Play Meter

UP FRONT
Who's promoting
the coin-op industry?
Since the shakeout began in the coin-op indus-
try, many opinions have been aired as to why the
industry declined so rapidly. However, when Space
Invaders and Asteroids were introduced, no one
speculated why the industry rose to stardom. No one
had to . Business was lucrative and players loved the
games.
But now we must examine the industry's pro-
blems and search for ways to make it successful again.
Recent newspaper articles have reported one
problem: players are often bored with video games .
" A while back, a lot of games like Pac-Man I used to
like a lot. Now these games are really boring. They' re
all the same. You kill the invaders and that's it.
Boring," a 12-year-old told a New York Times
reporter.
Players make or break a game. If they are so
bored , it seems the industry doesn ' t have a chance of
surviving.
What about new technology? An impressive
technology was introduced with Dragon's Lair. The
media leapt on laser disc technology and gave
Dragon 's Lair more publicity than any recent game .
The public responded . One arcade was forced to post
a sign on its Dragon's Lair, limiting plays per person to
give everyone a chance to play. Lines formed as
anxious players waited to try the newest offering from
the coin-op industry. It looked like the kids would
make their way back to the empty arcades.
Or will they? How long will laser disc's novelty
lure players?
What is being done to sustain interest in new
technology and promote other coin-op forms? With
Dragon's Lair, operators benefited from publicity
created by the media. Players were exposed directl y
to the game. But now how is the industry approaching
these fickle fans and tantal:zing them with its games?
Who is marketing the coin-op industry? Who is pro-
moting its products?
Associate Editor Mike Shaw examined this issue,
and everyone in this industry should read his report
on page 24 because it affects each of us. The industry
has failed to market itself to the consumer-the ulti-
mate end user of its products.
Admittedly, the player does not buy the games .
But the player pays for the equipment in quarter
installments. And that seems to be where the problem
lies. The operator needs players to put more quarter s
into the games so he can afford new equipment-the
operator needs to stimulate players' interest. But he
can ' t do it alone.
The manufacturers have experimented with
approaching the public and, as you will read , have
been successful. But nothing has been done on a
cooperative, national level campaign.
What great movie have you gone to that was not
heavily promoted? Don't advertisements or TV com-
mercials prompt you to see a movie?
Wouldn't it be nice if the coin-op industry could
prompt consumers to use its products? Imagine kids
watching TV when a commercial for the latest coin-op
airs. One kid turns to the other and says, " You know,
I would like to play that game. Let's go to the arcade! "
Valerie Cognevich
Editorial Director
6
PLAY METER. March 1, 1984