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FROM THE THE EDITOR EDITOR . . ... FROM Industry changes changes make make itit stronger stronger Industry talking with an old industry friend who happens to I bewasbequite quiteout outof ofthe thecoin-op coin-opbusiness businessright rightnow. now. Of Ofcourse, course, I one willing willing to to take take aa chance. chance. He He started started his his industry industry career career one with Atari in the early days and since then has been a very with Atari in the early days and since then has been a very always said, this business does get into your blood, as I've visible figure, even being elected president of the manufacas I've always said, this business does get into your blood, visible figure, even being elected president of the manufacwas talking with an old industry friend who happens to andhe he was was no no exception; exception;he he misses missesititand and was was naturally naturally curious curious and about what what was was going going on. on. about in this this industry? industry? ItIt got got How do you explain several years years in How do you explain several me thinking about how much this industry has changed in onme thinking about how much this industry has changed in onfew short short years. years . The The coin-op coin-op business business grew grew tremendoustremendouslyly aafew ly and though it has plunged far from what it was in the the heyheyly and though it has plunged far from what it was in day, it's still here and it 's strong. What can account for that? day, it's still here and it's strong. What can account for that? to those those who who get get very very little little applause, applause, attribute the the success success to II attribute those that don 't know when to quit when it comes to promoting those that don't know when to quit when it comes to promoting theirbusiness-coin-operated business-co in-operated entertainment. entertainment. When When an an article article their pops up in the newspaper that has some politician proclaimpops up in the newspaper that has some politician proclaiming that that video video games games are are aalower lower life life form form than than even even heroin, heroin, ing it's pretty discouraging . In fact, it 's maddening and unfair. it's pretty discouraging. In fact, it's maddening and unfair. Ofcourse, course, we we know know that that because because it's it's our our industry. industry. Most Most others others Of don ' t really think about it one way or the other until something don't really think about it one way or the other until something derogatory happens because, like news stories, only the bad derogatory happens because, like news stories, only the bad ones garner the attention. But on the contrary, there are many ones garner the attention. But on the contrary, there are many good samaritans samaritans from from our our ranks ranks donating donating time, time, money, money, good machines , etc. to worthy causes. machines, etc. to worthy causes. We ' re all all trying, trying , one one way way or or another, another , to to change change how how the the We're public perceives the industry. The Washington Conference public perceives the industry. The Washington Conference held recently in the nation 's capital is one positive effort by held recently in the nation's capital is one positive effort by a growing group to speak out for what we stand for. It was a growing group to speak out for what we stand for. It was unbelievable to to see see how how many many congressmen, congressmen, senators, senators, their their unbelievable families, and staff gathered for the reception that ended two families, and staff gathered for the reception that ended two days of meetings with various political figures. Last year, we days of meetings with various political figures. Last year, we bragged about about the the sizable sizable group, group, but but this this year year was was even even bigbigbragged ger. In fact, next year it may be time to move from the ger. In fact, next year it may be time to move from the Longworth building to a more spacious location. Longworth building to a more spacious location. it ' s only only one one thing thing that's that's working working to to better better the the ininBut it's But dustry. There are some changes going on within the ranks that dustry. There are some changes going on within the ranks that could have have aa serious seriousimpact. impact. No No one one doubts doubts for for aa minute minute that that could the industry is totally , almost without exception, dominated the industry is totally, almost without exception, dominated by the Japanese . In the minority is Leland, who has had one by the Japanese. In the minority is Leland, who has had one of thetop top games. games. Will Will other other American American companies companies follow? follow? The The of the mammoth companies are practically extinct and what we are mammoth companies are practically extinct and what we are seeing is smaller companies forming and principally they are seeing is smaller companies forming and principally they are licensing games from Japan. rt doesn't take gigantic companies licensing games from Japan. It