****›         THE GAME MACHINE› ›         By Mark Krynsky, August 1991.› (Ed. Note: I left the EDITORS NOTE by› OL' HACKER MEMBER from SCOTLAND,  and› FUTURA EDITOR, S.J. MURRAY at the end› of the article just as  he wrote  it,› so you can get  a  viewpoint  from  a› different prospective.› ›     Mention  the word Atari to almost› anyone and ask them what is the first› thing that comes to mind, and you can› almost   bet  that  the  words  "game› machine"  will  quickly  be  uttered.› This is understandable, since to this› day  we can look back and see Atari's› 2600   incredible  popularity  as  it› became  the  first  full fledged game› system  to be sold to the masses, and› to this day remains the mother of all› game machines.› ›     Game  machines  have always tried› to  get  a  portion  of  the computer› market  by  offering  add-ons such as› keyboards   and   non-game  software.› Atari  has been the only company able› to  flourish  both in the game market› as   well  as  the  computer  market.› Coleco  bombed  with  their  eventual› release  of a computer called "Adam".› (Hmmm...  come  to think of it, Apple› bombed   with   their  system  called› "Lisa",  maybe  companies should stay› away   from  naming  computers  after› people.)› ›     Well,  not  too  long  after  the› release  of  the 2600, Atari set it's› sights higher and decided to design a› computer  line.    This brought about› the  8-bit  line of computers as well› as  a new generation of game machines› with  better  graphics and sound.  It› has  continually remained a trend for› Atari  to  sell  computers  and games› machines   concurrently.    The  game› machines   are  sold  in  drastically› larger   numbers   and   are   always› launched    by    large   advertising› campaigns.  The advertising is almost› non-existent  when  it  comes  to the› computer  line.    This is one of the› main    reasons    Atari   has   been› associated almost entirely with games› over the years.› ›     Although  they  are trying harder› than ever to make a clear distinction› between   the   game   and   computer› division,  Atari  still  remains  the› innovator  in  the  game arena.  With› the release of the Lynx, Atari became› the first company to have a hand-held› colour  game  system.  This is a wise› pursuit since the home console market› has become so extremely competitive.› ›     From  the  birth  of the 520ST to› the  current  TT030  we  can see that› Atari  has  evolved its computer line› to  be  as  powerful  as the machines› offered  from Apple and IBM.  This is› not  to  deny  that  great games have› been available for the Atari computer› line  as  well, but unfortunately the› company's   image  has  affected  the› ability   for   people   to  take  an› open-minded  look  when interested in› purchasing a computer.  It also seems› quite ironic that games for all other› computer  lines  sell  in much larger› quantities  in  comparison  to Atari.› Most   of   the  new  software  being› released, especially for the TT line,› is  on  a professional level and even› the  pursuit  of big business.  Games› are  taking  a  back seat to this new› image  Atari  is trying to project in› the  hopes  of penetrating through to› the corporate level.› ›     At   our   store   (The  Computer› Network, a full service Atari dealer)› I  would say that games comprise only› 30%  of  our  total  software  sales.› Ordering  and stock balancing is very› difficult  when  it  comes  to games.› Most  of  them  don't carry much more› than  a  thirty  day  shelf  life, if› that,  and  it  can  become  quite  a› tedious  task  to  second guess which› games  are  going  to be hot sellers.› On the other hand, application titles› such   as   word  processors  or  DTP› programs  we  carry  have been steady› sellers  for  over  three  years.  Of› course,  there  are exceptions to the› rule  such  as  Dungeon Master, which› broke  new  boundaries  in  adventure› games  and  still  outsells  most new› releases.› ›     At  this  time,  I  see the Atari› computer  line  becoming more focused› on  specializing  in  certain  areas.› Music seems to be a stronghold in the› market,  and  all  levels  of desktop› publishing  are  great forces for the› ST/TT  line, but it can not be denied› that  these  computers  are great for› playing games.  Real computers add an› extra  dimension  of  control  and at› times  the  necessary horsepower that› some games demand to make them better› than  those  found  on dedicated game› machines.› ›     As  time goes on, I think we will› see  the  evolution of games machines› and  computers  continuing.  Although› there  could  eventually be a merging› of  the  two  technologies,  I  don't› think  we  will  see one machine that› will be able to excel equally in both› areas  and  become  adopted as an all› purpose system.› ›     With  the  continuing  release of› new   and  innovative  technology,  I› would have to predict that Atari will› continue  to  be  successful in their› pursuit of both the game and computer› markets.› › -------------------------------------› › Mark   Krynsky  is  co-owner  of  The› Computer  Network, a successful Atari› dealership  in  Glendale,  California› (1605 W.Glenoaks, Glendale, CA 91201,› 818-500-3900).  Mark has been selling› Atari  computers  for over six years.› He  particularly  loves customers who› bring in mail order ads with cut rate› prices  or  who come in and want help› using software for which they have no› manual.› › -------------------------------------› ›  ED'S NOTE :› ›     I've  included  this  article  to› give   you  some  idea  of  the  U.S.› computer     market     and,     more› importantly,  Atari's  place  in  it.› With  games  sales  at  30%  of total› sales,  Atari's  move  away  from the› 'game  machine'  tag  appears  to  be› working  in  the U.S.  Whether or not› this  trend  appeals  to  you depends› entirely  on  what you use your Atari› for.    Of course, the European Atari› market  is probably entirely opposite› to   the   U.S.   market   just  now.› However,  a  quick  look into Atari's› history  will show that the market in› Europe has consistently followed that› of the U.S.›     The  decline  of  the  U.S.  2600› market  in  1984  was  followed  by a› similar   decline  in  Europe  during› 1985.   The decline of the U.S. XL/XE› market in 1989 was followed by Europe› in  1990.    Will  the decline of the› U.S.  ST market last year be followed› throughout  Europe next year?  Unless› Atari    UK,    and    its   European› counterparts, open their eyes and get› their  act  together  the answer will› undoubtedly   be   yes.    They  have› abandoned  all  2600 and 7800 owners.› Even   more   criminal,   they   have› abandoned  the  classic  Atari  8-bit› (while  sales  of  the  Commodore  64› continue!).     The  ST  will  almost› certainly  follow  over  the next two› years.    Atari  have a lot to answer› for  -  millions  of  orphan computer› systems!› ›     However,   I  believe  the  Atari› 8-bit will continue to mature without› it's  industrial  mother.   There are› too   many   users   who  love  their› systems.   Software and hardware will› continue   to  flow,  although  at  a› reduced  level,  and user groups will› go  from strength to strength.  Atari› will move on and, more importantly to› us,  its  orphans  will  grow  up and› develop their own lives!› › S.J.Murray,   Futura   Editor,   15th› April, 1992.›               * END *