“It was my pet project. I started it inside Atari. My objective was to vertically integrate the market. We were selling coin-operated games at about $1,500 or $2,000 a pop. In their life, they’d make $15 to 20k. It didn’t take rocket science to say I’m on the wrong side of the equation,” he told me. “I didn’t want to compete with the people I was selling to, but the game operating business is all about securing locations. So the way to not compete with them was to secure my own locations. The original genesis was to create a big arcade with food as a support structure, almost as an ancillary service.”
You clever devil.