Play Meter

UP FRONT
A Bright Future
Emerges for the Coin-Op Industry
In this issue we present the balance of results of
the State of the Industry Survey .
As you study the figures, many of you may feel
that the industry is in dire straits . And when
comparing your video average gross collections of
$70 per week to the $109 last year and $140 in 1981 ,
your conclusion seems substantiated.
This year's earnings figures are more similar to
those of 1979 than to those of 1981 . But go back to
1979. More than likely, you were pleased with your
$64 average weekly collections on your video games.
Your business was probably faring pretty well as
collections steadily rose on all types of equipment.
The industry came a long way between 1979 and 1981
as video games put the coin-op amusement industry
on the entertainment map.
Industry members swelled with pride at being
part of this phenomenon called video games. Well ,
there is no reason or excuse not to be a proud group
today.
Those years saw many newcomers looking for big
profits and little work and we' re now watching them
depart. Earnings that skyrocketed are now falling . We
observed a public devoted to video which now shows
little more than a passive interest.
But even now, new games are being born that
will draw players back to the arcades and street
locations with renewed interest. In addition to the
new games, pool and pinball offer an exciting
challenge. With jukeboxes, they are considered the
basics of the industry. More and more operators are
returning to these older entertainment forms ,
realizing that they can still generate steady earnings.
But it's up to operators to show some enthusiasm
for the industry and radiate that enthusiasm to the
public. Promotion , probably more than ever, is vital
to re capture players .
o one expected the
overwhelming acceptan ce of Pa c-Man . Dragon 's Lair,
similarly, is helping to revitalize interest in games
just as Pong did when it was introduced. People like
something new and exciting, and this industry can
provide that in its games . There will always be a coin-
operated amusement indu str y, and there will always
be players.
But are we better off now than we were in 1979?
That question can be an swered yes or no with valid
explanations for either response . A saturated market,
fierce competition , high equipment prices, and low
collections tend to support a negative answer. But, on
the other hand , the industry has achieved public
awareness, improved te hnology, and discoveries
which make games we never dreamed about possi-
ble . Our industry is becoming more professional and
will continue to do so .
We ' ll probably nev r see another two years like
we did when videos were at their peak . But even if we
don't , there is still a future waiting to be met. Only
those who don ' t know th e hi tory of the industry are
likely to make the sam e mi stake s. We have learned a
lot in two short years and will emerge armed to
preserve what our indu stry is- affordable entertain-
ment for everyone .
~~~
Val rie Cognevich
Editorial Director
6
PLAY METER. November 15. 1963