASI's poor
draw. Robbins wrote, " I have heard
so many complaints about the lack
of operator attendance , but oh so
few compliments from Glenn [Bras-
well, AAMA executive director] and
his crew.
"Unfortunately, there has sur-
faced in recent weeks," he con-
tinued, " devisive [sic) elements that
possibly threaten the ongoing
existence of AAMA and the con-
tinuity of the ASI. In this respect, let
no one misunderstand the reason
for being for ASI. Given the reduced
schedule of dues, the funds gener-
ated by the show are essential to the
continuance of our programs,
including the fight against the
copiers."
However, Robbins's letter con-
tinued, "I have been President of
AGMA and AAMA since its incep-
tion in 1981, and I have the press of
personal affairs, and I do believe a
new President and a revised execu-
tive committee might better reunite
everyone and restore the cohesive-
ness which seems to be slowly
eroding."
Braswell, however, downplayed
the Robbins's letter, saying , " At the
last two annual meetings, joe said he
would resign because his business
was taking up to much of his time.
But each time he is re-elected to the
position of president."
But Braswell noted that this time
several nominations were made for
the position and that the matter will
be voted upon at the San Francisco
meeting.
In his April 15 letter, Robbins
also criticized 28 distributing com-
panies by name for not having paid
their association dues.
In January, prior to the AAMA
push to enlist dues-paying distribu-
tor members, Braswell said ten dis-
tributorships were ready to join the
association. However, according to
Robbins's April 15 letter, the dis-
tributor members still totalled ten.
Robbins wrote, "Having been
instrumental in creating a new cate-
gory of membership for distributors
(at their request I must add), I must
apologize to the members as it
appears that I was sadly misled as to
the sincerity of their actual desire."
Robbins continued that he "was
ashamed and appalled" that the list
of dues-paying distributor members
had not grown.

9

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