Play Meter

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UP FRONT
You can make a diff ere nee
I am only one, but I am one.
I can't do everything, but I can do something.
And because I cannot do everything,
I will not refuse to do anything that I can do.
Vancie Todaro, the new president of the
Amusement and Music Operators of Texas (AMOT) ,
quoted those lines at the association's recent con-
vention. She is often praised as one person who
gives all she possibly can and offers sincere apolo-
gies when she can't do more. There are many people
like Vancie in this industry, but, unfortunately, there
also are many who believe that what they do doesn't
make much difference.
Compared with other industries, the coin-op
entertainment industry may be considered small ,
but that only makes each member of the industry
that much more important. Manufacturers and dis-
tributors often are quoted as saying that the opera-
tors make the industry, or a healthy operator is need
for a healthy industry. These are not hollow state-
ments, because the operators who make their living
by placing games and other equipment in locations
truly are the lifeblood of this industry.
When talking with operators at state shows, it
amazes me how often an operator will tell me, "I'm
just a small operator, my opinion doesn't mean
much ." But, on the contrary, his opinion is what
shapes the entire industry. When he doesn't buy,
manufacturers adjust production accordingly, and
distributors plan their purchases to fit needs. During
the boom years, it was the operators who bought all
the equipment that poured out from the manufac-
turers. And it was the operators who first realized
what was happening and who first started making
the needed adjustments.
The Texas show had a good turnout of opera-
tors concerned about the future of the industry, but
many were dismayed that several of the distributors
in the state elected not to show. A state show is
geared toward operators, and it is surprising that
distributors, whose customers make the effort to
attend, don't feel it's worthwhile.
The manufacturers are battling a cancer
spreading throughout the industry in the form of
counterfeit and illegally imported games. Many
operators maintain the position that they w ill save
money any way they can ; they claim that manu-
facturers have always taken advantage of them, so
it's a way to return the favor. They can 't understand
why a copy or a parallel import is "so much cheaper"
and just assume that it's because manufacturers are
charging more than the game is worth. Operators
justify their actions by saying their competitors do
it, and they don't really believe that their few pur-
chases really have any effect on the industry.
It's sad to see such a rift developing t'tlat could
be resolved . Illegal cop ies and parallel boards
wouldn 't be here if no one bought them . Maury
Ferchen , in his interview in this issue, says that
one of his goals is to improve communication in the
industry. He wants to hear operators' opinions.
Look, there may be some unscrupulous manufac-
turing people out there, but there could just as easily
be unscrupulous operators. Should everyone suffer
because of it? I think not.
T~e associations (the American Amusement
Machine Association and the Amusement and
Music Operators Associat ion) are planning to work
together on this and other industry issues. They
aren 't doing it behind anyone's back or being under-
handed about it. They want your opinion , and if you
believe your voice doesn't count, please read
Vancie's quote again. You can 't do everything, no
one expects you to. But you really can do some-
thing .
Valerie Cognevich
Director of Advertising/
Executive Assistant
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PLAY METER, August 15, 1986