Play Meter
Issue: 1980 August 01 - Vol 6 Num 14 - Page 1
UPDATE EDITION
Volume 6, Number 14
August 1, 1980
Atari puts Robbins at dual helm,
recruits Belam's S. Breaks
Joseph Robbins will assume duties as
co -president of Atari Coin Operated
Electronics Games Division after
departing July 1 from the post of
president of Empire Distributing Inc ..
a division of Bally Manufacturing in
Chicago.
Meanwhile. Shane Breaks was
appointed to a newly-created posi -
tion of international marketing direc-
tor for the Atari coin -op division .
Breaks' appointment - following
close on his promotion to a vice
presidency with Belam Export Corp .
- was an industry surprise in early
June . Breaks had served for three
years with the New York coin
machine distributor .
In Breaks' new post. he reportedly
will be responsible for all overseas
sales of Atari coin -op products. As
UPDATE went to press. Breaks was
in Tokyo and could not be reached
for comment. Breaks was reported
by Coin Slot. London. to be setting
up a Tipperary. Ireland base for Atari
international sales .
On Robbins' appointment. a June
5 announcement from Atari quoted
President Eugene Lipkin in Sunny-
vale . California: " I am particularly
pleased that Joe hs joined me to
manage the expanded administrative
and marketing plans for Atari's Coin-
Op Division."
Lipkin continued. "His assistance
will enable Atari to keep up with the
demands of the industry and to
devote the creative and business
efforts needed to continue our
leadership in the marketplace ."
INSIDE:
ALLIED LEISURE MAPS A
"NEW IMAGE" Story on page 2 .
BALLY. WILLIAMS SETTLE
ONE QUARREL Story. page 7
Raymond E. Kassar. chairman
and chief executive officer of Atari.
Inc . . said the co-presidency of Lipkin
and Robbins "provides us with out-
standing management leadership in a
highly competitive business ."
Robbins is a well -known 34-year
veteran of the coin -op amusement
industry . Educated at Yale University
in its School of Engineering after ser-
vice in World War II. he began his
industry career in 1946 with a
Seeburg distributor in New England
and with London Music Co. of
Wisconsin .
In 1955 he joined Empire Distribu -
ting. Chicago. where he became a
partner in 1962. later directing the
sale of the company in 1972 to the
Bally Corporation . Continuing as
CEO at Empire. Robbins was elected
to Bally's board of directors. serving
as chairman of the executive and
auditing committees . He held these
posts until he retired from the board
in 197
A successor to Robbins as presi -
dent at Empire was expected to be
announced a few days after this
Uodate Edition's presstime .
Robbins commented to PLAY
METER : 'Tm leaving a great com -
pany and looking forward to another
great company and an even greater
challenge ...
Breaks entered the coin -op field in
1964 . He served as vice president
and general manager for Streets
Automatic Machine Co . in London
for a number of years. and in 1975
he was brought to the United States
by Rowe International to direct Rowe
game
purchasing
for
domestic
markets .
Stern plan: Seeburg buy, videos
Stern Electronics . Inc . has agreed.
under the terms of a $2 million plan ,
to buy certain of the assets of
Seeburg Corporation and commence
manufacturing jukeboxes under the
eeburg nam . announced Gary
Stern. president of Stern Electronics.
Prior to that announcement. in
early June Stern Electronics con -
firmed its intention to begin manufac-
turing video games in the summer.
The propo ed Seeburg acquisition
- if approved by a federal bankrupt-
cy judge and a majority of Seeburg's
unsecured creditors - "will contribute
to the continued growth and diversi-
fication of Stern Electronics which.
ince its formation in 1976. has
captured almost 20 percent of the
world pinball market." said Gary
Stern .
He said he foresees no problem in
final approval of the agreement and
indicated he expects the acquisition
to be finalized by mid -August.
Stern production of Seeburg juke -
boxes is planned for as early as
September.
