Video 61

DISPATCHES FROM THE LAB - RAIDERS OF THE LOST EPROMS
Monday, Feb 26, 2024
 
  Hi and welcome to Lance’s Laboratory! This is the fifth entry of what will be my personal Blog, sharing small slices of life with you from within my Lab. For those who are new to Atari I/O let me introduce myself. My name is Lance Ringquist, I’m from Minnesota, and I am the world's oldest surviving Atari dealer. You may have heard of me before as Video 61 Atari Sales which I have consistently operated since 1983 and I have been at it now for over 40 years!
Quick update here from the Lab I wanted to share with all my friends on Atari I/O so you’d be the first to see. While I was working in my warehouse high atop the escarpments of the Twin Cities, cleaning up my office with my lab assistant on Saturday, we unearthed a trove of 7800 EPROMs I didn’t realize I had, and may have discovered Road Riot 4-Wheel Drive for Atari 7800 with a few other things. Like Rampart, Pit-Fighter, and Steel Talons, Road Riot 4-Wheel Drive was originally an arcade game from Atari Games that was released on Atari Lynx and believed to be in development for the Atari 7800 as late as 1993. I will try testing these EPROMs in some of my developer boards on the 7800 and see what we can get. It may take time to get this all sorted, but we will figure out what we have and I will report back here with more updates as we make progress.
 

 
We were cleaning up my warehouse office on Saturday and I said “Well, I know I’ve got EPROMs here from Atari that we should go through and catalog, and I know that I have them in two different places in the warehouse and in my office.” I hadn’t looked at these, and they were sitting in a package from Atari collecting dust for decades. My warehouse assistant and I pulled them out, and of course like everything I got from Atari, there was no rhyme or reason to it, it just gets thrown. In those days, Atari would send me all sorts of things from EPROMs to joysticks, just thrown in a box and sent to me with hardly any documentation at all.
One of the things we were looking for was Fatal Run documentation, which we found. Because I don’t have the strength to venture into the warehouse all the time to do this, I thought some of it could be in my office and we should spend some time looking in my office and cleaning up in there. We started cleaning up and sorting through packages, and of course there were tubes and tubes of this stuff from Atari that I got towards the end of the Jack Tramiel days. 
One of the packages I got from Atari were full of tubes of chips. If you don’t work with electronics you may not know, chips come in protective plastic tubes, usually five to ten or more at a time. And I’ve got rolls and rolls of this stuff, and you don’t know what they are - there’s just a kazillion part numbers and labels, or there’s nothing. Some of them are so old that the labels have fallen off to the bottom of the box and gotten all mixed up. And it’s hard to find out what they are, because it’s like trying to put a puzzle together. Not only are the labels missing, mixed up, or mysterious, but you have to figure out what the chips are and where they go, and on what board. For example, Midi Maze for the Atari XE was a 256K game, but they put it on a board that had 8 chips on it originally, so you’ve got 8 different chips that you have to sort through and figure out what goes where and get it to work.
 

 
When I found the EPROMs, most of them had labels on them. I found Sentinel LO and HI chips, Xenophobe HI, and KLAX LO and HI chips which I believe is a different version of KLAX than the one I’ve published before which was also given to me by Atari. I found Barnyard Blaster and Food Fight, both of which are PAL and have dates from mid-late 1989. That 1989 date is a little later than NTSC Barnyard Blaster, and quite a bit later than NTSC Food Fight, which was completed and shipped to retailers by May, 1984. So what does it mean that PAL Barnyard Blaster and Food Fight were being worked on as late as the Summer and Fall of 1989? Well, it’s possible these games play no different than the originals - but it’s also possible these versions of Barnyard Blaster and Food Fight could be different in some other ways. You just never know what Atari would’ve done, sometimes PAL market games had different sprites, they may have played different, or had other changes to the game beyond just PAL and NTSC. Sometimes those things would happen. 
 

 
Save Mary surprised me - I said “Hey look, these are on 7800 chips!” That’s different than what I’ve seen before. In my trove of EPROMS we unearthed, we found Save Mary on two 64K chips (LO and HI), not on two 16K chips as you might expect to find. Like KLAX, this is NOT the same version of Save Mary that I published years ago. The Save Mary I got from Atari that I used to sell, that is on one 32K chip which is different from what I found. This is Save Mary on two 64K chips, which means this would be a 128K game, which is what a lot of the newer 7800 games were put on towards the end. It may well be the 7800 version of Save Mary, or it may be that they started to work on it for the 7800 and got the 2600 ordered on there to get it to work and go from there. Another chip I found only had half a label, with part of the EPROM window exposed. I don't know if this EPROM survived, but hopefully it will be okay. We will have to see. The half of the label that was still stuck on the chip has handwriting on it that I think says "Save" followed by the number 4800, which usually means it's 48K. I'm wondering if this is a 48K version of Save Mary? 
 
 
 

"The test cartridges used two chips, but the final production cartridge would only use one, so there’s a LO and a HI on the test cartridge. The test cartridges were set up for a 64K game or a 128K game, with two sockets. So that’s why there’s two Sentinel (LO and HI), two KLAX (LO and HI) and two Save Mary (LO and HI)."
@Video 61 
 
 
 
The weirdest, most curious EPROM has a handwritten label that looks to say “Riot”. Clearly this is an EPROM and not a RIOT chip for the Atari 2600. The EPROM is dated 1993, which is very late for 7800 development but not unheard of. We MAY have found Road Riot 4-Wheel Drive for the Atari 7800 - we’ll have to see. The label on the EPROM says “Riot” on it, it’s dated 7-20-93 and it has the number “2” circled, which means this could be one of two chips needed to test the game - a HI and a LO. This date I believe is two months newer than the last version of 7800 Toki that has been shown, so two months after Toki was nearly complete and ready to go, this game “Riot” was still being worked on for the Atari 7800. Even if this does turn out to be Road Riot 4WD, it’s possible we’re still missing one of the chips needed to get it working. I can imagine someone testing the game and on such a tiny label writing “Riot” instead of “Road Riot 4WD” almost as an abbreviation of the name, it was common for these guys to do that, just because the EPROM labels are just so tiny.
 

 
Atari 7800 Games thought to have been in development during 1991-1993:
Pit-Fighter ElectroCop Steel Talons Toki Rampart Road Riot 4WD More? From my knowledge there were at least five games in development under Atari Corporation for the Atari 7800 as late as 1993, probably more. In those days, the Atari Lynx still had life in it, and Atari Jaguar was coming up on the horizon. The story as I hear it was that Jack Tramiel took one look at 7800 Pit-Fighter and how bad it looked and put the kibosh on anything more for the 7800. He pulled the plug right then and there and that’s all she wrote. We know Pit-Fighter, Rampart and Toki have been found in different levels of completion, and the date on this “Riot” EPROM is newer than all of those. We will have to research to see if this chip dated 7-20-93 is the latest 7800 EPROM dev date known to exist. It may be, I don’t know for sure, but it’s got to be close. 7800 ElectroCop was shown at the 1991 CES and Juli Wade told me she had an EPROM of it on a cartridge in her desk but wouldn’t share it with me. I had hoped John Skruch would. I don’t know if ElectroCop was one of the batch of 7800 games still in development as late as 1993 or not, but the other ones definitely were. It would be cool if we could find those hidden away somewhere in my warehouse office too. It may take time to get this all sorted, but we will figure out what we have and I will report back here on my Blog with more updates as we make progress. Stay tuned!
 
Thanks for reading,
- Lance  
 
Please visit me online for more at www.atarisales.com

DISPATCHES FROM THE LAB - RAIDERS OF THE LOST EPROMS
Monday, Feb 26, 2024
 
  Hi and welcome to Lance’s Laboratory! This is the fifth entry of what will be my personal Blog, sharing small slices of life with you from within my Lab. For those who are new to Atari I/O let me introduce myself. My name is Lance Ringquist, I’m from Minnesota, and I am the world's oldest surviving Atari dealer. You may have heard of me before as Video 61 Atari Sales which I have consistently operated since 1983 and I have been at it now for over 40 years!
Quick update here from the Lab I wanted to share with all my friends on Atari I/O so you’d be the first to see. While I was working in my warehouse high atop the escarpments of the Twin Cities, cleaning up my office with my lab assistant on Saturday, we unearthed a trove of 7800 EPROMs I didn’t realize I had, and may have discovered Road Riot 4-Wheel Drive for Atari 7800 with a few other things. Like Rampart, Pit-Fighter, and Steel Talons, Road Riot 4-Wheel Drive was originally an arcade game from Atari Games that was released on Atari Lynx and believed to be in development for the Atari 7800 as late as 1993. I will try testing these EPROMs in some of my developer boards on the 7800 and see what we can get. It may take time to get this all sorted, but we will figure out what we have and I will report back here with more updates as we make progress.
 

 
We were cleaning up my warehouse office on Saturday and I said “Well, I know I’ve got EPROMs here from Atari that we should go through and catalog, and I know that I have them in two different places in the warehouse and in my office.” I hadn’t looked at these, and they were sitting in a package from Atari collecting dust for decades. My warehouse assistant and I pulled them out, and of course like everything I got from Atari, there was no rhyme or reason to it, it just gets thrown. In those days, Atari would send me all sorts of things from EPROMs to joysticks, just thrown in a box and sent to me with hardly any documentation at all.
One of the things we were looking for was Fatal Run documentation, which we found. Because I don’t have the strength to venture into the warehouse all the time to do this, I thought some of it could be in my office and we should spend some time looking in my office and cleaning up in there. We started cleaning up and sorting through packages, and of course there were tubes and tubes of this stuff from Atari that I got towards the end of the Jack Tramiel days. 
One of the packages I got from Atari were full of tubes of chips. If you don’t work with electronics you may not know, chips come in protective plastic tubes, usually five to ten or more at a time. And I’ve got rolls and rolls of this stuff, and you don’t know what they are - there’s just a kazillion part numbers and labels, or there’s nothing. Some of them are so old that the labels have fallen off to the bottom of the box and gotten all mixed up. And it’s hard to find out what they are, because it’s like trying to put a puzzle together. Not only are the labels missing, mixed up, or mysterious, but you have to figure out what the chips are and where they go, and on what board. For example, Midi Maze for the Atari XE was a 256K game, but they put it on a board that had 8 chips on it originally, so you’ve got 8 different chips that you have to sort through and figure out what goes where and get it to work.
 

 
When I found the EPROMs, most of them had labels on them. I found Sentinel LO and HI chips, Xenophobe HI, and KLAX LO and HI chips which I believe is a different version of KLAX than the one I’ve published before which was also given to me by Atari. I found Barnyard Blaster and Food Fight, both of which are PAL and have dates from mid-late 1989. That 1989 date is a little later than NTSC Barnyard Blaster, and quite a bit later than NTSC Food Fight, which was completed and shipped to retailers by May, 1984. So what does it mean that PAL Barnyard Blaster and Food Fight were being worked on as late as the Summer and Fall of 1989? Well, it’s possible these games play no different than the originals - but it’s also possible these versions of Barnyard Blaster and Food Fight could be different in some other ways. You just never know what Atari would’ve done, sometimes PAL market games had different sprites, they may have played different, or had other changes to the game beyond just PAL and NTSC. Sometimes those things would happen. 
 

 
Save Mary surprised me - I said “Hey look, these are on 7800 chips!” That’s different than what I’ve seen before. In my trove of EPROMS we unearthed, we found Save Mary on two 64K chips (LO and HI), not on two 16K chips as you might expect to find. Like KLAX, this is NOT the same version of Save Mary that I published years ago. The Save Mary I got from Atari that I used to sell, that is on one 32K chip which is different from what I found. This is Save Mary on two 64K chips, which means this would be a 128K game, which is what a lot of the newer 7800 games were put on towards the end. It may well be the 7800 version of Save Mary, or it may be that they started to work on it for the 7800 and got the 2600 ordered on there to get it to work and go from there. Another chip I found only had half a label, with part of the EPROM window exposed. I don't know if this EPROM survived, but hopefully it will be okay. We will have to see. The half of the label that was still stuck on the chip has handwriting on it that I think says "Save" followed by the number 4800, which usually means it's 48K. I'm wondering if this is a 48K version of Save Mary? 
 
 
 

"The test cartridges used two chips, but the final production cartridge would only use one, so there’s a LO and a HI on the test cartridge. The test cartridges were set up for a 64K game or a 128K game, with two sockets. So that’s why there’s two Sentinel (LO and HI), two KLAX (LO and HI) and two Save Mary (LO and HI)."
@Video 61 
 
 
 
The weirdest, most curious EPROM has a handwritten label that looks to say “Riot”. Clearly this is an EPROM and not a RIOT chip for the Atari 2600. The EPROM is dated 1993, which is very late for 7800 development but not unheard of. We MAY have found Road Riot 4-Wheel Drive for the Atari 7800 - we’ll have to see. The label on the EPROM says “Riot” on it, it’s dated 7-20-93 and it has the number “2” circled, which means this could be one of two chips needed to test the game - a HI and a LO. This date I believe is two months newer than the last version of 7800 Toki that has been shown, so two months after Toki was nearly complete and ready to go, this game “Riot” was still being worked on for the Atari 7800. Even if this does turn out to be Road Riot 4WD, it’s possible we’re still missing one of the chips needed to get it working. I can imagine someone testing the game and on such a tiny label writing “Riot” instead of “Road Riot 4WD” almost as an abbreviation of the name, it was common for these guys to do that, just because the EPROM labels are just so tiny.
 

 
Atari 7800 Games thought to have been in development during 1991-1993:
Pit-Fighter ElectroCop Steel Talons Toki Rampart Road Riot 4WD More? From my knowledge there were at least five games in development under Atari Corporation for the Atari 7800 as late as 1993, probably more. In those days, the Atari Lynx still had life in it, and Atari Jaguar was coming up on the horizon. The story as I hear it was that Jack Tramiel took one look at 7800 Pit-Fighter and how bad it looked and put the kibosh on anything more for the 7800. He pulled the plug right then and there and that’s all she wrote. We know Pit-Fighter, Rampart and Toki have been found in different levels of completion, and the date on this “Riot” EPROM is newer than all of those. We will have to research to see if this chip dated 7-20-93 is the latest 7800 EPROM dev date known to exist. It may be, I don’t know for sure, but it’s got to be close. 7800 ElectroCop was shown at the 1991 CES and Juli Wade told me she had an EPROM of it on a cartridge in her desk but wouldn’t share it with me. I had hoped John Skruch would. I don’t know if ElectroCop was one of the batch of 7800 games still in development as late as 1993 or not, but the other ones definitely were. It would be cool if we could find those hidden away somewhere in my warehouse office too. It may take time to get this all sorted, but we will figure out what we have and I will report back here on my Blog with more updates as we make progress. Stay tuned!
 
Thanks for reading,
- Lance  
 
Please visit me online for more at www.atarisales.com

DISPATCHES FROM THE LAB - RAIDERS OF THE LOST EPROMS
Monday, Feb 26, 2024
 
  Hi and welcome to Lance’s Laboratory! This is the fifth entry of what will be my personal Blog, sharing small slices of life with you from within my Lab. For those who are new to Atari I/O let me introduce myself. My name is Lance Ringquist, I’m from Minnesota, and I am the world's oldest surviving Atari dealer. You may have heard of me before as Video 61 Atari Sales which I have consistently operated since 1983 and I have been at it now for over 40 years!
Quick update here from the Lab I wanted to share with all my friends on Atari I/O so you’d be the first to see. While I was working in my warehouse high atop the escarpments of the Twin Cities, cleaning up my office with my lab assistant on Saturday, we unearthed a trove of 7800 EPROMs I didn’t realize I had, and may have discovered Road Riot 4-Wheel Drive for Atari 7800 with a few other things. Like Rampart, Pit-Fighter, and Steel Talons, Road Riot 4-Wheel Drive was originally an arcade game from Atari Games that was released on Atari Lynx and believed to be in development for the Atari 7800 as late as 1993. I will try testing these EPROMs in some of my developer boards on the 7800 and see what we can get. It may take time to get this all sorted, but we will figure out what we have and I will report back here with more updates as we make progress.
 

 
We were cleaning up my warehouse office on Saturday and I said “Well, I know I’ve got EPROMs here from Atari that we should go through and catalog, and I know that I have them in two different places in the warehouse and in my office.” I hadn’t looked at these, and they were sitting in a package from Atari collecting dust for decades. My warehouse assistant and I pulled them out, and of course like everything I got from Atari, there was no rhyme or reason to it, it just gets thrown. In those days, Atari would send me all sorts of things from EPROMs to joysticks, just thrown in a box and sent to me with hardly any documentation at all.
One of the things we were looking for was Fatal Run documentation, which we found. Because I don’t have the strength to venture into the warehouse all the time to do this, I thought some of it could be in my office and we should spend some time looking in my office and cleaning up in there. We started cleaning up and sorting through packages, and of course there were tubes and tubes of this stuff from Atari that I got towards the end of the Jack Tramiel days. 
One of the packages I got from Atari were full of tubes of chips. If you don’t work with electronics you may not know, chips come in protective plastic tubes, usually five to ten or more at a time. And I’ve got rolls and rolls of this stuff, and you don’t know what they are - there’s just a kazillion part numbers and labels, or there’s nothing. Some of them are so old that the labels have fallen off to the bottom of the box and gotten all mixed up. And it’s hard to find out what they are, because it’s like trying to put a puzzle together. Not only are the labels missing, mixed up, or mysterious, but you have to figure out what the chips are and where they go, and on what board. For example, Midi Maze for the Atari XE was a 256K game, but they put it on a board that had 8 chips on it originally, so you’ve got 8 different chips that you have to sort through and figure out what goes where and get it to work.
 

 
When I found the EPROMs, most of them had labels on them. I found Sentinel LO and HI chips, Xenophobe HI, and KLAX LO and HI chips which I believe is a different version of KLAX than the one I’ve published before which was also given to me by Atari. I found Barnyard Blaster and Food Fight, both of which are PAL and have dates from mid-late 1989. That 1989 date is a little later than NTSC Barnyard Blaster, and quite a bit later than NTSC Food Fight, which was completed and shipped to retailers by May, 1984. So what does it mean that PAL Barnyard Blaster and Food Fight were being worked on as late as the Summer and Fall of 1989? Well, it’s possible these games play no different than the originals - but it’s also possible these versions of Barnyard Blaster and Food Fight could be different in some other ways. You just never know what Atari would’ve done, sometimes PAL market games had different sprites, they may have played different, or had other changes to the game beyond just PAL and NTSC. Sometimes those things would happen. 
 

 
Save Mary surprised me - I said “Hey look, these are on 7800 chips!” That’s different than what I’ve seen before. In my trove of EPROMS we unearthed, we found Save Mary on two 64K chips (LO and HI), not on two 16K chips as you might expect to find. Like KLAX, this is NOT the same version of Save Mary that I published years ago. The Save Mary I got from Atari that I used to sell, that is on one 32K chip which is different from what I found. This is Save Mary on two 64K chips, which means this would be a 128K game, which is what a lot of the newer 7800 games were put on towards the end. It may well be the 7800 version of Save Mary, or it may be that they started to work on it for the 7800 and got the 2600 ordered on there to get it to work and go from there. Another chip I found only had half a label, with part of the EPROM window exposed. I don't know if this EPROM survived, but hopefully it will be okay. We will have to see. The half of the label that was still stuck on the chip has handwriting on it that I think says "Save" followed by the number 4800, which usually means it's 48K. I'm wondering if this is a 48K version of Save Mary? 
 
 
 

"The test cartridges used two chips, but the final production cartridge would only use one, so there’s a LO and a HI on the test cartridge. The test cartridges were set up for a 64K game or a 128K game, with two sockets. So that’s why there’s two Sentinel (LO and HI), two KLAX (LO and HI) and two Save Mary (LO and HI)."
@Video 61 
 
 
 
The weirdest, most curious EPROM has a handwritten label that looks to say “Riot”. Clearly this is an EPROM and not a RIOT chip for the Atari 2600. The EPROM is dated 1993, which is very late for 7800 development but not unheard of. We MAY have found Road Riot 4-Wheel Drive for the Atari 7800 - we’ll have to see. The label on the EPROM says “Riot” on it, it’s dated 7-20-93 and it has the number “2” circled, which means this could be one of two chips needed to test the game - a HI and a LO. This date I believe is two months newer than the last version of 7800 Toki that has been shown, so two months after Toki was nearly complete and ready to go, this game “Riot” was still being worked on for the Atari 7800. Even if this does turn out to be Road Riot 4WD, it’s possible we’re still missing one of the chips needed to get it working. I can imagine someone testing the game and on such a tiny label writing “Riot” instead of “Road Riot 4WD” almost as an abbreviation of the name, it was common for these guys to do that, just because the EPROM labels are just so tiny.
 

 
Atari 7800 Games thought to have been in development during 1991-1993:
Pit-Fighter ElectroCop Steel Talons Toki Rampart Road Riot 4WD More? From my knowledge there were at least five games in development under Atari Corporation for the Atari 7800 as late as 1993, probably more. In those days, the Atari Lynx still had life in it, and Atari Jaguar was coming up on the horizon. The story as I hear it was that Jack Tramiel took one look at 7800 Pit-Fighter and how bad it looked and put the kibosh on anything more for the 7800. He pulled the plug right then and there and that’s all she wrote. We know Pit-Fighter, Rampart and Toki have been found in different levels of completion, and the date on this “Riot” EPROM is newer than all of those. We will have to research to see if this chip dated 7-20-93 is the latest 7800 EPROM dev date known to exist. It may be, I don’t know for sure, but it’s got to be close. 7800 ElectroCop was shown at the 1991 CES and Juli Wade told me she had an EPROM of it on a cartridge in her desk but wouldn’t share it with me. I had hoped John Skruch would. I don’t know if ElectroCop was one of the batch of 7800 games still in development as late as 1993 or not, but the other ones definitely were. It would be cool if we could find those hidden away somewhere in my warehouse office too. It may take time to get this all sorted, but we will figure out what we have and I will report back here on my Blog with more updates as we make progress. Stay tuned!
 
Thanks for reading,
- Lance  
 
Please visit me online for more at www.atarisales.com

DISPATCHES FROM THE LAB - RAIDERS OF THE LOST EPROMS
Monday, Feb 26, 2024
 
  Hi and welcome to Lance’s Laboratory! This is the fifth entry of what will be my personal Blog, sharing small slices of life with you from within my Lab. For those who are new to Atari I/O let me introduce myself. My name is Lance Ringquist, I’m from Minnesota, and I am the world's oldest surviving Atari dealer. You may have heard of me before as Video 61 Atari Sales which I have consistently operated since 1983 and I have been at it now for over 40 years!
Quick update here from the Lab I wanted to share with all my friends on Atari I/O so you’d be the first to see. While I was working in my warehouse high atop the escarpments of the Twin Cities, cleaning up my office with my lab assistant on Saturday, we unearthed a trove of 7800 EPROMs I didn’t realize I had, and may have discovered Road Riot 4-Wheel Drive for Atari 7800 with a few other things. Like Rampart, Pit-Fighter, and Steel Talons, Road Riot 4-Wheel Drive was originally an arcade game from Atari Games that was released on Atari Lynx and believed to be in development for the Atari 7800 as late as 1993. I will try testing these EPROMs in some of my developer boards on the 7800 and see what we can get. It may take time to get this all sorted, but we will figure out what we have and I will report back here with more updates as we make progress.
 

 
We were cleaning up my warehouse office on Saturday and I said “Well, I know I’ve got EPROMs here from Atari that we should go through and catalog, and I know that I have them in two different places in the warehouse and in my office.” I hadn’t looked at these, and they were sitting in a package from Atari collecting dust for decades. My warehouse assistant and I pulled them out, and of course like everything I got from Atari, there was no rhyme or reason to it, it just gets thrown. In those days, Atari would send me all sorts of things from EPROMs to joysticks, just thrown in a box and sent to me with hardly any documentation at all.
One of the things we were looking for was Fatal Run documentation, which we found. Because I don’t have the strength to venture into the warehouse all the time to do this, I thought some of it could be in my office and we should spend some time looking in my office and cleaning up in there. We started cleaning up and sorting through packages, and of course there were tubes and tubes of this stuff from Atari that I got towards the end of the Jack Tramiel days. 
One of the packages I got from Atari were full of tubes of chips. If you don’t work with electronics you may not know, chips come in protective plastic tubes, usually five to ten or more at a time. And I’ve got rolls and rolls of this stuff, and you don’t know what they are - there’s just a kazillion part numbers and labels, or there’s nothing. Some of them are so old that the labels have fallen off to the bottom of the box and gotten all mixed up. And it’s hard to find out what they are, because it’s like trying to put a puzzle together. Not only are the labels missing, mixed up, or mysterious, but you have to figure out what the chips are and where they go, and on what board. For example, Midi Maze for the Atari XE was a 256K game, but they put it on a board that had 8 chips on it originally, so you’ve got 8 different chips that you have to sort through and figure out what goes where and get it to work.
 

 
When I found the EPROMs, most of them had labels on them. I found Sentinel LO and HI chips, Xenophobe HI, and KLAX LO and HI chips which I believe is a different version of KLAX than the one I’ve published before which was also given to me by Atari. I found Barnyard Blaster and Food Fight, both of which are PAL and have dates from mid-late 1989. That 1989 date is a little later than NTSC Barnyard Blaster, and quite a bit later than NTSC Food Fight, which was completed and shipped to retailers by May, 1984. So what does it mean that PAL Barnyard Blaster and Food Fight were being worked on as late as the Summer and Fall of 1989? Well, it’s possible these games play no different than the originals - but it’s also possible these versions of Barnyard Blaster and Food Fight could be different in some other ways. You just never know what Atari would’ve done, sometimes PAL market games had different sprites, they may have played different, or had other changes to the game beyond just PAL and NTSC. Sometimes those things would happen. 
 

 
Save Mary surprised me - I said “Hey look, these are on 7800 chips!” That’s different than what I’ve seen before. In my trove of EPROMS we unearthed, we found Save Mary on two 64K chips (LO and HI), not on two 16K chips as you might expect to find. Like KLAX, this is NOT the same version of Save Mary that I published years ago. The Save Mary I got from Atari that I used to sell, that is on one 32K chip which is different from what I found. This is Save Mary on two 64K chips, which means this would be a 128K game, which is what a lot of the newer 7800 games were put on towards the end. It may well be the 7800 version of Save Mary, or it may be that they started to work on it for the 7800 and got the 2600 ordered on there to get it to work and go from there. Another chip I found only had half a label, with part of the EPROM window exposed. I don't know if this EPROM survived, but hopefully it will be okay. We will have to see. The half of the label that was still stuck on the chip has handwriting on it that I think says "Save" followed by the number 4800, which usually means it's 48K. I'm wondering if this is a 48K version of Save Mary? 
 
 
 

"The test cartridges used two chips, but the final production cartridge would only use one, so there’s a LO and a HI on the test cartridge. The test cartridges were set up for a 64K game or a 128K game, with two sockets. So that’s why there’s two Sentinel (LO and HI), two KLAX (LO and HI) and two Save Mary (LO and HI)."
@Video 61 
 
 
 
The weirdest, most curious EPROM has a handwritten label that looks to say “Riot”. Clearly this is an EPROM and not a RIOT chip for the Atari 2600. The EPROM is dated 1993, which is very late for 7800 development but not unheard of. We MAY have found Road Riot 4-Wheel Drive for the Atari 7800 - we’ll have to see. The label on the EPROM says “Riot” on it, it’s dated 7-20-93 and it has the number “2” circled, which means this could be one of two chips needed to test the game - a HI and a LO. This date I believe is two months newer than the last version of 7800 Toki that has been shown, so two months after Toki was nearly complete and ready to go, this game “Riot” was still being worked on for the Atari 7800. Even if this does turn out to be Road Riot 4WD, it’s possible we’re still missing one of the chips needed to get it working. I can imagine someone testing the game and on such a tiny label writing “Riot” instead of “Road Riot 4WD” almost as an abbreviation of the name, it was common for these guys to do that, just because the EPROM labels are just so tiny.
 

 
Atari 7800 Games thought to have been in development during 1991-1993:
Pit-Fighter ElectroCop Steel Talons Toki Rampart Road Riot 4WD More? From my knowledge there were at least five games in development under Atari Corporation for the Atari 7800 as late as 1993, probably more. In those days, the Atari Lynx still had life in it, and Atari Jaguar was coming up on the horizon. The story as I hear it was that Jack Tramiel took one look at 7800 Pit-Fighter and how bad it looked and put the kibosh on anything more for the 7800. He pulled the plug right then and there and that’s all she wrote. We know Pit-Fighter, Rampart and Toki have been found in different levels of completion, and the date on this “Riot” EPROM is newer than all of those. We will have to research to see if this chip dated 7-20-93 is the latest 7800 EPROM dev date known to exist. It may be, I don’t know for sure, but it’s got to be close. 7800 ElectroCop was shown at the 1991 CES and Juli Wade told me she had an EPROM of it on a cartridge in her desk but wouldn’t share it with me. I had hoped John Skruch would. I don’t know if ElectroCop was one of the batch of 7800 games still in development as late as 1993 or not, but the other ones definitely were. It would be cool if we could find those hidden away somewhere in my warehouse office too. It may take time to get this all sorted, but we will figure out what we have and I will report back here on my Blog with more updates as we make progress. Stay tuned!
 
Thanks for reading,
- Lance  
 
Please visit me online for more at www.atarisales.com

DISPATCHES FROM THE LAB - RAIDERS OF THE LOST EPROMS
Monday, Feb 26, 2024
 
  Hi and welcome to Lance’s Laboratory! This is the fifth entry of what will be my personal Blog, sharing small slices of life with you from within my Lab. For those who are new to Atari I/O let me introduce myself. My name is Lance Ringquist, I’m from Minnesota, and I am the world's oldest surviving Atari dealer. You may have heard of me before as Video 61 Atari Sales which I have consistently operated since 1983 and I have been at it now for over 40 years!
Quick update here from the Lab I wanted to share with all my friends on Atari I/O so you’d be the first to see. While I was working in my warehouse high atop the escarpments of the Twin Cities, cleaning up my office with my lab assistant on Saturday, we unearthed a trove of 7800 EPROMs I didn’t realize I had, and may have discovered Road Riot 4-Wheel Drive for Atari 7800 with a few other things. Like Rampart, Pit-Fighter, and Steel Talons, Road Riot 4-Wheel Drive was originally an arcade game from Atari Games that was released on Atari Lynx and believed to be in development for the Atari 7800 as late as 1993. I will try testing these EPROMs in some of my developer boards on the 7800 and see what we can get. It may take time to get this all sorted, but we will figure out what we have and I will report back here with more updates as we make progress.
 

 
We were cleaning up my warehouse office on Saturday and I said “Well, I know I’ve got EPROMs here from Atari that we should go through and catalog, and I know that I have them in two different places in the warehouse and in my office.” I hadn’t looked at these, and they were sitting in a package from Atari collecting dust for decades. My warehouse assistant and I pulled them out, and of course like everything I got from Atari, there was no rhyme or reason to it, it just gets thrown. In those days, Atari would send me all sorts of things from EPROMs to joysticks, just thrown in a box and sent to me with hardly any documentation at all.
One of the things we were looking for was Fatal Run documentation, which we found. Because I don’t have the strength to venture into the warehouse all the time to do this, I thought some of it could be in my office and we should spend some time looking in my office and cleaning up in there. We started cleaning up and sorting through packages, and of course there were tubes and tubes of this stuff from Atari that I got towards the end of the Jack Tramiel days. 
One of the packages I got from Atari were full of tubes of chips. If you don’t work with electronics you may not know, chips come in protective plastic tubes, usually five to ten or more at a time. And I’ve got rolls and rolls of this stuff, and you don’t know what they are - there’s just a kazillion part numbers and labels, or there’s nothing. Some of them are so old that the labels have fallen off to the bottom of the box and gotten all mixed up. And it’s hard to find out what they are, because it’s like trying to put a puzzle together. Not only are the labels missing, mixed up, or mysterious, but you have to figure out what the chips are and where they go, and on what board. For example, Midi Maze for the Atari XE was a 256K game, but they put it on a board that had 8 chips on it originally, so you’ve got 8 different chips that you have to sort through and figure out what goes where and get it to work.
 

 
When I found the EPROMs, most of them had labels on them. I found Sentinel LO and HI chips, Xenophobe HI, and KLAX LO and HI chips which I believe is a different version of KLAX than the one I’ve published before which was also given to me by Atari. I found Barnyard Blaster and Food Fight, both of which are PAL and have dates from mid-late 1989. That 1989 date is a little later than NTSC Barnyard Blaster, and quite a bit later than NTSC Food Fight, which was completed and shipped to retailers by May, 1984. So what does it mean that PAL Barnyard Blaster and Food Fight were being worked on as late as the Summer and Fall of 1989? Well, it’s possible these games play no different than the originals - but it’s also possible these versions of Barnyard Blaster and Food Fight could be different in some other ways. You just never know what Atari would’ve done, sometimes PAL market games had different sprites, they may have played different, or had other changes to the game beyond just PAL and NTSC. Sometimes those things would happen. 
 

 
Save Mary surprised me - I said “Hey look, these are on 7800 chips!” That’s different than what I’ve seen before. In my trove of EPROMS we unearthed, we found Save Mary on two 64K chips (LO and HI), not on two 16K chips as you might expect to find. Like KLAX, this is NOT the same version of Save Mary that I published years ago. The Save Mary I got from Atari that I used to sell, that is on one 32K chip which is different from what I found. This is Save Mary on two 64K chips, which means this would be a 128K game, which is what a lot of the newer 7800 games were put on towards the end. It may well be the 7800 version of Save Mary, or it may be that they started to work on it for the 7800 and got the 2600 ordered on there to get it to work and go from there. Another chip I found only had half a label, with part of the EPROM window exposed. I don't know if this EPROM survived, but hopefully it will be okay. We will have to see. The half of the label that was still stuck on the chip has handwriting on it that I think says "Save" followed by the number 4800, which usually means it's 48K. I'm wondering if this is a 48K version of Save Mary? 
 
 
 

"The test cartridges used two chips, but the final production cartridge would only use one, so there’s a LO and a HI on the test cartridge. The test cartridges were set up for a 64K game or a 128K game, with two sockets. So that’s why there’s two Sentinel (LO and HI), two KLAX (LO and HI) and two Save Mary (LO and HI)."
@Video 61 
 
 
 
The weirdest, most curious EPROM has a handwritten label that looks to say “Riot”. Clearly this is an EPROM and not a RIOT chip for the Atari 2600. The EPROM is dated 1993, which is very late for 7800 development but not unheard of. We MAY have found Road Riot 4-Wheel Drive for the Atari 7800 - we’ll have to see. The label on the EPROM says “Riot” on it, it’s dated 7-20-93 and it has the number “2” circled, which means this could be one of two chips needed to test the game - a HI and a LO. This date I believe is two months newer than the last version of 7800 Toki that has been shown, so two months after Toki was nearly complete and ready to go, this game “Riot” was still being worked on for the Atari 7800. Even if this does turn out to be Road Riot 4WD, it’s possible we’re still missing one of the chips needed to get it working. I can imagine someone testing the game and on such a tiny label writing “Riot” instead of “Road Riot 4WD” almost as an abbreviation of the name, it was common for these guys to do that, just because the EPROM labels are just so tiny.
 

 
Atari 7800 Games thought to have been in development during 1991-1993:
Pit-Fighter ElectroCop Steel Talons Toki Rampart Road Riot 4WD More? From my knowledge there were at least five games in development under Atari Corporation for the Atari 7800 as late as 1993, probably more. In those days, the Atari Lynx still had life in it, and Atari Jaguar was coming up on the horizon. The story as I hear it was that Jack Tramiel took one look at 7800 Pit-Fighter and how bad it looked and put the kibosh on anything more for the 7800. He pulled the plug right then and there and that’s all she wrote. We know Pit-Fighter, Rampart and Toki have been found in different levels of completion, and the date on this “Riot” EPROM is newer than all of those. We will have to research to see if this chip dated 7-20-93 is the latest 7800 EPROM dev date known to exist. It may be, I don’t know for sure, but it’s got to be close. 7800 ElectroCop was shown at the 1991 CES and Juli Wade told me she had an EPROM of it on a cartridge in her desk but wouldn’t share it with me. I had hoped John Skruch would. I don’t know if ElectroCop was one of the batch of 7800 games still in development as late as 1993 or not, but the other ones definitely were. It would be cool if we could find those hidden away somewhere in my warehouse office too. It may take time to get this all sorted, but we will figure out what we have and I will report back here on my Blog with more updates as we make progress. Stay tuned!
 
