¢THE GAME MACHINE¢¢By Mark Krynsky, August 1991.¢¢¢ 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.¢