Prior to the start of production . the
Seeburg operation will be moved to
Stern's 2 0.000-square-foot manu-
facturing facility in Chicago. Solid-
state components for Seeburg juke -
boxes would be provided by Stern's
Elk Grove Village. Illinois-based
continued on page 6
Volume 6, Number 14
August 1, 1980
Atari puts Robbins at dual helm,
recruits Belam's S. Breaks
Joseph Robbins will assume duties as
co -president of Atari Coin Operated
Electronics Games Division after
departing July 1 from the post of
president of Empire Distributing Inc ..
a division of Bally Manufacturing in
Chicago.
Meanwhile. Shane Breaks was
appointed to a newly-created posi -
tion of international marketing direc-
tor for the Atari coin -op division .
Breaks' appointment - following
close on his promotion to a vice
presidency with Belam Export Corp .
- was an industry surprise in early
June . Breaks had served for three
years with the New York coin
machine distributor .
In Breaks' new post. he reportedly
will be responsible for all overseas
sales of Atari coin -op products. As
UPDATE went to press. Breaks was
in Tokyo and could not be reached
for comment. Breaks was reported
by Coin Slot. London. to be setting
up a Tipperary. Ireland base for Atari
international sales .
On Robbins' appointment. a June
5 announcement from Atari quoted
President Eugene Lipkin in Sunny-
vale . California: " I am particularly
pleased that Joe hs joined me to
manage the expanded administrative
and marketing plans for Atari's Coin-
Op Division."
Lipkin continued. "His assistance
will enable Atari to keep up with the
demands of the industry and to
devote the creative and business
efforts needed to continue our
leadership in the marketplace ."
INSIDE:
ALLIED LEISURE MAPS A
"NEW IMAGE" Story on page 2 .
BALLY. WILLIAMS SETTLE
ONE QUARREL Story. page 7
Raymond E. Kassar. chairman
and chief executive officer of Atari.
Inc . . said the co-presidency of Lipkin
and Robbins "provides us with out-
standing management leadership in a
highly competitive business ."
Robbins is a well -known 34-year
veteran of the coin -op amusement
industry . Educated at Yale University
in its School of Engineering after ser-
vice in World War II. he began his
industry career in 1946 with a
Seeburg distributor in New England
and with London Music Co. of
Wisconsin .
In 1955 he joined Empire Distribu -
ting. Chicago. where he became a
partner in 1962. later directing the
sale of the company in 1972 to the
Bally Corporation . Continuing as
CEO at Empire. Robbins was elected
to Bally's board of directors. serving
as chairman of the executive and
auditing committees . He held these
posts until he retired from the board
in 197
A successor to Robbins as presi -
dent at Empire was expected to be
announced a few days after this
Uodate Edition's presstime .
Robbins commented to PLAY
METER : 'Tm leaving a great com -
pany and looking forward to another
great company and an even greater
challenge ...
Breaks entered the coin -op field in
1964 . He served as vice president
and general manager for Streets
Automatic Machine Co . in London
for a number of years. and in 1975
he was brought to the United States
by Rowe International to direct Rowe
game
purchasing
for
domestic
markets .
Stern plan: Seeburg buy, videos
Stern Electronics . Inc . has agreed.
under the terms of a $2 million plan ,
to buy certain of the assets of
Seeburg Corporation and commence
manufacturing jukeboxes under the
eeburg nam . announced Gary
Stern. president of Stern Electronics.
Prior to that announcement. in
early June Stern Electronics con -
firmed its intention to begin manufac-
turing video games in the summer.
The propo ed Seeburg acquisition
- if approved by a federal bankrupt-
cy judge and a majority of Seeburg's
unsecured creditors - "will contribute
to the continued growth and diversi-
fication of Stern Electronics which.
ince its formation in 1976. has
captured almost 20 percent of the
world pinball market." said Gary
Stern .
He said he foresees no problem in
final approval of the agreement and
indicated he expects the acquisition
to be finalized by mid -August.
Stern production of Seeburg juke -
boxes is planned for as early as
September.
Prior to the start of production . the
Seeburg operation will be moved to
Stern's 2 0.000-square-foot manu-
facturing facility in Chicago. Solid-
state components for Seeburg juke -
boxes would be provided by Stern's
Elk Grove Village. Illinois-based
continued on page 6
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