doesn't take gigantic companies with hefty hefty overheads overheads to to license license aa game. game. As As II look look at at the the mamawith jor companies (notice I didn ' t say huge) you'll see a vast jor companies (notice I didn't say huge) you'll see a vast change from from the the video video boom boom years. years. Factories Factories are are no no longer, longer, change and probably never will, demand hundreds of games day . and probably never will, demand hundreds of games aa day. Leland and Byron Cook took a risk when they got into Leland and Byron Cook took a risk when they got into the manufacturing business. Their company, Leland (they the manufacturing business. Their company, Leland (they boughtthe the assets assets of ofCinematronics), Cinematronics), isis aa significant significantinfluence. influence. bought Frank Ballouz , former vice president of Nintendo, another Frank Ballouz, former vice president of Nintendo, isis another PLAY METER/July METER/Jul y 1988 1988 1414PLAY turers association association two two years years in in aa row. row. He He has has left left aa comforcomforturers table position position with with aa reputable reputable company company and and is is venturing venturing out out table on his own. His new company has licensed its first game from on his own. His new company has licensed its first game from Japanese firm firm to to be be sold sold as as aa kit. kit. Will Will he he be be successful? successful? With With aaJapanese his knowledge and love for this industry , he should have his knowledge and love for this industry, he should have everything going for him. However, it boils down to one simeverything going for him. However, it boils down to one simple thing-good games. But Frank knows as well as anyone ple thing-good games. But Frank knows as well as anyone that loyalty loyalty and and friendship friendship only only go go so so far far when when itit comes comes to to that business. No one company is at the top all the time. business. No one company is at the top all the time. Frank and and his his hoped-for hoped-for sucsucWhile we we keep keep one one eye eye on on Frank While cess , it's hard not to gaze back to the downfall of many of cess, it's hard not to gaze back to the downfall of many of the sizable manufacturers that contributed heavily to the inthe sizable manufacturers that contributed heavily to the industry during during the the boom boom time-Centuri, time-Centuri, to to name namejust just one. one. It's It's dustry also hard to realize that others probably will be calling it quits. also hard to realize that others probably will be calling it quits. Kits, virtually virtually unheard unheard of ofaamere mere five five years years ago, ago, now now make make Kits, up the majority of game sales. It's strange to think that video up the majority of game sales. It's strange to think that video games were just coming into the pinball-dominated picture a games were just coming into the pinball-dominated picture a short 10 10 years years ago! ago! Dedicated Dedicated games games have have their their place, place, of of short course. Arcades are staging a comeback as manufacturers get course. Arcades are staging a comeback as manufacturers get ofthe the business business and and many many also also own own large largeroutes. routes. intothat thatarea areaof into Operators are more demanding and no longer commit to large Operators are more demanding and no longer commit to large of games, games , having having learned learned aa grave grave lesson lesson long long ago. ago. volumes of volumes is tremendous right now with some And the home video market And the home video market is tremendous right now with some sayi ng it's it's great great for for coin-op coin-op while while others others view view itit more more saying critically. critically. Even as as II was was summing summing up up the the last last few few years years for for my my Even friend, I realized that although the industry has gone through friend, I realized that although the industry has gone through many changes changes and and will will continue continue to to change, change, itit must must do do so so or or many it will shrivel up and die. Too many people will not sit by it will shrivel up and die. Too many people will not sit by That's why why there there will will always always and see see the the industry industry stagnate. stagnate. That's and be people like Frank Ballouz and the Cooks who are willing be people like Frank Ballouz and the Cooks who are willing to step stepinto into the the unknown unknown hoping hoping to to make make the the industry industry better. better. to /) ~/VUJ/;, /J Va~ lerie Couy~nevich grewich i Valerie Cognevich Editor Editor P.S. We We are arepleased pleasedto to announce announcethat that we we are are the the proud proud owners owners P.S. ofaa FAX FAX machine machine (finally (finally!!!!) urge all all of ofyou you to to write write of !!!! ) II urge down the the number number and and use use itit to to send send vital vital information. information. down I'm already already asking asking how how we we got got along along without without it. it. Yes, I'm Yes, (504)488-7083 (504)488-7083