Everyone thinks they can build a pinball machine, and that pinball is easy. Which is easy to say standing in front of the lockbar. Then they get into it and discover its a logistics nightmare, fraught with all kinds of hassles, delays, design fails, supplier fails, and not to mention you need a good art department, a good shipping and receiving department, a good supplier liaison, a sound department, animation and digital assets development department, Legal team and licensing department, a QA and inspection department, plus HR, management, facilities department, janitorial staff, designers, mold makers, toolmakers, screen printers, digital printers, cabinetry and wood working shop...
Setting up and running a manufacturing business is one of the most complex undertakings in business, and requires huge capital investments, time, and personnel.
Designing a pinball machine is easy, on paper. Building a white wood, getting it to flip and flow, and getting all the mechs to run is straight forward engineering. Putting it all together, integrating the theme, artwork, sound, animations, light shows, mechanical engineering, rules and the like to make a profitable and fun title, that’s the hard part of pinball. When new pinball companies take well thought out bites of the pinball industry pie, they tend to be just as successful as the old school players in the game, but all of the established pinball manufacturers learned a long time ago, the squeamish should not try and make sausage or pinball machines. If deeproot learns anything from this exercise, they will either learn to eat crow, or figure out that trying to take too huge of a bite out of the pinball pie is going to make you do one of two things, spit back up a half digested mess, or choke to death on it while desperately trying to chew your way through it.
Everyone keeps saying they wish dr the best of luck and their success will be a good thing for everyone. I might agree except look at what American Pinball has achieved. They have delivered two fully flipping but thematically DOA titles, and even Stern has had some difficulty getting people to buy some of their titles. I look forward to what deeproot will offer, at what price points, but I don’t expect miracles or pricing any cheaper than $5500 FOB. Anyone else think RAZA is going to be another great JPop success?