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From the the Editor Editor From You may mav be be talking talking to to You the next Nolan Bushnell I Valerie Cognevich Cognevich Valerie Editor Editor PLAYMETER METER PLAY hadaaphone phonecall callrecently recentlythat thatIIfigured figuredwas wasgogohad beaalot lotlike likemany many other otherphone phonecalls callswe we ingto tobe ing receive in our office. The caller was a man who receive in our office. The caller was a man who had a product he wanted to begin marketing in had a product he wanted to begin marketing in "Thisisissomething somethingthe theindustry's industry's the industry. industry."This the never seen before," he bragged, oblivious to never seen before," he bragged, oblivious to the fact that I'd heard these very words many the fact that I'd heard these very words many timesbefore. before. times He told me a little about the product, but my He told me a little about the product, but my brain was forming the words, "It'll never fly." It brain was forming the words, "It'll never fly." It happens so often that I am cynical enough to happens so often that I am cynical enough to think that that more more new new venventhink failthan thanwill willsucsuctureswill willfail tures ceed. There's the crane ceed. There's the crane manufacturerwho whohad hadthe the manufacturer best, most innovative new best, most innovative new productsince sincethe the8-way 8-wayjoyjoyproduct stick but all signs pointed to stick but all signs pointed to doom before the product doom before the product was even ready to be introwas even ready to be introduced. Sparse sales and a duced. Sparse sales and a chillyreception receptionpreceded preceded aa chilly letterto tous usexplaining explainingwhy why letter they couldn't pay their adthey couldn't pay their advertisingbills. bills. vertising Wasititbecause becausethe the prodprodWas uct was one that would nevuct was one that would never be accepted by players? er be accepted by players? Ironically, that that wasn't wasn't the the Ironically, reason; the cause might surreason; the cause might surprise you. This industry is prise you. This industry is fairly tight-knit and it takes fairly tight-knit and it takes be more than an an idea idea to to be more than welcomed in. Companies develop reputations, welcomed in. Companies develop reputations, theirsales salespeople peopleknow know all allthe the customers, customers, and and their is sealed tighter than the distributor network the distributor network is sealed tighter than aa tupperwarebowl. bowl.There Thereare areyears yearstotobe beinvested invested tupperware in getting to understand what this industry is rein getting to understand what this industry is really all about and what it means to be a vital part ally all about and what it means to be a vital part of it. Often an entrepreneur simply doesn't have of it. Often an entrepreneur simply doesn't have that kindofoftime timeto toinvest. invest. that kind It's hard for newcomers tomake make their theirmark. mark. It's hard for newcomers to Think of Nolan Bushnell laboring in his garage Think of Nolan Bushnell laboring in his garage making Pong, a great new product if ever there making Pong, a great new product if ever there was one. one. He He approached approached game game manufacturers manufacturers was who scoffed at the idea, if not to his face, atatleast least who scoffed at the idea, if not to his face, behind his back. Pinball machines were king of behind his back. Pinball machines were king of the hill and would soon make the transition the hill and would soon make the transition fromelectromechanical electromechanicaltotosolid solidstate. state.That Thatwas was from bignews! news! big Eventhe the most mostseasoned seasoned industry industryveterans veterans Even assured the industry that video games wereno no assured the industry that video games were ofmore than a passing fad. Thus Bushnell was ofwas Bushnell Thus fad. more than a passing fered no no option optionbut butto to form form his his own own company company fered to introduce the world to what would be the the to introduce the world to what would be 88 biggest single product to come along and have biggest single product to come along and have an impact still reverberating around the world an impact still reverberating around the world some 20 years later! Pong revolutionized the some 20 years later! Pong revolutionized the entirecoin-op coin-opentertainment entertainmentindustry, industry,thanks thanks entire to the blinding determination of a young man to the blinding determination of a young man with a dream. with a dream. And introducing product to the market has And introducing product to the market has not been much easier over the years. Look at annot been much easier over the years. Look at anothercompany companywe've we've come cometo to love love and and admire, admire, other Lazer-Tron, recently purchased by home video Lazer-Tron, recently purchased by home video game giant Acclaim (featured on our cover). A game giant Acclaim (featured on our cover). A truesuccess successstory storyby byany anystandards. standards.But Butititdidn't didn't true happen by accident. Lazer-Tron had a good happen by accident. Lazer-Tron had a good game but no real understanding or contacts game but no real understanding or contacts within the industry. It licensed its first game to within the industry. It licensed its first game to another well-known company in the industry another well-known company in the industry andititwas wasaahit. hit.Next Nextgame, game,same samething. thing. As Asthe the and company's reputation grew and its name was no company's reputation grew and its name was no longer alien to the industry, the company conlonger alien to the industry, the company continued on a roll with the addition of a man who tinued on a roll with the addition of a man who knew everyone in the industry. Don't think Ron knew everyone in the industry. Don't think Ron didn't opensome somedoors. doors. didn't open Ask the guys at Quick Silver what an arduAsk the guys at Quick Silver what an arduous trek they've had navigating the coin-op inous trek they've had navigating the coin-op industry. Good games, impressive R&D capabilidustry. Good games, impressive R&D capabilities, honesty at the helm. But it's been a ties, honesty at the helm. But it's been a struggle. They licensed some redemption struggle. They licensed some redemption games to a video game giant because they hadgames to a video game giant because they hadn'thad hadthe theright rightindustry industrycontacts. contacts.That Thatis, is,perpern't haps, until now. There's been a new addition haps, until now. There's been a new addition overthere therethat thatmay maybe bethe thekey. key. over My purpose is not to single out only these My purpose is not to single out only these two companies, but they represent the Catch-22 two companies, but they represent the Catch-22 theindustry industryfaces. faces.Everyone Everyonedemands demandsnew newand and the innovative product, but they don't want to take innovative product, but they don't want to take a chance with someone they don't know. But a chance with someone they don't know. But that's the very one who just may have that new that's the very one who just may have that new andinnovative innovativeproduct. product.Operator Operatorbudgets budgetsare areso so and tight they're screaming, distributors are obligattight they're screaming, distributors are obligatedtotodo dothe thebest bestjob jobthey theycan canfor forall allthe thecompacompaed nies they represent, and manufacturers really nies they represent, and manufacturers really don'twant wantto tointroduce introducemediocre mediocre product, product,but but don't it's hard not to stick to tried and true themes. it's hard not to stick to tried and true themes. mind? Doesfighting fightingcome cometo tomind? Does But the industry thrives on new new ideas ideas and and But the industry thrives on new innovations. It's just hard to see newcomers new innovations. It's just hard to see newcomers with all the enthusiasm needed for those new with all the enthusiasm needed for those new ideas and creative creative innovations innovationsbecome become disilludisilluideas and sioned. As you walk to show floor if you see a sioned. As you walk to show floor if you see a name on a booth you're not familiar with, stop name on a booth you're not familiar with, stop for a chat, see what they're doing. It might be for a chat, see what they're doing. It might be worth your while, and they will appreciate any worth your while, and they will appreciate any input you might have to offer. Perhaps you'll be input you might have to offer. Perhaps you'll be chattingwith withthe thenext nextNolan NolanBushnell! Bushnell! • chatting MARCH1996 1996 MARCH 4