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We've hit the bottom bottolll and We've FROM THE EDITOR I Valerie Valerie Cog nevi ch Cognevich Editor Editor PLAY METER METER PLAY i®p we're on on our our way way to to the the to we're have been been on on the the phone phone aa little little more more than than have usual. The topic of the majority of the conusual. The topic of the majority of the conversations is our recent State of the Industry versations is our recent State of the Industry Report (Jan. (Jan. '98). '98). Each Each year year we we expect expect aa few few Report ofnumbers, numbers, but but this this calls for for clarification clarification of calls of the calls were to tell us time the majority time the majority of the calls were to tell us we were right on the mark. we were right on the mark. not exactly exactly good good news. news. Ironically, that's that's not Ironically, Why? The numbers show that the industry Why? The numbers show that the industry shrinking. The The numnumisis shrinking. bers are are frightening. frightening. ReRebers member "The "The Incredible Incredible member Woman" with with Shrinking Woman" Shrinking Lily Tomlin? Tomlin? She She began began Lily shrinking until until she she was was shrinking but a speck, and her famibut a speck, and her family and and friends friends began began ly mourning her her demise demise bebemourning cause they couldn't even cause they couldn't even see her. her. see Perhaps we've gotten gotten to to Perhaps we've that speck point and that speck point and many are, are, in in fact, fact, mournmournmany ing our status. But during ing our status. But during her family's grief, Lily her family's grief, Lily Tomlin's character characterreapreapTomlin's peared, not only back to peared, not only back to normal but but with with all all indiindinormal cations of ofbecoming becoming even even cations than she had been before! Will our larger larger than she had been before! Will our industry do do the the same? same? It's It's certainly certainly possible. possible. industry When we gauge the industry by the manmanWhen we gauge the industry by the ufacturers, naturally we think of the equipufacturers, naturally we think of the equipmentin inthe the field, field, how how many many have have closed closed ment shop, and other things. It's hard to see our our shop, and other things. It's hard to see hero, Nolan Bushnell, sweep back into the hero, Nolan Bushnell, sweep back into the industry proclaiming wonderful things, only industry proclaiming wonderful things, only to sink into obscurity. We take a collective to sink into obscurity. We take a collective sigh wondering wondering whether whether anyone anyone can can save save sigh us. But then there are companies like I.CE. us. But then there are companies like I.C.E. that have taken on mega proportions and that have taken on mega proportions and given us us such such an an array array of of equipment, equipment, we we given feel aarenewed renewed confidence. confidence. feel When viewing viewingthe theindustry industry through through opopWhen erators' eyes, perhaps we see something diferators' eyes, perhaps we see something different. Yes, operators depend on new innoferent. Yes, operators depend on new innovative equipment, equipment, but but the the good good ones ones work work vative with what they have. They don't need with what they have. They don't need equipment from from any any one one company, company, they theyjust just equipment 10 10 need equipment. equipment. It's It's not not where where itit comes comes need from that counts. One of their biggest comfrom that counts. One of their biggest complaints is the home market. While the home plaints is the home market. While the home market has has been been dissected dissected since since Atari's Atari's market 2600 in the early '80s, back then the 2600 in the early '80s, back then the chasm between between the the two two was was wide wide enough enough chasm that the thehome home experience experience was was far far inferior inferior to to that arcadeplay. play. Today Today technology technology is is raising raising all all arcade expectations. But But as as Vicki Vicki Sieben Sieben tells tells us usin in expectations. "Offthe the Record" Record" in in this thisissue, issue,the the standards standards "Off much lower lower when when something something isis free. free. are much are Think about about that that and and read read the the rest rest of ofher h er Think thoughts. thoughts. When you you talk talk with with operators, operators, somesomeWhen timesit's it's aa little little surprising surprising to to hear hear such such aa times positive outlook for our industry. Our Coinpositive outlook for our industry. Our Coinman this this month, month, Dan Dan Sunday, Sunday, for for example, example, man reiterates what what we've we've heard heard before, before, that that reiterates our industry is marked by cycles. But he our industry is marked by cycles. But he believes that that we've we've hit hit the the bottom bottom of ofaa cycybelieves cle and and are are now now on on our our way way back back up. up. He's He's cle not idealistic, idealistic, he's he's practical. practical. His His business business not will live and die by his decisions, notby by will live and die by his decisions, not some ambiguous board of directors somesome ambiguous board of directors somewhere overseas overseas like like some some manufacturers manufacturers where must endure. endure. must When some some at at AMOA AMOA presented presented aa proproWhen posal to invite manufacturer's representaposal to invite manufacturer's representativesto tojoin join the the board board of ofdirectors, directors, there there was was tives of it from a resistance from within, much a resistance from within, much of it from pastpresidents. presidents.While While their their arguments arguments past against the plan were sound enough to to conconagainst the plan were sound enough vince the membership to vote it down, one vince the membership to vote it down, one pointisis paramount. paramount. The The operators operators on on the the point board own owntheir theirbusinesses businesses and and every every decideciboard sion made is vital. There is no safety net. sion made is vital. There is no safety net. Manufacturers' representatives representatives can can risk risk Manufacturers' more because of the company behind them. more because of the company behind them. No one one can can believe believethat that aa manufacturer's manufacturer 's No representative could could make make aa critical critical decision decision representative that would affect operators and their livelithat would affect operators and their livelisame intensity, intensity, reasoning, reasoning, hoods with with the the same hoods and risk. risk. It It really really doesn't doesn't make make sense. sense. and I think you'll be encouraged when you you I think you'll be encouraged when read what what Dan Danhas has to to say say ininhis his interview. interview. read He talks talks about about his his feelings feelings and and his his business, business, He but he seems to talk for many other operabut he seems to talk for many other operators. If he talks for other operators, then we tors. If he talks for other operators, then we should be encouraged about the future . .A. A should be encouraged about the future. MARCH 1998 1998 MARCH