Thanks for reading,
- Lance  
 
Please visit me online for more at www.atarisales.com

DISPATCHES FROM THE LAB - RAIDERS OF THE LOST EPROMS
Monday, Feb 26, 2024
 
  Hi and welcome to Lance’s Laboratory! This is the fifth entry of what will be my personal Blog, sharing small slices of life with you from within my Lab. For those who are new to Atari I/O let me introduce myself. My name is Lance Ringquist, I’m from Minnesota, and I am the world's oldest surviving Atari dealer. You may have heard of me before as Video 61 Atari Sales which I have consistently operated since 1983 and I have been at it now for over 40 years!
Quick update here from the Lab I wanted to share with all my friends on Atari I/O so you’d be the first to see. While I was working in my warehouse high atop the escarpments of the Twin Cities, cleaning up my office with my lab assistant on Saturday, we unearthed a trove of 7800 EPROMs I didn’t realize I had, and may have discovered Road Riot 4-Wheel Drive for Atari 7800 with a few other things. Like Rampart, Pit-Fighter, and Steel Talons, Road Riot 4-Wheel Drive was originally an arcade game from Atari Games that was released on Atari Lynx and believed to be in development for the Atari 7800 as late as 1993. I will try testing these EPROMs in some of my developer boards on the 7800 and see what we can get. It may take time to get this all sorted, but we will figure out what we have and I will report back here with more updates as we make progress.
 

 
We were cleaning up my warehouse office on Saturday and I said “Well, I know I’ve got EPROMs here from Atari that we should go through and catalog, and I know that I have them in two different places in the warehouse and in my office.” I hadn’t looked at these, and they were sitting in a package from Atari collecting dust for decades. My warehouse assistant and I pulled them out, and of course like everything I got from Atari, there was no rhyme or reason to it, it just gets thrown. In those days, Atari would send me all sorts of things from EPROMs to joysticks, just thrown in a box and sent to me with hardly any documentation at all.
One of the things we were looking for was Fatal Run documentation, which we found. Because I don’t have the strength to venture into the warehouse all the time to do this, I thought some of it could be in my office and we should spend some time looking in my office and cleaning up in there. We started cleaning up and sorting through packages, and of course there were tubes and tubes of this stuff from Atari that I got towards the end of the Jack Tramiel days. 
One of the packages I got from Atari were full of tubes of chips. If you don’t work with electronics you may not know, chips come in protective plastic tubes, usually five to ten or more at a time. And I’ve got rolls and rolls of this stuff, and you don’t know what they are - there’s just a kazillion part numbers and labels, or there’s nothing. Some of them are so old that the labels have fallen off to the bottom of the box and gotten all mixed up. And it’s hard to find out what they are, because it’s like trying to put a puzzle together. Not only are the labels missing, mixed up, or mysterious, but you have to figure out what the chips are and where they go, and on what board. For example, Midi Maze for the Atari XE was a 256K game, but they put it on a board that had 8 chips on it originally, so you’ve got 8 different chips that you have to sort through and figure out what goes where and get it to work.
 

 
When I found the EPROMs, most of them had labels on them. I found Sentinel LO and HI chips, Xenophobe HI, and KLAX LO and HI chips which I believe is a different version of KLAX than the one I’ve published before which was also given to me by Atari. I found Barnyard Blaster and Food Fight, both of which are PAL and have dates from mid-late 1989. That 1989 date is a little later than NTSC Barnyard Blaster, and quite a bit later than NTSC Food Fight, which was completed and shipped to retailers by May, 1984. So what does it mean that PAL Barnyard Blaster and Food Fight were being worked on as late as the Summer and Fall of 1989? Well, it’s possible these games play no different than the originals - but it’s also possible these versions of Barnyard Blaster and Food Fight could be different in some other ways. You just never know what Atari would’ve done, sometimes PAL market games had different sprites, they may have played different, or had other changes to the game beyond just PAL and NTSC. Sometimes those things would happen. 
 

 
Save Mary surprised me - I said “Hey look, these are on 7800 chips!” That’s different than what I’ve seen before. In my trove of EPROMS we unearthed, we found Save Mary on two 64K chips (LO and HI), not on two 16K chips as you might expect to find. Like KLAX, this is NOT the same version of Save Mary that I published years ago. The Save Mary I got from Atari that I used to sell, that is on one 32K chip which is different from what I found. This is Save Mary on two 64K chips, which means this would be a 128K game, which is what a lot of the newer 7800 games were put on towards the end. It may well be the 7800 version of Save Mary, or it may be that they started to work on it for the 7800 and got the 2600 ordered on there to get it to work and go from there. Another chip I found only had half a label, with part of the EPROM window exposed. I don't know if this EPROM survived, but hopefully it will be okay. We will have to see. The half of the label that was still stuck on the chip has handwriting on it that I think says "Save" followed by the number 4800, which usually means it's 48K. I'm wondering if this is a 48K version of Save Mary? 
 
 
 

"The test cartridges used two chips, but the final production cartridge would only use one, so there’s a LO and a HI on the test cartridge. The test cartridges were set up for a 64K game or a 128K game, with two sockets. So that’s why there’s two Sentinel (LO and HI), two KLAX (LO and HI) and two Save Mary (LO and HI)."
@Video 61 
 
 
 
The weirdest, most curious EPROM has a handwritten label that looks to say “Riot”. Clearly this is an EPROM and not a RIOT chip for the Atari 2600. The EPROM is dated 1993, which is very late for 7800 development but not unheard of. We MAY have found Road Riot 4-Wheel Drive for the Atari 7800 - we’ll have to see. The label on the EPROM says “Riot” on it, it’s dated 7-20-93 and it has the number “2” circled, which means this could be one of two chips needed to test the game - a HI and a LO. This date I believe is two months newer than the last version of 7800 Toki that has been shown, so two months after Toki was nearly complete and ready to go, this game “Riot” was still being worked on for the Atari 7800. Even if this does turn out to be Road Riot 4WD, it’s possible we’re still missing one of the chips needed to get it working. I can imagine someone testing the game and on such a tiny label writing “Riot” instead of “Road Riot 4WD” almost as an abbreviation of the name, it was common for these guys to do that, just because the EPROM labels are just so tiny.
 

 
Atari 7800 Games thought to have been in development during 1991-1993:
Pit-Fighter ElectroCop Steel Talons Toki Rampart Road Riot 4WD More? From my knowledge there were at least five games in development under Atari Corporation for the Atari 7800 as late as 1993, probably more. In those days, the Atari Lynx still had life in it, and Atari Jaguar was coming up on the horizon. The story as I hear it was that Jack Tramiel took one look at 7800 Pit-Fighter and how bad it looked and put the kibosh on anything more for the 7800. He pulled the plug right then and there and that’s all she wrote. We know Pit-Fighter, Rampart and Toki have been found in different levels of completion, and the date on this “Riot” EPROM is newer than all of those. We will have to research to see if this chip dated 7-20-93 is the latest 7800 EPROM dev date known to exist. It may be, I don’t know for sure, but it’s got to be close. 7800 ElectroCop was shown at the 1991 CES and Juli Wade told me she had an EPROM of it on a cartridge in her desk but wouldn’t share it with me. I had hoped John Skruch would. I don’t know if ElectroCop was one of the batch of 7800 games still in development as late as 1993 or not, but the other ones definitely were. It would be cool if we could find those hidden away somewhere in my warehouse office too. It may take time to get this all sorted, but we will figure out what we have and I will report back here on my Blog with more updates as we make progress. Stay tuned!
 
Thanks for reading,
- Lance  
 
Please visit me online for more at www.atarisales.com

DISPATCHES FROM THE LAB - RAIDERS OF THE LOST EPROMS
Monday, Feb 26, 2024
 
  Hi and welcome to Lance’s Laboratory! This is the fifth entry of what will be my personal Blog, sharing small slices of life with you from within my Lab. For those who are new to Atari I/O let me introduce myself. My name is Lance Ringquist, I’m from Minnesota, and I am the world's oldest surviving Atari dealer. You may have heard of me before as Video 61 Atari Sales which I have consistently operated since 1983 and I have been at it now for over 40 years!
Quick update here from the Lab I wanted to share with all my friends on Atari I/O so you’d be the first to see. While I was working in my warehouse high atop the escarpments of the Twin Cities, cleaning up my office with my lab assistant on Saturday, we unearthed a trove of 7800 EPROMs I didn’t realize I had, and may have discovered Road Riot 4-Wheel Drive for Atari 7800 with a few other things. Like Rampart, Pit-Fighter, and Steel Talons, Road Riot 4-Wheel Drive was originally an arcade game from Atari Games that was released on Atari Lynx and believed to be in development for the Atari 7800 as late as 1993. I will try testing these EPROMs in some of my developer boards on the 7800 and see what we can get. It may take time to get this all sorted, but we will figure out what we have and I will report back here with more updates as we make progress.
 

 
We were cleaning up my warehouse office on Saturday and I said “Well, I know I’ve got EPROMs here from Atari that we should go through and catalog, and I know that I have them in two different places in the warehouse and in my office.” I hadn’t looked at these, and they were sitting in a package from Atari collecting dust for decades. My warehouse assistant and I pulled them out, and of course like everything I got from Atari, there was no rhyme or reason to it, it just gets thrown. In those days, Atari would send me all sorts of things from EPROMs to joysticks, just thrown in a box and sent to me with hardly any documentation at all.
One of the things we were looking for was Fatal Run documentation, which we found. Because I don’t have the strength to venture into the warehouse all the time to do this, I thought some of it could be in my office and we should spend some time looking in my office and cleaning up in there. We started cleaning up and sorting through packages, and of course there were tubes and tubes of this stuff from Atari that I got towards the end of the Jack Tramiel days. 
One of the packages I got from Atari were full of tubes of chips. If you don’t work with electronics you may not know, chips come in protective plastic tubes, usually five to ten or more at a time. And I’ve got rolls and rolls of this stuff, and you don’t know what they are - there’s just a kazillion part numbers and labels, or there’s nothing. Some of them are so old that the labels have fallen off to the bottom of the box and gotten all mixed up. And it’s hard to find out what they are, because it’s like trying to put a puzzle together. Not only are the labels missing, mixed up, or mysterious, but you have to figure out what the chips are and where they go, and on what board. For example, Midi Maze for the Atari XE was a 256K game, but they put it on a board that had 8 chips on it originally, so you’ve got 8 different chips that you have to sort through and figure out what goes where and get it to work.
 

 
When I found the EPROMs, most of them had labels on them. I found Sentinel LO and HI chips, Xenophobe HI, and KLAX LO and HI chips which I believe is a different version of KLAX than the one I’ve published before which was also given to me by Atari. I found Barnyard Blaster and Food Fight, both of which are PAL and have dates from mid-late 1989. That 1989 date is a little later than NTSC Barnyard Blaster, and quite a bit later than NTSC Food Fight, which was completed and shipped to retailers by May, 1984. So what does it mean that PAL Barnyard Blaster and Food Fight were being worked on as late as the Summer and Fall of 1989? Well, it’s possible these games play no different than the originals - but it’s also possible these versions of Barnyard Blaster and Food Fight could be different in some other ways. You just never know what Atari would’ve done, sometimes PAL market games had different sprites, they may have played different, or had other changes to the game beyond just PAL and NTSC. Sometimes those things would happen. 
 

 
Save Mary surprised me - I said “Hey look, these are on 7800 chips!” That’s different than what I’ve seen before. In my trove of EPROMS we unearthed, we found Save Mary on two 64K chips (LO and HI), not on two 16K chips as you might expect to find. Like KLAX, this is NOT the same version of Save Mary that I published years ago. The Save Mary I got from Atari that I used to sell, that is on one 32K chip which is different from what I found. This is Save Mary on two 64K chips, which means this would be a 128K game, which is what a lot of the newer 7800 games were put on towards the end. It may well be the 7800 version of Save Mary, or it may be that they started to work on it for the 7800 and got the 2600 ordered on there to get it to work and go from there. Another chip I found only had half a label, with part of the EPROM window exposed. I don't know if this EPROM survived, but hopefully it will be okay. We will have to see. The half of the label that was still stuck on the chip has handwriting on it that I think says "Save" followed by the number 4800, which usually means it's 48K. I'm wondering if this is a 48K version of Save Mary? 
 
 
 

"The test cartridges used two chips, but the final production cartridge would only use one, so there’s a LO and a HI on the test cartridge. The test cartridges were set up for a 64K game or a 128K game, with two sockets. So that’s why there’s two Sentinel (LO and HI), two KLAX (LO and HI) and two Save Mary (LO and HI)."
@Video 61 
 
 
 
The weirdest, most curious EPROM has a handwritten label that looks to say “Riot”. Clearly this is an EPROM and not a RIOT chip for the Atari 2600. The EPROM is dated 1993, which is very late for 7800 development but not unheard of. We MAY have found Road Riot 4-Wheel Drive for the Atari 7800 - we’ll have to see. The label on the EPROM says “Riot” on it, it’s dated 7-20-93 and it has the number “2” circled, which means this could be one of two chips needed to test the game - a HI and a LO. This date I believe is two months newer than the last version of 7800 Toki that has been shown, so two months after Toki was nearly complete and ready to go, this game “Riot” was still being worked on for the Atari 7800. Even if this does turn out to be Road Riot 4WD, it’s possible we’re still missing one of the chips needed to get it working. I can imagine someone testing the game and on such a tiny label writing “Riot” instead of “Road Riot 4WD” almost as an abbreviation of the name, it was common for these guys to do that, just because the EPROM labels are just so tiny.
 

 
Atari 7800 Games thought to have been in development during 1991-1993:
Pit-Fighter ElectroCop Steel Talons Toki Rampart Road Riot 4WD More? From my knowledge there were at least five games in development under Atari Corporation for the Atari 7800 as late as 1993, probably more. In those days, the Atari Lynx still had life in it, and Atari Jaguar was coming up on the horizon. The story as I hear it was that Jack Tramiel took one look at 7800 Pit-Fighter and how bad it looked and put the kibosh on anything more for the 7800. He pulled the plug right then and there and that’s all she wrote. We know Pit-Fighter, Rampart and Toki have been found in different levels of completion, and the date on this “Riot” EPROM is newer than all of those. We will have to research to see if this chip dated 7-20-93 is the latest 7800 EPROM dev date known to exist. It may be, I don’t know for sure, but it’s got to be close. 7800 ElectroCop was shown at the 1991 CES and Juli Wade told me she had an EPROM of it on a cartridge in her desk but wouldn’t share it with me. I had hoped John Skruch would. I don’t know if ElectroCop was one of the batch of 7800 games still in development as late as 1993 or not, but the other ones definitely were. It would be cool if we could find those hidden away somewhere in my warehouse office too. It may take time to get this all sorted, but we will figure out what we have and I will report back here on my Blog with more updates as we make progress. Stay tuned!
 
Thanks for reading,
- Lance  
 
Please visit me online for more at www.atarisales.com

DISPATCHES FROM THE LAB - RAIDERS OF THE LOST EPROMS
Monday, Feb 26, 2024
 
  Hi and welcome to Lance’s Laboratory! This is the fifth entry of what will be my personal Blog, sharing small slices of life with you from within my Lab. For those who are new to Atari I/O let me introduce myself. My name is Lance Ringquist, I’m from Minnesota, and I am the world's oldest surviving Atari dealer. You may have heard of me before as Video 61 Atari Sales which I have consistently operated since 1983 and I have been at it now for over 40 years!
Quick update here from the Lab I wanted to share with all my friends on Atari I/O so you’d be the first to see. While I was working in my warehouse high atop the escarpments of the Twin Cities, cleaning up my office with my lab assistant on Saturday, we unearthed a trove of 7800 EPROMs I didn’t realize I had, and may have discovered Road Riot 4-Wheel Drive for Atari 7800 with a few other things. Like Rampart, Pit-Fighter, and Steel Talons, Road Riot 4-Wheel Drive was originally an arcade game from Atari Games that was released on Atari Lynx and believed to be in development for the Atari 7800 as late as 1993. I will try testing these EPROMs in some of my developer boards on the 7800 and see what we can get. It may take time to get this all sorted, but we will figure out what we have and I will report back here with more updates as we make progress.
 

 
We were cleaning up my warehouse office on Saturday and I said “Well, I know I’ve got EPROMs here from Atari that we should go through and catalog, and I know that I have them in two different places in the warehouse and in my office.” I hadn’t looked at these, and they were sitting in a package from Atari collecting dust for decades. My warehouse assistant and I pulled them out, and of course like everything I got from Atari, there was no rhyme or reason to it, it just gets thrown. In those days, Atari would send me all sorts of things from EPROMs to joysticks, just thrown in a box and sent to me with hardly any documentation at all.
One of the things we were looking for was Fatal Run documentation, which we found. Because I don’t have the strength to venture into the warehouse all the time to do this, I thought some of it could be in my office and we should spend some time looking in my office and cleaning up in there. We started cleaning up and sorting through packages, and of course there were tubes and tubes of this stuff from Atari that I got towards the end of the Jack Tramiel days. 
One of the packages I got from Atari were full of tubes of chips. If you don’t work with electronics you may not know, chips come in protective plastic tubes, usually five to ten or more at a time. And I’ve got rolls and rolls of this stuff, and you don’t know what they are - there’s just a kazillion part numbers and labels, or there’s nothing. Some of them are so old that the labels have fallen off to the bottom of the box and gotten all mixed up. And it’s hard to find out what they are, because it’s like trying to put a puzzle together. Not only are the labels missing, mixed up, or mysterious, but you have to figure out what the chips are and where they go, and on what board. For example, Midi Maze for the Atari XE was a 256K game, but they put it on a board that had 8 chips on it originally, so you’ve got 8 different chips that you have to sort through and figure out what goes where and get it to work.
 

 
When I found the EPROMs, most of them had labels on them. I found Sentinel LO and HI chips, Xenophobe HI, and KLAX LO and HI chips which I believe is a different version of KLAX than the one I’ve published before which was also given to me by Atari. I found Barnyard Blaster and Food Fight, both of which are PAL and have dates from mid-late 1989. That 1989 date is a little later than NTSC Barnyard Blaster, and quite a bit later than NTSC Food Fight, which was completed and shipped to retailers by May, 1984. So what does it mean that PAL Barnyard Blaster and Food Fight were being worked on as late as the Summer and Fall of 1989? Well, it’s possible these games play no different than the originals - but it’s also possible these versions of Barnyard Blaster and Food Fight could be different in some other ways. You just never know what Atari would’ve done, sometimes PAL market games had different sprites, they may have played different, or had other changes to the game beyond just PAL and NTSC. Sometimes those things would happen. 
 

 
Save Mary surprised me - I said “Hey look, these are on 7800 chips!” That’s different than what I’ve seen before. In my trove of EPROMS we unearthed, we found Save Mary on two 64K chips (LO and HI), not on two 16K chips as you might expect to find. Like KLAX, this is NOT the same version of Save Mary that I published years ago. The Save Mary I got from Atari that I used to sell, that is on one 32K chip which is different from what I found. This is Save Mary on two 64K chips, which means this would be a 128K game, which is what a lot of the newer 7800 games were put on towards the end. It may well be the 7800 version of Save Mary, or it may be that they started to work on it for the 7800 and got the 2600 ordered on there to get it to work and go from there. Another chip I found only had half a label, with part of the EPROM window exposed. I don't know if this EPROM survived, but hopefully it will be okay. We will have to see. The half of the label that was still stuck on the chip has handwriting on it that I think says "Save" followed by the number 4800, which usually means it's 48K. I'm wondering if this is a 48K version of Save Mary? 
 
 
 

"The test cartridges used two chips, but the final production cartridge would only use one, so there’s a LO and a HI on the test cartridge. The test cartridges were set up for a 64K game or a 128K game, with two sockets. So that’s why there’s two Sentinel (LO and HI), two KLAX (LO and HI) and two Save Mary (LO and HI)."
@Video 61 
 
 
 
The weirdest, most curious EPROM has a handwritten label that looks to say “Riot”. Clearly this is an EPROM and not a RIOT chip for the Atari 2600. The EPROM is dated 1993, which is very late for 7800 development but not unheard of. We MAY have found Road Riot 4-Wheel Drive for the Atari 7800 - we’ll have to see. The label on the EPROM says “Riot” on it, it’s dated 7-20-93 and it has the number “2” circled, which means this could be one of two chips needed to test the game - a HI and a LO. This date I believe is two months newer than the last version of 7800 Toki that has been shown, so two months after Toki was nearly complete and ready to go, this game “Riot” was still being worked on for the Atari 7800. Even if this does turn out to be Road Riot 4WD, it’s possible we’re still missing one of the chips needed to get it working. I can imagine someone testing the game and on such a tiny label writing “Riot” instead of “Road Riot 4WD” almost as an abbreviation of the name, it was common for these guys to do that, just because the EPROM labels are just so tiny.
 

 
Atari 7800 Games thought to have been in development during 1991-1993:
Pit-Fighter ElectroCop Steel Talons Toki Rampart Road Riot 4WD More? From my knowledge there were at least five games in development under Atari Corporation for the Atari 7800 as late as 1993, probably more. In those days, the Atari Lynx still had life in it, and Atari Jaguar was coming up on the horizon. The story as I hear it was that Jack Tramiel took one look at 7800 Pit-Fighter and how bad it looked and put the kibosh on anything more for the 7800. He pulled the plug right then and there and that’s all she wrote. We know Pit-Fighter, Rampart and Toki have been found in different levels of completion, and the date on this “Riot” EPROM is newer than all of those. We will have to research to see if this chip dated 7-20-93 is the latest 7800 EPROM dev date known to exist. It may be, I don’t know for sure, but it’s got to be close. 7800 ElectroCop was shown at the 1991 CES and Juli Wade told me she had an EPROM of it on a cartridge in her desk but wouldn’t share it with me. I had hoped John Skruch would. I don’t know if ElectroCop was one of the batch of 7800 games still in development as late as 1993 or not, but the other ones definitely were. It would be cool if we could find those hidden away somewhere in my warehouse office too. It may take time to get this all sorted, but we will figure out what we have and I will report back here on my Blog with more updates as we make progress. Stay tuned!
 
Thanks for reading,
- Lance  
 
Please visit me online for more at www.atarisales.com

DISPATCHES FROM THE LAB - RAIDERS OF THE LOST EPROMS
Monday, Feb 26, 2024
 
  Hi and welcome to Lance’s Laboratory! This is the fifth entry of what will be my personal Blog, sharing small slices of life with you from within my Lab. For those who are new to Atari I/O let me introduce myself. My name is Lance Ringquist, I’m from Minnesota, and I am the world's oldest surviving Atari dealer. You may have heard of me before as Video 61 Atari Sales which I have consistently operated since 1983 and I have been at it now for over 40 years!
Quick update here from the Lab I wanted to share with all my friends on Atari I/O so you’d be the first to see. While I was working in my warehouse high atop the escarpments of the Twin Cities, cleaning up my office with my lab assistant on Saturday, we unearthed a trove of 7800 EPROMs I didn’t realize I had, and may have discovered Road Riot 4-Wheel Drive for Atari 7800 with a few other things. Like Rampart, Pit-Fighter, and Steel Talons, Road Riot 4-Wheel Drive was originally an arcade game from Atari Games that was released on Atari Lynx and believed to be in development for the Atari 7800 as late as 1993. I will try testing these EPROMs in some of my developer boards on the 7800 and see what we can get. It may take time to get this all sorted, but we will figure out what we have and I will report back here with more updates as we make progress.
 

 
We were cleaning up my warehouse office on Saturday and I said “Well, I know I’ve got EPROMs here from Atari that we should go through and catalog, and I know that I have them in two different places in the warehouse and in my office.” I hadn’t looked at these, and they were sitting in a package from Atari collecting dust for decades. My warehouse assistant and I pulled them out, and of course like everything I got from Atari, there was no rhyme or reason to it, it just gets thrown. In those days, Atari would send me all sorts of things from EPROMs to joysticks, just thrown in a box and sent to me with hardly any documentation at all.
One of the things we were looking for was Fatal Run documentation, which we found. Because I don’t have the strength to venture into the warehouse all the time to do this, I thought some of it could be in my office and we should spend some time looking in my office and cleaning up in there. We started cleaning up and sorting through packages, and of course there were tubes and tubes of this stuff from Atari that I got towards the end of the Jack Tramiel days. 
One of the packages I got from Atari were full of tubes of chips. If you don’t work with electronics you may not know, chips come in protective plastic tubes, usually five to ten or more at a time. And I’ve got rolls and rolls of this stuff, and you don’t know what they are - there’s just a kazillion part numbers and labels, or there’s nothing. Some of them are so old that the labels have fallen off to the bottom of the box and gotten all mixed up. And it’s hard to find out what they are, because it’s like trying to put a puzzle together. Not only are the labels missing, mixed up, or mysterious, but you have to figure out what the chips are and where they go, and on what board. For example, Midi Maze for the Atari XE was a 256K game, but they put it on a board that had 8 chips on it originally, so you’ve got 8 different chips that you have to sort through and figure out what goes where and get it to work.
 

 
When I found the EPROMs, most of them had labels on them. I found Sentinel LO and HI chips, Xenophobe HI, and KLAX LO and HI chips which I believe is a different version of KLAX than the one I’ve published before which was also given to me by Atari. I found Barnyard Blaster and Food Fight, both of which are PAL and have dates from mid-late 1989. That 1989 date is a little later than NTSC Barnyard Blaster, and quite a bit later than NTSC Food Fight, which was completed and shipped to retailers by May, 1984. So what does it mean that PAL Barnyard Blaster and Food Fight were being worked on as late as the Summer and Fall of 1989? Well, it’s possible these games play no different than the originals - but it’s also possible these versions of Barnyard Blaster and Food Fight could be different in some other ways. You just never know what Atari would’ve done, sometimes PAL market games had different sprites, they may have played different, or had other changes to the game beyond just PAL and NTSC. Sometimes those things would happen. 
 

 
Save Mary surprised me - I said “Hey look, these are on 7800 chips!” That’s different than what I’ve seen before. In my trove of EPROMS we unearthed, we found Save Mary on two 64K chips (LO and HI), not on two 16K chips as you might expect to find. Like KLAX, this is NOT the same version of Save Mary that I published years ago. The Save Mary I got from Atari that I used to sell, that is on one 32K chip which is different from what I found. This is Save Mary on two 64K chips, which means this would be a 128K game, which is what a lot of the newer 7800 games were put on towards the end. It may well be the 7800 version of Save Mary, or it may be that they started to work on it for the 7800 and got the 2600 ordered on there to get it to work and go from there. Another chip I found only had half a label, with part of the EPROM window exposed. I don't know if this EPROM survived, but hopefully it will be okay. We will have to see. The half of the label that was still stuck on the chip has handwriting on it that I think says "Save" followed by the number 4800, which usually means it's 48K. I'm wondering if this is a 48K version of Save Mary? 
 
 
 

"The test cartridges used two chips, but the final production cartridge would only use one, so there’s a LO and a HI on the test cartridge. The test cartridges were set up for a 64K game or a 128K game, with two sockets. So that’s why there’s two Sentinel (LO and HI), two KLAX (LO and HI) and two Save Mary (LO and HI)."
@Video 61 
 
 
 
The weirdest, most curious EPROM has a handwritten label that looks to say “Riot”. Clearly this is an EPROM and not a RIOT chip for the Atari 2600. The EPROM is dated 1993, which is very late for 7800 development but not unheard of. We MAY have found Road Riot 4-Wheel Drive for the Atari 7800 - we’ll have to see. The label on the EPROM says “Riot” on it, it’s dated 7-20-93 and it has the number “2” circled, which means this could be one of two chips needed to test the game - a HI and a LO. This date I believe is two months newer than the last version of 7800 Toki that has been shown, so two months after Toki was nearly complete and ready to go, this game “Riot” was still being worked on for the Atari 7800. Even if this does turn out to be Road Riot 4WD, it’s possible we’re still missing one of the chips needed to get it working. I can imagine someone testing the game and on such a tiny label writing “Riot” instead of “Road Riot 4WD” almost as an abbreviation of the name, it was common for these guys to do that, just because the EPROM labels are just so tiny.
 

 
Atari 7800 Games thought to have been in development during 1991-1993:
Pit-Fighter ElectroCop Steel Talons Toki Rampart Road Riot 4WD More? From my knowledge there were at least five games in development under Atari Corporation for the Atari 7800 as late as 1993, probably more. In those days, the Atari Lynx still had life in it, and Atari Jaguar was coming up on the horizon. The story as I hear it was that Jack Tramiel took one look at 7800 Pit-Fighter and how bad it looked and put the kibosh on anything more for the 7800. He pulled the plug right then and there and that’s all she wrote. We know Pit-Fighter, Rampart and Toki have been found in different levels of completion, and the date on this “Riot” EPROM is newer than all of those. We will have to research to see if this chip dated 7-20-93 is the latest 7800 EPROM dev date known to exist. It may be, I don’t know for sure, but it’s got to be close. 7800 ElectroCop was shown at the 1991 CES and Juli Wade told me she had an EPROM of it on a cartridge in her desk but wouldn’t share it with me. I had hoped John Skruch would. I don’t know if ElectroCop was one of the batch of 7800 games still in development as late as 1993 or not, but the other ones definitely were. It would be cool if we could find those hidden away somewhere in my warehouse office too. It may take time to get this all sorted, but we will figure out what we have and I will report back here on my Blog with more updates as we make progress. Stay tuned!
 
Thanks for reading,
- Lance  
 
Please visit me online for more at www.atarisales.com

I already made a blog post not that long about about my new designs and had posted pics of the render of the PCBs. Well, I actually received the PCBs in the other day and have had a chance to test them out. While I did make a pretty big blunder on my model 2 specific PCB, it was easily fixed and isn't that big a deal to fix in situ when installing. And it only affects me since the gerbers that I play to release publicly already have the fix in place so future boards that get made up should be good to go.
A quick recap on these PCBs. It is a total of 3 different boards. The bottom base PCB is the same for both original 2609 model and INTV 2 model consoles. I designed it that on purpose. So what is different between the models is the top PCB that you use as they are specific to the model of the console you plan to use them in. These mounts are designed to be installed in place of the RF modulator so that a 'No Cut' option is able to be achieved when upgrading your Intellivision.
Here is a mock up the 2 PCBs put together for the original 2609 model of the console. This is essentially an upgraded extension of my original older mounts that is easier to install and secure into place vs the older mount PCBs I've been using. The top PCB has a large solder section on it so that the mini din jack that is used can be more easily be quick tack soldered into place to test alignment and fit before flood soldering all around the jack to secure it into place. While the mini din is technically being installed upside down in this fashion, it is important to know that the actual 2609 style mainboards install upside down to begin with. As a result, the mini din is actually right side up in the end.



 
The model 2 setup was much more difficult for me to design and I really gave my calipers a workout making so many measurements. So the main difference with the INTV 2 setup is that the bottom base mount PCB (Again it is the same on both models), has cut outs on one corner of it. This is because the top board of the INTV 2 mount actually has you solder the mini din direct to the PCB like it would be normally. The cutouts on the bottom base PCB allow for room for these soldered pins off the mini din to come through and allow the two PCBs to sit flush together. It does require that the pins and ground tabs be clipped fairly flush to the PCB once soldered to make sure nothing sticks out beyond the bottom PCB where it would likely then short on the large ground plane that the RF modulator was sitting on. But this isn't a big deal and the end result is a nice finished mount where the mini din is again able to be right side up when all put together. Previously, the mini din was actually upside down on the INTV 2 installs. So this will be less confusing for people going forward.
Here is a detail showing the two sections assembled. You can see the cutouts on the bottom base PCB to allow for the soldered pins of the mini din to come through. So this means that you need to solder the mini din to the top PCB first.

When you cut the soldered connections pretty flush to the PCB the mini din was soldered to, it will ensure that the soldered connections and pins don't come through to cause any issues below. Here you can see where I trimmed an applied fresh heat to the joints after to be sure everything was secure and wouldn't cause any issues with shorts.

Like mentioned before, the entire PCB assembly is designed to install in place of where the RF modulator was located. Here you can see how that would look internally. There are solder pads provided on the PCB for all the needed connections. There are 2 sets of RGB pads that are to be used depending on if you use the 8-pin or 9-pin part of the PCB. Yes, I designed it with through holes for both types of commonly used mini dins for RGB installs like this. There are 3 pas in the center that are shared between both mini dins. Those are the +5, Sync, and Audio. In the picture below I used an 8-pin mini din. So you can see the space in the opposite corner for the 9-pin through holes that weren't used in this install. You can also see the pads specific for the 9-pin that weren't used. The blob of solder on the mini din is part of what I have to correct for on these first set of PCBs but won't be needed on future ones.

And once in place, it should be centered pretty well in the spot where the RF used to be allowing for plenty of room for your cables to be plugged in without any modification of the case. Again, a 'No Cut' option is achieved. Ignore the switch below this as that is needed for something else since this INTV 2 uses an older RGB setup.

 
So again, the plan is to release the gerbers for these publicly so others can have them made up for their own installs. I've already had a few other modders reach out to me wanting the gerbers because they actually want to change out their current mounting to use of these new setups. 

We had made our plans months ago, figuring early Feb would be a nice time to go to Disneyland with less crowds and ride the new "Runaway Railway" ride.  As the date approached, we could see the weather forecast was getting worse and worse, with an "atmospheric river" approaching.  Bah!  We are Oregonians, rain is of no concern!  So my wife and I decided for forge ahead (full disclosure, I asked a couple of locals what they thought). 
How was it?  Well.  Bad.  1.5" of rain on both days we were there.  Crowds were a bit less than normal.  But the part we didn't anticipate was how many rides were shut down.  Even a lot of indoor rides had to be closed due to water intrusion! 
BUT, we still had fun.  We rode the new Runaway Railway several times (it is awesome) and Rise of the Resistance as well (still awesome).  Many rides had no lines at all.  Which was nice.  And waterproof coats and shoes held up well.  And we now have interesting stories to tell. 
I have just a few pictures to share.  They don't do justice to how much it rained with so much water on the ground. 
 

For the past several weeks on days where I have some off time from other console service requests, I've been designing up some more new PCBs to assist me in the services I provide for folks. 
I know I recently posted about a new PCB mount for the Intellivision and while I do have those new mounts in place, I wanted... more. So I designed new ones that are currently on their way to me. It is a 2 piece PCB design that uses a thicker bottom PCB as a base that can be used with either model Intellivision console. There is a section that is cutout on this base board so it can be used with one of the 2nd piece top boards it pairs with.

 
As stated earlier the bottom board is paired with a 2nd top layer board. Depending on the model these boards are slightly different from each other. Here is the top board that goes with the model 1 Intellivision. It uses a solder plane that allows for the mini din jack chosen to be installed anywhere within the solder region. This is because there can be some slight variance between the model 1 case shells and how the main boards line up inside them. The mini din jack is soldered into place upside down because the main board of the model 1 intellivision is upside down normally. So when all assembled, the mini din would actually be right side up.

 
The other 2nd top board is specifically for use with the model 2 intellivision. This one use the cutouts made on the bottom base board. If you can visualize how this works, the mini din is actually soldered into place facing right side up on this board. And then when the top board is attached to the bottom base, the cutouts allow space needed for the soldered pins of the min din to come through to allow the two boards to sit flush. It requires having to trim the soldered pins to be as flush with the pcb as possible before attaching the two halves together but that is a minor thing. It is designed for both 8 or 9pin mini din to be used. You only have to turn the board to orient as needed for whichever mini din style is used.

 
I'm hopeful these new PCB designs even as simple as they are, will allow for a more professional looking and less labor intensive install for the mini din jacks going forward. The fact that the top board for the model 2 allows for the jacks to be soldered the top board, means that the mini din will be right side up on the model 2. Currently the way they are done means they are upside down and that can be confusing.
 
Now, after messing around with these and having done a few RGB upgrades into some other consoles using different kits. Someone made it known that there is a mini din I could be using to do the same thing on my UAV installs on Atari 7800 consoles?! Sure enough, using a 10pin mini din and wired up for Sega Saturn cables, you can get all of the video signals that a UAV can offer onto a single jack plus the audio. And... it would require very very slight modification to the case shell offering a near no cut solution. I say near no cut because in order for this to work, it does require that the RF opening be widened a tad to allow for the cable insulation to come through easily and allow for the cables to be fully seated into the jack. But here are some teaser pics to show a mock up of how this would look. I think offering this going forward will be a nice option for those folks that don't want all the holes drilled into the case shell and would prefer their 7800s to look as stock as possible. While this would still require the slight modification to widen the opening for this to work, I think this is a compromise that many would be okay with. These pics are a mockup of how it would look. I used an 8pin mini din to test for this so what you see isn't the actual mini din that would be used.

 

 
It will use a new breakout PCB specifically for A7800 purposes. It could be used for other projects, but only the signals and pads are in place for composite and s-video, audio connections. While all of my installs use a mono audio setup, I did go ahead and leave the pads separate for Left and Right and placed a jumper in the PCB that can be bridged with solder to make it dual mono output. In that case, the jumper is soldered and only one of the audio pads needs a wire soldered to it.

 
So yeah, been a busy few weekends working on these designs and ideas. Everything has been ordered and hopefully in the coming weeks I can show some better examples. I'm especially excited for the new 7800 mounting using the 10pin mini din, as it will also greatly reduce the labor time needed for UAV installs. It does add to the parts cost a little, but when combined, it all washes out so I don't have to change my flat pricing I already offer.
 

