Play Meter

FROM THE THE EDITOR FROM Whateverhappened happened to to women's women's hats? hats? Whatever HH ow many many of of you you have have heard heard of of William William Nichter? Nichter? games? games? Unfortunately, Unfortunately, the the answer answer isis too tooobvious-the obvious-the games games ow I really didn ' t expect many of you to know the name, but OK. But OK just isn't enough . Everyone wants great were I really didn't expect many of you to know the name, but were OK. But OK just isn't enough. Everyone wants great games, but no one wants to pay for them. While operators have it could have been a name that made history in the hat industry. it could have been a name that made history in the hat industry. games, but no one wants to pay for them. While operators have valid argument argument about about wanting wanting to to be I'll tell tell you you why why you you probably probably haven't haven't heard heard of ofhim. him. be able able to to buy buy games games at at I'll aa valid is Howie Rubin's father-inreasonable prices or even buying just the board to be used in an William Nichter, who by the way William Nichter, who by the way is Howie Rubin's father-in- reasonable prices or even buying just the board to be used in an available cabinet, cabinet, manufacturers manufacturers are are obligated obligated to to provide provide ofthe thefinest finesthat hatdesigners designersininthe thecountry. country.He Hecould could available law,was wasone oneof law, one of ofhis his original original creations creations and and was was praised praisedby by all all dazzle with with one dazzle who knew him. He would sell his designs to a manufacturer who knew him. He would sell his designs to a manufacturer ofthe thedifferent different alongwith withmaking makingand andselling sellingthe themolds moldsfor forall all of along sizes manufacturers needed to sell a decent number of hats. sizes manufacturers needed to sell a decent number of hats. Nichter didn 't so much make his money on the design itself, Nichter didn't so much make his money on the design itself, but profited from the molds the factory bought from him The but profited from the molds the factory bought from him. .The profits enabled him to design more eye-popping creations for the profits enabled him to design more eye-popping creations for the customers. customers. But, the the manufacturers manufacturers discovered discovered that that they they could could buy buy the the But, design and one mold and have the rest of the molds made right design and one mold and have the rest of the molds made right around the the corner cornermuch, much, much much cheaper. cheaper. ItItwas wasan anextremely extremely around smart business decision on their part because they were saving smart business decision on their part because they were saving money , but it was a short-term solution. It wasn't long before money, but it was a short-term solution. It wasn't long before Nichter and his competitors found themselves financially unable Nichter and his competitors found themselves financially unable tocontinue continue stunning stunningthe thehat hat market market with with exhilarating, exhilarating, intriguintriguto ing designs. ing designs. off,the theobvious obvioushappenhappenOncethe thecreative creativeflow flow was waschoked chokedoff, Once were disillusioned and the demand for hats just ed. Customers ed. Customers were disillusioned and the demand for hats just wasn 't there anymore. Nichter and his fellow hat designers took wasn't there anymore. Nichter and his fellow hat designers took up other other careers. careers. The The manufacturers manufacturers soon soon discovered discovered that that the the up originality and superior designs were what captured the originality and superior designs were what captured the customers, but those designs were few and far between. Sure the customers, but those designs were few and far between. Sure the manufacturers saved saved money, money , but but that that did did little little to to rejuvenate rejuvenate aa manufacturers stagnating industry. They could no longer find the striking striking stagnating industry. They could no longer find the designs , so the back-street copiers soon had nothing of value to designs, so the back-street copiers soon had nothing of value to copy. copy The designers designers deserved deserved to tomake maketheir their fair fair profit profitto to reinvest reinvestin in The the hat industry, enabling them to tantalize the market. Because the hat industry, enabling them to tantalize the market. Because theymade madeaahealthy healthyprofit, profit, the themanufacturers manufacturersprospered prosperedas aswell well they of the because they were selling what the customers wanted. All because they were selling what the customers wanted. All of the designs weren't famous or sure-fire winners, but the hits made designs weren't famous or sure-fire winners, but the hits made possibleto tocontinue continueto tocreate createprovocative provocativedesigns. designs . ititpossible We're not in the hat business, but we all walked theExpo Expofloor floor We're not in the hat business, but we all walked the in games, the ones that searching frantically for original designs searching frantically for original designs in games, the ones that would knock the players' socks off. Did we find those special would knock the players' socks off. Did we find those special PLAYMETER/December MET ER/December 1988 1988 88PLAY stimulating,new newconcepts conceptsfor forgames. games .IfIfthey they are arenot notallowed allowedto to stimulating, of hat designers and reap a fair profit, they may follow the path reap a fair profit, they may follow the path of hat designers and Unable to to find the the demand demand for for mediocre mediocre games games drying drying up. up. Unable find finance the the development development teams, teams, winning winning games games will will become become finance extinct. extinct. gameturns turnsout outtotobe bethe theproverbial proverbialwinner, winner,the themanufacmanufacIfIfaagame turer knows that profits from that game may have to carry him turer knows that profits from that game may have to carry him through several no-so-hot games. Research and development is through several no-so-hot games. Research and development is be made an expensive undertaking, requiring dollars that must an expensive undertaking, requiring dollars that must be made ofgames, games,the thealsoalsosomewhere. As Asfrustrating frustratingasasititisisfor forbuyers buyersof somewhere. are more frustrating for those selling them. Operators, you rans rans are more frustrating for those selling them. Operators, you To buy or not to buy. Don't buy games hastihave a big choice: have a big choice: To buy or not to buy. Don't buy games hastigamecomes comesalong alongthat thatyou youknow knowisisgogoly,buy buywisely. wisely. But Butififaagame ly, don't try to cheat the manufacturer out of his ing to be a hit, ing to be a hit, don't try to cheat the manufacturer out of his rightful profit. rightful profit. It'snot notsimple simpleand andthere's there'sno noquick quicksolution solutionto tofinding findingthe thegood good It's When games you need to keep locations and players happy. games you need to keep locations and players happy. When aa good game comes along, keep in mind that this good game might good game comes along, keep in mind that this good game might makeaamanufacturer manufactureraatidy tidyprofit profitthat thathe hecan can reinvest reinvestin in an aneven even make better game next time. Sure, you can look at the short term value better game next time. Sure, you can look at the short term value savingaafew fewbucks buckson onaagame; game; it's it'shard hardtotolook lookdown downthe theroad road ofofsaving at what you will have to choose from in the future. at what you will have to choose from in the future. We all have an obligation to keep innovation alive. We owe We all have an obligation to keep innovation alive. We owe it to players, whoexpect expectwinning winning games. games. We Weowe owe ititto tothe the ininit to players, who dustry, whose future will be in jeopardy if entertaining games dustry, whose future will be in jeopardy if entertaining games become as as scarce scarce as as first-class first-class hats. hats. become Laurie Cognemich ValerieCognevich Cognevich Valerie Editor Editor