Play Meter

Coinman of the Month
MICHAEL MENDELSOHN
Michael Mendelsohn, July's Coinman of the
Month, is 26 years old and is one of the New Breed
in the industry.
Spurred on by the huge success of Pong, he
decided to try his hand at operating coin-operated
amusement devices five years ago. He was in
college at the time, majoring in Business
Administration, but when he saw the opportunity
come open in the coin-op field, he was quick to
jump. He and his father, Seymour, started Games
Unlimited in Apri~ 1979 with only four video
games, and though his father is no longer part of
the firm, Games has grown to a sizable operation of
more than 400 pieces. It speaks weU for the
Mendelsohn business sense.
Headquartered in Los Angeles, Games Unlimited
spreads out far in three directions-to the south
about 125 miles away to Chula Vista, to the north
about 175 miles to San Luis Obispo, and to the east
about 160 miles. His operation is very strong in
video games and unusually strong also in waU
games (since, as he explains it, many of the patrons
in his locations like to play games from their tables).
Video games make up 55 percent of his entire
operation. Wall games and pingames make up
twenty percent apiece, and arcade pieces account
for the remaining five percent of his business.
HI think being a good businessman is more
important than being a good mechanic," claims
Mendelsohn. His suggestion to feUow operators is a
simple one-you're never too old to learn. And,
toward that end, he suggests that taking business
courses at city colleges in the area is a good idea for
today's operators.
His bustnessman's approach to Games Unlimited
8
is reflected in a well-devised plan for landing new
locations. He studies one type of location at a time
and specializes in selling himself to that particular
group of locations. As an example, recently while
he was focustng his energies into the restaurant
market, he embarked on an aU-out drive to canvas
as many restauranteurs as possible at a restaurant
convention. He developed a slick brochure,
sponsored a cocktail party, anillanded several new
contacts. And, of course, he places great emphasis
on referrals-word-of-mouth advertising.
Though he places supreme importance on being a
good businessman, Mendelsohn has by no means
forsaken the service end. In fact, it is his strong
service department which compelled PLAY ME-
TER to interview him for this year's Service Issue.
He employs six service mechanics (his arrange-
ments with them makes for rather interesting
reading), a shop technician, a vice president of
operations who ' supervises the mechanics, a
secretary, and a bookkeeper. Service and main-
tenance is a strong suit with Games. And the
company is keeping up with the changes in the
industry. As he reports in the interview, Games
now does over fifty percent of its own board repair
and plans to be up to seventy-five percent in the
near future.
His wife's name is Barbara. He's an active
participant in baseball, football, skiing, and
racquetbaU (his association with racquetbaU clubs
also helped land him some additional locations).
He's innovative in many of his approaches to the
business, and could supply a good clue to the New
Breed of operators who are finding thetr way into
the industry.
PLAY METER , July. 1978