THE UNAUTHORIZED AUTOBIOGRAPHY OF AN ATARI DISTRIBUTOR
Monday, September 18, 2023
 
  Hi and welcome to Lance’s Laboratory! This is the third entry of what will be my personal blog, sharing small slices of life with you from within my Lab. For those who are new to Atari I/O let me introduce myself. My name is Lance Ringquist, I’m from Minnesota, and I am the world's oldest surviving Atari dealer. You may have heard of me before as Video 61 Atari Sales which I have consistently operated since 1983 and I have been at it now for  more than 40 years!
I need to update my website about my longevity. I always have so much to do. Anyway, with everything going on in the Atari world right now, I had some thoughts from these 40 something years as an Atari dealer that I wanted to share with you. I have now survived at least FOUR incarnations of “Atari”. I started as an Atari dealer in 1983 under Atari, Inc. - “Warner’s Atari.” I really didn’t know anyone there.
 

Steve Ross, CEO of Warner Communications in 1983. Steve Ross is not often spoken of within the Atari community, but it was Steve Ross who bought Atari from Nolan Bushnell, who both hired and fired Ray Kassar, who single handedly took control of Atari in 1983 often showing up in person to run the company, who ultimately sought out Jack Tramiel with a deal to take Atari off his hands, and who orchestrated the Time-Warner merger.
 
WARNER'S ATARI
Atari dealers at the time were contacted and supported by dealer representatives who were supported by Warner Communications and would occasionally stop by the stores. I had a good one that supplied me with lots of dealer cartridges, floppy disks, and promotional materials. This is essentially the same way PlayStation, Xbox and Nintendo support their retailers today, with reps who go into the stores to update the demo games in kiosks and make sure there’s current promotional signage in the stores. They usually have goodies to give to the workers too.
One day my Atari dealer rep came into my store and announced “This might be the last time I see you. A new owner is taking over… everything is up in the air, and the rumor is he does not support his operations in… let’s say… “a traditional way.”
That was Jack Tramiel, later on affectionately known as “Jack".
He was right. That was the last time I ever saw my friendly dealer rep, and I never heard another word from Atari until the Atari ST computer was released.
 
 
Alan Alda from the popular TV show M*A*S*H* was a celebrity spokesperson for Atari Home Computers during the Warner Communications era of Atari. (1984)
All high-paid celebrity endorsements were dropped when Jack Tramiel took over.
 
One day out of the blue I received a packet along with an Atari ST with some software. Gone were the days of glossy print ads in National Geographic, and sophisticated TV commercials with Alan Alda, the popular actor who played “Hawkeye” on the top TV show M*A*S*H* and was Atari’s spokesperson. The Atari ST that I was sent came with the instructions that - as a dealer - it was up to ME to educate my customers about the new Atari ST computer line, and it was up to ME to support and sell the machine as support from Atari would be minimal. STUNNING, to say the least.
This began the second incarnation of “Atari” - Atari Corporation, or Atari Corp., - “Jack’s Atari”. This was the incarnation of Atari that I was most involved in, and had a lot of day-to-day interaction with. That was sometime in 1985.
 
JACK'S ATARI
I did not hear from Atari again until 1986 or possibly 1987. It’s been so long that it’s difficult to remember the exact timeline, but around that time I received a letter from Atari Corporation with a hefty “release schedule” of games lined up for the Atari 2600, Atari 7800, and Atari XEGS. I was impressed! For nearly two years it was crickets out of Atari, and finally we were receiving real support and a commitment for new games.
At the time, the only real major supporter of the Atari 2600 was Activision. It felt like they were the only kid on the block. Atari had been quiet, and most other third party publishers like Imagic, Coleco, M-Network and Parker Bros. hadn’t survived the crash. Activision was still with us though, and at Video 61 Kung-Fu Masters, Ghostbusters, and Pitfall II were serious strong sellers.
 

Jack Tramiel with the Atari ST
 
When I received the new release schedule from Atari, I thought “Hey, maybe the new owners figured it out!” There was still plenty of life left in Atari, even for the 2600, which I could see in my stores. To my dismay, many of Atari’s newly announced titles never came even close to being released on time, or worse - never came at all!
This was very frustrating because I could see the demand for new Atari stuff and yet the Atari potential was being pissed away. There’s this common belief that “The Atari 7800 was released in 1986.” That’s not really true. I had received a few 7800s from Warner’s Atari Inc. in 1984, and they sold quickly. This was in Minnesota, not California or New York City. I never got a thing from Atari again until 1986.
So as Nintendo took America by storm with Mario, Zelda and Metroid on the NES, and with Atari being run so poorly, I thought the jig was up.
 
 

"When I received the new release schedule from Atari, I thought 'Hey, maybe the new owners figured it out!' There was still plenty of life left in Atari, even for the 2600 which I could see in my stores. To my dismay, many of Atari's newly announced titles never came even close to being released on time, or worse - never came at all."
- Lance
 
 
Then came the fury. After defaulting on their release schedule and missing any new releases at all one Christmas season in 1988, I was outraged. I picked up the phone and called Atari. I wasn’t just a customer, I was in business with Atari as a dealer responsible for a percentage of all Atari games sold that year. I was helping make them money. When I called Atari, I was given the run around about “how hard it was to keep these games in stock” and “how hard it was to bring out new games.” I interrupted the lady and told her what she was saying was word for word what Nintendo was saying to their distributors - she broke down and agreed that what she had been instructed to say was not really the case.
Later on I came to find out about certain “business details” and “practices” that were happening under “Jack’s Atari” which made it clear to me HOW and WHY Atari had missed so many release dates, launch windows, and even lost new releases, but thats a whole other story that we will go into another time in an upcoming Blog entry.
 

Jack's Atari: This was the incarnation of Atari that I had the most day-to-day involvement with
 
I continued on the phone and was trying to be nice. It wasn’t this nice lady’s fault that she had been instructed to lie. So I asked what can be done. I was sent “upstairs" and told that Atari "had messed up and badly damaged the market" and had really had messed up in my region of the country, the upper midwest. Sales and support in our part of the country needed help, and I was asked by Atari Corp. to become a service department and distributor for Atari. I was stunned. I dealt with other Atari dealers, but it was mostly to buy or trade what was needed.
I said yes. I was blown away later on when I found out how just badly Atari had shrunk. They had lost almost 90% of their workforce. Yet the "Atari" brand still commanded household name recognition and selling power, which they underutilized thanks to certain business ideologies and practices from the Tramiel family.
Here is a link to my Atari distribution paperwork, which is hosted on my website:
 
  http://www.atarisales.com/dis.html
 
I became really enmeshed in this as Atari sent me to deal directly with third parties, who I then bought from as what’s known as “direct". During this time I got to know many good people in third party companies like Activision, Avalon Hill, S.S.I., Datasoft, Eypx, Sierra Online, Microprose and more.
As an Atari distributer I purchased immense amounts - truckloads - of games and software direct from Atari and all third parties at the time. When Atari pulled the plug, I had about 250,000 pieces of software in my warehouse. Today it’s dwindled to under 40,000 pieces left.
 

Jack Tramiel's son Sam Tramiel took over leadership of Atari in the mid-'90s with Jack's continued close involvement.
Was the Atari ST named after Sam Tramiel? Was TOS the "Tramiel Operating System?"
 

Jack Tramiel and wife Helen in their retirement years
 

Jack Tramiel traveling the world
 
HASBRO'S ATARI
After Jack Tramiel pulled the plug on Lynx, Jaguar and the Atari computers, I could see what he was doing. Sam wasn’t going to save the company, and J.T.S. Corporation - an Indian hard drive manufacturer founded after the Jaguar’s launch - acquired Atari though a “reverse merger”. (Was Atari, as an entire company, "laundered" through J.T.S. so it came out nice and clean to be able to sell to a potential buyer?)
This lead to Atari, or what IPs and documentation was left of it, being sold to Hasbro. This became the third iteration of the of Atari that I dealt with, “Hasbro’s Atari.”
When Atari was sold to Hasbro, Atari gave Hasbro a list of contacts. I was one of them. Not only for service, parts, and software, but I was also Atari Corporation’s person who interacted with movie studios and television networks. Atari no longer had the game systems, computers, many times the software and games, nor the man power to supply the entertainment industry with Atari “props” when filming a movie or tv show that was to feature Atari in it.
Atari just sent them to me for systems, computers and games, and I supplied the movie studios and television networks with what was needed, under the license agreement from Atari.
 

 
One day I got a call from Hasbro, and very arrogantly told me that they would do the supplying, and the legacy Atari market was really no interest of theirs. They were going to release new games for new platforms.
I supplied Atari items to Columbia Pictures (now Sony) Warner’s of course, Paramount, 20th Century Fox and others. I almost got some footage into one of the Alien movies, but Fox still owed me money from Fox Sports, and they could not come to agreements with “Jack". Many TV shows had my Atari stuff in it, one name I remember was The King of Queens, there was an Atari 7800 and Video Olympics if I remember right.
 

Atari 2600 and 5200 game cartridges on NBC's cult classic show Freaks and Geeks (2000)
 
Later on, my contact at Paramount studios was dismayed they could no longer get legacy Atari hardware and software for their productions, and that Hasbro’s Atari would only supply them with the newest games, which in the case of the studios and networks, was not what they wanted. I apologized to her, and said my hands were tied, "I can’t do a thing."  These people at Hasbro were clueless as to what they bought. They didn’t understand what Atari was, what they still had, or the potential even for legacy markets. Hasbro really messed up quickly, and quickly sold Atari off.
Meanwhile - almost daily - ever since “Jack” sold off Atari, I would get calls from disgruntled stock holders, former suppliers, and people who were owed money by Atari. Some even made threats of suing me, because in their eyes, I was Atari. That lasted even into the early Infogrames days, which is what came next.
 
FRENCH ATARI
The French company Infogrames Entertainment SA acquired Atari in January, 2001 as the biggest part of their purchase of Hasbro’s software division “Hasbro Interactive”, which also included MicroProse, and Hasbro’s game.com monochrome handheld system which was a joke compared to what the Atari Lynx could do, even years later, and couldn’t compete contemporaneously against Game Boy Color.
This began the fourth incarnation of Atari - “Infogrames Atari” or “French Atari” which now goes by Atari, SA. (Infogrames rebranded themselves as Atari in 2003 and began releasing games like Splashdown, Driver 2, The Matrix and Ghostbusters for modern game systems of the time.)
 

Splashdown was one of the first new "Atari" games released by Infogrames in November, 2001
The cover art featured branding for both Atari and Infogrames
 
Infogrames never contacted me period, until one day a fellow named “Wim” (not sure of the spelling…) gave me a call. I tried to enter him into my contacts database, he would not spell his name for me, and acted quite annoyed that he even had to speak with me.
I found out that Infogrames had an operation that was local to me in Minnesota’s Twin Cities, Minneapolis / St. Paul, in a suburb named Plymouth I think.
“Wim” wanted to know who I was, and he was looking for certain items. He would discuss nothing, could care less about Atari’s legacy, knew that many, many people were looking for Atari service, parts, games etc., but "Wim" was only interested in my Atari 2600 power supplies, Atari 7800 power supplies, TV switch boxes and R.F. cables.
He demanded to buy them all. I said no. “What about my customers?” I retorted … let alone the legacy Atari systems that found their way to me.
 

 
"Wim" had no interest in the Atari legacy, nor the history I was privy to, and had lived through much of. "Wim" only wanted to get the people off his back who were looking for those particular legacy parts. Why?
I found this simply amazing. Here I was, and of course the two other legacy dealers (we’ll get into that in a minute) who could step in and help Atari’s legacy customers, and help guide Infogrames in making decisions around the needs and potential of the legacy market.
I thought to myself "Here we go again!” Never interacted with them directly again, only indirectly when I was contacted by a debt collector wanting to know “what happened to Atari" as they were owed money. Something I have heard about many times before before, and I thought “Man, will this ever end?”
I told the collector Atari was now located in New York, last time I heard. As it turned out the collector ended up being an old friend from high school that I hadn’t seen in decades.. small world indeed!
 
 

"'Wim' wanted to know who I was, and he was looking for certain items. He would discuss nothing, could care less about Atari's legacy, knew that many, many people were looking for Atari service, parts, games, etc. but Wim was only interested in my Atari power supplies, switch boxes and R.F. cables... Why?"
- Lance
 
 
Here we are, now well over 20 years since Infogrames acquired Atari and has become the longest owner of the name, with new products being developed - finally - around Atari’s greatest strengths - it’s legacy.
So that's the history of my involvement with the many evolving incarnations of Atari. The history in my eyes that counts the most, was the "Jack" era. The stories, what happened within those walls, what they pulled off and what they got away with - it’s almost too amazing to be true.
When "Jack" merged with J.T.S., the government would only allow the "reverse merger" to proceed if Atari kept the American market supported. That was ignored entirely, and Atari was sold to Hasbro.
The other two legacy dealers are Bruce at B&C Computervisions who started in 1984, and Brad at Best Electronics who started in 1985. I was introduced to both of them by Atari Corp.
Together, the three of us became heavily involved day to day under “Jack's" Atari. This is just a minor rundown in who I am in the Atari world, and I wanted to share my thoughts and experiences with you. Today, after over 40 years, I continue to march forward in the legacy Atari world, still providing sales and support, and developing new games which I hope will continue to entertain and dazzle Atari players for generations to come.
What comes next?
Thanks for reading,
- Lance  
 
Please visit me online for more at www.atarisales.com
 

TECH TIME
Saturday, November 11, 2023
 
  Hi and welcome to Lance’s Laboratory! This is the fourth entry of what will be my personal blog, sharing small slices of life with you from within my Lab. For those who are new to Atari I/O let me introduce myself. My name is Lance Ringquist, I’m from Minnesota, and I am the world's oldest surviving Atari dealer. You may have heard of me before as Video 61 Atari Sales which I have consistently operated since 1983 and I have been at it now for more than 40 years!
If you want to know why the Atari XEGS cartridges rattle, it’s because Atari used hot glue in at least three to four places within the cartridge to hold the PCB firmly in place and properly in the shell. When some of the hot glue comes loose, it floats around inside the cartridge, and that is the rattle you hear.
Here is a picture of an Atari XEGS ribbed super cart disassembled with the glue in place. In this example, you’ll see that one piece has came off that caused a rattle. The piece of glue is circled, and where it came from is circled also.
 

 

 
Now this brings up why Atari designed a ribbed shell for most of their Atari XEGS cartridge releases, and basically abandoned the handle on the back shells.
 

 

 
The handle on the back of the cartridge was really made for the Atari 65XE, and the 130XE. Both had the cartridge port on the back of the machine, just like Jack Tramiel’s Commodore 64, really intended for combining the cartridge port with other ports, to utilize external devices. This design choice was of course born for cheapness.
Then, no need for two separate ports, just one port. The cartridge handle was to give some sort of support for the cartridge not to sag from gravity, and also make the game easier to remove from the back of the machine. However, the problem with the handle cartridges is that they were not as easy to install, let alone extract in the Atari 400/800 cartridge well, and the 1200XL once installed, was not so easy to remove at all.
So, redesign time. The ribbed cartridge shell, with the ribbed design taken directly from Regan Cheng’s design for the Atari 5200 cartridge.
 

 
This ribbed Atari cartridge design solved all of those problems, and then some. The ribbed sides made the cartridge substantially easier to remove in the Atari 400/800s and 1200XL computers. Yet the ribbed cartridge was snug enough to help defy gravity in the Atari 65XE and 130XE computers. Not perfect, but good enough.
Keep in mind, this ribbed design also was cheaper in terms of the plastic cartridge shell and the printed circuit board that was inside. On the handle shells, the cart was held together with a screw, while the ribbed cartridge no longer needed a screw, as it was held together very firmly with clips on the side of the shell.
Plus, the handle cartridge board used four capacitors and four resistors, while the ribbed cartridge board used only three of each. With Atari ordering games 100,000 units at a time, saving one resistor and one capacitor per cartridge really added up, and Jack knew where to cut corners to save the additional cost of 100,000 resistors and capacitors.
Here are my Tower Toppler and Vanguard prototype cartridge boards. You see the Tower Toppler handle board is bigger, and has more support electronics, while the ribbed Vanguard board is smaller, and has less support electronics.
 

 
The ribbed Atari XEGS cartridges were all-around cheaper, and solved some problems. And really, the glue was not needed, but was a “just in case” sort of thing.
Now, you can take cheapness just so far. Once, Atari sent me a shipment of new Atari XEGS cartridges. I opened them to see if any changes had been made before I started to sell them, because with Jack, you just never knew what was coming next. When I opened them up and held them you could feel that the plastic was so soft, I could eventually crush the cartridge shell with my bare hand. I sent them back to Atari as unsellable.
That never happened again. 
 
Thanks for reading,
- Lance  
 
Please visit me online for more at www.atarisales.com

TECH TIME
Saturday, November 11, 2023
 
  Hi and welcome to Lance’s Laboratory! This is the fourth entry of what will be my personal blog, sharing small slices of life with you from within my Lab. For those who are new to Atari I/O let me introduce myself. My name is Lance Ringquist, I’m from Minnesota, and I am the world's oldest surviving Atari dealer. You may have heard of me before as Video 61 Atari Sales which I have consistently operated since 1983 and I have been at it now for more than 40 years!
If you want to know why the Atari XEGS cartridges rattle, it’s because Atari used hot glue in at least three to four places within the cartridge to hold the PCB firmly in place and properly in the shell. When some of the hot glue comes loose, it floats around inside the cartridge, and that is the rattle you hear.
Here is a picture of an Atari XEGS ribbed super cart disassembled with the glue in place. In this example, you’ll see that one piece has came off that caused a rattle. The piece of glue is circled, and where it came from is circled also.
 

 

 
Now this brings up why Atari designed a ribbed shell for most of their Atari XEGS cartridge releases, and basically abandoned the handle on the back shells.
 

 

 
The handle on the back of the cartridge was really made for the Atari 65XE, and the 130XE. Both had the cartridge port on the back of the machine, just like Jack Tramiel’s Commodore 64, really intended for combining the cartridge port with other ports, to utilize external devices. This design choice was of course born for cheapness.
Then, no need for two separate ports, just one port. The cartridge handle was to give some sort of support for the cartridge not to sag from gravity, and also make the game easier to remove from the back of the machine. However, the problem with the handle cartridges is that they were not as easy to install, let alone extract in the Atari 400/800 cartridge well, and the 1200XL once installed, was not so easy to remove at all.
So, redesign time. The ribbed cartridge shell, with the ribbed design taken directly from Regan Cheng’s design for the Atari 5200 cartridge.
 

 
This ribbed Atari cartridge design solved all of those problems, and then some. The ribbed sides made the cartridge substantially easier to remove in the Atari 400/800s and 1200XL computers. Yet the ribbed cartridge was snug enough to help defy gravity in the Atari 65XE and 130XE computers. Not perfect, but good enough.
Keep in mind, this ribbed design also was cheaper in terms of the plastic cartridge shell and the printed circuit board that was inside. On the handle shells, the cart was held together with a screw, while the ribbed cartridge no longer needed a screw, as it was held together very firmly with clips on the side of the shell.
Plus, the handle cartridge board used four capacitors and four resistors, while the ribbed cartridge board used only three of each. With Atari ordering games 100,000 units at a time, saving one resistor and one capacitor per cartridge really added up, and Jack knew where to cut corners to save the additional cost of 100,000 resistors and capacitors.
Here are my Tower Toppler and Vanguard prototype cartridge boards. You see the Tower Toppler handle board is bigger, and has more support electronics, while the ribbed Vanguard board is smaller, and has less support electronics.
 

 
The ribbed Atari XEGS cartridges were all-around cheaper, and solved some problems. And really, the glue was not needed, but was a “just in case” sort of thing.
Now, you can take cheapness just so far. Once, Atari sent me a shipment of new Atari XEGS cartridges. I opened them to see if any changes had been made before I started to sell them, because with Jack, you just never knew what was coming next. When I opened them up and held them you could feel that the plastic was so soft, I could eventually crush the cartridge shell with my bare hand. I sent them back to Atari as unsellable.
That never happened again. 
 
Thanks for reading,
- Lance  
 
Please visit me online for more at www.atarisales.com

TECH TIME
Saturday, November 11, 2023
 
  Hi and welcome to Lance’s Laboratory! This is the fourth entry of what will be my personal blog, sharing small slices of life with you from within my Lab. For those who are new to Atari I/O let me introduce myself. My name is Lance Ringquist, I’m from Minnesota, and I am the world's oldest surviving Atari dealer. You may have heard of me before as Video 61 Atari Sales which I have consistently operated since 1983 and I have been at it now for more than 40 years!
If you want to know why the Atari XEGS cartridges rattle, it’s because Atari used hot glue in at least three to four places within the cartridge to hold the PCB firmly in place and properly in the shell. When some of the hot glue comes loose, it floats around inside the cartridge, and that is the rattle you hear.
Here is a picture of an Atari XEGS ribbed super cart disassembled with the glue in place. In this example, you’ll see that one piece has came off that caused a rattle. The piece of glue is circled, and where it came from is circled also.
 

 

 
Now this brings up why Atari designed a ribbed shell for most of their Atari XEGS cartridge releases, and basically abandoned the handle on the back shells.
 

 

 
The handle on the back of the cartridge was really made for the Atari 65XE, and the 130XE. Both had the cartridge port on the back of the machine, just like Jack Tramiel’s Commodore 64, really intended for combining the cartridge port with other ports, to utilize external devices. This design choice was of course born for cheapness.
Then, no need for two separate ports, just one port. The cartridge handle was to give some sort of support for the cartridge not to sag from gravity, and also make the game easier to remove from the back of the machine. However, the problem with the handle cartridges is that they were not as easy to install, let alone extract in the Atari 400/800 cartridge well, and the 1200XL once installed, was not so easy to remove at all.
So, redesign time. The ribbed cartridge shell, with the ribbed design taken directly from Regan Cheng’s design for the Atari 5200 cartridge.
 

 
This ribbed Atari cartridge design solved all of those problems, and then some. The ribbed sides made the cartridge substantially easier to remove in the Atari 400/800s and 1200XL computers. Yet the ribbed cartridge was snug enough to help defy gravity in the Atari 65XE and 130XE computers. Not perfect, but good enough.
Keep in mind, this ribbed design also was cheaper in terms of the plastic cartridge shell and the printed circuit board that was inside. On the handle shells, the cart was held together with a screw, while the ribbed cartridge no longer needed a screw, as it was held together very firmly with clips on the side of the shell.
Plus, the handle cartridge board used four capacitors and four resistors, while the ribbed cartridge board used only three of each. With Atari ordering games 100,000 units at a time, saving one resistor and one capacitor per cartridge really added up, and Jack knew where to cut corners to save the additional cost of 100,000 resistors and capacitors.
Here are my Tower Toppler and Vanguard prototype cartridge boards. You see the Tower Toppler handle board is bigger, and has more support electronics, while the ribbed Vanguard board is smaller, and has less support electronics.
 

 
The ribbed Atari XEGS cartridges were all-around cheaper, and solved some problems. And really, the glue was not needed, but was a “just in case” sort of thing.
Now, you can take cheapness just so far. Once, Atari sent me a shipment of new Atari XEGS cartridges. I opened them to see if any changes had been made before I started to sell them, because with Jack, you just never knew what was coming next. When I opened them up and held them you could feel that the plastic was so soft, I could eventually crush the cartridge shell with my bare hand. I sent them back to Atari as unsellable.
That never happened again. 
 
Thanks for reading,
- Lance  
 
Please visit me online for more at www.atarisales.com

TECH TIME
Saturday, November 11, 2023
 
  Hi and welcome to Lance’s Laboratory! This is the fourth entry of what will be my personal blog, sharing small slices of life with you from within my Lab. For those who are new to Atari I/O let me introduce myself. My name is Lance Ringquist, I’m from Minnesota, and I am the world's oldest surviving Atari dealer. You may have heard of me before as Video 61 Atari Sales which I have consistently operated since 1983 and I have been at it now for more than 40 years!
If you want to know why the Atari XEGS cartridges rattle, it’s because Atari used hot glue in at least three to four places within the cartridge to hold the PCB firmly in place and properly in the shell. When some of the hot glue comes loose, it floats around inside the cartridge, and that is the rattle you hear.
Here is a picture of an Atari XEGS ribbed super cart disassembled with the glue in place. In this example, you’ll see that one piece has came off that caused a rattle. The piece of glue is circled, and where it came from is circled also.
 

 

 
Now this brings up why Atari designed a ribbed shell for most of their Atari XEGS cartridge releases, and basically abandoned the handle on the back shells.
 

 

 
The handle on the back of the cartridge was really made for the Atari 65XE, and the 130XE. Both had the cartridge port on the back of the machine, just like Jack Tramiel’s Commodore 64, really intended for combining the cartridge port with other ports, to utilize external devices. This design choice was of course born for cheapness.
Then, no need for two separate ports, just one port. The cartridge handle was to give some sort of support for the cartridge not to sag from gravity, and also make the game easier to remove from the back of the machine. However, the problem with the handle cartridges is that they were not as easy to install, let alone extract in the Atari 400/800 cartridge well, and the 1200XL once installed, was not so easy to remove at all.
So, redesign time. The ribbed cartridge shell, with the ribbed design taken directly from Regan Cheng’s design for the Atari 5200 cartridge.
 

 
This ribbed Atari cartridge design solved all of those problems, and then some. The ribbed sides made the cartridge substantially easier to remove in the Atari 400/800s and 1200XL computers. Yet the ribbed cartridge was snug enough to help defy gravity in the Atari 65XE and 130XE computers. Not perfect, but good enough.
Keep in mind, this ribbed design also was cheaper in terms of the plastic cartridge shell and the printed circuit board that was inside. On the handle shells, the cart was held together with a screw, while the ribbed cartridge no longer needed a screw, as it was held together very firmly with clips on the side of the shell.
Plus, the handle cartridge board used four capacitors and four resistors, while the ribbed cartridge board used only three of each. With Atari ordering games 100,000 units at a time, saving one resistor and one capacitor per cartridge really added up, and Jack knew where to cut corners to save the additional cost of 100,000 resistors and capacitors.
Here are my Tower Toppler and Vanguard prototype cartridge boards. You see the Tower Toppler handle board is bigger, and has more support electronics, while the ribbed Vanguard board is smaller, and has less support electronics.
 

 
The ribbed Atari XEGS cartridges were all-around cheaper, and solved some problems. And really, the glue was not needed, but was a “just in case” sort of thing.
Now, you can take cheapness just so far. Once, Atari sent me a shipment of new Atari XEGS cartridges. I opened them to see if any changes had been made before I started to sell them, because with Jack, you just never knew what was coming next. When I opened them up and held them you could feel that the plastic was so soft, I could eventually crush the cartridge shell with my bare hand. I sent them back to Atari as unsellable.
That never happened again. 
 
Thanks for reading,
- Lance  
 
Please visit me online for more at www.atarisales.com

TECH TIME
Saturday, November 11, 2023
 
  Hi and welcome to Lance’s Laboratory! This is the fourth entry of what will be my personal blog, sharing small slices of life with you from within my Lab. For those who are new to Atari I/O let me introduce myself. My name is Lance Ringquist, I’m from Minnesota, and I am the world's oldest surviving Atari dealer. You may have heard of me before as Video 61 Atari Sales which I have consistently operated since 1983 and I have been at it now for more than 40 years!
If you want to know why the Atari XEGS cartridges rattle, it’s because Atari used hot glue in at least three to four places within the cartridge to hold the PCB firmly in place and properly in the shell. When some of the hot glue comes loose, it floats around inside the cartridge, and that is the rattle you hear.
Here is a picture of an Atari XEGS ribbed super cart disassembled with the glue in place. In this example, you’ll see that one piece has came off that caused a rattle. The piece of glue is circled, and where it came from is circled also.
 

 

 
Now this brings up why Atari designed a ribbed shell for most of their Atari XEGS cartridge releases, and basically abandoned the handle on the back shells.
 

 

 
The handle on the back of the cartridge was really made for the Atari 65XE, and the 130XE. Both had the cartridge port on the back of the machine, just like Jack Tramiel’s Commodore 64, really intended for combining the cartridge port with other ports, to utilize external devices. This design choice was of course born for cheapness.
Then, no need for two separate ports, just one port. The cartridge handle was to give some sort of support for the cartridge not to sag from gravity, and also make the game easier to remove from the back of the machine. However, the problem with the handle cartridges is that they were not as easy to install, let alone extract in the Atari 400/800 cartridge well, and the 1200XL once installed, was not so easy to remove at all.
So, redesign time. The ribbed cartridge shell, with the ribbed design taken directly from Regan Cheng’s design for the Atari 5200 cartridge.
 

 
This ribbed Atari cartridge design solved all of those problems, and then some. The ribbed sides made the cartridge substantially easier to remove in the Atari 400/800s and 1200XL computers. Yet the ribbed cartridge was snug enough to help defy gravity in the Atari 65XE and 130XE computers. Not perfect, but good enough.
Keep in mind, this ribbed design also was cheaper in terms of the plastic cartridge shell and the printed circuit board that was inside. On the handle shells, the cart was held together with a screw, while the ribbed cartridge no longer needed a screw, as it was held together very firmly with clips on the side of the shell.
Plus, the handle cartridge board used four capacitors and four resistors, while the ribbed cartridge board used only three of each. With Atari ordering games 100,000 units at a time, saving one resistor and one capacitor per cartridge really added up, and Jack knew where to cut corners to save the additional cost of 100,000 resistors and capacitors.
Here are my Tower Toppler and Vanguard prototype cartridge boards. You see the Tower Toppler handle board is bigger, and has more support electronics, while the ribbed Vanguard board is smaller, and has less support electronics.
 

 
The ribbed Atari XEGS cartridges were all-around cheaper, and solved some problems. And really, the glue was not needed, but was a “just in case” sort of thing.
Now, you can take cheapness just so far. Once, Atari sent me a shipment of new Atari XEGS cartridges. I opened them to see if any changes had been made before I started to sell them, because with Jack, you just never knew what was coming next. When I opened them up and held them you could feel that the plastic was so soft, I could eventually crush the cartridge shell with my bare hand. I sent them back to Atari as unsellable.
That never happened again. 
 
Thanks for reading,
- Lance  
 
Please visit me online for more at www.atarisales.com

TECH TIME
Saturday, November 11, 2023
 
  Hi and welcome to Lance’s Laboratory! This is the fourth entry of what will be my personal blog, sharing small slices of life with you from within my Lab. For those who are new to Atari I/O let me introduce myself. My name is Lance Ringquist, I’m from Minnesota, and I am the world's oldest surviving Atari dealer. You may have heard of me before as Video 61 Atari Sales which I have consistently operated since 1983 and I have been at it now for more than 40 years!
If you want to know why the Atari XEGS cartridges rattle, it’s because Atari used hot glue in at least three to four places within the cartridge to hold the PCB firmly in place and properly in the shell. When some of the hot glue comes loose, it floats around inside the cartridge, and that is the rattle you hear.
Here is a picture of an Atari XEGS ribbed super cart disassembled with the glue in place. In this example, you’ll see that one piece has came off that caused a rattle. The piece of glue is circled, and where it came from is circled also.
 

 

 
Now this brings up why Atari designed a ribbed shell for most of their Atari XEGS cartridge releases, and basically abandoned the handle on the back shells.
 

 

 
The handle on the back of the cartridge was really made for the Atari 65XE, and the 130XE. Both had the cartridge port on the back of the machine, just like Jack Tramiel’s Commodore 64, really intended for combining the cartridge port with other ports, to utilize external devices. This design choice was of course born for cheapness.
Then, no need for two separate ports, just one port. The cartridge handle was to give some sort of support for the cartridge not to sag from gravity, and also make the game easier to remove from the back of the machine. However, the problem with the handle cartridges is that they were not as easy to install, let alone extract in the Atari 400/800 cartridge well, and the 1200XL once installed, was not so easy to remove at all.
So, redesign time. The ribbed cartridge shell, with the ribbed design taken directly from Regan Cheng’s design for the Atari 5200 cartridge.
 

 
This ribbed Atari cartridge design solved all of those problems, and then some. The ribbed sides made the cartridge substantially easier to remove in the Atari 400/800s and 1200XL computers. Yet the ribbed cartridge was snug enough to help defy gravity in the Atari 65XE and 130XE computers. Not perfect, but good enough.
Keep in mind, this ribbed design also was cheaper in terms of the plastic cartridge shell and the printed circuit board that was inside. On the handle shells, the cart was held together with a screw, while the ribbed cartridge no longer needed a screw, as it was held together very firmly with clips on the side of the shell.
Plus, the handle cartridge board used four capacitors and four resistors, while the ribbed cartridge board used only three of each. With Atari ordering games 100,000 units at a time, saving one resistor and one capacitor per cartridge really added up, and Jack knew where to cut corners to save the additional cost of 100,000 resistors and capacitors.
Here are my Tower Toppler and Vanguard prototype cartridge boards. You see the Tower Toppler handle board is bigger, and has more support electronics, while the ribbed Vanguard board is smaller, and has less support electronics.
 

 
The ribbed Atari XEGS cartridges were all-around cheaper, and solved some problems. And really, the glue was not needed, but was a “just in case” sort of thing.
Now, you can take cheapness just so far. Once, Atari sent me a shipment of new Atari XEGS cartridges. I opened them to see if any changes had been made before I started to sell them, because with Jack, you just never knew what was coming next. When I opened them up and held them you could feel that the plastic was so soft, I could eventually crush the cartridge shell with my bare hand. I sent them back to Atari as unsellable.
That never happened again. 
 
Thanks for reading,
- Lance  
 
Please visit me online for more at www.atarisales.com

TECH TIME
Saturday, November 11, 2023
 
  Hi and welcome to Lance’s Laboratory! This is the fourth entry of what will be my personal blog, sharing small slices of life with you from within my Lab. For those who are new to Atari I/O let me introduce myself. My name is Lance Ringquist, I’m from Minnesota, and I am the world's oldest surviving Atari dealer. You may have heard of me before as Video 61 Atari Sales which I have consistently operated since 1983 and I have been at it now for more than 40 years!
If you want to know why the Atari XEGS cartridges rattle, it’s because Atari used hot glue in at least three to four places within the cartridge to hold the PCB firmly in place and properly in the shell. When some of the hot glue comes loose, it floats around inside the cartridge, and that is the rattle you hear.
Here is a picture of an Atari XEGS ribbed super cart disassembled with the glue in place. In this example, you’ll see that one piece has came off that caused a rattle. The piece of glue is circled, and where it came from is circled also.
 

 

 
Now this brings up why Atari designed a ribbed shell for most of their Atari XEGS cartridge releases, and basically abandoned the handle on the back shells.
 

 

 
The handle on the back of the cartridge was really made for the Atari 65XE, and the 130XE. Both had the cartridge port on the back of the machine, just like Jack Tramiel’s Commodore 64, really intended for combining the cartridge port with other ports, to utilize external devices. This design choice was of course born for cheapness.
Then, no need for two separate ports, just one port. The cartridge handle was to give some sort of support for the cartridge not to sag from gravity, and also make the game easier to remove from the back of the machine. However, the problem with the handle cartridges is that they were not as easy to install, let alone extract in the Atari 400/800 cartridge well, and the 1200XL once installed, was not so easy to remove at all.
So, redesign time. The ribbed cartridge shell, with the ribbed design taken directly from Regan Cheng’s design for the Atari 5200 cartridge.
 

 
This ribbed Atari cartridge design solved all of those problems, and then some. The ribbed sides made the cartridge substantially easier to remove in the Atari 400/800s and 1200XL computers. Yet the ribbed cartridge was snug enough to help defy gravity in the Atari 65XE and 130XE computers. Not perfect, but good enough.
Keep in mind, this ribbed design also was cheaper in terms of the plastic cartridge shell and the printed circuit board that was inside. On the handle shells, the cart was held together with a screw, while the ribbed cartridge no longer needed a screw, as it was held together very firmly with clips on the side of the shell.
Plus, the handle cartridge board used four capacitors and four resistors, while the ribbed cartridge board used only three of each. With Atari ordering games 100,000 units at a time, saving one resistor and one capacitor per cartridge really added up, and Jack knew where to cut corners to save the additional cost of 100,000 resistors and capacitors.
Here are my Tower Toppler and Vanguard prototype cartridge boards. You see the Tower Toppler handle board is bigger, and has more support electronics, while the ribbed Vanguard board is smaller, and has less support electronics.
 

 
The ribbed Atari XEGS cartridges were all-around cheaper, and solved some problems. And really, the glue was not needed, but was a “just in case” sort of thing.
Now, you can take cheapness just so far. Once, Atari sent me a shipment of new Atari XEGS cartridges. I opened them to see if any changes had been made before I started to sell them, because with Jack, you just never knew what was coming next. When I opened them up and held them you could feel that the plastic was so soft, I could eventually crush the cartridge shell with my bare hand. I sent them back to Atari as unsellable.
That never happened again. 
 
