Long rant warning.
First off, I think GOT is an amazing pin. I absolutely love mine and play it the most out of my whole collection. Dwight has done a great job with the code so far. Like a few other pinsiders, I have spoken directly with Dwight and I know that he cares a great deal about the quality of the work that he does. At his talk at Expo, he stated that we should be content with the game as is. It is "done" from a company perspective. But he has plans - things that he hopes he gets time to add to the game. Hence, we can hope for a code update, but there is a chance that none will come.
I agree with most of the ideas on this thread. Baratheon and Lannister seem to need the most tweaks to make them more desirable to play. Having the action button more involved in these or other modes might be nice as well.
For me, the biggest thing I'd like to see is more callouts and audio clues from the show. What makes a game truly immersive (at least for me) is the light show, and the audio. The lighting on this game is already great, especially on the premium / LE. The flashing white lighting in the winter is coming hurry up perfectly creates the feeling of a snowstorm (I should know living in Alberta, Canada). It can mess with your shots but that is what's so cool about it - it adds a challenge and makes you feel like you are in the cold north of Westeros. The color changing inserts (eg extra ball, blackwater) also kick ass. And the lighting on the castle is awesome too. What remains lacking is the callouts from the show. IMO, some of the best games as far as immersion go are LOTR, Tron, Spider-man. You feel like you are a part of the world of that game because the game constantly gives you audio feedback. For example, when you hit Green Goblin in SM, he either cackles in laughter or talks shit to you. Same for Sandman grunting or chatting with Peter. Or Doc Oc. In LOTR, each character you collect for FOTR says something. When you start TTT Sarumon gives his epic callout ("to WAR!"). When you have a timer running, Frodo or Gimli make you feel the pressure of the shot. In destroy the ring, the callouts between Gollum and Frodo make you feel like you are on the edge of Mt. Doom over the lava fighting over the ring. Same with the callouts for Tron.
All of these games are great at making you feel like you are in the world of the game. And isn't that what we really want when we play a licensed pinball game - to pretend that we are in that world?
That's what is missing from GOT. There are a million great lines from the show. Ones that would make you feel like you are in Westeros. So just like when you collect a fellowship member in LOTR and that character says something, why not have the character say something when you start or are in a house? The callouts in this respect are Tyrion (once!) for Martel, and Arya when playing the Stark mode. Both of these sound awesome, but they also show how barren the other modes are. For example, when starting Greyjoy, you see images of Theon, but he says nothing. Same in the mode. Nothing for Tyrell. Nothing for Baratheon. Nothing for Lannister. Nothing during Martel mode.
How cool would it be to hear the Viper talking shit to the Mountain in Martel mode?
"Have they told you who I am?"
"I am the brother of Elia Martel"
"Do you know why I have come all they way to this stinking shit pile of a city?... For you."
"I am going to hear you confess before you die"
"You raped her! You murdered her! you killed her children!" - ok maybe this last one is too much, but it is an epic line.
"Say her name! Say it!"
Or some banter between Jamie and Bronn as they save Jamie's daughter:
"That would have been a shit way to die"
"As far as I've seen they are all shit ways to die"
"Two knights off to save a princess"
"Morning lads! Glad we found you."
"Swords in the sand, Now!"
"That one should be slow enough"
Or dialogue from Theon as he takes Winterfell:
"You all know me!"
"My father has donned the ancient crown of salt and rock. And declared himself king of the iron islands"
"He claims the north as well by right of conquest"
"Betray me and you wish you hadn't"
"Send a raven to Pyke informing my father of my victory here."
Same shit with Baratheon and Tyrell.
Also, some kick ass comments from John Snow, Lord Mormont, and others at the wall during Wall MB.
Lastly, I know the White Walkers don't talk much, but some sound fx during Winter has Come would top that mode of perfectly.
While you don't want non stop blabbing, you can priortize some speech over others (eg if two modes are running). Also, you could do a sound callout for the first shot to each house (like in Martel already), then no callouts for the next two shots, but then have callouts for each successful shot IN the mode.
IMO this would make the game outstanding.
Blah blah blah. Long rant over.