***Microsoft Proposes a Bold Arcade Initiative at AMOA
by John Latta
On 26 September Microsoft gave a 3 hour seminar in a packed auditorium to
recast the video coin-op industry. James Plamondon, coin-op evangelist at
Microsoft presented a concept for building the industry around a
Universal Coin-Op platform, obviously based on Windows (actually NT). In
order to differentiate between home games and the coin op it was stated
that this platform would provide better quality and play than most home
systems.
The proposal is based on the adoption of three standards: an open Windows
NT standard platform, standard control panels and standard cabinets. In
support of the need for change Microsoft outlined the current state of
the industry in grim terms using charts showing downturns in all
segments. James described the situation which an operator faces one year
after buying a dedicated coin-op game - "you have a coffin-sized door
stop."
WAVE spoke with a number of attendees and the response from the operators
was uniform - right on. In fact, one stated that the state of the
industry James laid out looked just like his current cash flow. A
business model proposed was to base coin-op on theatrical release which
would build name and play reputation in the arcades and to use this as
the basis for home release - once the arcade play rate subsides.
Microsoft intends to hold a design review within 3 months where key
industry leaders will participate to defined the standards in more
detail. A key to recasting the coin-op industry is the role which the
major players such as Sega and Namco will take in supporting the
standards and this is too early to judge.
Wave Issue 9609 9/27/96 Article 7-01