Thanks for reading,
- Lance  
 
Please visit me online for more at www.atarisales.com

THE UNAUTHORIZED AUTOBIOGRAPHY OF AN ATARI DISTRIBUTOR
Monday, September 18, 2023
 
  Hi and welcome to Lance’s Laboratory! This is the third entry of what will be my personal blog, sharing small slices of life with you from within my Lab. For those who are new to Atari I/O let me introduce myself. My name is Lance Ringquist, I’m from Minnesota, and I am the world's oldest surviving Atari dealer. You may have heard of me before as Video 61 Atari Sales which I have consistently operated since 1983 and I have been at it now for  more than 40 years!
I need to update my website about my longevity. I always have so much to do. Anyway, with everything going on in the Atari world right now, I had some thoughts from these 40 something years as an Atari dealer that I wanted to share with you. I have now survived at least FOUR incarnations of “Atari”. I started as an Atari dealer in 1983 under Atari, Inc. - “Warner’s Atari.” I really didn’t know anyone there.
 

Steve Ross, CEO of Warner Communications in 1983. Steve Ross is not often spoken of within the Atari community, but it was Steve Ross who bought Atari from Nolan Bushnell, who both hired and fired Ray Kassar, who single handedly took control of Atari in 1983 often showing up in person to run the company, who ultimately sought out Jack Tramiel with a deal to take Atari off his hands, and who orchestrated the Time-Warner merger.
 
WARNER'S ATARI
Atari dealers at the time were contacted and supported by dealer representatives who were supported by Warner Communications and would occasionally stop by the stores. I had a good one that supplied me with lots of dealer cartridges, floppy disks, and promotional materials. This is essentially the same way PlayStation, Xbox and Nintendo support their retailers today, with reps who go into the stores to update the demo games in kiosks and make sure there’s current promotional signage in the stores. They usually have goodies to give to the workers too.
One day my Atari dealer rep came into my store and announced “This might be the last time I see you. A new owner is taking over… everything is up in the air, and the rumor is he does not support his operations in… let’s say… “a traditional way.”
That was Jack Tramiel, later on affectionately known as “Jack".
He was right. That was the last time I ever saw my friendly dealer rep, and I never heard another word from Atari until the Atari ST computer was released.
 
 
Alan Alda from the popular TV show M*A*S*H* was a celebrity spokesperson for Atari Home Computers during the Warner Communications era of Atari. (1984)
All high-paid celebrity endorsements were dropped when Jack Tramiel took over.
 
One day out of the blue I received a packet along with an Atari ST with some software. Gone were the days of glossy print ads in National Geographic, and sophisticated TV commercials with Alan Alda, the popular actor who played “Hawkeye” on the top TV show M*A*S*H* and was Atari’s spokesperson. The Atari ST that I was sent came with the instructions that - as a dealer - it was up to ME to educate my customers about the new Atari ST computer line, and it was up to ME to support and sell the machine as support from Atari would be minimal. STUNNING, to say the least.
This began the second incarnation of “Atari” - Atari Corporation, or Atari Corp., - “Jack’s Atari”. This was the incarnation of Atari that I was most involved in, and had a lot of day-to-day interaction with. That was sometime in 1985.
 
JACK'S ATARI
I did not hear from Atari again until 1986 or possibly 1987. It’s been so long that it’s difficult to remember the exact timeline, but around that time I received a letter from Atari Corporation with a hefty “release schedule” of games lined up for the Atari 2600, Atari 7800, and Atari XEGS. I was impressed! For nearly two years it was crickets out of Atari, and finally we were receiving real support and a commitment for new games.
At the time, the only real major supporter of the Atari 2600 was Activision. It felt like they were the only kid on the block. Atari had been quiet, and most other third party publishers like Imagic, Coleco, M-Network and Parker Bros. hadn’t survived the crash. Activision was still with us though, and at Video 61 Kung-Fu Masters, Ghostbusters, and Pitfall II were serious strong sellers.
 

Jack Tramiel with the Atari ST
 
When I received the new release schedule from Atari, I thought “Hey, maybe the new owners figured it out!” There was still plenty of life left in Atari, even for the 2600, which I could see in my stores. To my dismay, many of Atari’s newly announced titles never came even close to being released on time, or worse - never came at all!
This was very frustrating because I could see the demand for new Atari stuff and yet the Atari potential was being pissed away. There’s this common belief that “The Atari 7800 was released in 1986.” That’s not really true. I had received a few 7800s from Warner’s Atari Inc. in 1984, and they sold quickly. This was in Minnesota, not California or New York City. I never got a thing from Atari again until 1986.
So as Nintendo took America by storm with Mario, Zelda and Metroid on the NES, and with Atari being run so poorly, I thought the jig was up.
 
 

"When I received the new release schedule from Atari, I thought 'Hey, maybe the new owners figured it out!' There was still plenty of life left in Atari, even for the 2600 which I could see in my stores. To my dismay, many of Atari's newly announced titles never came even close to being released on time, or worse - never came at all."
- Lance
 
 
Then came the fury. After defaulting on their release schedule and missing any new releases at all one Christmas season in 1988, I was outraged. I picked up the phone and called Atari. I wasn’t just a customer, I was in business with Atari as a dealer responsible for a percentage of all Atari games sold that year. I was helping make them money. When I called Atari, I was given the run around about “how hard it was to keep these games in stock” and “how hard it was to bring out new games.” I interrupted the lady and told her what she was saying was word for word what Nintendo was saying to their distributors - she broke down and agreed that what she had been instructed to say was not really the case.
Later on I came to find out about certain “business details” and “practices” that were happening under “Jack’s Atari” which made it clear to me HOW and WHY Atari had missed so many release dates, launch windows, and even lost new releases, but thats a whole other story that we will go into another time in an upcoming Blog entry.
 

Jack's Atari: This was the incarnation of Atari that I had the most day-to-day involvement with
 
I continued on the phone and was trying to be nice. It wasn’t this nice lady’s fault that she had been instructed to lie. So I asked what can be done. I was sent “upstairs" and told that Atari "had messed up and badly damaged the market" and had really had messed up in my region of the country, the upper midwest. Sales and support in our part of the country needed help, and I was asked by Atari Corp. to become a service department and distributor for Atari. I was stunned. I dealt with other Atari dealers, but it was mostly to buy or trade what was needed.
I said yes. I was blown away later on when I found out how just badly Atari had shrunk. They had lost almost 90% of their workforce. Yet the "Atari" brand still commanded household name recognition and selling power, which they underutilized thanks to certain business ideologies and practices from the Tramiel family.
Here is a link to my Atari distribution paperwork, which is hosted on my website:
 
  http://www.atarisales.com/dis.html
 
I became really enmeshed in this as Atari sent me to deal directly with third parties, who I then bought from as what’s known as “direct". During this time I got to know many good people in third party companies like Activision, Avalon Hill, S.S.I., Datasoft, Eypx, Sierra Online, Microprose and more.
As an Atari distributer I purchased immense amounts - truckloads - of games and software direct from Atari and all third parties at the time. When Atari pulled the plug, I had about 250,000 pieces of software in my warehouse. Today it’s dwindled to under 40,000 pieces left.
 

Jack Tramiel's son Sam Tramiel took over leadership of Atari in the mid-'90s with Jack's continued close involvement.
Was the Atari ST named after Sam Tramiel? Was TOS the "Tramiel Operating System?"
 

Jack Tramiel and wife Helen in their retirement years
 

Jack Tramiel traveling the world
 
HASBRO'S ATARI
After Jack Tramiel pulled the plug on Lynx, Jaguar and the Atari computers, I could see what he was doing. Sam wasn’t going to save the company, and J.T.S. Corporation - an Indian hard drive manufacturer founded after the Jaguar’s launch - acquired Atari though a “reverse merger”. (Was Atari, as an entire company, "laundered" through J.T.S. so it came out nice and clean to be able to sell to a potential buyer?)
This lead to Atari, or what IPs and documentation was left of it, being sold to Hasbro. This became the third iteration of the of Atari that I dealt with, “Hasbro’s Atari.”
When Atari was sold to Hasbro, Atari gave Hasbro a list of contacts. I was one of them. Not only for service, parts, and software, but I was also Atari Corporation’s person who interacted with movie studios and television networks. Atari no longer had the game systems, computers, many times the software and games, nor the man power to supply the entertainment industry with Atari “props” when filming a movie or tv show that was to feature Atari in it.
Atari just sent them to me for systems, computers and games, and I supplied the movie studios and television networks with what was needed, under the license agreement from Atari.
 

 
One day I got a call from Hasbro, and very arrogantly told me that they would do the supplying, and the legacy Atari market was really no interest of theirs. They were going to release new games for new platforms.
I supplied Atari items to Columbia Pictures (now Sony) Warner’s of course, Paramount, 20th Century Fox and others. I almost got some footage into one of the Alien movies, but Fox still owed me money from Fox Sports, and they could not come to agreements with “Jack". Many TV shows had my Atari stuff in it, one name I remember was The King of Queens, there was an Atari 7800 and Video Olympics if I remember right.
 

Atari 2600 and 5200 game cartridges on NBC's cult classic show Freaks and Geeks (2000)
 
Later on, my contact at Paramount studios was dismayed they could no longer get legacy Atari hardware and software for their productions, and that Hasbro’s Atari would only supply them with the newest games, which in the case of the studios and networks, was not what they wanted. I apologized to her, and said my hands were tied, "I can’t do a thing."  These people at Hasbro were clueless as to what they bought. They didn’t understand what Atari was, what they still had, or the potential even for legacy markets. Hasbro really messed up quickly, and quickly sold Atari off.
Meanwhile - almost daily - ever since “Jack” sold off Atari, I would get calls from disgruntled stock holders, former suppliers, and people who were owed money by Atari. Some even made threats of suing me, because in their eyes, I was Atari. That lasted even into the early Infogrames days, which is what came next.
 
FRENCH ATARI
The French company Infogrames Entertainment SA acquired Atari in January, 2001 as the biggest part of their purchase of Hasbro’s software division “Hasbro Interactive”, which also included MicroProse, and Hasbro’s game.com monochrome handheld system which was a joke compared to what the Atari Lynx could do, even years later, and couldn’t compete contemporaneously against Game Boy Color.
This began the fourth incarnation of Atari - “Infogrames Atari” or “French Atari” which now goes by Atari, SA. (Infogrames rebranded themselves as Atari in 2003 and began releasing games like Splashdown, Driver 2, The Matrix and Ghostbusters for modern game systems of the time.)
 

Splashdown was one of the first new "Atari" games released by Infogrames in November, 2001
The cover art featured branding for both Atari and Infogrames
 
Infogrames never contacted me period, until one day a fellow named “Wim” (not sure of the spelling…) gave me a call. I tried to enter him into my contacts database, he would not spell his name for me, and acted quite annoyed that he even had to speak with me.
I found out that Infogrames had an operation that was local to me in Minnesota’s Twin Cities, Minneapolis / St. Paul, in a suburb named Plymouth I think.
“Wim” wanted to know who I was, and he was looking for certain items. He would discuss nothing, could care less about Atari’s legacy, knew that many, many people were looking for Atari service, parts, games etc., but "Wim" was only interested in my Atari 2600 power supplies, Atari 7800 power supplies, TV switch boxes and R.F. cables.
He demanded to buy them all. I said no. “What about my customers?” I retorted … let alone the legacy Atari systems that found their way to me.
 

 
"Wim" had no interest in the Atari legacy, nor the history I was privy to, and had lived through much of. "Wim" only wanted to get the people off his back who were looking for those particular legacy parts. Why?
I found this simply amazing. Here I was, and of course the two other legacy dealers (we’ll get into that in a minute) who could step in and help Atari’s legacy customers, and help guide Infogrames in making decisions around the needs and potential of the legacy market.
I thought to myself "Here we go again!” Never interacted with them directly again, only indirectly when I was contacted by a debt collector wanting to know “what happened to Atari" as they were owed money. Something I have heard about many times before before, and I thought “Man, will this ever end?”
I told the collector Atari was now located in New York, last time I heard. As it turned out the collector ended up being an old friend from high school that I hadn’t seen in decades.. small world indeed!
 
 

"'Wim' wanted to know who I was, and he was looking for certain items. He would discuss nothing, could care less about Atari's legacy, knew that many, many people were looking for Atari service, parts, games, etc. but Wim was only interested in my Atari power supplies, switch boxes and R.F. cables... Why?"
- Lance
 
 
Here we are, now well over 20 years since Infogrames acquired Atari and has become the longest owner of the name, with new products being developed - finally - around Atari’s greatest strengths - it’s legacy.
So that's the history of my involvement with the many evolving incarnations of Atari. The history in my eyes that counts the most, was the "Jack" era. The stories, what happened within those walls, what they pulled off and what they got away with - it’s almost too amazing to be true.
When "Jack" merged with J.T.S., the government would only allow the "reverse merger" to proceed if Atari kept the American market supported. That was ignored entirely, and Atari was sold to Hasbro.
The other two legacy dealers are Bruce at B&C Computervisions who started in 1984, and Brad at Best Electronics who started in 1985. I was introduced to both of them by Atari Corp.
Together, the three of us became heavily involved day to day under “Jack's" Atari. This is just a minor rundown in who I am in the Atari world, and I wanted to share my thoughts and experiences with you. Today, after over 40 years, I continue to march forward in the legacy Atari world, still providing sales and support, and developing new games which I hope will continue to entertain and dazzle Atari players for generations to come.
What comes next?
Thanks for reading,
- Lance  
 
Please visit me online for more at www.atarisales.com
 

THE UNAUTHORIZED AUTOBIOGRAPHY OF AN ATARI DISTRIBUTOR
Monday, September 18, 2023
 
  Hi and welcome to Lance’s Laboratory! This is the third entry of what will be my personal blog, sharing small slices of life with you from within my Lab. For those who are new to Atari I/O let me introduce myself. My name is Lance Ringquist, I’m from Minnesota, and I am the world's oldest surviving Atari dealer. You may have heard of me before as Video 61 Atari Sales which I have consistently operated since 1983 and I have been at it now for  more than 40 years!
I need to update my website about my longevity. I always have so much to do. Anyway, with everything going on in the Atari world right now, I had some thoughts from these 40 something years as an Atari dealer that I wanted to share with you. I have now survived at least FOUR incarnations of “Atari”. I started as an Atari dealer in 1983 under Atari, Inc. - “Warner’s Atari.” I really didn’t know anyone there.
 

Steve Ross, CEO of Warner Communications in 1983. Steve Ross is not often spoken of within the Atari community, but it was Steve Ross who bought Atari from Nolan Bushnell, who both hired and fired Ray Kassar, who single handedly took control of Atari in 1983 often showing up in person to run the company, who ultimately sought out Jack Tramiel with a deal to take Atari off his hands, and who orchestrated the Time-Warner merger.
 
WARNER'S ATARI
Atari dealers at the time were contacted and supported by dealer representatives who were supported by Warner Communications and would occasionally stop by the stores. I had a good one that supplied me with lots of dealer cartridges, floppy disks, and promotional materials. This is essentially the same way PlayStation, Xbox and Nintendo support their retailers today, with reps who go into the stores to update the demo games in kiosks and make sure there’s current promotional signage in the stores. They usually have goodies to give to the workers too.
One day my Atari dealer rep came into my store and announced “This might be the last time I see you. A new owner is taking over… everything is up in the air, and the rumor is he does not support his operations in… let’s say… “a traditional way.”
That was Jack Tramiel, later on affectionately known as “Jack".
He was right. That was the last time I ever saw my friendly dealer rep, and I never heard another word from Atari until the Atari ST computer was released.
 
 
Alan Alda from the popular TV show M*A*S*H* was a celebrity spokesperson for Atari Home Computers during the Warner Communications era of Atari. (1984)
All high-paid celebrity endorsements were dropped when Jack Tramiel took over.
 
One day out of the blue I received a packet along with an Atari ST with some software. Gone were the days of glossy print ads in National Geographic, and sophisticated TV commercials with Alan Alda, the popular actor who played “Hawkeye” on the top TV show M*A*S*H* and was Atari’s spokesperson. The Atari ST that I was sent came with the instructions that - as a dealer - it was up to ME to educate my customers about the new Atari ST computer line, and it was up to ME to support and sell the machine as support from Atari would be minimal. STUNNING, to say the least.
This began the second incarnation of “Atari” - Atari Corporation, or Atari Corp., - “Jack’s Atari”. This was the incarnation of Atari that I was most involved in, and had a lot of day-to-day interaction with. That was sometime in 1985.
 
JACK'S ATARI
I did not hear from Atari again until 1986 or possibly 1987. It’s been so long that it’s difficult to remember the exact timeline, but around that time I received a letter from Atari Corporation with a hefty “release schedule” of games lined up for the Atari 2600, Atari 7800, and Atari XEGS. I was impressed! For nearly two years it was crickets out of Atari, and finally we were receiving real support and a commitment for new games.
At the time, the only real major supporter of the Atari 2600 was Activision. It felt like they were the only kid on the block. Atari had been quiet, and most other third party publishers like Imagic, Coleco, M-Network and Parker Bros. hadn’t survived the crash. Activision was still with us though, and at Video 61 Kung-Fu Masters, Ghostbusters, and Pitfall II were serious strong sellers.
 

Jack Tramiel with the Atari ST
 
When I received the new release schedule from Atari, I thought “Hey, maybe the new owners figured it out!” There was still plenty of life left in Atari, even for the 2600, which I could see in my stores. To my dismay, many of Atari’s newly announced titles never came even close to being released on time, or worse - never came at all!
This was very frustrating because I could see the demand for new Atari stuff and yet the Atari potential was being pissed away. There’s this common belief that “The Atari 7800 was released in 1986.” That’s not really true. I had received a few 7800s from Warner’s Atari Inc. in 1984, and they sold quickly. This was in Minnesota, not California or New York City. I never got a thing from Atari again until 1986.
So as Nintendo took America by storm with Mario, Zelda and Metroid on the NES, and with Atari being run so poorly, I thought the jig was up.
 
 

"When I received the new release schedule from Atari, I thought 'Hey, maybe the new owners figured it out!' There was still plenty of life left in Atari, even for the 2600 which I could see in my stores. To my dismay, many of Atari's newly announced titles never came even close to being released on time, or worse - never came at all."
- Lance
 
 
Then came the fury. After defaulting on their release schedule and missing any new releases at all one Christmas season in 1988, I was outraged. I picked up the phone and called Atari. I wasn’t just a customer, I was in business with Atari as a dealer responsible for a percentage of all Atari games sold that year. I was helping make them money. When I called Atari, I was given the run around about “how hard it was to keep these games in stock” and “how hard it was to bring out new games.” I interrupted the lady and told her what she was saying was word for word what Nintendo was saying to their distributors - she broke down and agreed that what she had been instructed to say was not really the case.
Later on I came to find out about certain “business details” and “practices” that were happening under “Jack’s Atari” which made it clear to me HOW and WHY Atari had missed so many release dates, launch windows, and even lost new releases, but thats a whole other story that we will go into another time in an upcoming Blog entry.
 

Jack's Atari: This was the incarnation of Atari that I had the most day-to-day involvement with
 
I continued on the phone and was trying to be nice. It wasn’t this nice lady’s fault that she had been instructed to lie. So I asked what can be done. I was sent “upstairs" and told that Atari "had messed up and badly damaged the market" and had really had messed up in my region of the country, the upper midwest. Sales and support in our part of the country needed help, and I was asked by Atari Corp. to become a service department and distributor for Atari. I was stunned. I dealt with other Atari dealers, but it was mostly to buy or trade what was needed.
I said yes. I was blown away later on when I found out how just badly Atari had shrunk. They had lost almost 90% of their workforce. Yet the "Atari" brand still commanded household name recognition and selling power, which they underutilized thanks to certain business ideologies and practices from the Tramiel family.
Here is a link to my Atari distribution paperwork, which is hosted on my website:
 
  http://www.atarisales.com/dis.html
 
I became really enmeshed in this as Atari sent me to deal directly with third parties, who I then bought from as what’s known as “direct". During this time I got to know many good people in third party companies like Activision, Avalon Hill, S.S.I., Datasoft, Eypx, Sierra Online, Microprose and more.
As an Atari distributer I purchased immense amounts - truckloads - of games and software direct from Atari and all third parties at the time. When Atari pulled the plug, I had about 250,000 pieces of software in my warehouse. Today it’s dwindled to under 40,000 pieces left.
 

Jack Tramiel's son Sam Tramiel took over leadership of Atari in the mid-'90s with Jack's continued close involvement.
Was the Atari ST named after Sam Tramiel? Was TOS the "Tramiel Operating System?"
 

Jack Tramiel and wife Helen in their retirement years
 

Jack Tramiel traveling the world
 
HASBRO'S ATARI
After Jack Tramiel pulled the plug on Lynx, Jaguar and the Atari computers, I could see what he was doing. Sam wasn’t going to save the company, and J.T.S. Corporation - an Indian hard drive manufacturer founded after the Jaguar’s launch - acquired Atari though a “reverse merger”. (Was Atari, as an entire company, "laundered" through J.T.S. so it came out nice and clean to be able to sell to a potential buyer?)
This lead to Atari, or what IPs and documentation was left of it, being sold to Hasbro. This became the third iteration of the of Atari that I dealt with, “Hasbro’s Atari.”
When Atari was sold to Hasbro, Atari gave Hasbro a list of contacts. I was one of them. Not only for service, parts, and software, but I was also Atari Corporation’s person who interacted with movie studios and television networks. Atari no longer had the game systems, computers, many times the software and games, nor the man power to supply the entertainment industry with Atari “props” when filming a movie or tv show that was to feature Atari in it.
Atari just sent them to me for systems, computers and games, and I supplied the movie studios and television networks with what was needed, under the license agreement from Atari.
 

 
One day I got a call from Hasbro, and very arrogantly told me that they would do the supplying, and the legacy Atari market was really no interest of theirs. They were going to release new games for new platforms.
I supplied Atari items to Columbia Pictures (now Sony) Warner’s of course, Paramount, 20th Century Fox and others. I almost got some footage into one of the Alien movies, but Fox still owed me money from Fox Sports, and they could not come to agreements with “Jack". Many TV shows had my Atari stuff in it, one name I remember was The King of Queens, there was an Atari 7800 and Video Olympics if I remember right.
 

Atari 2600 and 5200 game cartridges on NBC's cult classic show Freaks and Geeks (2000)
 
Later on, my contact at Paramount studios was dismayed they could no longer get legacy Atari hardware and software for their productions, and that Hasbro’s Atari would only supply them with the newest games, which in the case of the studios and networks, was not what they wanted. I apologized to her, and said my hands were tied, "I can’t do a thing."  These people at Hasbro were clueless as to what they bought. They didn’t understand what Atari was, what they still had, or the potential even for legacy markets. Hasbro really messed up quickly, and quickly sold Atari off.
Meanwhile - almost daily - ever since “Jack” sold off Atari, I would get calls from disgruntled stock holders, former suppliers, and people who were owed money by Atari. Some even made threats of suing me, because in their eyes, I was Atari. That lasted even into the early Infogrames days, which is what came next.
 
FRENCH ATARI
The French company Infogrames Entertainment SA acquired Atari in January, 2001 as the biggest part of their purchase of Hasbro’s software division “Hasbro Interactive”, which also included MicroProse, and Hasbro’s game.com monochrome handheld system which was a joke compared to what the Atari Lynx could do, even years later, and couldn’t compete contemporaneously against Game Boy Color.
This began the fourth incarnation of Atari - “Infogrames Atari” or “French Atari” which now goes by Atari, SA. (Infogrames rebranded themselves as Atari in 2003 and began releasing games like Splashdown, Driver 2, The Matrix and Ghostbusters for modern game systems of the time.)
 

Splashdown was one of the first new "Atari" games released by Infogrames in November, 2001
The cover art featured branding for both Atari and Infogrames
 
Infogrames never contacted me period, until one day a fellow named “Wim” (not sure of the spelling…) gave me a call. I tried to enter him into my contacts database, he would not spell his name for me, and acted quite annoyed that he even had to speak with me.
I found out that Infogrames had an operation that was local to me in Minnesota’s Twin Cities, Minneapolis / St. Paul, in a suburb named Plymouth I think.
“Wim” wanted to know who I was, and he was looking for certain items. He would discuss nothing, could care less about Atari’s legacy, knew that many, many people were looking for Atari service, parts, games etc., but "Wim" was only interested in my Atari 2600 power supplies, Atari 7800 power supplies, TV switch boxes and R.F. cables.
He demanded to buy them all. I said no. “What about my customers?” I retorted … let alone the legacy Atari systems that found their way to me.
 

 
"Wim" had no interest in the Atari legacy, nor the history I was privy to, and had lived through much of. "Wim" only wanted to get the people off his back who were looking for those particular legacy parts. Why?
I found this simply amazing. Here I was, and of course the two other legacy dealers (we’ll get into that in a minute) who could step in and help Atari’s legacy customers, and help guide Infogrames in making decisions around the needs and potential of the legacy market.
I thought to myself "Here we go again!” Never interacted with them directly again, only indirectly when I was contacted by a debt collector wanting to know “what happened to Atari" as they were owed money. Something I have heard about many times before before, and I thought “Man, will this ever end?”
I told the collector Atari was now located in New York, last time I heard. As it turned out the collector ended up being an old friend from high school that I hadn’t seen in decades.. small world indeed!
 
 

"'Wim' wanted to know who I was, and he was looking for certain items. He would discuss nothing, could care less about Atari's legacy, knew that many, many people were looking for Atari service, parts, games, etc. but Wim was only interested in my Atari power supplies, switch boxes and R.F. cables... Why?"
- Lance
 
 
Here we are, now well over 20 years since Infogrames acquired Atari and has become the longest owner of the name, with new products being developed - finally - around Atari’s greatest strengths - it’s legacy.
So that's the history of my involvement with the many evolving incarnations of Atari. The history in my eyes that counts the most, was the "Jack" era. The stories, what happened within those walls, what they pulled off and what they got away with - it’s almost too amazing to be true.
When "Jack" merged with J.T.S., the government would only allow the "reverse merger" to proceed if Atari kept the American market supported. That was ignored entirely, and Atari was sold to Hasbro.
The other two legacy dealers are Bruce at B&C Computervisions who started in 1984, and Brad at Best Electronics who started in 1985. I was introduced to both of them by Atari Corp.
Together, the three of us became heavily involved day to day under “Jack's" Atari. This is just a minor rundown in who I am in the Atari world, and I wanted to share my thoughts and experiences with you. Today, after over 40 years, I continue to march forward in the legacy Atari world, still providing sales and support, and developing new games which I hope will continue to entertain and dazzle Atari players for generations to come.
What comes next?
Thanks for reading,
- Lance  
 
Please visit me online for more at www.atarisales.com
 

THE UNAUTHORIZED AUTOBIOGRAPHY OF AN ATARI DISTRIBUTOR
Monday, September 18, 2023
 
  Hi and welcome to Lance’s Laboratory! This is the third entry of what will be my personal blog, sharing small slices of life with you from within my Lab. For those who are new to Atari I/O let me introduce myself. My name is Lance Ringquist, I’m from Minnesota, and I am the world's oldest surviving Atari dealer. You may have heard of me before as Video 61 Atari Sales which I have consistently operated since 1983 and I have been at it now for  more than 40 years!
I need to update my website about my longevity. I always have so much to do. Anyway, with everything going on in the Atari world right now, I had some thoughts from these 40 something years as an Atari dealer that I wanted to share with you. I have now survived at least FOUR incarnations of “Atari”. I started as an Atari dealer in 1983 under Atari, Inc. - “Warner’s Atari.” I really didn’t know anyone there.
 

Steve Ross, CEO of Warner Communications in 1983. Steve Ross is not often spoken of within the Atari community, but it was Steve Ross who bought Atari from Nolan Bushnell, who both hired and fired Ray Kassar, who single handedly took control of Atari in 1983 often showing up in person to run the company, who ultimately sought out Jack Tramiel with a deal to take Atari off his hands, and who orchestrated the Time-Warner merger.
 
WARNER'S ATARI
Atari dealers at the time were contacted and supported by dealer representatives who were supported by Warner Communications and would occasionally stop by the stores. I had a good one that supplied me with lots of dealer cartridges, floppy disks, and promotional materials. This is essentially the same way PlayStation, Xbox and Nintendo support their retailers today, with reps who go into the stores to update the demo games in kiosks and make sure there’s current promotional signage in the stores. They usually have goodies to give to the workers too.
One day my Atari dealer rep came into my store and announced “This might be the last time I see you. A new owner is taking over… everything is up in the air, and the rumor is he does not support his operations in… let’s say… “a traditional way.”
That was Jack Tramiel, later on affectionately known as “Jack".
He was right. That was the last time I ever saw my friendly dealer rep, and I never heard another word from Atari until the Atari ST computer was released.
 
 
Alan Alda from the popular TV show M*A*S*H* was a celebrity spokesperson for Atari Home Computers during the Warner Communications era of Atari. (1984)
All high-paid celebrity endorsements were dropped when Jack Tramiel took over.
 
One day out of the blue I received a packet along with an Atari ST with some software. Gone were the days of glossy print ads in National Geographic, and sophisticated TV commercials with Alan Alda, the popular actor who played “Hawkeye” on the top TV show M*A*S*H* and was Atari’s spokesperson. The Atari ST that I was sent came with the instructions that - as a dealer - it was up to ME to educate my customers about the new Atari ST computer line, and it was up to ME to support and sell the machine as support from Atari would be minimal. STUNNING, to say the least.
This began the second incarnation of “Atari” - Atari Corporation, or Atari Corp., - “Jack’s Atari”. This was the incarnation of Atari that I was most involved in, and had a lot of day-to-day interaction with. That was sometime in 1985.
 
JACK'S ATARI
I did not hear from Atari again until 1986 or possibly 1987. It’s been so long that it’s difficult to remember the exact timeline, but around that time I received a letter from Atari Corporation with a hefty “release schedule” of games lined up for the Atari 2600, Atari 7800, and Atari XEGS. I was impressed! For nearly two years it was crickets out of Atari, and finally we were receiving real support and a commitment for new games.
At the time, the only real major supporter of the Atari 2600 was Activision. It felt like they were the only kid on the block. Atari had been quiet, and most other third party publishers like Imagic, Coleco, M-Network and Parker Bros. hadn’t survived the crash. Activision was still with us though, and at Video 61 Kung-Fu Masters, Ghostbusters, and Pitfall II were serious strong sellers.
 

Jack Tramiel with the Atari ST
 
When I received the new release schedule from Atari, I thought “Hey, maybe the new owners figured it out!” There was still plenty of life left in Atari, even for the 2600, which I could see in my stores. To my dismay, many of Atari’s newly announced titles never came even close to being released on time, or worse - never came at all!
This was very frustrating because I could see the demand for new Atari stuff and yet the Atari potential was being pissed away. There’s this common belief that “The Atari 7800 was released in 1986.” That’s not really true. I had received a few 7800s from Warner’s Atari Inc. in 1984, and they sold quickly. This was in Minnesota, not California or New York City. I never got a thing from Atari again until 1986.
So as Nintendo took America by storm with Mario, Zelda and Metroid on the NES, and with Atari being run so poorly, I thought the jig was up.
 
 

"When I received the new release schedule from Atari, I thought 'Hey, maybe the new owners figured it out!' There was still plenty of life left in Atari, even for the 2600 which I could see in my stores. To my dismay, many of Atari's newly announced titles never came even close to being released on time, or worse - never came at all."
- Lance
 
 
Then came the fury. After defaulting on their release schedule and missing any new releases at all one Christmas season in 1988, I was outraged. I picked up the phone and called Atari. I wasn’t just a customer, I was in business with Atari as a dealer responsible for a percentage of all Atari games sold that year. I was helping make them money. When I called Atari, I was given the run around about “how hard it was to keep these games in stock” and “how hard it was to bring out new games.” I interrupted the lady and told her what she was saying was word for word what Nintendo was saying to their distributors - she broke down and agreed that what she had been instructed to say was not really the case.
Later on I came to find out about certain “business details” and “practices” that were happening under “Jack’s Atari” which made it clear to me HOW and WHY Atari had missed so many release dates, launch windows, and even lost new releases, but thats a whole other story that we will go into another time in an upcoming Blog entry.
 

Jack's Atari: This was the incarnation of Atari that I had the most day-to-day involvement with
 
I continued on the phone and was trying to be nice. It wasn’t this nice lady’s fault that she had been instructed to lie. So I asked what can be done. I was sent “upstairs" and told that Atari "had messed up and badly damaged the market" and had really had messed up in my region of the country, the upper midwest. Sales and support in our part of the country needed help, and I was asked by Atari Corp. to become a service department and distributor for Atari. I was stunned. I dealt with other Atari dealers, but it was mostly to buy or trade what was needed.
I said yes. I was blown away later on when I found out how just badly Atari had shrunk. They had lost almost 90% of their workforce. Yet the "Atari" brand still commanded household name recognition and selling power, which they underutilized thanks to certain business ideologies and practices from the Tramiel family.
Here is a link to my Atari distribution paperwork, which is hosted on my website:
 
  http://www.atarisales.com/dis.html
 
I became really enmeshed in this as Atari sent me to deal directly with third parties, who I then bought from as what’s known as “direct". During this time I got to know many good people in third party companies like Activision, Avalon Hill, S.S.I., Datasoft, Eypx, Sierra Online, Microprose and more.
As an Atari distributer I purchased immense amounts - truckloads - of games and software direct from Atari and all third parties at the time. When Atari pulled the plug, I had about 250,000 pieces of software in my warehouse. Today it’s dwindled to under 40,000 pieces left.
 

Jack Tramiel's son Sam Tramiel took over leadership of Atari in the mid-'90s with Jack's continued close involvement.
Was the Atari ST named after Sam Tramiel? Was TOS the "Tramiel Operating System?"
 

Jack Tramiel and wife Helen in their retirement years
 

Jack Tramiel traveling the world
 
HASBRO'S ATARI
After Jack Tramiel pulled the plug on Lynx, Jaguar and the Atari computers, I could see what he was doing. Sam wasn’t going to save the company, and J.T.S. Corporation - an Indian hard drive manufacturer founded after the Jaguar’s launch - acquired Atari though a “reverse merger”. (Was Atari, as an entire company, "laundered" through J.T.S. so it came out nice and clean to be able to sell to a potential buyer?)
This lead to Atari, or what IPs and documentation was left of it, being sold to Hasbro. This became the third iteration of the of Atari that I dealt with, “Hasbro’s Atari.”
When Atari was sold to Hasbro, Atari gave Hasbro a list of contacts. I was one of them. Not only for service, parts, and software, but I was also Atari Corporation’s person who interacted with movie studios and television networks. Atari no longer had the game systems, computers, many times the software and games, nor the man power to supply the entertainment industry with Atari “props” when filming a movie or tv show that was to feature Atari in it.
Atari just sent them to me for systems, computers and games, and I supplied the movie studios and television networks with what was needed, under the license agreement from Atari.
 

 
One day I got a call from Hasbro, and very arrogantly told me that they would do the supplying, and the legacy Atari market was really no interest of theirs. They were going to release new games for new platforms.
I supplied Atari items to Columbia Pictures (now Sony) Warner’s of course, Paramount, 20th Century Fox and others. I almost got some footage into one of the Alien movies, but Fox still owed me money from Fox Sports, and they could not come to agreements with “Jack". Many TV shows had my Atari stuff in it, one name I remember was The King of Queens, there was an Atari 7800 and Video Olympics if I remember right.
 

Atari 2600 and 5200 game cartridges on NBC's cult classic show Freaks and Geeks (2000)
 
Later on, my contact at Paramount studios was dismayed they could no longer get legacy Atari hardware and software for their productions, and that Hasbro’s Atari would only supply them with the newest games, which in the case of the studios and networks, was not what they wanted. I apologized to her, and said my hands were tied, "I can’t do a thing."  These people at Hasbro were clueless as to what they bought. They didn’t understand what Atari was, what they still had, or the potential even for legacy markets. Hasbro really messed up quickly, and quickly sold Atari off.
Meanwhile - almost daily - ever since “Jack” sold off Atari, I would get calls from disgruntled stock holders, former suppliers, and people who were owed money by Atari. Some even made threats of suing me, because in their eyes, I was Atari. That lasted even into the early Infogrames days, which is what came next.
 
FRENCH ATARI
The French company Infogrames Entertainment SA acquired Atari in January, 2001 as the biggest part of their purchase of Hasbro’s software division “Hasbro Interactive”, which also included MicroProse, and Hasbro’s game.com monochrome handheld system which was a joke compared to what the Atari Lynx could do, even years later, and couldn’t compete contemporaneously against Game Boy Color.
This began the fourth incarnation of Atari - “Infogrames Atari” or “French Atari” which now goes by Atari, SA. (Infogrames rebranded themselves as Atari in 2003 and began releasing games like Splashdown, Driver 2, The Matrix and Ghostbusters for modern game systems of the time.)
 

Splashdown was one of the first new "Atari" games released by Infogrames in November, 2001
The cover art featured branding for both Atari and Infogrames
 
Infogrames never contacted me period, until one day a fellow named “Wim” (not sure of the spelling…) gave me a call. I tried to enter him into my contacts database, he would not spell his name for me, and acted quite annoyed that he even had to speak with me.
I found out that Infogrames had an operation that was local to me in Minnesota’s Twin Cities, Minneapolis / St. Paul, in a suburb named Plymouth I think.
“Wim” wanted to know who I was, and he was looking for certain items. He would discuss nothing, could care less about Atari’s legacy, knew that many, many people were looking for Atari service, parts, games etc., but "Wim" was only interested in my Atari 2600 power supplies, Atari 7800 power supplies, TV switch boxes and R.F. cables.
He demanded to buy them all. I said no. “What about my customers?” I retorted … let alone the legacy Atari systems that found their way to me.
 

 
"Wim" had no interest in the Atari legacy, nor the history I was privy to, and had lived through much of. "Wim" only wanted to get the people off his back who were looking for those particular legacy parts. Why?
I found this simply amazing. Here I was, and of course the two other legacy dealers (we’ll get into that in a minute) who could step in and help Atari’s legacy customers, and help guide Infogrames in making decisions around the needs and potential of the legacy market.
I thought to myself "Here we go again!” Never interacted with them directly again, only indirectly when I was contacted by a debt collector wanting to know “what happened to Atari" as they were owed money. Something I have heard about many times before before, and I thought “Man, will this ever end?”
I told the collector Atari was now located in New York, last time I heard. As it turned out the collector ended up being an old friend from high school that I hadn’t seen in decades.. small world indeed!
 
 

"'Wim' wanted to know who I was, and he was looking for certain items. He would discuss nothing, could care less about Atari's legacy, knew that many, many people were looking for Atari service, parts, games, etc. but Wim was only interested in my Atari power supplies, switch boxes and R.F. cables... Why?"
- Lance
 
 
Here we are, now well over 20 years since Infogrames acquired Atari and has become the longest owner of the name, with new products being developed - finally - around Atari’s greatest strengths - it’s legacy.
So that's the history of my involvement with the many evolving incarnations of Atari. The history in my eyes that counts the most, was the "Jack" era. The stories, what happened within those walls, what they pulled off and what they got away with - it’s almost too amazing to be true.
When "Jack" merged with J.T.S., the government would only allow the "reverse merger" to proceed if Atari kept the American market supported. That was ignored entirely, and Atari was sold to Hasbro.
The other two legacy dealers are Bruce at B&C Computervisions who started in 1984, and Brad at Best Electronics who started in 1985. I was introduced to both of them by Atari Corp.
Together, the three of us became heavily involved day to day under “Jack's" Atari. This is just a minor rundown in who I am in the Atari world, and I wanted to share my thoughts and experiences with you. Today, after over 40 years, I continue to march forward in the legacy Atari world, still providing sales and support, and developing new games which I hope will continue to entertain and dazzle Atari players for generations to come.
What comes next?
Thanks for reading,
- Lance  
 
Please visit me online for more at www.atarisales.com
 

THE UNAUTHORIZED AUTOBIOGRAPHY OF AN ATARI DISTRIBUTOR
Monday, September 18, 2023
 
  Hi and welcome to Lance’s Laboratory! This is the third entry of what will be my personal blog, sharing small slices of life with you from within my Lab. For those who are new to Atari I/O let me introduce myself. My name is Lance Ringquist, I’m from Minnesota, and I am the world's oldest surviving Atari dealer. You may have heard of me before as Video 61 Atari Sales which I have consistently operated since 1983 and I have been at it now for  more than 40 years!
I need to update my website about my longevity. I always have so much to do. Anyway, with everything going on in the Atari world right now, I had some thoughts from these 40 something years as an Atari dealer that I wanted to share with you. I have now survived at least FOUR incarnations of “Atari”. I started as an Atari dealer in 1983 under Atari, Inc. - “Warner’s Atari.” I really didn’t know anyone there.
 

Steve Ross, CEO of Warner Communications in 1983. Steve Ross is not often spoken of within the Atari community, but it was Steve Ross who bought Atari from Nolan Bushnell, who both hired and fired Ray Kassar, who single handedly took control of Atari in 1983 often showing up in person to run the company, who ultimately sought out Jack Tramiel with a deal to take Atari off his hands, and who orchestrated the Time-Warner merger.
 
WARNER'S ATARI
Atari dealers at the time were contacted and supported by dealer representatives who were supported by Warner Communications and would occasionally stop by the stores. I had a good one that supplied me with lots of dealer cartridges, floppy disks, and promotional materials. This is essentially the same way PlayStation, Xbox and Nintendo support their retailers today, with reps who go into the stores to update the demo games in kiosks and make sure there’s current promotional signage in the stores. They usually have goodies to give to the workers too.
One day my Atari dealer rep came into my store and announced “This might be the last time I see you. A new owner is taking over… everything is up in the air, and the rumor is he does not support his operations in… let’s say… “a traditional way.”
That was Jack Tramiel, later on affectionately known as “Jack".
He was right. That was the last time I ever saw my friendly dealer rep, and I never heard another word from Atari until the Atari ST computer was released.
 
 
Alan Alda from the popular TV show M*A*S*H* was a celebrity spokesperson for Atari Home Computers during the Warner Communications era of Atari. (1984)
All high-paid celebrity endorsements were dropped when Jack Tramiel took over.
 
One day out of the blue I received a packet along with an Atari ST with some software. Gone were the days of glossy print ads in National Geographic, and sophisticated TV commercials with Alan Alda, the popular actor who played “Hawkeye” on the top TV show M*A*S*H* and was Atari’s spokesperson. The Atari ST that I was sent came with the instructions that - as a dealer - it was up to ME to educate my customers about the new Atari ST computer line, and it was up to ME to support and sell the machine as support from Atari would be minimal. STUNNING, to say the least.
This began the second incarnation of “Atari” - Atari Corporation, or Atari Corp., - “Jack’s Atari”. This was the incarnation of Atari that I was most involved in, and had a lot of day-to-day interaction with. That was sometime in 1985.
 
JACK'S ATARI
I did not hear from Atari again until 1986 or possibly 1987. It’s been so long that it’s difficult to remember the exact timeline, but around that time I received a letter from Atari Corporation with a hefty “release schedule” of games lined up for the Atari 2600, Atari 7800, and Atari XEGS. I was impressed! For nearly two years it was crickets out of Atari, and finally we were receiving real support and a commitment for new games.
At the time, the only real major supporter of the Atari 2600 was Activision. It felt like they were the only kid on the block. Atari had been quiet, and most other third party publishers like Imagic, Coleco, M-Network and Parker Bros. hadn’t survived the crash. Activision was still with us though, and at Video 61 Kung-Fu Masters, Ghostbusters, and Pitfall II were serious strong sellers.
 

Jack Tramiel with the Atari ST
 
When I received the new release schedule from Atari, I thought “Hey, maybe the new owners figured it out!” There was still plenty of life left in Atari, even for the 2600, which I could see in my stores. To my dismay, many of Atari’s newly announced titles never came even close to being released on time, or worse - never came at all!
This was very frustrating because I could see the demand for new Atari stuff and yet the Atari potential was being pissed away. There’s this common belief that “The Atari 7800 was released in 1986.” That’s not really true. I had received a few 7800s from Warner’s Atari Inc. in 1984, and they sold quickly. This was in Minnesota, not California or New York City. I never got a thing from Atari again until 1986.
So as Nintendo took America by storm with Mario, Zelda and Metroid on the NES, and with Atari being run so poorly, I thought the jig was up.
 
 

"When I received the new release schedule from Atari, I thought 'Hey, maybe the new owners figured it out!' There was still plenty of life left in Atari, even for the 2600 which I could see in my stores. To my dismay, many of Atari's newly announced titles never came even close to being released on time, or worse - never came at all."
- Lance
 
 
Then came the fury. After defaulting on their release schedule and missing any new releases at all one Christmas season in 1988, I was outraged. I picked up the phone and called Atari. I wasn’t just a customer, I was in business with Atari as a dealer responsible for a percentage of all Atari games sold that year. I was helping make them money. When I called Atari, I was given the run around about “how hard it was to keep these games in stock” and “how hard it was to bring out new games.” I interrupted the lady and told her what she was saying was word for word what Nintendo was saying to their distributors - she broke down and agreed that what she had been instructed to say was not really the case.
Later on I came to find out about certain “business details” and “practices” that were happening under “Jack’s Atari” which made it clear to me HOW and WHY Atari had missed so many release dates, launch windows, and even lost new releases, but thats a whole other story that we will go into another time in an upcoming Blog entry.
 

Jack's Atari: This was the incarnation of Atari that I had the most day-to-day involvement with
 
I continued on the phone and was trying to be nice. It wasn’t this nice lady’s fault that she had been instructed to lie. So I asked what can be done. I was sent “upstairs" and told that Atari "had messed up and badly damaged the market" and had really had messed up in my region of the country, the upper midwest. Sales and support in our part of the country needed help, and I was asked by Atari Corp. to become a service department and distributor for Atari. I was stunned. I dealt with other Atari dealers, but it was mostly to buy or trade what was needed.
I said yes. I was blown away later on when I found out how just badly Atari had shrunk. They had lost almost 90% of their workforce. Yet the "Atari" brand still commanded household name recognition and selling power, which they underutilized thanks to certain business ideologies and practices from the Tramiel family.
Here is a link to my Atari distribution paperwork, which is hosted on my website:
 
  http://www.atarisales.com/dis.html
 
I became really enmeshed in this as Atari sent me to deal directly with third parties, who I then bought from as what’s known as “direct". During this time I got to know many good people in third party companies like Activision, Avalon Hill, S.S.I., Datasoft, Eypx, Sierra Online, Microprose and more.
As an Atari distributer I purchased immense amounts - truckloads - of games and software direct from Atari and all third parties at the time. When Atari pulled the plug, I had about 250,000 pieces of software in my warehouse. Today it’s dwindled to under 40,000 pieces left.
 

Jack Tramiel's son Sam Tramiel took over leadership of Atari in the mid-'90s with Jack's continued close involvement.
Was the Atari ST named after Sam Tramiel? Was TOS the "Tramiel Operating System?"
 

Jack Tramiel and wife Helen in their retirement years
 

Jack Tramiel traveling the world
 
HASBRO'S ATARI
After Jack Tramiel pulled the plug on Lynx, Jaguar and the Atari computers, I could see what he was doing. Sam wasn’t going to save the company, and J.T.S. Corporation - an Indian hard drive manufacturer founded after the Jaguar’s launch - acquired Atari though a “reverse merger”. (Was Atari, as an entire company, "laundered" through J.T.S. so it came out nice and clean to be able to sell to a potential buyer?)
This lead to Atari, or what IPs and documentation was left of it, being sold to Hasbro. This became the third iteration of the of Atari that I dealt with, “Hasbro’s Atari.”
When Atari was sold to Hasbro, Atari gave Hasbro a list of contacts. I was one of them. Not only for service, parts, and software, but I was also Atari Corporation’s person who interacted with movie studios and television networks. Atari no longer had the game systems, computers, many times the software and games, nor the man power to supply the entertainment industry with Atari “props” when filming a movie or tv show that was to feature Atari in it.
Atari just sent them to me for systems, computers and games, and I supplied the movie studios and television networks with what was needed, under the license agreement from Atari.
 

 
One day I got a call from Hasbro, and very arrogantly told me that they would do the supplying, and the legacy Atari market was really no interest of theirs. They were going to release new games for new platforms.
I supplied Atari items to Columbia Pictures (now Sony) Warner’s of course, Paramount, 20th Century Fox and others. I almost got some footage into one of the Alien movies, but Fox still owed me money from Fox Sports, and they could not come to agreements with “Jack". Many TV shows had my Atari stuff in it, one name I remember was The King of Queens, there was an Atari 7800 and Video Olympics if I remember right.
 

Atari 2600 and 5200 game cartridges on NBC's cult classic show Freaks and Geeks (2000)
 
Later on, my contact at Paramount studios was dismayed they could no longer get legacy Atari hardware and software for their productions, and that Hasbro’s Atari would only supply them with the newest games, which in the case of the studios and networks, was not what they wanted. I apologized to her, and said my hands were tied, "I can’t do a thing."  These people at Hasbro were clueless as to what they bought. They didn’t understand what Atari was, what they still had, or the potential even for legacy markets. Hasbro really messed up quickly, and quickly sold Atari off.
Meanwhile - almost daily - ever since “Jack” sold off Atari, I would get calls from disgruntled stock holders, former suppliers, and people who were owed money by Atari. Some even made threats of suing me, because in their eyes, I was Atari. That lasted even into the early Infogrames days, which is what came next.
 
FRENCH ATARI
The French company Infogrames Entertainment SA acquired Atari in January, 2001 as the biggest part of their purchase of Hasbro’s software division “Hasbro Interactive”, which also included MicroProse, and Hasbro’s game.com monochrome handheld system which was a joke compared to what the Atari Lynx could do, even years later, and couldn’t compete contemporaneously against Game Boy Color.
This began the fourth incarnation of Atari - “Infogrames Atari” or “French Atari” which now goes by Atari, SA. (Infogrames rebranded themselves as Atari in 2003 and began releasing games like Splashdown, Driver 2, The Matrix and Ghostbusters for modern game systems of the time.)
 

Splashdown was one of the first new "Atari" games released by Infogrames in November, 2001
The cover art featured branding for both Atari and Infogrames
 
Infogrames never contacted me period, until one day a fellow named “Wim” (not sure of the spelling…) gave me a call. I tried to enter him into my contacts database, he would not spell his name for me, and acted quite annoyed that he even had to speak with me.
I found out that Infogrames had an operation that was local to me in Minnesota’s Twin Cities, Minneapolis / St. Paul, in a suburb named Plymouth I think.
“Wim” wanted to know who I was, and he was looking for certain items. He would discuss nothing, could care less about Atari’s legacy, knew that many, many people were looking for Atari service, parts, games etc., but "Wim" was only interested in my Atari 2600 power supplies, Atari 7800 power supplies, TV switch boxes and R.F. cables.
He demanded to buy them all. I said no. “What about my customers?” I retorted … let alone the legacy Atari systems that found their way to me.
 

 
"Wim" had no interest in the Atari legacy, nor the history I was privy to, and had lived through much of. "Wim" only wanted to get the people off his back who were looking for those particular legacy parts. Why?
I found this simply amazing. Here I was, and of course the two other legacy dealers (we’ll get into that in a minute) who could step in and help Atari’s legacy customers, and help guide Infogrames in making decisions around the needs and potential of the legacy market.
I thought to myself "Here we go again!” Never interacted with them directly again, only indirectly when I was contacted by a debt collector wanting to know “what happened to Atari" as they were owed money. Something I have heard about many times before before, and I thought “Man, will this ever end?”
I told the collector Atari was now located in New York, last time I heard. As it turned out the collector ended up being an old friend from high school that I hadn’t seen in decades.. small world indeed!
 
 

"'Wim' wanted to know who I was, and he was looking for certain items. He would discuss nothing, could care less about Atari's legacy, knew that many, many people were looking for Atari service, parts, games, etc. but Wim was only interested in my Atari power supplies, switch boxes and R.F. cables... Why?"
- Lance
 
 
Here we are, now well over 20 years since Infogrames acquired Atari and has become the longest owner of the name, with new products being developed - finally - around Atari’s greatest strengths - it’s legacy.
So that's the history of my involvement with the many evolving incarnations of Atari. The history in my eyes that counts the most, was the "Jack" era. The stories, what happened within those walls, what they pulled off and what they got away with - it’s almost too amazing to be true.
When "Jack" merged with J.T.S., the government would only allow the "reverse merger" to proceed if Atari kept the American market supported. That was ignored entirely, and Atari was sold to Hasbro.
The other two legacy dealers are Bruce at B&C Computervisions who started in 1984, and Brad at Best Electronics who started in 1985. I was introduced to both of them by Atari Corp.
Together, the three of us became heavily involved day to day under “Jack's" Atari. This is just a minor rundown in who I am in the Atari world, and I wanted to share my thoughts and experiences with you. Today, after over 40 years, I continue to march forward in the legacy Atari world, still providing sales and support, and developing new games which I hope will continue to entertain and dazzle Atari players for generations to come.
What comes next?
Thanks for reading,
- Lance  
 
Please visit me online for more at www.atarisales.com
 

THE UNAUTHORIZED AUTOBIOGRAPHY OF AN ATARI DISTRIBUTOR
Monday, September 18, 2023
 
  Hi and welcome to Lance’s Laboratory! This is the third entry of what will be my personal blog, sharing small slices of life with you from within my Lab. For those who are new to Atari I/O let me introduce myself. My name is Lance Ringquist, I’m from Minnesota, and I am the world's oldest surviving Atari dealer. You may have heard of me before as Video 61 Atari Sales which I have consistently operated since 1983 and I have been at it now for  more than 40 years!
I need to update my website about my longevity. I always have so much to do. Anyway, with everything going on in the Atari world right now, I had some thoughts from these 40 something years as an Atari dealer that I wanted to share with you. I have now survived at least FOUR incarnations of “Atari”. I started as an Atari dealer in 1983 under Atari, Inc. - “Warner’s Atari.” I really didn’t know anyone there.
 

Steve Ross, CEO of Warner Communications in 1983. Steve Ross is not often spoken of within the Atari community, but it was Steve Ross who bought Atari from Nolan Bushnell, who both hired and fired Ray Kassar, who single handedly took control of Atari in 1983 often showing up in person to run the company, who ultimately sought out Jack Tramiel with a deal to take Atari off his hands, and who orchestrated the Time-Warner merger.
 
WARNER'S ATARI
Atari dealers at the time were contacted and supported by dealer representatives who were supported by Warner Communications and would occasionally stop by the stores. I had a good one that supplied me with lots of dealer cartridges, floppy disks, and promotional materials. This is essentially the same way PlayStation, Xbox and Nintendo support their retailers today, with reps who go into the stores to update the demo games in kiosks and make sure there’s current promotional signage in the stores. They usually have goodies to give to the workers too.
One day my Atari dealer rep came into my store and announced “This might be the last time I see you. A new owner is taking over… everything is up in the air, and the rumor is he does not support his operations in… let’s say… “a traditional way.”
That was Jack Tramiel, later on affectionately known as “Jack".
He was right. That was the last time I ever saw my friendly dealer rep, and I never heard another word from Atari until the Atari ST computer was released.
 
 
Alan Alda from the popular TV show M*A*S*H* was a celebrity spokesperson for Atari Home Computers during the Warner Communications era of Atari. (1984)
All high-paid celebrity endorsements were dropped when Jack Tramiel took over.
 
One day out of the blue I received a packet along with an Atari ST with some software. Gone were the days of glossy print ads in National Geographic, and sophisticated TV commercials with Alan Alda, the popular actor who played “Hawkeye” on the top TV show M*A*S*H* and was Atari’s spokesperson. The Atari ST that I was sent came with the instructions that - as a dealer - it was up to ME to educate my customers about the new Atari ST computer line, and it was up to ME to support and sell the machine as support from Atari would be minimal. STUNNING, to say the least.
This began the second incarnation of “Atari” - Atari Corporation, or Atari Corp., - “Jack’s Atari”. This was the incarnation of Atari that I was most involved in, and had a lot of day-to-day interaction with. That was sometime in 1985.
 
JACK'S ATARI
I did not hear from Atari again until 1986 or possibly 1987. It’s been so long that it’s difficult to remember the exact timeline, but around that time I received a letter from Atari Corporation with a hefty “release schedule” of games lined up for the Atari 2600, Atari 7800, and Atari XEGS. I was impressed! For nearly two years it was crickets out of Atari, and finally we were receiving real support and a commitment for new games.
At the time, the only real major supporter of the Atari 2600 was Activision. It felt like they were the only kid on the block. Atari had been quiet, and most other third party publishers like Imagic, Coleco, M-Network and Parker Bros. hadn’t survived the crash. Activision was still with us though, and at Video 61 Kung-Fu Masters, Ghostbusters, and Pitfall II were serious strong sellers.
 

Jack Tramiel with the Atari ST
 
When I received the new release schedule from Atari, I thought “Hey, maybe the new owners figured it out!” There was still plenty of life left in Atari, even for the 2600, which I could see in my stores. To my dismay, many of Atari’s newly announced titles never came even close to being released on time, or worse - never came at all!
This was very frustrating because I could see the demand for new Atari stuff and yet the Atari potential was being pissed away. There’s this common belief that “The Atari 7800 was released in 1986.” That’s not really true. I had received a few 7800s from Warner’s Atari Inc. in 1984, and they sold quickly. This was in Minnesota, not California or New York City. I never got a thing from Atari again until 1986.
So as Nintendo took America by storm with Mario, Zelda and Metroid on the NES, and with Atari being run so poorly, I thought the jig was up.
 
 

"When I received the new release schedule from Atari, I thought 'Hey, maybe the new owners figured it out!' There was still plenty of life left in Atari, even for the 2600 which I could see in my stores. To my dismay, many of Atari's newly announced titles never came even close to being released on time, or worse - never came at all."
- Lance
 
 
Then came the fury. After defaulting on their release schedule and missing any new releases at all one Christmas season in 1988, I was outraged. I picked up the phone and called Atari. I wasn’t just a customer, I was in business with Atari as a dealer responsible for a percentage of all Atari games sold that year. I was helping make them money. When I called Atari, I was given the run around about “how hard it was to keep these games in stock” and “how hard it was to bring out new games.” I interrupted the lady and told her what she was saying was word for word what Nintendo was saying to their distributors - she broke down and agreed that what she had been instructed to say was not really the case.
Later on I came to find out about certain “business details” and “practices” that were happening under “Jack’s Atari” which made it clear to me HOW and WHY Atari had missed so many release dates, launch windows, and even lost new releases, but thats a whole other story that we will go into another time in an upcoming Blog entry.
 

Jack's Atari: This was the incarnation of Atari that I had the most day-to-day involvement with
 
I continued on the phone and was trying to be nice. It wasn’t this nice lady’s fault that she had been instructed to lie. So I asked what can be done. I was sent “upstairs" and told that Atari "had messed up and badly damaged the market" and had really had messed up in my region of the country, the upper midwest. Sales and support in our part of the country needed help, and I was asked by Atari Corp. to become a service department and distributor for Atari. I was stunned. I dealt with other Atari dealers, but it was mostly to buy or trade what was needed.
I said yes. I was blown away later on when I found out how just badly Atari had shrunk. They had lost almost 90% of their workforce. Yet the "Atari" brand still commanded household name recognition and selling power, which they underutilized thanks to certain business ideologies and practices from the Tramiel family.
Here is a link to my Atari distribution paperwork, which is hosted on my website:
 
  http://www.atarisales.com/dis.html
 
I became really enmeshed in this as Atari sent me to deal directly with third parties, who I then bought from as what’s known as “direct". During this time I got to know many good people in third party companies like Activision, Avalon Hill, S.S.I., Datasoft, Eypx, Sierra Online, Microprose and more.
As an Atari distributer I purchased immense amounts - truckloads - of games and software direct from Atari and all third parties at the time. When Atari pulled the plug, I had about 250,000 pieces of software in my warehouse. Today it’s dwindled to under 40,000 pieces left.
 

Jack Tramiel's son Sam Tramiel took over leadership of Atari in the mid-'90s with Jack's continued close involvement.
Was the Atari ST named after Sam Tramiel? Was TOS the "Tramiel Operating System?"
 

Jack Tramiel and wife Helen in their retirement years
 

Jack Tramiel traveling the world
 
HASBRO'S ATARI
After Jack Tramiel pulled the plug on Lynx, Jaguar and the Atari computers, I could see what he was doing. Sam wasn’t going to save the company, and J.T.S. Corporation - an Indian hard drive manufacturer founded after the Jaguar’s launch - acquired Atari though a “reverse merger”. (Was Atari, as an entire company, "laundered" through J.T.S. so it came out nice and clean to be able to sell to a potential buyer?)
This lead to Atari, or what IPs and documentation was left of it, being sold to Hasbro. This became the third iteration of the of Atari that I dealt with, “Hasbro’s Atari.”
When Atari was sold to Hasbro, Atari gave Hasbro a list of contacts. I was one of them. Not only for service, parts, and software, but I was also Atari Corporation’s person who interacted with movie studios and television networks. Atari no longer had the game systems, computers, many times the software and games, nor the man power to supply the entertainment industry with Atari “props” when filming a movie or tv show that was to feature Atari in it.
Atari just sent them to me for systems, computers and games, and I supplied the movie studios and television networks with what was needed, under the license agreement from Atari.
 

 
One day I got a call from Hasbro, and very arrogantly told me that they would do the supplying, and the legacy Atari market was really no interest of theirs. They were going to release new games for new platforms.
I supplied Atari items to Columbia Pictures (now Sony) Warner’s of course, Paramount, 20th Century Fox and others. I almost got some footage into one of the Alien movies, but Fox still owed me money from Fox Sports, and they could not come to agreements with “Jack". Many TV shows had my Atari stuff in it, one name I remember was The King of Queens, there was an Atari 7800 and Video Olympics if I remember right.
 

Atari 2600 and 5200 game cartridges on NBC's cult classic show Freaks and Geeks (2000)
 
Later on, my contact at Paramount studios was dismayed they could no longer get legacy Atari hardware and software for their productions, and that Hasbro’s Atari would only supply them with the newest games, which in the case of the studios and networks, was not what they wanted. I apologized to her, and said my hands were tied, "I can’t do a thing."  These people at Hasbro were clueless as to what they bought. They didn’t understand what Atari was, what they still had, or the potential even for legacy markets. Hasbro really messed up quickly, and quickly sold Atari off.
Meanwhile - almost daily - ever since “Jack” sold off Atari, I would get calls from disgruntled stock holders, former suppliers, and people who were owed money by Atari. Some even made threats of suing me, because in their eyes, I was Atari. That lasted even into the early Infogrames days, which is what came next.
 
FRENCH ATARI
The French company Infogrames Entertainment SA acquired Atari in January, 2001 as the biggest part of their purchase of Hasbro’s software division “Hasbro Interactive”, which also included MicroProse, and Hasbro’s game.com monochrome handheld system which was a joke compared to what the Atari Lynx could do, even years later, and couldn’t compete contemporaneously against Game Boy Color.
This began the fourth incarnation of Atari - “Infogrames Atari” or “French Atari” which now goes by Atari, SA. (Infogrames rebranded themselves as Atari in 2003 and began releasing games like Splashdown, Driver 2, The Matrix and Ghostbusters for modern game systems of the time.)
 

Splashdown was one of the first new "Atari" games released by Infogrames in November, 2001
The cover art featured branding for both Atari and Infogrames
 
Infogrames never contacted me period, until one day a fellow named “Wim” (not sure of the spelling…) gave me a call. I tried to enter him into my contacts database, he would not spell his name for me, and acted quite annoyed that he even had to speak with me.
I found out that Infogrames had an operation that was local to me in Minnesota’s Twin Cities, Minneapolis / St. Paul, in a suburb named Plymouth I think.
“Wim” wanted to know who I was, and he was looking for certain items. He would discuss nothing, could care less about Atari’s legacy, knew that many, many people were looking for Atari service, parts, games etc., but "Wim" was only interested in my Atari 2600 power supplies, Atari 7800 power supplies, TV switch boxes and R.F. cables.
He demanded to buy them all. I said no. “What about my customers?” I retorted … let alone the legacy Atari systems that found their way to me.
 

 
"Wim" had no interest in the Atari legacy, nor the history I was privy to, and had lived through much of. "Wim" only wanted to get the people off his back who were looking for those particular legacy parts. Why?
I found this simply amazing. Here I was, and of course the two other legacy dealers (we’ll get into that in a minute) who could step in and help Atari’s legacy customers, and help guide Infogrames in making decisions around the needs and potential of the legacy market.
I thought to myself "Here we go again!” Never interacted with them directly again, only indirectly when I was contacted by a debt collector wanting to know “what happened to Atari" as they were owed money. Something I have heard about many times before before, and I thought “Man, will this ever end?”
I told the collector Atari was now located in New York, last time I heard. As it turned out the collector ended up being an old friend from high school that I hadn’t seen in decades.. small world indeed!
 
 

"'Wim' wanted to know who I was, and he was looking for certain items. He would discuss nothing, could care less about Atari's legacy, knew that many, many people were looking for Atari service, parts, games, etc. but Wim was only interested in my Atari power supplies, switch boxes and R.F. cables... Why?"
- Lance
 
 
Here we are, now well over 20 years since Infogrames acquired Atari and has become the longest owner of the name, with new products being developed - finally - around Atari’s greatest strengths - it’s legacy.
So that's the history of my involvement with the many evolving incarnations of Atari. The history in my eyes that counts the most, was the "Jack" era. The stories, what happened within those walls, what they pulled off and what they got away with - it’s almost too amazing to be true.
When "Jack" merged with J.T.S., the government would only allow the "reverse merger" to proceed if Atari kept the American market supported. That was ignored entirely, and Atari was sold to Hasbro.
The other two legacy dealers are Bruce at B&C Computervisions who started in 1984, and Brad at Best Electronics who started in 1985. I was introduced to both of them by Atari Corp.
Together, the three of us became heavily involved day to day under “Jack's" Atari. This is just a minor rundown in who I am in the Atari world, and I wanted to share my thoughts and experiences with you. Today, after over 40 years, I continue to march forward in the legacy Atari world, still providing sales and support, and developing new games which I hope will continue to entertain and dazzle Atari players for generations to come.
What comes next?
Thanks for reading,
- Lance  
 
Please visit me online for more at www.atarisales.com
 

THE UNAUTHORIZED AUTOBIOGRAPHY OF AN ATARI DISTRIBUTOR
Monday, September 18, 2023
 
  Hi and welcome to Lance’s Laboratory! This is the third entry of what will be my personal blog, sharing small slices of life with you from within my Lab. For those who are new to Atari I/O let me introduce myself. My name is Lance Ringquist, I’m from Minnesota, and I am the world's oldest surviving Atari dealer. You may have heard of me before as Video 61 Atari Sales which I have consistently operated since 1983 and I have been at it now for  more than 40 years!
I need to update my website about my longevity. I always have so much to do. Anyway, with everything going on in the Atari world right now, I had some thoughts from these 40 something years as an Atari dealer that I wanted to share with you. I have now survived at least FOUR incarnations of “Atari”. I started as an Atari dealer in 1983 under Atari, Inc. - “Warner’s Atari.” I really didn’t know anyone there.
 

Steve Ross, CEO of Warner Communications in 1983. Steve Ross is not often spoken of within the Atari community, but it was Steve Ross who bought Atari from Nolan Bushnell, who both hired and fired Ray Kassar, who single handedly took control of Atari in 1983 often showing up in person to run the company, who ultimately sought out Jack Tramiel with a deal to take Atari off his hands, and who orchestrated the Time-Warner merger.
 
WARNER'S ATARI
Atari dealers at the time were contacted and supported by dealer representatives who were supported by Warner Communications and would occasionally stop by the stores. I had a good one that supplied me with lots of dealer cartridges, floppy disks, and promotional materials. This is essentially the same way PlayStation, Xbox and Nintendo support their retailers today, with reps who go into the stores to update the demo games in kiosks and make sure there’s current promotional signage in the stores. They usually have goodies to give to the workers too.
One day my Atari dealer rep came into my store and announced “This might be the last time I see you. A new owner is taking over… everything is up in the air, and the rumor is he does not support his operations in… let’s say… “a traditional way.”
That was Jack Tramiel, later on affectionately known as “Jack".
He was right. That was the last time I ever saw my friendly dealer rep, and I never heard another word from Atari until the Atari ST computer was released.
 
 
Alan Alda from the popular TV show M*A*S*H* was a celebrity spokesperson for Atari Home Computers during the Warner Communications era of Atari. (1984)
All high-paid celebrity endorsements were dropped when Jack Tramiel took over.
 
One day out of the blue I received a packet along with an Atari ST with some software. Gone were the days of glossy print ads in National Geographic, and sophisticated TV commercials with Alan Alda, the popular actor who played “Hawkeye” on the top TV show M*A*S*H* and was Atari’s spokesperson. The Atari ST that I was sent came with the instructions that - as a dealer - it was up to ME to educate my customers about the new Atari ST computer line, and it was up to ME to support and sell the machine as support from Atari would be minimal. STUNNING, to say the least.
This began the second incarnation of “Atari” - Atari Corporation, or Atari Corp., - “Jack’s Atari”. This was the incarnation of Atari that I was most involved in, and had a lot of day-to-day interaction with. That was sometime in 1985.
 
JACK'S ATARI
I did not hear from Atari again until 1986 or possibly 1987. It’s been so long that it’s difficult to remember the exact timeline, but around that time I received a letter from Atari Corporation with a hefty “release schedule” of games lined up for the Atari 2600, Atari 7800, and Atari XEGS. I was impressed! For nearly two years it was crickets out of Atari, and finally we were receiving real support and a commitment for new games.
At the time, the only real major supporter of the Atari 2600 was Activision. It felt like they were the only kid on the block. Atari had been quiet, and most other third party publishers like Imagic, Coleco, M-Network and Parker Bros. hadn’t survived the crash. Activision was still with us though, and at Video 61 Kung-Fu Masters, Ghostbusters, and Pitfall II were serious strong sellers.
 

Jack Tramiel with the Atari ST
 
When I received the new release schedule from Atari, I thought “Hey, maybe the new owners figured it out!” There was still plenty of life left in Atari, even for the 2600, which I could see in my stores. To my dismay, many of Atari’s newly announced titles never came even close to being released on time, or worse - never came at all!
This was very frustrating because I could see the demand for new Atari stuff and yet the Atari potential was being pissed away. There’s this common belief that “The Atari 7800 was released in 1986.” That’s not really true. I had received a few 7800s from Warner’s Atari Inc. in 1984, and they sold quickly. This was in Minnesota, not California or New York City. I never got a thing from Atari again until 1986.
So as Nintendo took America by storm with Mario, Zelda and Metroid on the NES, and with Atari being run so poorly, I thought the jig was up.
 
 

"When I received the new release schedule from Atari, I thought 'Hey, maybe the new owners figured it out!' There was still plenty of life left in Atari, even for the 2600 which I could see in my stores. To my dismay, many of Atari's newly announced titles never came even close to being released on time, or worse - never came at all."
- Lance
 
 
Then came the fury. After defaulting on their release schedule and missing any new releases at all one Christmas season in 1988, I was outraged. I picked up the phone and called Atari. I wasn’t just a customer, I was in business with Atari as a dealer responsible for a percentage of all Atari games sold that year. I was helping make them money. When I called Atari, I was given the run around about “how hard it was to keep these games in stock” and “how hard it was to bring out new games.” I interrupted the lady and told her what she was saying was word for word what Nintendo was saying to their distributors - she broke down and agreed that what she had been instructed to say was not really the case.
Later on I came to find out about certain “business details” and “practices” that were happening under “Jack’s Atari” which made it clear to me HOW and WHY Atari had missed so many release dates, launch windows, and even lost new releases, but thats a whole other story that we will go into another time in an upcoming Blog entry.
 

Jack's Atari: This was the incarnation of Atari that I had the most day-to-day involvement with
 
I continued on the phone and was trying to be nice. It wasn’t this nice lady’s fault that she had been instructed to lie. So I asked what can be done. I was sent “upstairs" and told that Atari "had messed up and badly damaged the market" and had really had messed up in my region of the country, the upper midwest. Sales and support in our part of the country needed help, and I was asked by Atari Corp. to become a service department and distributor for Atari. I was stunned. I dealt with other Atari dealers, but it was mostly to buy or trade what was needed.
I said yes. I was blown away later on when I found out how just badly Atari had shrunk. They had lost almost 90% of their workforce. Yet the "Atari" brand still commanded household name recognition and selling power, which they underutilized thanks to certain business ideologies and practices from the Tramiel family.
Here is a link to my Atari distribution paperwork, which is hosted on my website:
 
  http://www.atarisales.com/dis.html
 
I became really enmeshed in this as Atari sent me to deal directly with third parties, who I then bought from as what’s known as “direct". During this time I got to know many good people in third party companies like Activision, Avalon Hill, S.S.I., Datasoft, Eypx, Sierra Online, Microprose and more.
As an Atari distributer I purchased immense amounts - truckloads - of games and software direct from Atari and all third parties at the time. When Atari pulled the plug, I had about 250,000 pieces of software in my warehouse. Today it’s dwindled to under 40,000 pieces left.
 

Jack Tramiel's son Sam Tramiel took over leadership of Atari in the mid-'90s with Jack's continued close involvement.
Was the Atari ST named after Sam Tramiel? Was TOS the "Tramiel Operating System?"
 

Jack Tramiel and wife Helen in their retirement years
 

Jack Tramiel traveling the world
 
HASBRO'S ATARI
After Jack Tramiel pulled the plug on Lynx, Jaguar and the Atari computers, I could see what he was doing. Sam wasn’t going to save the company, and J.T.S. Corporation - an Indian hard drive manufacturer founded after the Jaguar’s launch - acquired Atari though a “reverse merger”. (Was Atari, as an entire company, "laundered" through J.T.S. so it came out nice and clean to be able to sell to a potential buyer?)
This lead to Atari, or what IPs and documentation was left of it, being sold to Hasbro. This became the third iteration of the of Atari that I dealt with, “Hasbro’s Atari.”
When Atari was sold to Hasbro, Atari gave Hasbro a list of contacts. I was one of them. Not only for service, parts, and software, but I was also Atari Corporation’s person who interacted with movie studios and television networks. Atari no longer had the game systems, computers, many times the software and games, nor the man power to supply the entertainment industry with Atari “props” when filming a movie or tv show that was to feature Atari in it.
Atari just sent them to me for systems, computers and games, and I supplied the movie studios and television networks with what was needed, under the license agreement from Atari.
 

 
One day I got a call from Hasbro, and very arrogantly told me that they would do the supplying, and the legacy Atari market was really no interest of theirs. They were going to release new games for new platforms.
I supplied Atari items to Columbia Pictures (now Sony) Warner’s of course, Paramount, 20th Century Fox and others. I almost got some footage into one of the Alien movies, but Fox still owed me money from Fox Sports, and they could not come to agreements with “Jack". Many TV shows had my Atari stuff in it, one name I remember was The King of Queens, there was an Atari 7800 and Video Olympics if I remember right.
 

Atari 2600 and 5200 game cartridges on NBC's cult classic show Freaks and Geeks (2000)
 
Later on, my contact at Paramount studios was dismayed they could no longer get legacy Atari hardware and software for their productions, and that Hasbro’s Atari would only supply them with the newest games, which in the case of the studios and networks, was not what they wanted. I apologized to her, and said my hands were tied, "I can’t do a thing."  These people at Hasbro were clueless as to what they bought. They didn’t understand what Atari was, what they still had, or the potential even for legacy markets. Hasbro really messed up quickly, and quickly sold Atari off.
Meanwhile - almost daily - ever since “Jack” sold off Atari, I would get calls from disgruntled stock holders, former suppliers, and people who were owed money by Atari. Some even made threats of suing me, because in their eyes, I was Atari. That lasted even into the early Infogrames days, which is what came next.
 
FRENCH ATARI
The French company Infogrames Entertainment SA acquired Atari in January, 2001 as the biggest part of their purchase of Hasbro’s software division “Hasbro Interactive”, which also included MicroProse, and Hasbro’s game.com monochrome handheld system which was a joke compared to what the Atari Lynx could do, even years later, and couldn’t compete contemporaneously against Game Boy Color.
This began the fourth incarnation of Atari - “Infogrames Atari” or “French Atari” which now goes by Atari, SA. (Infogrames rebranded themselves as Atari in 2003 and began releasing games like Splashdown, Driver 2, The Matrix and Ghostbusters for modern game systems of the time.)
 

Splashdown was one of the first new "Atari" games released by Infogrames in November, 2001
The cover art featured branding for both Atari and Infogrames
 
Infogrames never contacted me period, until one day a fellow named “Wim” (not sure of the spelling…) gave me a call. I tried to enter him into my contacts database, he would not spell his name for me, and acted quite annoyed that he even had to speak with me.
I found out that Infogrames had an operation that was local to me in Minnesota’s Twin Cities, Minneapolis / St. Paul, in a suburb named Plymouth I think.
“Wim” wanted to know who I was, and he was looking for certain items. He would discuss nothing, could care less about Atari’s legacy, knew that many, many people were looking for Atari service, parts, games etc., but "Wim" was only interested in my Atari 2600 power supplies, Atari 7800 power supplies, TV switch boxes and R.F. cables.
He demanded to buy them all. I said no. “What about my customers?” I retorted … let alone the legacy Atari systems that found their way to me.
 

 
"Wim" had no interest in the Atari legacy, nor the history I was privy to, and had lived through much of. "Wim" only wanted to get the people off his back who were looking for those particular legacy parts. Why?
I found this simply amazing. Here I was, and of course the two other legacy dealers (we’ll get into that in a minute) who could step in and help Atari’s legacy customers, and help guide Infogrames in making decisions around the needs and potential of the legacy market.
I thought to myself "Here we go again!” Never interacted with them directly again, only indirectly when I was contacted by a debt collector wanting to know “what happened to Atari" as they were owed money. Something I have heard about many times before before, and I thought “Man, will this ever end?”
I told the collector Atari was now located in New York, last time I heard. As it turned out the collector ended up being an old friend from high school that I hadn’t seen in decades.. small world indeed!
 
 

"'Wim' wanted to know who I was, and he was looking for certain items. He would discuss nothing, could care less about Atari's legacy, knew that many, many people were looking for Atari service, parts, games, etc. but Wim was only interested in my Atari power supplies, switch boxes and R.F. cables... Why?"
- Lance
 
 
Here we are, now well over 20 years since Infogrames acquired Atari and has become the longest owner of the name, with new products being developed - finally - around Atari’s greatest strengths - it’s legacy.
So that's the history of my involvement with the many evolving incarnations of Atari. The history in my eyes that counts the most, was the "Jack" era. The stories, what happened within those walls, what they pulled off and what they got away with - it’s almost too amazing to be true.
When "Jack" merged with J.T.S., the government would only allow the "reverse merger" to proceed if Atari kept the American market supported. That was ignored entirely, and Atari was sold to Hasbro.
The other two legacy dealers are Bruce at B&C Computervisions who started in 1984, and Brad at Best Electronics who started in 1985. I was introduced to both of them by Atari Corp.
Together, the three of us became heavily involved day to day under “Jack's" Atari. This is just a minor rundown in who I am in the Atari world, and I wanted to share my thoughts and experiences with you. Today, after over 40 years, I continue to march forward in the legacy Atari world, still providing sales and support, and developing new games which I hope will continue to entertain and dazzle Atari players for generations to come.
What comes next?
Thanks for reading,
- Lance  
 
Please visit me online for more at www.atarisales.com
 

THE UNAUTHORIZED AUTOBIOGRAPHY OF AN ATARI DISTRIBUTOR
Monday, September 18, 2023
 
  Hi and welcome to Lance’s Laboratory! This is the third entry of what will be my personal blog, sharing small slices of life with you from within my Lab. For those who are new to Atari I/O let me introduce myself. My name is Lance Ringquist, I’m from Minnesota, and I am the world's oldest surviving Atari dealer. You may have heard of me before as Video 61 Atari Sales which I have consistently operated since 1983 and I have been at it now for  more than 40 years!
I need to update my website about my longevity. I always have so much to do. Anyway, with everything going on in the Atari world right now, I had some thoughts from these 40 something years as an Atari dealer that I wanted to share with you. I have now survived at least FOUR incarnations of “Atari”. I started as an Atari dealer in 1983 under Atari, Inc. - “Warner’s Atari.” I really didn’t know anyone there.
 

Steve Ross, CEO of Warner Communications in 1983. Steve Ross is not often spoken of within the Atari community, but it was Steve Ross who bought Atari from Nolan Bushnell, who both hired and fired Ray Kassar, who single handedly took control of Atari in 1983 often showing up in person to run the company, who ultimately sought out Jack Tramiel with a deal to take Atari off his hands, and who orchestrated the Time-Warner merger.
 
WARNER'S ATARI
Atari dealers at the time were contacted and supported by dealer representatives who were supported by Warner Communications and would occasionally stop by the stores. I had a good one that supplied me with lots of dealer cartridges, floppy disks, and promotional materials. This is essentially the same way PlayStation, Xbox and Nintendo support their retailers today, with reps who go into the stores to update the demo games in kiosks and make sure there’s current promotional signage in the stores. They usually have goodies to give to the workers too.
One day my Atari dealer rep came into my store and announced “This might be the last time I see you. A new owner is taking over… everything is up in the air, and the rumor is he does not support his operations in… let’s say… “a traditional way.”
That was Jack Tramiel, later on affectionately known as “Jack".
He was right. That was the last time I ever saw my friendly dealer rep, and I never heard another word from Atari until the Atari ST computer was released.
 
 
Alan Alda from the popular TV show M*A*S*H* was a celebrity spokesperson for Atari Home Computers during the Warner Communications era of Atari. (1984)
All high-paid celebrity endorsements were dropped when Jack Tramiel took over.
 
One day out of the blue I received a packet along with an Atari ST with some software. Gone were the days of glossy print ads in National Geographic, and sophisticated TV commercials with Alan Alda, the popular actor who played “Hawkeye” on the top TV show M*A*S*H* and was Atari’s spokesperson. The Atari ST that I was sent came with the instructions that - as a dealer - it was up to ME to educate my customers about the new Atari ST computer line, and it was up to ME to support and sell the machine as support from Atari would be minimal. STUNNING, to say the least.
This began the second incarnation of “Atari” - Atari Corporation, or Atari Corp., - “Jack’s Atari”. This was the incarnation of Atari that I was most involved in, and had a lot of day-to-day interaction with. That was sometime in 1985.
 
JACK'S ATARI
I did not hear from Atari again until 1986 or possibly 1987. It’s been so long that it’s difficult to remember the exact timeline, but around that time I received a letter from Atari Corporation with a hefty “release schedule” of games lined up for the Atari 2600, Atari 7800, and Atari XEGS. I was impressed! For nearly two years it was crickets out of Atari, and finally we were receiving real support and a commitment for new games.
At the time, the only real major supporter of the Atari 2600 was Activision. It felt like they were the only kid on the block. Atari had been quiet, and most other third party publishers like Imagic, Coleco, M-Network and Parker Bros. hadn’t survived the crash. Activision was still with us though, and at Video 61 Kung-Fu Masters, Ghostbusters, and Pitfall II were serious strong sellers.
 

Jack Tramiel with the Atari ST
 
When I received the new release schedule from Atari, I thought “Hey, maybe the new owners figured it out!” There was still plenty of life left in Atari, even for the 2600, which I could see in my stores. To my dismay, many of Atari’s newly announced titles never came even close to being released on time, or worse - never came at all!
This was very frustrating because I could see the demand for new Atari stuff and yet the Atari potential was being pissed away. There’s this common belief that “The Atari 7800 was released in 1986.” That’s not really true. I had received a few 7800s from Warner’s Atari Inc. in 1984, and they sold quickly. This was in Minnesota, not California or New York City. I never got a thing from Atari again until 1986.
So as Nintendo took America by storm with Mario, Zelda and Metroid on the NES, and with Atari being run so poorly, I thought the jig was up.
 
 

"When I received the new release schedule from Atari, I thought 'Hey, maybe the new owners figured it out!' There was still plenty of life left in Atari, even for the 2600 which I could see in my stores. To my dismay, many of Atari's newly announced titles never came even close to being released on time, or worse - never came at all."
- Lance
 
 
Then came the fury. After defaulting on their release schedule and missing any new releases at all one Christmas season in 1988, I was outraged. I picked up the phone and called Atari. I wasn’t just a customer, I was in business with Atari as a dealer responsible for a percentage of all Atari games sold that year. I was helping make them money. When I called Atari, I was given the run around about “how hard it was to keep these games in stock” and “how hard it was to bring out new games.” I interrupted the lady and told her what she was saying was word for word what Nintendo was saying to their distributors - she broke down and agreed that what she had been instructed to say was not really the case.
Later on I came to find out about certain “business details” and “practices” that were happening under “Jack’s Atari” which made it clear to me HOW and WHY Atari had missed so many release dates, launch windows, and even lost new releases, but thats a whole other story that we will go into another time in an upcoming Blog entry.
 

Jack's Atari: This was the incarnation of Atari that I had the most day-to-day involvement with
 
I continued on the phone and was trying to be nice. It wasn’t this nice lady’s fault that she had been instructed to lie. So I asked what can be done. I was sent “upstairs" and told that Atari "had messed up and badly damaged the market" and had really had messed up in my region of the country, the upper midwest. Sales and support in our part of the country needed help, and I was asked by Atari Corp. to become a service department and distributor for Atari. I was stunned. I dealt with other Atari dealers, but it was mostly to buy or trade what was needed.
I said yes. I was blown away later on when I found out how just badly Atari had shrunk. They had lost almost 90% of their workforce. Yet the "Atari" brand still commanded household name recognition and selling power, which they underutilized thanks to certain business ideologies and practices from the Tramiel family.
Here is a link to my Atari distribution paperwork, which is hosted on my website:
 
  http://www.atarisales.com/dis.html
 
I became really enmeshed in this as Atari sent me to deal directly with third parties, who I then bought from as what’s known as “direct". During this time I got to know many good people in third party companies like Activision, Avalon Hill, S.S.I., Datasoft, Eypx, Sierra Online, Microprose and more.
As an Atari distributer I purchased immense amounts - truckloads - of games and software direct from Atari and all third parties at the time. When Atari pulled the plug, I had about 250,000 pieces of software in my warehouse. Today it’s dwindled to under 40,000 pieces left.
 

Jack Tramiel's son Sam Tramiel took over leadership of Atari in the mid-'90s with Jack's continued close involvement.
Was the Atari ST named after Sam Tramiel? Was TOS the "Tramiel Operating System?"
 

Jack Tramiel and wife Helen in their retirement years
 

Jack Tramiel traveling the world
 
HASBRO'S ATARI
After Jack Tramiel pulled the plug on Lynx, Jaguar and the Atari computers, I could see what he was doing. Sam wasn’t going to save the company, and J.T.S. Corporation - an Indian hard drive manufacturer founded after the Jaguar’s launch - acquired Atari though a “reverse merger”. (Was Atari, as an entire company, "laundered" through J.T.S. so it came out nice and clean to be able to sell to a potential buyer?)
This lead to Atari, or what IPs and documentation was left of it, being sold to Hasbro. This became the third iteration of the of Atari that I dealt with, “Hasbro’s Atari.”
When Atari was sold to Hasbro, Atari gave Hasbro a list of contacts. I was one of them. Not only for service, parts, and software, but I was also Atari Corporation’s person who interacted with movie studios and television networks. Atari no longer had the game systems, computers, many times the software and games, nor the man power to supply the entertainment industry with Atari “props” when filming a movie or tv show that was to feature Atari in it.
Atari just sent them to me for systems, computers and games, and I supplied the movie studios and television networks with what was needed, under the license agreement from Atari.
 

 
One day I got a call from Hasbro, and very arrogantly told me that they would do the supplying, and the legacy Atari market was really no interest of theirs. They were going to release new games for new platforms.
I supplied Atari items to Columbia Pictures (now Sony) Warner’s of course, Paramount, 20th Century Fox and others. I almost got some footage into one of the Alien movies, but Fox still owed me money from Fox Sports, and they could not come to agreements with “Jack". Many TV shows had my Atari stuff in it, one name I remember was The King of Queens, there was an Atari 7800 and Video Olympics if I remember right.
 

Atari 2600 and 5200 game cartridges on NBC's cult classic show Freaks and Geeks (2000)
 
Later on, my contact at Paramount studios was dismayed they could no longer get legacy Atari hardware and software for their productions, and that Hasbro’s Atari would only supply them with the newest games, which in the case of the studios and networks, was not what they wanted. I apologized to her, and said my hands were tied, "I can’t do a thing."  These people at Hasbro were clueless as to what they bought. They didn’t understand what Atari was, what they still had, or the potential even for legacy markets. Hasbro really messed up quickly, and quickly sold Atari off.
Meanwhile - almost daily - ever since “Jack” sold off Atari, I would get calls from disgruntled stock holders, former suppliers, and people who were owed money by Atari. Some even made threats of suing me, because in their eyes, I was Atari. That lasted even into the early Infogrames days, which is what came next.
 
FRENCH ATARI
The French company Infogrames Entertainment SA acquired Atari in January, 2001 as the biggest part of their purchase of Hasbro’s software division “Hasbro Interactive”, which also included MicroProse, and Hasbro’s game.com monochrome handheld system which was a joke compared to what the Atari Lynx could do, even years later, and couldn’t compete contemporaneously against Game Boy Color.
This began the fourth incarnation of Atari - “Infogrames Atari” or “French Atari” which now goes by Atari, SA. (Infogrames rebranded themselves as Atari in 2003 and began releasing games like Splashdown, Driver 2, The Matrix and Ghostbusters for modern game systems of the time.)
 

Splashdown was one of the first new "Atari" games released by Infogrames in November, 2001
The cover art featured branding for both Atari and Infogrames
 
Infogrames never contacted me period, until one day a fellow named “Wim” (not sure of the spelling…) gave me a call. I tried to enter him into my contacts database, he would not spell his name for me, and acted quite annoyed that he even had to speak with me.
I found out that Infogrames had an operation that was local to me in Minnesota’s Twin Cities, Minneapolis / St. Paul, in a suburb named Plymouth I think.
“Wim” wanted to know who I was, and he was looking for certain items. He would discuss nothing, could care less about Atari’s legacy, knew that many, many people were looking for Atari service, parts, games etc., but "Wim" was only interested in my Atari 2600 power supplies, Atari 7800 power supplies, TV switch boxes and R.F. cables.
He demanded to buy them all. I said no. “What about my customers?” I retorted … let alone the legacy Atari systems that found their way to me.
 

 
"Wim" had no interest in the Atari legacy, nor the history I was privy to, and had lived through much of. "Wim" only wanted to get the people off his back who were looking for those particular legacy parts. Why?
I found this simply amazing. Here I was, and of course the two other legacy dealers (we’ll get into that in a minute) who could step in and help Atari’s legacy customers, and help guide Infogrames in making decisions around the needs and potential of the legacy market.
I thought to myself "Here we go again!” Never interacted with them directly again, only indirectly when I was contacted by a debt collector wanting to know “what happened to Atari" as they were owed money. Something I have heard about many times before before, and I thought “Man, will this ever end?”
I told the collector Atari was now located in New York, last time I heard. As it turned out the collector ended up being an old friend from high school that I hadn’t seen in decades.. small world indeed!
 
 

"'Wim' wanted to know who I was, and he was looking for certain items. He would discuss nothing, could care less about Atari's legacy, knew that many, many people were looking for Atari service, parts, games, etc. but Wim was only interested in my Atari power supplies, switch boxes and R.F. cables... Why?"
- Lance
 
 
Here we are, now well over 20 years since Infogrames acquired Atari and has become the longest owner of the name, with new products being developed - finally - around Atari’s greatest strengths - it’s legacy.
So that's the history of my involvement with the many evolving incarnations of Atari. The history in my eyes that counts the most, was the "Jack" era. The stories, what happened within those walls, what they pulled off and what they got away with - it’s almost too amazing to be true.
When "Jack" merged with J.T.S., the government would only allow the "reverse merger" to proceed if Atari kept the American market supported. That was ignored entirely, and Atari was sold to Hasbro.
The other two legacy dealers are Bruce at B&C Computervisions who started in 1984, and Brad at Best Electronics who started in 1985. I was introduced to both of them by Atari Corp.
Together, the three of us became heavily involved day to day under “Jack's" Atari. This is just a minor rundown in who I am in the Atari world, and I wanted to share my thoughts and experiences with you. Today, after over 40 years, I continue to march forward in the legacy Atari world, still providing sales and support, and developing new games which I hope will continue to entertain and dazzle Atari players for generations to come.
What comes next?
Thanks for reading,
- Lance  
 
Please visit me online for more at www.atarisales.com
 

THE UNAUTHORIZED AUTOBIOGRAPHY OF AN ATARI DISTRIBUTOR
Monday, September 18, 2023
 
  Hi and welcome to Lance’s Laboratory! This is the third entry of what will be my personal blog, sharing small slices of life with you from within my Lab. For those who are new to Atari I/O let me introduce myself. My name is Lance Ringquist, I’m from Minnesota, and I am the world's oldest surviving Atari dealer. You may have heard of me before as Video 61 Atari Sales which I have consistently operated since 1983 and I have been at it now for  more than 40 years!
I need to update my website about my longevity. I always have so much to do. Anyway, with everything going on in the Atari world right now, I had some thoughts from these 40 something years as an Atari dealer that I wanted to share with you. I have now survived at least FOUR incarnations of “Atari”. I started as an Atari dealer in 1983 under Atari, Inc. - “Warner’s Atari.” I really didn’t know anyone there.
 

Steve Ross, CEO of Warner Communications in 1983. Steve Ross is not often spoken of within the Atari community, but it was Steve Ross who bought Atari from Nolan Bushnell, who both hired and fired Ray Kassar, who single handedly took control of Atari in 1983 often showing up in person to run the company, who ultimately sought out Jack Tramiel with a deal to take Atari off his hands, and who orchestrated the Time-Warner merger.
 
WARNER'S ATARI
Atari dealers at the time were contacted and supported by dealer representatives who were supported by Warner Communications and would occasionally stop by the stores. I had a good one that supplied me with lots of dealer cartridges, floppy disks, and promotional materials. This is essentially the same way PlayStation, Xbox and Nintendo support their retailers today, with reps who go into the stores to update the demo games in kiosks and make sure there’s current promotional signage in the stores. They usually have goodies to give to the workers too.
One day my Atari dealer rep came into my store and announced “This might be the last time I see you. A new owner is taking over… everything is up in the air, and the rumor is he does not support his operations in… let’s say… “a traditional way.”
That was Jack Tramiel, later on affectionately known as “Jack".
He was right. That was the last time I ever saw my friendly dealer rep, and I never heard another word from Atari until the Atari ST computer was released.
 
 
Alan Alda from the popular TV show M*A*S*H* was a celebrity spokesperson for Atari Home Computers during the Warner Communications era of Atari. (1984)
All high-paid celebrity endorsements were dropped when Jack Tramiel took over.
 
One day out of the blue I received a packet along with an Atari ST with some software. Gone were the days of glossy print ads in National Geographic, and sophisticated TV commercials with Alan Alda, the popular actor who played “Hawkeye” on the top TV show M*A*S*H* and was Atari’s spokesperson. The Atari ST that I was sent came with the instructions that - as a dealer - it was up to ME to educate my customers about the new Atari ST computer line, and it was up to ME to support and sell the machine as support from Atari would be minimal. STUNNING, to say the least.
This began the second incarnation of “Atari” - Atari Corporation, or Atari Corp., - “Jack’s Atari”. This was the incarnation of Atari that I was most involved in, and had a lot of day-to-day interaction with. That was sometime in 1985.
 
JACK'S ATARI
I did not hear from Atari again until 1986 or possibly 1987. It’s been so long that it’s difficult to remember the exact timeline, but around that time I received a letter from Atari Corporation with a hefty “release schedule” of games lined up for the Atari 2600, Atari 7800, and Atari XEGS. I was impressed! For nearly two years it was crickets out of Atari, and finally we were receiving real support and a commitment for new games.
At the time, the only real major supporter of the Atari 2600 was Activision. It felt like they were the only kid on the block. Atari had been quiet, and most other third party publishers like Imagic, Coleco, M-Network and Parker Bros. hadn’t survived the crash. Activision was still with us though, and at Video 61 Kung-Fu Masters, Ghostbusters, and Pitfall II were serious strong sellers.
 

Jack Tramiel with the Atari ST
 
When I received the new release schedule from Atari, I thought “Hey, maybe the new owners figured it out!” There was still plenty of life left in Atari, even for the 2600, which I could see in my stores. To my dismay, many of Atari’s newly announced titles never came even close to being released on time, or worse - never came at all!
This was very frustrating because I could see the demand for new Atari stuff and yet the Atari potential was being pissed away. There’s this common belief that “The Atari 7800 was released in 1986.” That’s not really true. I had received a few 7800s from Warner’s Atari Inc. in 1984, and they sold quickly. This was in Minnesota, not California or New York City. I never got a thing from Atari again until 1986.
So as Nintendo took America by storm with Mario, Zelda and Metroid on the NES, and with Atari being run so poorly, I thought the jig was up.
 
 

"When I received the new release schedule from Atari, I thought 'Hey, maybe the new owners figured it out!' There was still plenty of life left in Atari, even for the 2600 which I could see in my stores. To my dismay, many of Atari's newly announced titles never came even close to being released on time, or worse - never came at all."
- Lance
 
 
Then came the fury. After defaulting on their release schedule and missing any new releases at all one Christmas season in 1988, I was outraged. I picked up the phone and called Atari. I wasn’t just a customer, I was in business with Atari as a dealer responsible for a percentage of all Atari games sold that year. I was helping make them money. When I called Atari, I was given the run around about “how hard it was to keep these games in stock” and “how hard it was to bring out new games.” I interrupted the lady and told her what she was saying was word for word what Nintendo was saying to their distributors - she broke down and agreed that what she had been instructed to say was not really the case.
Later on I came to find out about certain “business details” and “practices” that were happening under “Jack’s Atari” which made it clear to me HOW and WHY Atari had missed so many release dates, launch windows, and even lost new releases, but thats a whole other story that we will go into another time in an upcoming Blog entry.
 

Jack's Atari: This was the incarnation of Atari that I had the most day-to-day involvement with
 
I continued on the phone and was trying to be nice. It wasn’t this nice lady’s fault that she had been instructed to lie. So I asked what can be done. I was sent “upstairs" and told that Atari "had messed up and badly damaged the market" and had really had messed up in my region of the country, the upper midwest. Sales and support in our part of the country needed help, and I was asked by Atari Corp. to become a service department and distributor for Atari. I was stunned. I dealt with other Atari dealers, but it was mostly to buy or trade what was needed.
I said yes. I was blown away later on when I found out how just badly Atari had shrunk. They had lost almost 90% of their workforce. Yet the "Atari" brand still commanded household name recognition and selling power, which they underutilized thanks to certain business ideologies and practices from the Tramiel family.
Here is a link to my Atari distribution paperwork, which is hosted on my website:
 
  http://www.atarisales.com/dis.html
 
I became really enmeshed in this as Atari sent me to deal directly with third parties, who I then bought from as what’s known as “direct". During this time I got to know many good people in third party companies like Activision, Avalon Hill, S.S.I., Datasoft, Eypx, Sierra Online, Microprose and more.
As an Atari distributer I purchased immense amounts - truckloads - of games and software direct from Atari and all third parties at the time. When Atari pulled the plug, I had about 250,000 pieces of software in my warehouse. Today it’s dwindled to under 40,000 pieces left.
 

Jack Tramiel's son Sam Tramiel took over leadership of Atari in the mid-'90s with Jack's continued close involvement.
Was the Atari ST named after Sam Tramiel? Was TOS the "Tramiel Operating System?"
 

Jack Tramiel and wife Helen in their retirement years
 

Jack Tramiel traveling the world
 
HASBRO'S ATARI
After Jack Tramiel pulled the plug on Lynx, Jaguar and the Atari computers, I could see what he was doing. Sam wasn’t going to save the company, and J.T.S. Corporation - an Indian hard drive manufacturer founded after the Jaguar’s launch - acquired Atari though a “reverse merger”. (Was Atari, as an entire company, "laundered" through J.T.S. so it came out nice and clean to be able to sell to a potential buyer?)
This lead to Atari, or what IPs and documentation was left of it, being sold to Hasbro. This became the third iteration of the of Atari that I dealt with, “Hasbro’s Atari.”
When Atari was sold to Hasbro, Atari gave Hasbro a list of contacts. I was one of them. Not only for service, parts, and software, but I was also Atari Corporation’s person who interacted with movie studios and television networks. Atari no longer had the game systems, computers, many times the software and games, nor the man power to supply the entertainment industry with Atari “props” when filming a movie or tv show that was to feature Atari in it.
Atari just sent them to me for systems, computers and games, and I supplied the movie studios and television networks with what was needed, under the license agreement from Atari.
 

 
One day I got a call from Hasbro, and very arrogantly told me that they would do the supplying, and the legacy Atari market was really no interest of theirs. They were going to release new games for new platforms.
I supplied Atari items to Columbia Pictures (now Sony) Warner’s of course, Paramount, 20th Century Fox and others. I almost got some footage into one of the Alien movies, but Fox still owed me money from Fox Sports, and they could not come to agreements with “Jack". Many TV shows had my Atari stuff in it, one name I remember was The King of Queens, there was an Atari 7800 and Video Olympics if I remember right.
 

Atari 2600 and 5200 game cartridges on NBC's cult classic show Freaks and Geeks (2000)
 
Later on, my contact at Paramount studios was dismayed they could no longer get legacy Atari hardware and software for their productions, and that Hasbro’s Atari would only supply them with the newest games, which in the case of the studios and networks, was not what they wanted. I apologized to her, and said my hands were tied, "I can’t do a thing."  These people at Hasbro were clueless as to what they bought. They didn’t understand what Atari was, what they still had, or the potential even for legacy markets. Hasbro really messed up quickly, and quickly sold Atari off.
Meanwhile - almost daily - ever since “Jack” sold off Atari, I would get calls from disgruntled stock holders, former suppliers, and people who were owed money by Atari. Some even made threats of suing me, because in their eyes, I was Atari. That lasted even into the early Infogrames days, which is what came next.
 
FRENCH ATARI
The French company Infogrames Entertainment SA acquired Atari in January, 2001 as the biggest part of their purchase of Hasbro’s software division “Hasbro Interactive”, which also included MicroProse, and Hasbro’s game.com monochrome handheld system which was a joke compared to what the Atari Lynx could do, even years later, and couldn’t compete contemporaneously against Game Boy Color.
This began the fourth incarnation of Atari - “Infogrames Atari” or “French Atari” which now goes by Atari, SA. (Infogrames rebranded themselves as Atari in 2003 and began releasing games like Splashdown, Driver 2, The Matrix and Ghostbusters for modern game systems of the time.)
 

Splashdown was one of the first new "Atari" games released by Infogrames in November, 2001
The cover art featured branding for both Atari and Infogrames
 
Infogrames never contacted me period, until one day a fellow named “Wim” (not sure of the spelling…) gave me a call. I tried to enter him into my contacts database, he would not spell his name for me, and acted quite annoyed that he even had to speak with me.
I found out that Infogrames had an operation that was local to me in Minnesota’s Twin Cities, Minneapolis / St. Paul, in a suburb named Plymouth I think.
“Wim” wanted to know who I was, and he was looking for certain items. He would discuss nothing, could care less about Atari’s legacy, knew that many, many people were looking for Atari service, parts, games etc., but "Wim" was only interested in my Atari 2600 power supplies, Atari 7800 power supplies, TV switch boxes and R.F. cables.
He demanded to buy them all. I said no. “What about my customers?” I retorted … let alone the legacy Atari systems that found their way to me.
 

 
"Wim" had no interest in the Atari legacy, nor the history I was privy to, and had lived through much of. "Wim" only wanted to get the people off his back who were looking for those particular legacy parts. Why?
I found this simply amazing. Here I was, and of course the two other legacy dealers (we’ll get into that in a minute) who could step in and help Atari’s legacy customers, and help guide Infogrames in making decisions around the needs and potential of the legacy market.
I thought to myself "Here we go again!” Never interacted with them directly again, only indirectly when I was contacted by a debt collector wanting to know “what happened to Atari" as they were owed money. Something I have heard about many times before before, and I thought “Man, will this ever end?”
I told the collector Atari was now located in New York, last time I heard. As it turned out the collector ended up being an old friend from high school that I hadn’t seen in decades.. small world indeed!
 
 

"'Wim' wanted to know who I was, and he was looking for certain items. He would discuss nothing, could care less about Atari's legacy, knew that many, many people were looking for Atari service, parts, games, etc. but Wim was only interested in my Atari power supplies, switch boxes and R.F. cables... Why?"
- Lance
 
 
Here we are, now well over 20 years since Infogrames acquired Atari and has become the longest owner of the name, with new products being developed - finally - around Atari’s greatest strengths - it’s legacy.
So that's the history of my involvement with the many evolving incarnations of Atari. The history in my eyes that counts the most, was the "Jack" era. The stories, what happened within those walls, what they pulled off and what they got away with - it’s almost too amazing to be true.
When "Jack" merged with J.T.S., the government would only allow the "reverse merger" to proceed if Atari kept the American market supported. That was ignored entirely, and Atari was sold to Hasbro.
The other two legacy dealers are Bruce at B&C Computervisions who started in 1984, and Brad at Best Electronics who started in 1985. I was introduced to both of them by Atari Corp.
Together, the three of us became heavily involved day to day under “Jack's" Atari. This is just a minor rundown in who I am in the Atari world, and I wanted to share my thoughts and experiences with you. Today, after over 40 years, I continue to march forward in the legacy Atari world, still providing sales and support, and developing new games which I hope will continue to entertain and dazzle Atari players for generations to come.
What comes next?
Thanks for reading,
- Lance  
 
Please visit me online for more at www.atarisales.com
 

THE UNAUTHORIZED AUTOBIOGRAPHY OF AN ATARI DISTRIBUTOR
Monday, September 18, 2023
 
  Hi and welcome to Lance’s Laboratory! This is the third entry of what will be my personal blog, sharing small slices of life with you from within my Lab. For those who are new to Atari I/O let me introduce myself. My name is Lance Ringquist, I’m from Minnesota, and I am the world's oldest surviving Atari dealer. You may have heard of me before as Video 61 Atari Sales which I have consistently operated since 1983 and I have been at it now for  more than 40 years!
I need to update my website about my longevity. I always have so much to do. Anyway, with everything going on in the Atari world right now, I had some thoughts from these 40 something years as an Atari dealer that I wanted to share with you. I have now survived at least FOUR incarnations of “Atari”. I started as an Atari dealer in 1983 under Atari, Inc. - “Warner’s Atari.” I really didn’t know anyone there.
 

Steve Ross, CEO of Warner Communications in 1983. Steve Ross is not often spoken of within the Atari community, but it was Steve Ross who bought Atari from Nolan Bushnell, who both hired and fired Ray Kassar, who single handedly took control of Atari in 1983 often showing up in person to run the company, who ultimately sought out Jack Tramiel with a deal to take Atari off his hands, and who orchestrated the Time-Warner merger.
 
WARNER'S ATARI
Atari dealers at the time were contacted and supported by dealer representatives who were supported by Warner Communications and would occasionally stop by the stores. I had a good one that supplied me with lots of dealer cartridges, floppy disks, and promotional materials. This is essentially the same way PlayStation, Xbox and Nintendo support their retailers today, with reps who go into the stores to update the demo games in kiosks and make sure there’s current promotional signage in the stores. They usually have goodies to give to the workers too.
One day my Atari dealer rep came into my store and announced “This might be the last time I see you. A new owner is taking over… everything is up in the air, and the rumor is he does not support his operations in… let’s say… “a traditional way.”
That was Jack Tramiel, later on affectionately known as “Jack".
He was right. That was the last time I ever saw my friendly dealer rep, and I never heard another word from Atari until the Atari ST computer was released.
 
 
Alan Alda from the popular TV show M*A*S*H* was a celebrity spokesperson for Atari Home Computers during the Warner Communications era of Atari. (1984)
All high-paid celebrity endorsements were dropped when Jack Tramiel took over.
 
One day out of the blue I received a packet along with an Atari ST with some software. Gone were the days of glossy print ads in National Geographic, and sophisticated TV commercials with Alan Alda, the popular actor who played “Hawkeye” on the top TV show M*A*S*H* and was Atari’s spokesperson. The Atari ST that I was sent came with the instructions that - as a dealer - it was up to ME to educate my customers about the new Atari ST computer line, and it was up to ME to support and sell the machine as support from Atari would be minimal. STUNNING, to say the least.
This began the second incarnation of “Atari” - Atari Corporation, or Atari Corp., - “Jack’s Atari”. This was the incarnation of Atari that I was most involved in, and had a lot of day-to-day interaction with. That was sometime in 1985.
 
JACK'S ATARI
I did not hear from Atari again until 1986 or possibly 1987. It’s been so long that it’s difficult to remember the exact timeline, but around that time I received a letter from Atari Corporation with a hefty “release schedule” of games lined up for the Atari 2600, Atari 7800, and Atari XEGS. I was impressed! For nearly two years it was crickets out of Atari, and finally we were receiving real support and a commitment for new games.
At the time, the only real major supporter of the Atari 2600 was Activision. It felt like they were the only kid on the block. Atari had been quiet, and most other third party publishers like Imagic, Coleco, M-Network and Parker Bros. hadn’t survived the crash. Activision was still with us though, and at Video 61 Kung-Fu Masters, Ghostbusters, and Pitfall II were serious strong sellers.
 

Jack Tramiel with the Atari ST
 
When I received the new release schedule from Atari, I thought “Hey, maybe the new owners figured it out!” There was still plenty of life left in Atari, even for the 2600, which I could see in my stores. To my dismay, many of Atari’s newly announced titles never came even close to being released on time, or worse - never came at all!
This was very frustrating because I could see the demand for new Atari stuff and yet the Atari potential was being pissed away. There’s this common belief that “The Atari 7800 was released in 1986.” That’s not really true. I had received a few 7800s from Warner’s Atari Inc. in 1984, and they sold quickly. This was in Minnesota, not California or New York City. I never got a thing from Atari again until 1986.
So as Nintendo took America by storm with Mario, Zelda and Metroid on the NES, and with Atari being run so poorly, I thought the jig was up.
 
 

"When I received the new release schedule from Atari, I thought 'Hey, maybe the new owners figured it out!' There was still plenty of life left in Atari, even for the 2600 which I could see in my stores. To my dismay, many of Atari's newly announced titles never came even close to being released on time, or worse - never came at all."
- Lance
 
 
Then came the fury. After defaulting on their release schedule and missing any new releases at all one Christmas season in 1988, I was outraged. I picked up the phone and called Atari. I wasn’t just a customer, I was in business with Atari as a dealer responsible for a percentage of all Atari games sold that year. I was helping make them money. When I called Atari, I was given the run around about “how hard it was to keep these games in stock” and “how hard it was to bring out new games.” I interrupted the lady and told her what she was saying was word for word what Nintendo was saying to their distributors - she broke down and agreed that what she had been instructed to say was not really the case.
Later on I came to find out about certain “business details” and “practices” that were happening under “Jack’s Atari” which made it clear to me HOW and WHY Atari had missed so many release dates, launch windows, and even lost new releases, but thats a whole other story that we will go into another time in an upcoming Blog entry.
 

Jack's Atari: This was the incarnation of Atari that I had the most day-to-day involvement with
 
I continued on the phone and was trying to be nice. It wasn’t this nice lady’s fault that she had been instructed to lie. So I asked what can be done. I was sent “upstairs" and told that Atari "had messed up and badly damaged the market" and had really had messed up in my region of the country, the upper midwest. Sales and support in our part of the country needed help, and I was asked by Atari Corp. to become a service department and distributor for Atari. I was stunned. I dealt with other Atari dealers, but it was mostly to buy or trade what was needed.
I said yes. I was blown away later on when I found out how just badly Atari had shrunk. They had lost almost 90% of their workforce. Yet the "Atari" brand still commanded household name recognition and selling power, which they underutilized thanks to certain business ideologies and practices from the Tramiel family.
Here is a link to my Atari distribution paperwork, which is hosted on my website:
 
  http://www.atarisales.com/dis.html
 
I became really enmeshed in this as Atari sent me to deal directly with third parties, who I then bought from as what’s known as “direct". During this time I got to know many good people in third party companies like Activision, Avalon Hill, S.S.I., Datasoft, Eypx, Sierra Online, Microprose and more.
As an Atari distributer I purchased immense amounts - truckloads - of games and software direct from Atari and all third parties at the time. When Atari pulled the plug, I had about 250,000 pieces of software in my warehouse. Today it’s dwindled to under 40,000 pieces left.
 

Jack Tramiel's son Sam Tramiel took over leadership of Atari in the mid-'90s with Jack's continued close involvement.
Was the Atari ST named after Sam Tramiel? Was TOS the "Tramiel Operating System?"
 

Jack Tramiel and wife Helen in their retirement years
 

Jack Tramiel traveling the world
 
HASBRO'S ATARI
After Jack Tramiel pulled the plug on Lynx, Jaguar and the Atari computers, I could see what he was doing. Sam wasn’t going to save the company, and J.T.S. Corporation - an Indian hard drive manufacturer founded after the Jaguar’s launch - acquired Atari though a “reverse merger”. (Was Atari, as an entire company, "laundered" through J.T.S. so it came out nice and clean to be able to sell to a potential buyer?)
This lead to Atari, or what IPs and documentation was left of it, being sold to Hasbro. This became the third iteration of the of Atari that I dealt with, “Hasbro’s Atari.”
When Atari was sold to Hasbro, Atari gave Hasbro a list of contacts. I was one of them. Not only for service, parts, and software, but I was also Atari Corporation’s person who interacted with movie studios and television networks. Atari no longer had the game systems, computers, many times the software and games, nor the man power to supply the entertainment industry with Atari “props” when filming a movie or tv show that was to feature Atari in it.
Atari just sent them to me for systems, computers and games, and I supplied the movie studios and television networks with what was needed, under the license agreement from Atari.
 

 
One day I got a call from Hasbro, and very arrogantly told me that they would do the supplying, and the legacy Atari market was really no interest of theirs. They were going to release new games for new platforms.
I supplied Atari items to Columbia Pictures (now Sony) Warner’s of course, Paramount, 20th Century Fox and others. I almost got some footage into one of the Alien movies, but Fox still owed me money from Fox Sports, and they could not come to agreements with “Jack". Many TV shows had my Atari stuff in it, one name I remember was The King of Queens, there was an Atari 7800 and Video Olympics if I remember right.
 

Atari 2600 and 5200 game cartridges on NBC's cult classic show Freaks and Geeks (2000)
 
Later on, my contact at Paramount studios was dismayed they could no longer get legacy Atari hardware and software for their productions, and that Hasbro’s Atari would only supply them with the newest games, which in the case of the studios and networks, was not what they wanted. I apologized to her, and said my hands were tied, "I can’t do a thing."  These people at Hasbro were clueless as to what they bought. They didn’t understand what Atari was, what they still had, or the potential even for legacy markets. Hasbro really messed up quickly, and quickly sold Atari off.
Meanwhile - almost daily - ever since “Jack” sold off Atari, I would get calls from disgruntled stock holders, former suppliers, and people who were owed money by Atari. Some even made threats of suing me, because in their eyes, I was Atari. That lasted even into the early Infogrames days, which is what came next.
 
FRENCH ATARI
The French company Infogrames Entertainment SA acquired Atari in January, 2001 as the biggest part of their purchase of Hasbro’s software division “Hasbro Interactive”, which also included MicroProse, and Hasbro’s game.com monochrome handheld system which was a joke compared to what the Atari Lynx could do, even years later, and couldn’t compete contemporaneously against Game Boy Color.
This began the fourth incarnation of Atari - “Infogrames Atari” or “French Atari” which now goes by Atari, SA. (Infogrames rebranded themselves as Atari in 2003 and began releasing games like Splashdown, Driver 2, The Matrix and Ghostbusters for modern game systems of the time.)
 

Splashdown was one of the first new "Atari" games released by Infogrames in November, 2001
The cover art featured branding for both Atari and Infogrames
 
Infogrames never contacted me period, until one day a fellow named “Wim” (not sure of the spelling…) gave me a call. I tried to enter him into my contacts database, he would not spell his name for me, and acted quite annoyed that he even had to speak with me.
I found out that Infogrames had an operation that was local to me in Minnesota’s Twin Cities, Minneapolis / St. Paul, in a suburb named Plymouth I think.
“Wim” wanted to know who I was, and he was looking for certain items. He would discuss nothing, could care less about Atari’s legacy, knew that many, many people were looking for Atari service, parts, games etc., but "Wim" was only interested in my Atari 2600 power supplies, Atari 7800 power supplies, TV switch boxes and R.F. cables.
He demanded to buy them all. I said no. “What about my customers?” I retorted … let alone the legacy Atari systems that found their way to me.
 

 
"Wim" had no interest in the Atari legacy, nor the history I was privy to, and had lived through much of. "Wim" only wanted to get the people off his back who were looking for those particular legacy parts. Why?
I found this simply amazing. Here I was, and of course the two other legacy dealers (we’ll get into that in a minute) who could step in and help Atari’s legacy customers, and help guide Infogrames in making decisions around the needs and potential of the legacy market.
I thought to myself "Here we go again!” Never interacted with them directly again, only indirectly when I was contacted by a debt collector wanting to know “what happened to Atari" as they were owed money. Something I have heard about many times before before, and I thought “Man, will this ever end?”
I told the collector Atari was now located in New York, last time I heard. As it turned out the collector ended up being an old friend from high school that I hadn’t seen in decades.. small world indeed!
 
 

"'Wim' wanted to know who I was, and he was looking for certain items. He would discuss nothing, could care less about Atari's legacy, knew that many, many people were looking for Atari service, parts, games, etc. but Wim was only interested in my Atari power supplies, switch boxes and R.F. cables... Why?"
- Lance
 
 
Here we are, now well over 20 years since Infogrames acquired Atari and has become the longest owner of the name, with new products being developed - finally - around Atari’s greatest strengths - it’s legacy.
So that's the history of my involvement with the many evolving incarnations of Atari. The history in my eyes that counts the most, was the "Jack" era. The stories, what happened within those walls, what they pulled off and what they got away with - it’s almost too amazing to be true.
When "Jack" merged with J.T.S., the government would only allow the "reverse merger" to proceed if Atari kept the American market supported. That was ignored entirely, and Atari was sold to Hasbro.
The other two legacy dealers are Bruce at B&C Computervisions who started in 1984, and Brad at Best Electronics who started in 1985. I was introduced to both of them by Atari Corp.
Together, the three of us became heavily involved day to day under “Jack's" Atari. This is just a minor rundown in who I am in the Atari world, and I wanted to share my thoughts and experiences with you. Today, after over 40 years, I continue to march forward in the legacy Atari world, still providing sales and support, and developing new games which I hope will continue to entertain and dazzle Atari players for generations to come.
What comes next?
Thanks for reading,
- Lance  
 
Please visit me online for more at www.atarisales.com
 

Hi and welcome to Lance’s Laboratory! This is the second entry of what will be my personal blog, sharing small slices of life with you from within my Lab.
For those of you who are just getting to know me for the first time, my name is Lance Ringquist, I’m from Minnesota, and for nearly 40 years I’ve been in the Atari business operating Video 61, one of the last surviving original retail Atari distributors. We started in the video business as a local chain of video rental stores serving the Twin Cities area with locations along U.S. Highway 61, the road that musician Bob Dylan referred to in the album and song Highway 61 Revisited. I also love classic "Drive-In" movies and spending time with my family and friends at my cabin up north.
For decades I’ve gotten to know you guys as my customers and friends, buying, selling and remanufacturing Atari systems, games, software, and computers, and developing my own line of Atari-compatible Video 61 games and controllers. I’m still in my Lab working away dreaming up new creations and shipping off new original Atari products, and I thought after all these years of being in the Atari community it was time to start sharing tidbits of Atari memories and Minnesota life with you here on my blog. To old friends and new, WELCOME!
This is my first BIG Blog post, and I wanted to talk about an interesting bit of Atari history that still applies today and can be helpful to homebrewers and independent developers like me:
To remain profitable if you don’t have the buying power that Atari did themselves you have to look at alternative ways of packing your products.
 

 

 
Having been in the Atari business for decades and running Video 61 as an independent company for nearly 40 years, I began selling Atari products in my video store when Warner still ran Atari. Once Atari got back on their feet during the Tramiel era, I became an officially authorized Atari distributor and service provider. In that time I’ve seen things in the World of Atari that you couldn’t begin to imagine. I’ve had good conversations with Jack Tramiel, I’ve had inside information on the development of games and products which Atari never released, I’ve talked with other 3rd party publishers, I’ve seen absolutely insane things happen in the world of Atari - I’ve even received death threats over this stuff. I’ve survived it all and lived to tell the story.
All through Atari’s history, smaller 3rd party game publishers came up with alternative methods for packing their products. Did you know it was common at the time for many 3rd Party Atari developers to release game cartridges, floppies, and other accessories in simple “budget” packaging such as clear inexpensive clamshell cases and plastic baggies? Some publishers even just shrink-wrapped the floppy disk and documents! (Examples are shown below, and in my Atari I/O photo gallery). Unique, alternative packaging kept costs low for the buyer, while keeping the games profitable enough for the small developers to stay in business and continue publishing Atari games and software.
 

 
The way to get the costs down is to make things in quantity. It's the same idea as shopping at Sam's Club or Costco: the more you buy the less it cost per item. Retail boxes, glossy cartridge labels and colorful instruction manuals cost much less per game when you’re manufacturing 100,000 of them at a time, as Jack Tramiel's Atari did. BUT - when you’re making 10 to 20 games at a time as an independent developer, glossy packaging drives the price up significantly. The developer pays more and you pay more. This is one reason why you see the new Atari charging upwards of $99 per Atari XP 2600 cartridge, and why many new homebrew and independently released cartridges cost so much to buy while the developer makes such little profit on their work.
When Atari was still in business, during the Tramiel era, Atari would regularly provide me with inside information and Atari’s sales history. Beginning in 1985, Atari would fax me their sales history numbers for video game hardware and software and continued to do so until around 1990. These faxes were HUGE. I still have them after all these years, although the faxes are now yellowed and almost impossible to read.
 
 

"Like Jack Tramiel, independent Atari game developers and homebrewers have to weigh costs and pricing, and understand that some games sell well, some so so, and some hardly at all."
- Lance
 
 
The sales figures provided in the fax covered the product lines for Atari 2600, Atari 7800, Atari XEGS, and I think the Atari Lynx. For each Atari game, I was able to clearly see how many were manufactured and how many were sold. This gave me a big picture understanding of what things looked like at Atari, and just how big of a slice of the video game market Atari still had going into the 1990s. 
People have no idea just how big a piece of the video game industry Atari still had in the late 1980s, in the midst of Nintendo dominating the market and Sega making moves. It was still a big slice of the pie, and certainly enough to make money. Between the Atari 2600, Atari 7800, Atari XE and everything else, Atari often had a bigger chuck of the video game market than Sega did with the Sega Master System.
 
Jack Tramiel discussing "Business is War" at Commodore and Atari
 
What I learned from the insider info on Atari sales figures, and through my conversations with Jack Tramiel, was that Atari had a very lean business model that “spread risk” over many games, and to publish a game with a fancy box, slick labels and docs, Atari had to order 100,000 units of a game to get good enough pricing to make a profit on a title.
But there was a problem. Not all titles sold well! Jack Tramiel wanted to get pricing down low enough for each game, so that in case one game did not sell very well, the risk would be spread around different games, so that the successful games would more than make up for any financial loss from games that did not sell.
Like Jack Tramiel, independent Atari game developers and homebrewers (both then and now) have to weigh costs and pricing, and understand that some games sell well, some so so, and some hardly at all. So you need to spread the risks out to make a profit. Do you grasp that concept? Your winners cover your losses.
 

 
So for Atari to be profitable with the XEGS, which used very good packaging in the iconic “blue tile” boxes, and to cover the cost of materials and the cartridge itself, Atari put out around 30-35 new titles for the XE. That meant to get good pricing, spread risk, and make a profit, Atari had to order over 3 million+ units of video game cartridges for the XEGS.
Take for example Necromancer, a video game for the Atari XEGS. Atari manufactured a standard order of 100,000 units of Necromancer, and ended up with around 50,000 units left because the game didn’t sell very well. On the other hand, Atari XE games like Crystal Castles, Airball and others were almost completely sold out.
The idea was to spread risk - to create different games for different genres. Don’t put all of your eggs in one basket, instead spread them around! If you create too much of the same thing - the same world, the same ideas, the same game - it may sell out or it may flop. Infinite diversity in games leads to infinite success.
This is one reason why you see some independent developers and homebrewers struggling. Some of them focus all of their time and attention,  years even, developing a single game, a passion project. Often it will come in an expensive box with glossy label and colorful instructions, all put together by hand. Other developers work on multiple games at once, and work hard to keep manufacturing costs down, and passing those savings on to both the customer and to themselves.
 

 

 
Say what you will about Jack Tramiel, but he understood this simple concept. Atari would release a few games at a time, each in a batch of 100,000, and the successful games would cover any shortfall of the less successful games. Atari would order 100,000 games at a time - enough to keep the manufacturing cost low on slick docs, a nice box with that beautiful Atari XE blue box artwork, and a glossy label, which was something the Atari 7800 didn’t always benefit from. If the game sold well, another order of 100,000 games could be manufactured, should Atari believe there was enough excitement about the game to sell out a second batch.
A similar story was unfolding at Activision in the late 1980s. After the video game crash Activision was a much different company than it had been during the Atari 2600 boom, when Activision saw incredible success with games like Pitfall! and River Raid. Yet they survived the crash and lived to fight another day. Now Microsoft is buying them. By the time Jack Tramiel was running Atari, Activision (and their sister company Absolute) was a much leaner operation. I used to speak with the Activision guys often, and developed a pretty clear understanding of their sales history numbers for Atari systems, and how they ran their business.
 

 
Activision was smaller, and did their ordering 10,000 games at a time. To make a good enough profit, Activision and Absolute needed to sell all 10,000 units to justify a reorder of the game. The first order of 10,000 games sold would break even, and Activision/Absolute would recoup all of their money put into the development and manufacturing of the game. Then, if the game was successful, Activision would order another 10,000 units and suddenly that game would become pretty profitable! However, they told me that only one of their Atari games was able to surpass 10,000 units, which was Title Match Pro Wrestling, and that was a reason why they pulled out of the Atari market. Yet Jack Tramiel was able to sell out quite a few of their video game titles at 100,000. Even with games at the end like Alien Brigade for the Atari 7800, they were able to sell all 100,000 out, and this was with Jack not only not supporting the system properly, but competing against himself with the Atari XE.
There was a reason why so many 3rd party Atari developers released games in alternative “budget” packaging like clamshells, zip lock baggies, and even just shrink wrapped the disk and docs without a box. Because if you cannot attain the high number of sales per unit as Atari still could, you could not get the price per cartridge down low enough to be profitable. This meant finding creative ways to cut back on packaging, and just about every 3rd party company did just that. Broderbund, Adventure International, Epyx, Sierra Online, Datasoft, S.S.I., as well as many others sold games with limited “budget” packaging.
Those 3rd parties made up sales volume with budget packaging, cartridge labels and instructions, because they did not have the customer base Atari still did at that point.
 

 
The new Atari charges a lot for their line of limited run "Atari XP" games for the 2600, many of them are priced at $99. I’m betting its because they use fancy boxes, instructions and "labels". But they do not have the same Atari market that Jack had in the 1980s-1990s, thus much smaller sales volumes and the inability to order a large enough quantity to bring the price down. The Atari XP program harkens back to APX: The Atari Program Exchange and is meant as a gift to the Atari community, and not focused solely on being a profitable, but it's not likely that Atari wants to lose money either.
So when it comes to passion projects like the “Atari XP” games, the new Atari has to cover their costs and hope for a profit. To do this they have to charge a lot more for their games due to much smaller sales volumes. That’s a pretty big risk for the new Atari, and a pretty big expense that gets passed onto you, the customer.
In the 1990s, some classic video game collectors called me a liar for pointing this out, and insisted that game companies like S.S.I., Epyx, Sierra Online, Datasoft, and many other well known (and not so well known) companies never offered their games in clamshells, zip lock baggies, and other forms of budget packaging to be able to offer their software at prices people could afford.
In this blog post you will see lots of pictures I recently took of my own inventory, showing  just that: actual software releases from said companies and more, in alternative budget packaging. I’ve never received an apology from those who were so quick to berate me and call me a liar for being so kind as to explain the truth. Today is their chance.
- Lance  
 
SEE MORE PHOTOS IN MY PHOTO ALBUM:
 
 

I consider my RETRO GAMING CORNER officially complete ! 😎🤟🧐includes 14inch TOSHIBA CRT / ColecoVision w/ AtariMax Flashcart / Retrobit SuperRetroTrio (nes, snes, genesis w/ Everdrives for each) / TG-16 w/Everdrive 😎👍as well, I can hook up the 2600 module to ColecoVision or even play Master System using the Everdrive on the RetroTrio. Happy covering 7 platforms with 3 consoles. Wanted to cover as many platforms with what I already have in the space I am limited to.

 

The other day, I was cleaning out drawers upstairs, which were full of our kids' school stuff.  Old papers and art and various supplies and books..  Out came this purple box, which I assumed was a pencil box. 

But when I opened it, nope!  It's a Nyko Gamoboy game case.  And that writing on it?  That's my wife's handwriting.  It all came flooding back to me like a sharp zoom!  My oldest child's first game system was a Gameboy Color.  We learned pretty quickly that if he took it to a friends home or on vacation, he could potentially lose or leave behind a game.  So this was the solution.  Just make sure each game is in the case before you leave.

Anyway, the memories here, probably only valid to myself, my wife, and probably our now-grown-up son, are priceless.  My next step is to find those old original games (I hope we still have them) and put them in the right slots.  Then this becomes a most prominent piece of my Gameboy collection.
 
 
 

Hi and welcome to Lance’s Laboratory! This is the second entry of what will be my personal blog, sharing small slices of life with you from within my Lab.
For those of you who are just getting to know me for the first time, my name is Lance Ringquist, I’m from Minnesota, and for nearly 40 years I’ve been in the Atari business operating Video 61, one of the last surviving original retail Atari distributors. We started in the video business as a local chain of video rental stores serving the Twin Cities area with locations along U.S. Highway 61, the road that musician Bob Dylan referred to in the album and song Highway 61 Revisited. I also love classic "Drive-In" movies and spending time with my family and friends at my cabin up north.
For decades I’ve gotten to know you guys as my customers and friends, buying, selling and remanufacturing Atari systems, games, software, and computers, and developing my own line of Atari-compatible Video 61 games and controllers. I’m still in my Lab working away dreaming up new creations and shipping off new original Atari products, and I thought after all these years of being in the Atari community it was time to start sharing tidbits of Atari memories and Minnesota life with you here on my blog. To old friends and new, WELCOME!
This is my first BIG Blog post, and I wanted to talk about an interesting bit of Atari history that still applies today and can be helpful to homebrewers and independent developers like me:
To remain profitable if you don’t have the buying power that Atari did themselves you have to look at alternative ways of packing your products.
 

 

 
Having been in the Atari business for decades and running Video 61 as an independent company for nearly 40 years, I began selling Atari products in my video store when Warner still ran Atari. Once Atari got back on their feet during the Tramiel era, I became an officially authorized Atari distributor and service provider. In that time I’ve seen things in the World of Atari that you couldn’t begin to imagine. I’ve had good conversations with Jack Tramiel, I’ve had inside information on the development of games and products which Atari never released, I’ve talked with other 3rd party publishers, I’ve seen absolutely insane things happen in the world of Atari - I’ve even received death threats over this stuff. I’ve survived it all and lived to tell the story.
All through Atari’s history, smaller 3rd party game publishers came up with alternative methods for packing their products. Did you know it was common at the time for many 3rd Party Atari developers to release game cartridges, floppies, and other accessories in simple “budget” packaging such as clear inexpensive clamshell cases and plastic baggies? Some publishers even just shrink-wrapped the floppy disk and documents! (Examples are shown below, and in my Atari I/O photo gallery). Unique, alternative packaging kept costs low for the buyer, while keeping the games profitable enough for the small developers to stay in business and continue publishing Atari games and software.
 

 
The way to get the costs down is to make things in quantity. It's the same idea as shopping at Sam's Club or Costco: the more you buy the less it cost per item. Retail boxes, glossy cartridge labels and colorful instruction manuals cost much less per game when you’re manufacturing 100,000 of them at a time, as Jack Tramiel's Atari did. BUT - when you’re making 10 to 20 games at a time as an independent developer, glossy packaging drives the price up significantly. The developer pays more and you pay more. This is one reason why you see the new Atari charging upwards of $99 per Atari XP 2600 cartridge, and why many new homebrew and independently released cartridges cost so much to buy while the developer makes such little profit on their work.
When Atari was still in business, during the Tramiel era, Atari would regularly provide me with inside information and Atari’s sales history. Beginning in 1985, Atari would fax me their sales history numbers for video game hardware and software and continued to do so until around 1990. These faxes were HUGE. I still have them after all these years, although the faxes are now yellowed and almost impossible to read.
 
 

"Like Jack Tramiel, independent Atari game developers and homebrewers have to weigh costs and pricing, and understand that some games sell well, some so so, and some hardly at all."
- Lance
 
 
The sales figures provided in the fax covered the product lines for Atari 2600, Atari 7800, Atari XEGS, and I think the Atari Lynx. For each Atari game, I was able to clearly see how many were manufactured and how many were sold. This gave me a big picture understanding of what things looked like at Atari, and just how big of a slice of the video game market Atari still had going into the 1990s. 
People have no idea just how big a piece of the video game industry Atari still had in the late 1980s, in the midst of Nintendo dominating the market and Sega making moves. It was still a big slice of the pie, and certainly enough to make money. Between the Atari 2600, Atari 7800, Atari XE and everything else, Atari often had a bigger chuck of the video game market than Sega did with the Sega Master System.
 
Jack Tramiel discussing "Business is War" at Commodore and Atari
 
What I learned from the insider info on Atari sales figures, and through my conversations with Jack Tramiel, was that Atari had a very lean business model that “spread risk” over many games, and to publish a game with a fancy box, slick labels and docs, Atari had to order 100,000 units of a game to get good enough pricing to make a profit on a title.
But there was a problem. Not all titles sold well! Jack Tramiel wanted to get pricing down low enough for each game, so that in case one game did not sell very well, the risk would be spread around different games, so that the successful games would more than make up for any financial loss from games that did not sell.
Like Jack Tramiel, independent Atari game developers and homebrewers (both then and now) have to weigh costs and pricing, and understand that some games sell well, some so so, and some hardly at all. So you need to spread the risks out to make a profit. Do you grasp that concept? Your winners cover your losses.
 

 
So for Atari to be profitable with the XEGS, which used very good packaging in the iconic “blue tile” boxes, and to cover the cost of materials and the cartridge itself, Atari put out around 30-35 new titles for the XE. That meant to get good pricing, spread risk, and make a profit, Atari had to order over 3 million+ units of video game cartridges for the XEGS.
Take for example Necromancer, a video game for the Atari XEGS. Atari manufactured a standard order of 100,000 units of Necromancer, and ended up with around 50,000 units left because the game didn’t sell very well. On the other hand, Atari XE games like Crystal Castles, Airball and others were almost completely sold out.
The idea was to spread risk - to create different games for different genres. Don’t put all of your eggs in one basket, instead spread them around! If you create too much of the same thing - the same world, the same ideas, the same game - it may sell out or it may flop. Infinite diversity in games leads to infinite success.
This is one reason why you see some independent developers and homebrewers struggling. Some of them focus all of their time and attention,  years even, developing a single game, a passion project. Often it will come in an expensive box with glossy label and colorful instructions, all put together by hand. Other developers work on multiple games at once, and work hard to keep manufacturing costs down, and passing those savings on to both the customer and to themselves.
 

 

 
Say what you will about Jack Tramiel, but he understood this simple concept. Atari would release a few games at a time, each in a batch of 100,000, and the successful games would cover any shortfall of the less successful games. Atari would order 100,000 games at a time - enough to keep the manufacturing cost low on slick docs, a nice box with that beautiful Atari XE blue box artwork, and a glossy label, which was something the Atari 7800 didn’t always benefit from. If the game sold well, another order of 100,000 games could be manufactured, should Atari believe there was enough excitement about the game to sell out a second batch.
A similar story was unfolding at Activision in the late 1980s. After the video game crash Activision was a much different company than it had been during the Atari 2600 boom, when Activision saw incredible success with games like Pitfall! and River Raid. Yet they survived the crash and lived to fight another day. Now Microsoft is buying them. By the time Jack Tramiel was running Atari, Activision (and their sister company Absolute) was a much leaner operation. I used to speak with the Activision guys often, and developed a pretty clear understanding of their sales history numbers for Atari systems, and how they ran their business.
 

 
Activision was smaller, and did their ordering 10,000 games at a time. To make a good enough profit, Activision and Absolute needed to sell all 10,000 units to justify a reorder of the game. The first order of 10,000 games sold would break even, and Activision/Absolute would recoup all of their money put into the development and manufacturing of the game. Then, if the game was successful, Activision would order another 10,000 units and suddenly that game would become pretty profitable! However, they told me that only one of their Atari games was able to surpass 10,000 units, which was Title Match Pro Wrestling, and that was a reason why they pulled out of the Atari market. Yet Jack Tramiel was able to sell out quite a few of their video game titles at 100,000. Even with games at the end like Alien Brigade for the Atari 7800, they were able to sell all 100,000 out, and this was with Jack not only not supporting the system properly, but competing against himself with the Atari XE.
There was a reason why so many 3rd party Atari developers released games in alternative “budget” packaging like clamshells, zip lock baggies, and even just shrink wrapped the disk and docs without a box. Because if you cannot attain the high number of sales per unit as Atari still could, you could not get the price per cartridge down low enough to be profitable. This meant finding creative ways to cut back on packaging, and just about every 3rd party company did just that. Broderbund, Adventure International, Epyx, Sierra Online, Datasoft, S.S.I., as well as many others sold games with limited “budget” packaging.
Those 3rd parties made up sales volume with budget packaging, cartridge labels and instructions, because they did not have the customer base Atari still did at that point.
 

 
The new Atari charges a lot for their line of limited run "Atari XP" games for the 2600, many of them are priced at $99. I’m betting its because they use fancy boxes, instructions and "labels". But they do not have the same Atari market that Jack had in the 1980s-1990s, thus much smaller sales volumes and the inability to order a large enough quantity to bring the price down. The Atari XP program harkens back to APX: The Atari Program Exchange and is meant as a gift to the Atari community, and not focused solely on being a profitable, but it's not likely that Atari wants to lose money either.
So when it comes to passion projects like the “Atari XP” games, the new Atari has to cover their costs and hope for a profit. To do this they have to charge a lot more for their games due to much smaller sales volumes. That’s a pretty big risk for the new Atari, and a pretty big expense that gets passed onto you, the customer.
In the 1990s, some classic video game collectors called me a liar for pointing this out, and insisted that game companies like S.S.I., Epyx, Sierra Online, Datasoft, and many other well known (and not so well known) companies never offered their games in clamshells, zip lock baggies, and other forms of budget packaging to be able to offer their software at prices people could afford.
In this blog post you will see lots of pictures I recently took of my own inventory, showing  just that: actual software releases from said companies and more, in alternative budget packaging. I’ve never received an apology from those who were so quick to berate me and call me a liar for being so kind as to explain the truth. Today is their chance.
- Lance  
 
SEE MORE PHOTOS IN MY PHOTO ALBUM:
 
 

Hi and welcome to Lance’s Laboratory! This is the second entry of what will be my personal blog, sharing small slices of life with you from within my Lab.
For those of you who are just getting to know me for the first time, my name is Lance Ringquist, I’m from Minnesota, and for nearly 40 years I’ve been in the Atari business operating Video 61, one of the last surviving original retail Atari distributors. We started in the video business as a local chain of video rental stores serving the Twin Cities area with locations along U.S. Highway 61, the road that musician Bob Dylan referred to in the album and song Highway 61 Revisited. I also love classic "Drive-In" movies and spending time with my family and friends at my cabin up north.
For decades I’ve gotten to know you guys as my customers and friends, buying, selling and remanufacturing Atari systems, games, software, and computers, and developing my own line of Atari-compatible Video 61 games and controllers. I’m still in my Lab working away dreaming up new creations and shipping off new original Atari products, and I thought after all these years of being in the Atari community it was time to start sharing tidbits of Atari memories and Minnesota life with you here on my blog. To old friends and new, WELCOME!
This is my first BIG Blog post, and I wanted to talk about an interesting bit of Atari history that still applies today and can be helpful to homebrewers and independent developers like me:
To remain profitable if you don’t have the buying power that Atari did themselves you have to look at alternative ways of packing your products.
 

 

 
Having been in the Atari business for decades and running Video 61 as an independent company for nearly 40 years, I began selling Atari products in my video store when Warner still ran Atari. Once Atari got back on their feet during the Tramiel era, I became an officially authorized Atari distributor and service provider. In that time I’ve seen things in the World of Atari that you couldn’t begin to imagine. I’ve had good conversations with Jack Tramiel, I’ve had inside information on the development of games and products which Atari never released, I’ve talked with other 3rd party publishers, I’ve seen absolutely insane things happen in the world of Atari - I’ve even received death threats over this stuff. I’ve survived it all and lived to tell the story.
All through Atari’s history, smaller 3rd party game publishers came up with alternative methods for packing their products. Did you know it was common at the time for many 3rd Party Atari developers to release game cartridges, floppies, and other accessories in simple “budget” packaging such as clear inexpensive clamshell cases and plastic baggies? Some publishers even just shrink-wrapped the floppy disk and documents! (Examples are shown below, and in my Atari I/O photo gallery). Unique, alternative packaging kept costs low for the buyer, while keeping the games profitable enough for the small developers to stay in business and continue publishing Atari games and software.
 

 
The way to get the costs down is to make things in quantity. It's the same idea as shopping at Sam's Club or Costco: the more you buy the less it cost per item. Retail boxes, glossy cartridge labels and colorful instruction manuals cost much less per game when you’re manufacturing 100,000 of them at a time, as Jack Tramiel's Atari did. BUT - when you’re making 10 to 20 games at a time as an independent developer, glossy packaging drives the price up significantly. The developer pays more and you pay more. This is one reason why you see the new Atari charging upwards of $99 per Atari XP 2600 cartridge, and why many new homebrew and independently released cartridges cost so much to buy while the developer makes such little profit on their work.
When Atari was still in business, during the Tramiel era, Atari would regularly provide me with inside information and Atari’s sales history. Beginning in 1985, Atari would fax me their sales history numbers for video game hardware and software and continued to do so until around 1990. These faxes were HUGE. I still have them after all these years, although the faxes are now yellowed and almost impossible to read.
 
 

"Like Jack Tramiel, independent Atari game developers and homebrewers have to weigh costs and pricing, and understand that some games sell well, some so so, and some hardly at all."
- Lance
 
 
The sales figures provided in the fax covered the product lines for Atari 2600, Atari 7800, Atari XEGS, and I think the Atari Lynx. For each Atari game, I was able to clearly see how many were manufactured and how many were sold. This gave me a big picture understanding of what things looked like at Atari, and just how big of a slice of the video game market Atari still had going into the 1990s. 
People have no idea just how big a piece of the video game industry Atari still had in the late 1980s, in the midst of Nintendo dominating the market and Sega making moves. It was still a big slice of the pie, and certainly enough to make money. Between the Atari 2600, Atari 7800, Atari XE and everything else, Atari often had a bigger chuck of the video game market than Sega did with the Sega Master System.
 
Jack Tramiel discussing "Business is War" at Commodore and Atari
 
What I learned from the insider info on Atari sales figures, and through my conversations with Jack Tramiel, was that Atari had a very lean business model that “spread risk” over many games, and to publish a game with a fancy box, slick labels and docs, Atari had to order 100,000 units of a game to get good enough pricing to make a profit on a title.
But there was a problem. Not all titles sold well! Jack Tramiel wanted to get pricing down low enough for each game, so that in case one game did not sell very well, the risk would be spread around different games, so that the successful games would more than make up for any financial loss from games that did not sell.
Like Jack Tramiel, independent Atari game developers and homebrewers (both then and now) have to weigh costs and pricing, and understand that some games sell well, some so so, and some hardly at all. So you need to spread the risks out to make a profit. Do you grasp that concept? Your winners cover your losses.
 

 
So for Atari to be profitable with the XEGS, which used very good packaging in the iconic “blue tile” boxes, and to cover the cost of materials and the cartridge itself, Atari put out around 30-35 new titles for the XE. That meant to get good pricing, spread risk, and make a profit, Atari had to order over 3 million+ units of video game cartridges for the XEGS.
Take for example Necromancer, a video game for the Atari XEGS. Atari manufactured a standard order of 100,000 units of Necromancer, and ended up with around 50,000 units left because the game didn’t sell very well. On the other hand, Atari XE games like Crystal Castles, Airball and others were almost completely sold out.
The idea was to spread risk - to create different games for different genres. Don’t put all of your eggs in one basket, instead spread them around! If you create too much of the same thing - the same world, the same ideas, the same game - it may sell out or it may flop. Infinite diversity in games leads to infinite success.
This is one reason why you see some independent developers and homebrewers struggling. Some of them focus all of their time and attention,  years even, developing a single game, a passion project. Often it will come in an expensive box with glossy label and colorful instructions, all put together by hand. Other developers work on multiple games at once, and work hard to keep manufacturing costs down, and passing those savings on to both the customer and to themselves.
 

 

 
Say what you will about Jack Tramiel, but he understood this simple concept. Atari would release a few games at a time, each in a batch of 100,000, and the successful games would cover any shortfall of the less successful games. Atari would order 100,000 games at a time - enough to keep the manufacturing cost low on slick docs, a nice box with that beautiful Atari XE blue box artwork, and a glossy label, which was something the Atari 7800 didn’t always benefit from. If the game sold well, another order of 100,000 games could be manufactured, should Atari believe there was enough excitement about the game to sell out a second batch.
A similar story was unfolding at Activision in the late 1980s. After the video game crash Activision was a much different company than it had been during the Atari 2600 boom, when Activision saw incredible success with games like Pitfall! and River Raid. Yet they survived the crash and lived to fight another day. Now Microsoft is buying them. By the time Jack Tramiel was running Atari, Activision (and their sister company Absolute) was a much leaner operation. I used to speak with the Activision guys often, and developed a pretty clear understanding of their sales history numbers for Atari systems, and how they ran their business.
 

 
Activision was smaller, and did their ordering 10,000 games at a time. To make a good enough profit, Activision and Absolute needed to sell all 10,000 units to justify a reorder of the game. The first order of 10,000 games sold would break even, and Activision/Absolute would recoup all of their money put into the development and manufacturing of the game. Then, if the game was successful, Activision would order another 10,000 units and suddenly that game would become pretty profitable! However, they told me that only one of their Atari games was able to surpass 10,000 units, which was Title Match Pro Wrestling, and that was a reason why they pulled out of the Atari market. Yet Jack Tramiel was able to sell out quite a few of their video game titles at 100,000. Even with games at the end like Alien Brigade for the Atari 7800, they were able to sell all 100,000 out, and this was with Jack not only not supporting the system properly, but competing against himself with the Atari XE.
There was a reason why so many 3rd party Atari developers released games in alternative “budget” packaging like clamshells, zip lock baggies, and even just shrink wrapped the disk and docs without a box. Because if you cannot attain the high number of sales per unit as Atari still could, you could not get the price per cartridge down low enough to be profitable. This meant finding creative ways to cut back on packaging, and just about every 3rd party company did just that. Broderbund, Adventure International, Epyx, Sierra Online, Datasoft, S.S.I., as well as many others sold games with limited “budget” packaging.
Those 3rd parties made up sales volume with budget packaging, cartridge labels and instructions, because they did not have the customer base Atari still did at that point.
 

 
The new Atari charges a lot for their line of limited run "Atari XP" games for the 2600, many of them are priced at $99. I’m betting its because they use fancy boxes, instructions and "labels". But they do not have the same Atari market that Jack had in the 1980s-1990s, thus much smaller sales volumes and the inability to order a large enough quantity to bring the price down. The Atari XP program harkens back to APX: The Atari Program Exchange and is meant as a gift to the Atari community, and not focused solely on being a profitable, but it's not likely that Atari wants to lose money either.
So when it comes to passion projects like the “Atari XP” games, the new Atari has to cover their costs and hope for a profit. To do this they have to charge a lot more for their games due to much smaller sales volumes. That’s a pretty big risk for the new Atari, and a pretty big expense that gets passed onto you, the customer.
In the 1990s, some classic video game collectors called me a liar for pointing this out, and insisted that game companies like S.S.I., Epyx, Sierra Online, Datasoft, and many other well known (and not so well known) companies never offered their games in clamshells, zip lock baggies, and other forms of budget packaging to be able to offer their software at prices people could afford.
In this blog post you will see lots of pictures I recently took of my own inventory, showing  just that: actual software releases from said companies and more, in alternative budget packaging. I’ve never received an apology from those who were so quick to berate me and call me a liar for being so kind as to explain the truth. Today is their chance.
- Lance  
 
SEE MORE PHOTOS IN MY PHOTO ALBUM:
 
 

Hi and welcome to Lance’s Laboratory! This is the second entry of what will be my personal blog, sharing small slices of life with you from within my Lab.
For those of you who are just getting to know me for the first time, my name is Lance Ringquist, I’m from Minnesota, and for nearly 40 years I’ve been in the Atari business operating Video 61, one of the last surviving original retail Atari distributors. We started in the video business as a local chain of video rental stores serving the Twin Cities area with locations along U.S. Highway 61, the road that musician Bob Dylan referred to in the album and song Highway 61 Revisited. I also love classic "Drive-In" movies and spending time with my family and friends at my cabin up north.
For decades I’ve gotten to know you guys as my customers and friends, buying, selling and remanufacturing Atari systems, games, software, and computers, and developing my own line of Atari-compatible Video 61 games and controllers. I’m still in my Lab working away dreaming up new creations and shipping off new original Atari products, and I thought after all these years of being in the Atari community it was time to start sharing tidbits of Atari memories and Minnesota life with you here on my blog. To old friends and new, WELCOME!
This is my first BIG Blog post, and I wanted to talk about an interesting bit of Atari history that still applies today and can be helpful to homebrewers and independent developers like me:
To remain profitable if you don’t have the buying power that Atari did themselves you have to look at alternative ways of packing your products.
 

 

 
Having been in the Atari business for decades and running Video 61 as an independent company for nearly 40 years, I began selling Atari products in my video store when Warner still ran Atari. Once Atari got back on their feet during the Tramiel era, I became an officially authorized Atari distributor and service provider. In that time I’ve seen things in the World of Atari that you couldn’t begin to imagine. I’ve had good conversations with Jack Tramiel, I’ve had inside information on the development of games and products which Atari never released, I’ve talked with other 3rd party publishers, I’ve seen absolutely insane things happen in the world of Atari - I’ve even received death threats over this stuff. I’ve survived it all and lived to tell the story.
All through Atari’s history, smaller 3rd party game publishers came up with alternative methods for packing their products. Did you know it was common at the time for many 3rd Party Atari developers to release game cartridges, floppies, and other accessories in simple “budget” packaging such as clear inexpensive clamshell cases and plastic baggies? Some publishers even just shrink-wrapped the floppy disk and documents! (Examples are shown below, and in my Atari I/O photo gallery). Unique, alternative packaging kept costs low for the buyer, while keeping the games profitable enough for the small developers to stay in business and continue publishing Atari games and software.
 

 
The way to get the costs down is to make things in quantity. It's the same idea as shopping at Sam's Club or Costco: the more you buy the less it cost per item. Retail boxes, glossy cartridge labels and colorful instruction manuals cost much less per game when you’re manufacturing 100,000 of them at a time, as Jack Tramiel's Atari did. BUT - when you’re making 10 to 20 games at a time as an independent developer, glossy packaging drives the price up significantly. The developer pays more and you pay more. This is one reason why you see the new Atari charging upwards of $99 per Atari XP 2600 cartridge, and why many new homebrew and independently released cartridges cost so much to buy while the developer makes such little profit on their work.
When Atari was still in business, during the Tramiel era, Atari would regularly provide me with inside information and Atari’s sales history. Beginning in 1985, Atari would fax me their sales history numbers for video game hardware and software and continued to do so until around 1990. These faxes were HUGE. I still have them after all these years, although the faxes are now yellowed and almost impossible to read.
 
 

"Like Jack Tramiel, independent Atari game developers and homebrewers have to weigh costs and pricing, and understand that some games sell well, some so so, and some hardly at all."
- Lance
 
 
The sales figures provided in the fax covered the product lines for Atari 2600, Atari 7800, Atari XEGS, and I think the Atari Lynx. For each Atari game, I was able to clearly see how many were manufactured and how many were sold. This gave me a big picture understanding of what things looked like at Atari, and just how big of a slice of the video game market Atari still had going into the 1990s. 
People have no idea just how big a piece of the video game industry Atari still had in the late 1980s, in the midst of Nintendo dominating the market and Sega making moves. It was still a big slice of the pie, and certainly enough to make money. Between the Atari 2600, Atari 7800, Atari XE and everything else, Atari often had a bigger chuck of the video game market than Sega did with the Sega Master System.
 
Jack Tramiel discussing "Business is War" at Commodore and Atari
 
What I learned from the insider info on Atari sales figures, and through my conversations with Jack Tramiel, was that Atari had a very lean business model that “spread risk” over many games, and to publish a game with a fancy box, slick labels and docs, Atari had to order 100,000 units of a game to get good enough pricing to make a profit on a title.
But there was a problem. Not all titles sold well! Jack Tramiel wanted to get pricing down low enough for each game, so that in case one game did not sell very well, the risk would be spread around different games, so that the successful games would more than make up for any financial loss from games that did not sell.
Like Jack Tramiel, independent Atari game developers and homebrewers (both then and now) have to weigh costs and pricing, and understand that some games sell well, some so so, and some hardly at all. So you need to spread the risks out to make a profit. Do you grasp that concept? Your winners cover your losses.
 

 
So for Atari to be profitable with the XEGS, which used very good packaging in the iconic “blue tile” boxes, and to cover the cost of materials and the cartridge itself, Atari put out around 30-35 new titles for the XE. That meant to get good pricing, spread risk, and make a profit, Atari had to order over 3 million+ units of video game cartridges for the XEGS.
Take for example Necromancer, a video game for the Atari XEGS. Atari manufactured a standard order of 100,000 units of Necromancer, and ended up with around 50,000 units left because the game didn’t sell very well. On the other hand, Atari XE games like Crystal Castles, Airball and others were almost completely sold out.
The idea was to spread risk - to create different games for different genres. Don’t put all of your eggs in one basket, instead spread them around! If you create too much of the same thing - the same world, the same ideas, the same game - it may sell out or it may flop. Infinite diversity in games leads to infinite success.
This is one reason why you see some independent developers and homebrewers struggling. Some of them focus all of their time and attention,  years even, developing a single game, a passion project. Often it will come in an expensive box with glossy label and colorful instructions, all put together by hand. Other developers work on multiple games at once, and work hard to keep manufacturing costs down, and passing those savings on to both the customer and to themselves.
 

 

 
Say what you will about Jack Tramiel, but he understood this simple concept. Atari would release a few games at a time, each in a batch of 100,000, and the successful games would cover any shortfall of the less successful games. Atari would order 100,000 games at a time - enough to keep the manufacturing cost low on slick docs, a nice box with that beautiful Atari XE blue box artwork, and a glossy label, which was something the Atari 7800 didn’t always benefit from. If the game sold well, another order of 100,000 games could be manufactured, should Atari believe there was enough excitement about the game to sell out a second batch.
A similar story was unfolding at Activision in the late 1980s. After the video game crash Activision was a much different company than it had been during the Atari 2600 boom, when Activision saw incredible success with games like Pitfall! and River Raid. Yet they survived the crash and lived to fight another day. Now Microsoft is buying them. By the time Jack Tramiel was running Atari, Activision (and their sister company Absolute) was a much leaner operation. I used to speak with the Activision guys often, and developed a pretty clear understanding of their sales history numbers for Atari systems, and how they ran their business.
 

 
Activision was smaller, and did their ordering 10,000 games at a time. To make a good enough profit, Activision and Absolute needed to sell all 10,000 units to justify a reorder of the game. The first order of 10,000 games sold would break even, and Activision/Absolute would recoup all of their money put into the development and manufacturing of the game. Then, if the game was successful, Activision would order another 10,000 units and suddenly that game would become pretty profitable! However, they told me that only one of their Atari games was able to surpass 10,000 units, which was Title Match Pro Wrestling, and that was a reason why they pulled out of the Atari market. Yet Jack Tramiel was able to sell out quite a few of their video game titles at 100,000. Even with games at the end like Alien Brigade for the Atari 7800, they were able to sell all 100,000 out, and this was with Jack not only not supporting the system properly, but competing against himself with the Atari XE.
There was a reason why so many 3rd party Atari developers released games in alternative “budget” packaging like clamshells, zip lock baggies, and even just shrink wrapped the disk and docs without a box. Because if you cannot attain the high number of sales per unit as Atari still could, you could not get the price per cartridge down low enough to be profitable. This meant finding creative ways to cut back on packaging, and just about every 3rd party company did just that. Broderbund, Adventure International, Epyx, Sierra Online, Datasoft, S.S.I., as well as many others sold games with limited “budget” packaging.
Those 3rd parties made up sales volume with budget packaging, cartridge labels and instructions, because they did not have the customer base Atari still did at that point.
 

 
The new Atari charges a lot for their line of limited run "Atari XP" games for the 2600, many of them are priced at $99. I’m betting its because they use fancy boxes, instructions and "labels". But they do not have the same Atari market that Jack had in the 1980s-1990s, thus much smaller sales volumes and the inability to order a large enough quantity to bring the price down. The Atari XP program harkens back to APX: The Atari Program Exchange and is meant as a gift to the Atari community, and not focused solely on being a profitable, but it's not likely that Atari wants to lose money either.
So when it comes to passion projects like the “Atari XP” games, the new Atari has to cover their costs and hope for a profit. To do this they have to charge a lot more for their games due to much smaller sales volumes. That’s a pretty big risk for the new Atari, and a pretty big expense that gets passed onto you, the customer.
In the 1990s, some classic video game collectors called me a liar for pointing this out, and insisted that game companies like S.S.I., Epyx, Sierra Online, Datasoft, and many other well known (and not so well known) companies never offered their games in clamshells, zip lock baggies, and other forms of budget packaging to be able to offer their software at prices people could afford.
In this blog post you will see lots of pictures I recently took of my own inventory, showing  just that: actual software releases from said companies and more, in alternative budget packaging. I’ve never received an apology from those who were so quick to berate me and call me a liar for being so kind as to explain the truth. Today is their chance.
- Lance  
 
SEE MORE PHOTOS IN MY PHOTO ALBUM:
 
 

Hi and welcome to Lance’s Laboratory! This is the second entry of what will be my personal blog, sharing small slices of life with you from within my Lab.
For those of you who are just getting to know me for the first time, my name is Lance Ringquist, I’m from Minnesota, and for nearly 40 years I’ve been in the Atari business operating Video 61, one of the last surviving original retail Atari distributors. We started in the video business as a local chain of video rental stores serving the Twin Cities area with locations along U.S. Highway 61, the road that musician Bob Dylan referred to in the album and song Highway 61 Revisited. I also love classic "Drive-In" movies and spending time with my family and friends at my cabin up north.
For decades I’ve gotten to know you guys as my customers and friends, buying, selling and remanufacturing Atari systems, games, software, and computers, and developing my own line of Atari-compatible Video 61 games and controllers. I’m still in my Lab working away dreaming up new creations and shipping off new original Atari products, and I thought after all these years of being in the Atari community it was time to start sharing tidbits of Atari memories and Minnesota life with you here on my blog. To old friends and new, WELCOME!
This is my first BIG Blog post, and I wanted to talk about an interesting bit of Atari history that still applies today and can be helpful to homebrewers and independent developers like me:
To remain profitable if you don’t have the buying power that Atari did themselves you have to look at alternative ways of packing your products.
 

 

 
Having been in the Atari business for decades and running Video 61 as an independent company for nearly 40 years, I began selling Atari products in my video store when Warner still ran Atari. Once Atari got back on their feet during the Tramiel era, I became an officially authorized Atari distributor and service provider. In that time I’ve seen things in the World of Atari that you couldn’t begin to imagine. I’ve had good conversations with Jack Tramiel, I’ve had inside information on the development of games and products which Atari never released, I’ve talked with other 3rd party publishers, I’ve seen absolutely insane things happen in the world of Atari - I’ve even received death threats over this stuff. I’ve survived it all and lived to tell the story.
All through Atari’s history, smaller 3rd party game publishers came up with alternative methods for packing their products. Did you know it was common at the time for many 3rd Party Atari developers to release game cartridges, floppies, and other accessories in simple “budget” packaging such as clear inexpensive clamshell cases and plastic baggies? Some publishers even just shrink-wrapped the floppy disk and documents! (Examples are shown below, and in my Atari I/O photo gallery). Unique, alternative packaging kept costs low for the buyer, while keeping the games profitable enough for the small developers to stay in business and continue publishing Atari games and software.
 

 
The way to get the costs down is to make things in quantity. It's the same idea as shopping at Sam's Club or Costco: the more you buy the less it cost per item. Retail boxes, glossy cartridge labels and colorful instruction manuals cost much less per game when you’re manufacturing 100,000 of them at a time, as Jack Tramiel's Atari did. BUT - when you’re making 10 to 20 games at a time as an independent developer, glossy packaging drives the price up significantly. The developer pays more and you pay more. This is one reason why you see the new Atari charging upwards of $99 per Atari XP 2600 cartridge, and why many new homebrew and independently released cartridges cost so much to buy while the developer makes such little profit on their work.
When Atari was still in business, during the Tramiel era, Atari would regularly provide me with inside information and Atari’s sales history. Beginning in 1985, Atari would fax me their sales history numbers for video game hardware and software and continued to do so until around 1990. These faxes were HUGE. I still have them after all these years, although the faxes are now yellowed and almost impossible to read.
 
 

"Like Jack Tramiel, independent Atari game developers and homebrewers have to weigh costs and pricing, and understand that some games sell well, some so so, and some hardly at all."
- Lance
 
 
The sales figures provided in the fax covered the product lines for Atari 2600, Atari 7800, Atari XEGS, and I think the Atari Lynx. For each Atari game, I was able to clearly see how many were manufactured and how many were sold. This gave me a big picture understanding of what things looked like at Atari, and just how big of a slice of the video game market Atari still had going into the 1990s. 
People have no idea just how big a piece of the video game industry Atari still had in the late 1980s, in the midst of Nintendo dominating the market and Sega making moves. It was still a big slice of the pie, and certainly enough to make money. Between the Atari 2600, Atari 7800, Atari XE and everything else, Atari often had a bigger chuck of the video game market than Sega did with the Sega Master System.
 
Jack Tramiel discussing "Business is War" at Commodore and Atari
 
What I learned from the insider info on Atari sales figures, and through my conversations with Jack Tramiel, was that Atari had a very lean business model that “spread risk” over many games, and to publish a game with a fancy box, slick labels and docs, Atari had to order 100,000 units of a game to get good enough pricing to make a profit on a title.
But there was a problem. Not all titles sold well! Jack Tramiel wanted to get pricing down low enough for each game, so that in case one game did not sell very well, the risk would be spread around different games, so that the successful games would more than make up for any financial loss from games that did not sell.
Like Jack Tramiel, independent Atari game developers and homebrewers (both then and now) have to weigh costs and pricing, and understand that some games sell well, some so so, and some hardly at all. So you need to spread the risks out to make a profit. Do you grasp that concept? Your winners cover your losses.
 

 
So for Atari to be profitable with the XEGS, which used very good packaging in the iconic “blue tile” boxes, and to cover the cost of materials and the cartridge itself, Atari put out around 30-35 new titles for the XE. That meant to get good pricing, spread risk, and make a profit, Atari had to order over 3 million+ units of video game cartridges for the XEGS.
Take for example Necromancer, a video game for the Atari XEGS. Atari manufactured a standard order of 100,000 units of Necromancer, and ended up with around 50,000 units left because the game didn’t sell very well. On the other hand, Atari XE games like Crystal Castles, Airball and others were almost completely sold out.
The idea was to spread risk - to create different games for different genres. Don’t put all of your eggs in one basket, instead spread them around! If you create too much of the same thing - the same world, the same ideas, the same game - it may sell out or it may flop. Infinite diversity in games leads to infinite success.
This is one reason why you see some independent developers and homebrewers struggling. Some of them focus all of their time and attention,  years even, developing a single game, a passion project. Often it will come in an expensive box with glossy label and colorful instructions, all put together by hand. Other developers work on multiple games at once, and work hard to keep manufacturing costs down, and passing those savings on to both the customer and to themselves.
 

 

 
Say what you will about Jack Tramiel, but he understood this simple concept. Atari would release a few games at a time, each in a batch of 100,000, and the successful games would cover any shortfall of the less successful games. Atari would order 100,000 games at a time - enough to keep the manufacturing cost low on slick docs, a nice box with that beautiful Atari XE blue box artwork, and a glossy label, which was something the Atari 7800 didn’t always benefit from. If the game sold well, another order of 100,000 games could be manufactured, should Atari believe there was enough excitement about the game to sell out a second batch.
A similar story was unfolding at Activision in the late 1980s. After the video game crash Activision was a much different company than it had been during the Atari 2600 boom, when Activision saw incredible success with games like Pitfall! and River Raid. Yet they survived the crash and lived to fight another day. Now Microsoft is buying them. By the time Jack Tramiel was running Atari, Activision (and their sister company Absolute) was a much leaner operation. I used to speak with the Activision guys often, and developed a pretty clear understanding of their sales history numbers for Atari systems, and how they ran their business.
 

 
Activision was smaller, and did their ordering 10,000 games at a time. To make a good enough profit, Activision and Absolute needed to sell all 10,000 units to justify a reorder of the game. The first order of 10,000 games sold would break even, and Activision/Absolute would recoup all of their money put into the development and manufacturing of the game. Then, if the game was successful, Activision would order another 10,000 units and suddenly that game would become pretty profitable! However, they told me that only one of their Atari games was able to surpass 10,000 units, which was Title Match Pro Wrestling, and that was a reason why they pulled out of the Atari market. Yet Jack Tramiel was able to sell out quite a few of their video game titles at 100,000. Even with games at the end like Alien Brigade for the Atari 7800, they were able to sell all 100,000 out, and this was with Jack not only not supporting the system properly, but competing against himself with the Atari XE.
There was a reason why so many 3rd party Atari developers released games in alternative “budget” packaging like clamshells, zip lock baggies, and even just shrink wrapped the disk and docs without a box. Because if you cannot attain the high number of sales per unit as Atari still could, you could not get the price per cartridge down low enough to be profitable. This meant finding creative ways to cut back on packaging, and just about every 3rd party company did just that. Broderbund, Adventure International, Epyx, Sierra Online, Datasoft, S.S.I., as well as many others sold games with limited “budget” packaging.
Those 3rd parties made up sales volume with budget packaging, cartridge labels and instructions, because they did not have the customer base Atari still did at that point.
 

 
The new Atari charges a lot for their line of limited run "Atari XP" games for the 2600, many of them are priced at $99. I’m betting its because they use fancy boxes, instructions and "labels". But they do not have the same Atari market that Jack had in the 1980s-1990s, thus much smaller sales volumes and the inability to order a large enough quantity to bring the price down. The Atari XP program harkens back to APX: The Atari Program Exchange and is meant as a gift to the Atari community, and not focused solely on being a profitable, but it's not likely that Atari wants to lose money either.
So when it comes to passion projects like the “Atari XP” games, the new Atari has to cover their costs and hope for a profit. To do this they have to charge a lot more for their games due to much smaller sales volumes. That’s a pretty big risk for the new Atari, and a pretty big expense that gets passed onto you, the customer.
In the 1990s, some classic video game collectors called me a liar for pointing this out, and insisted that game companies like S.S.I., Epyx, Sierra Online, Datasoft, and many other well known (and not so well known) companies never offered their games in clamshells, zip lock baggies, and other forms of budget packaging to be able to offer their software at prices people could afford.
In this blog post you will see lots of pictures I recently took of my own inventory, showing  just that: actual software releases from said companies and more, in alternative budget packaging. I’ve never received an apology from those who were so quick to berate me and call me a liar for being so kind as to explain the truth. Today is their chance.
- Lance  
 
SEE MORE PHOTOS IN MY PHOTO ALBUM:
 
 

Hi and welcome to Lance’s Laboratory! This is the second entry of what will be my personal blog, sharing small slices of life with you from within my Lab.
For those of you who are just getting to know me for the first time, my name is Lance Ringquist, I’m from Minnesota, and for nearly 40 years I’ve been in the Atari business operating Video 61, one of the last surviving original retail Atari distributors. We started in the video business as a local chain of video rental stores serving the Twin Cities area with locations along U.S. Highway 61, the road that musician Bob Dylan referred to in the album and song Highway 61 Revisited. I also love classic "Drive-In" movies and spending time with my family and friends at my cabin up north.
For decades I’ve gotten to know you guys as my customers and friends, buying, selling and remanufacturing Atari systems, games, software, and computers, and developing my own line of Atari-compatible Video 61 games and controllers. I’m still in my Lab working away dreaming up new creations and shipping off new original Atari products, and I thought after all these years of being in the Atari community it was time to start sharing tidbits of Atari memories and Minnesota life with you here on my blog. To old friends and new, WELCOME!
This is my first BIG Blog post, and I wanted to talk about an interesting bit of Atari history that still applies today and can be helpful to homebrewers and independent developers like me:
To remain profitable if you don’t have the buying power that Atari did themselves you have to look at alternative ways of packing your products.
 

 

 
Having been in the Atari business for decades and running Video 61 as an independent company for nearly 40 years, I began selling Atari products in my video store when Warner still ran Atari. Once Atari got back on their feet during the Tramiel era, I became an officially authorized Atari distributor and service provider. In that time I’ve seen things in the World of Atari that you couldn’t begin to imagine. I’ve had good conversations with Jack Tramiel, I’ve had inside information on the development of games and products which Atari never released, I’ve talked with other 3rd party publishers, I’ve seen absolutely insane things happen in the world of Atari - I’ve even received death threats over this stuff. I’ve survived it all and lived to tell the story.
All through Atari’s history, smaller 3rd party game publishers came up with alternative methods for packing their products. Did you know it was common at the time for many 3rd Party Atari developers to release game cartridges, floppies, and other accessories in simple “budget” packaging such as clear inexpensive clamshell cases and plastic baggies? Some publishers even just shrink-wrapped the floppy disk and documents! (Examples are shown below, and in my Atari I/O photo gallery). Unique, alternative packaging kept costs low for the buyer, while keeping the games profitable enough for the small developers to stay in business and continue publishing Atari games and software.
 

 
The way to get the costs down is to make things in quantity. It's the same idea as shopping at Sam's Club or Costco: the more you buy the less it cost per item. Retail boxes, glossy cartridge labels and colorful instruction manuals cost much less per game when you’re manufacturing 100,000 of them at a time, as Jack Tramiel's Atari did. BUT - when you’re making 10 to 20 games at a time as an independent developer, glossy packaging drives the price up significantly. The developer pays more and you pay more. This is one reason why you see the new Atari charging upwards of $99 per Atari XP 2600 cartridge, and why many new homebrew and independently released cartridges cost so much to buy while the developer makes such little profit on their work.
When Atari was still in business, during the Tramiel era, Atari would regularly provide me with inside information and Atari’s sales history. Beginning in 1985, Atari would fax me their sales history numbers for video game hardware and software and continued to do so until around 1990. These faxes were HUGE. I still have them after all these years, although the faxes are now yellowed and almost impossible to read.
 
 

"Like Jack Tramiel, independent Atari game developers and homebrewers have to weigh costs and pricing, and understand that some games sell well, some so so, and some hardly at all."
- Lance
 
 
The sales figures provided in the fax covered the product lines for Atari 2600, Atari 7800, Atari XEGS, and I think the Atari Lynx. For each Atari game, I was able to clearly see how many were manufactured and how many were sold. This gave me a big picture understanding of what things looked like at Atari, and just how big of a slice of the video game market Atari still had going into the 1990s. 
People have no idea just how big a piece of the video game industry Atari still had in the late 1980s, in the midst of Nintendo dominating the market and Sega making moves. It was still a big slice of the pie, and certainly enough to make money. Between the Atari 2600, Atari 7800, Atari XE and everything else, Atari often had a bigger chuck of the video game market than Sega did with the Sega Master System.
 
Jack Tramiel discussing "Business is War" at Commodore and Atari
 
What I learned from the insider info on Atari sales figures, and through my conversations with Jack Tramiel, was that Atari had a very lean business model that “spread risk” over many games, and to publish a game with a fancy box, slick labels and docs, Atari had to order 100,000 units of a game to get good enough pricing to make a profit on a title.
But there was a problem. Not all titles sold well! Jack Tramiel wanted to get pricing down low enough for each game, so that in case one game did not sell very well, the risk would be spread around different games, so that the successful games would more than make up for any financial loss from games that did not sell.
Like Jack Tramiel, independent Atari game developers and homebrewers (both then and now) have to weigh costs and pricing, and understand that some games sell well, some so so, and some hardly at all. So you need to spread the risks out to make a profit. Do you grasp that concept? Your winners cover your losses.
 

 
So for Atari to be profitable with the XEGS, which used very good packaging in the iconic “blue tile” boxes, and to cover the cost of materials and the cartridge itself, Atari put out around 30-35 new titles for the XE. That meant to get good pricing, spread risk, and make a profit, Atari had to order over 3 million+ units of video game cartridges for the XEGS.
Take for example Necromancer, a video game for the Atari XEGS. Atari manufactured a standard order of 100,000 units of Necromancer, and ended up with around 50,000 units left because the game didn’t sell very well. On the other hand, Atari XE games like Crystal Castles, Airball and others were almost completely sold out.
The idea was to spread risk - to create different games for different genres. Don’t put all of your eggs in one basket, instead spread them around! If you create too much of the same thing - the same world, the same ideas, the same game - it may sell out or it may flop. Infinite diversity in games leads to infinite success.
This is one reason why you see some independent developers and homebrewers struggling. Some of them focus all of their time and attention,  years even, developing a single game, a passion project. Often it will come in an expensive box with glossy label and colorful instructions, all put together by hand. Other developers work on multiple games at once, and work hard to keep manufacturing costs down, and passing those savings on to both the customer and to themselves.
 

 

 
Say what you will about Jack Tramiel, but he understood this simple concept. Atari would release a few games at a time, each in a batch of 100,000, and the successful games would cover any shortfall of the less successful games. Atari would order 100,000 games at a time - enough to keep the manufacturing cost low on slick docs, a nice box with that beautiful Atari XE blue box artwork, and a glossy label, which was something the Atari 7800 didn’t always benefit from. If the game sold well, another order of 100,000 games could be manufactured, should Atari believe there was enough excitement about the game to sell out a second batch.
A similar story was unfolding at Activision in the late 1980s. After the video game crash Activision was a much different company than it had been during the Atari 2600 boom, when Activision saw incredible success with games like Pitfall! and River Raid. Yet they survived the crash and lived to fight another day. Now Microsoft is buying them. By the time Jack Tramiel was running Atari, Activision (and their sister company Absolute) was a much leaner operation. I used to speak with the Activision guys often, and developed a pretty clear understanding of their sales history numbers for Atari systems, and how they ran their business.
 

 
Activision was smaller, and did their ordering 10,000 games at a time. To make a good enough profit, Activision and Absolute needed to sell all 10,000 units to justify a reorder of the game. The first order of 10,000 games sold would break even, and Activision/Absolute would recoup all of their money put into the development and manufacturing of the game. Then, if the game was successful, Activision would order another 10,000 units and suddenly that game would become pretty profitable! However, they told me that only one of their Atari games was able to surpass 10,000 units, which was Title Match Pro Wrestling, and that was a reason why they pulled out of the Atari market. Yet Jack Tramiel was able to sell out quite a few of their video game titles at 100,000. Even with games at the end like Alien Brigade for the Atari 7800, they were able to sell all 100,000 out, and this was with Jack not only not supporting the system properly, but competing against himself with the Atari XE.
There was a reason why so many 3rd party Atari developers released games in alternative “budget” packaging like clamshells, zip lock baggies, and even just shrink wrapped the disk and docs without a box. Because if you cannot attain the high number of sales per unit as Atari still could, you could not get the price per cartridge down low enough to be profitable. This meant finding creative ways to cut back on packaging, and just about every 3rd party company did just that. Broderbund, Adventure International, Epyx, Sierra Online, Datasoft, S.S.I., as well as many others sold games with limited “budget” packaging.
Those 3rd parties made up sales volume with budget packaging, cartridge labels and instructions, because they did not have the customer base Atari still did at that point.
 

 
The new Atari charges a lot for their line of limited run "Atari XP" games for the 2600, many of them are priced at $99. I’m betting its because they use fancy boxes, instructions and "labels". But they do not have the same Atari market that Jack had in the 1980s-1990s, thus much smaller sales volumes and the inability to order a large enough quantity to bring the price down. The Atari XP program harkens back to APX: The Atari Program Exchange and is meant as a gift to the Atari community, and not focused solely on being a profitable, but it's not likely that Atari wants to lose money either.
So when it comes to passion projects like the “Atari XP” games, the new Atari has to cover their costs and hope for a profit. To do this they have to charge a lot more for their games due to much smaller sales volumes. That’s a pretty big risk for the new Atari, and a pretty big expense that gets passed onto you, the customer.
In the 1990s, some classic video game collectors called me a liar for pointing this out, and insisted that game companies like S.S.I., Epyx, Sierra Online, Datasoft, and many other well known (and not so well known) companies never offered their games in clamshells, zip lock baggies, and other forms of budget packaging to be able to offer their software at prices people could afford.
In this blog post you will see lots of pictures I recently took of my own inventory, showing  just that: actual software releases from said companies and more, in alternative budget packaging. I’ve never received an apology from those who were so quick to berate me and call me a liar for being so kind as to explain the truth. Today is their chance.
- Lance  
 
SEE MORE PHOTOS IN MY PHOTO ALBUM:
 
 

Hi and welcome to Lance’s Laboratory! This is the second entry of what will be my personal blog, sharing small slices of life with you from within my Lab.
For those of you who are just getting to know me for the first time, my name is Lance Ringquist, I’m from Minnesota, and for nearly 40 years I’ve been in the Atari business operating Video 61, one of the last surviving original retail Atari distributors. We started in the video business as a local chain of video rental stores serving the Twin Cities area with locations along U.S. Highway 61, the road that musician Bob Dylan referred to in the album and song Highway 61 Revisited. I also love classic "Drive-In" movies and spending time with my family and friends at my cabin up north.
For decades I’ve gotten to know you guys as my customers and friends, buying, selling and remanufacturing Atari systems, games, software, and computers, and developing my own line of Atari-compatible Video 61 games and controllers. I’m still in my Lab working away dreaming up new creations and shipping off new original Atari products, and I thought after all these years of being in the Atari community it was time to start sharing tidbits of Atari memories and Minnesota life with you here on my blog. To old friends and new, WELCOME!
This is my first BIG Blog post, and I wanted to talk about an interesting bit of Atari history that still applies today and can be helpful to homebrewers and independent developers like me:
To remain profitable if you don’t have the buying power that Atari did themselves you have to look at alternative ways of packing your products.
 

 

 
Having been in the Atari business for decades and running Video 61 as an independent company for nearly 40 years, I began selling Atari products in my video store when Warner still ran Atari. Once Atari got back on their feet during the Tramiel era, I became an officially authorized Atari distributor and service provider. In that time I’ve seen things in the World of Atari that you couldn’t begin to imagine. I’ve had good conversations with Jack Tramiel, I’ve had inside information on the development of games and products which Atari never released, I’ve talked with other 3rd party publishers, I’ve seen absolutely insane things happen in the world of Atari - I’ve even received death threats over this stuff. I’ve survived it all and lived to tell the story.
All through Atari’s history, smaller 3rd party game publishers came up with alternative methods for packing their products. Did you know it was common at the time for many 3rd Party Atari developers to release game cartridges, floppies, and other accessories in simple “budget” packaging such as clear inexpensive clamshell cases and plastic baggies? Some publishers even just shrink-wrapped the floppy disk and documents! (Examples are shown below, and in my Atari I/O photo gallery). Unique, alternative packaging kept costs low for the buyer, while keeping the games profitable enough for the small developers to stay in business and continue publishing Atari games and software.
 

 
The way to get the costs down is to make things in quantity. It's the same idea as shopping at Sam's Club or Costco: the more you buy the less it cost per item. Retail boxes, glossy cartridge labels and colorful instruction manuals cost much less per game when you’re manufacturing 100,000 of them at a time, as Jack Tramiel's Atari did. BUT - when you’re making 10 to 20 games at a time as an independent developer, glossy packaging drives the price up significantly. The developer pays more and you pay more. This is one reason why you see the new Atari charging upwards of $99 per Atari XP 2600 cartridge, and why many new homebrew and independently released cartridges cost so much to buy while the developer makes such little profit on their work.
When Atari was still in business, during the Tramiel era, Atari would regularly provide me with inside information and Atari’s sales history. Beginning in 1985, Atari would fax me their sales history numbers for video game hardware and software and continued to do so until around 1990. These faxes were HUGE. I still have them after all these years, although the faxes are now yellowed and almost impossible to read.
 
 

"Like Jack Tramiel, independent Atari game developers and homebrewers have to weigh costs and pricing, and understand that some games sell well, some so so, and some hardly at all."
- Lance
 
 
The sales figures provided in the fax covered the product lines for Atari 2600, Atari 7800, Atari XEGS, and I think the Atari Lynx. For each Atari game, I was able to clearly see how many were manufactured and how many were sold. This gave me a big picture understanding of what things looked like at Atari, and just how big of a slice of the video game market Atari still had going into the 1990s. 
People have no idea just how big a piece of the video game industry Atari still had in the late 1980s, in the midst of Nintendo dominating the market and Sega making moves. It was still a big slice of the pie, and certainly enough to make money. Between the Atari 2600, Atari 7800, Atari XE and everything else, Atari often had a bigger chuck of the video game market than Sega did with the Sega Master System.
 
Jack Tramiel discussing "Business is War" at Commodore and Atari
 
What I learned from the insider info on Atari sales figures, and through my conversations with Jack Tramiel, was that Atari had a very lean business model that “spread risk” over many games, and to publish a game with a fancy box, slick labels and docs, Atari had to order 100,000 units of a game to get good enough pricing to make a profit on a title.
But there was a problem. Not all titles sold well! Jack Tramiel wanted to get pricing down low enough for each game, so that in case one game did not sell very well, the risk would be spread around different games, so that the successful games would more than make up for any financial loss from games that did not sell.
Like Jack Tramiel, independent Atari game developers and homebrewers (both then and now) have to weigh costs and pricing, and understand that some games sell well, some so so, and some hardly at all. So you need to spread the risks out to make a profit. Do you grasp that concept? Your winners cover your losses.
 

 
So for Atari to be profitable with the XEGS, which used very good packaging in the iconic “blue tile” boxes, and to cover the cost of materials and the cartridge itself, Atari put out around 30-35 new titles for the XE. That meant to get good pricing, spread risk, and make a profit, Atari had to order over 3 million+ units of video game cartridges for the XEGS.
Take for example Necromancer, a video game for the Atari XEGS. Atari manufactured a standard order of 100,000 units of Necromancer, and ended up with around 50,000 units left because the game didn’t sell very well. On the other hand, Atari XE games like Crystal Castles, Airball and others were almost completely sold out.
The idea was to spread risk - to create different games for different genres. Don’t put all of your eggs in one basket, instead spread them around! If you create too much of the same thing - the same world, the same ideas, the same game - it may sell out or it may flop. Infinite diversity in games leads to infinite success.
This is one reason why you see some independent developers and homebrewers struggling. Some of them focus all of their time and attention,  years even, developing a single game, a passion project. Often it will come in an expensive box with glossy label and colorful instructions, all put together by hand. Other developers work on multiple games at once, and work hard to keep manufacturing costs down, and passing those savings on to both the customer and to themselves.
 

 

 
Say what you will about Jack Tramiel, but he understood this simple concept. Atari would release a few games at a time, each in a batch of 100,000, and the successful games would cover any shortfall of the less successful games. Atari would order 100,000 games at a time - enough to keep the manufacturing cost low on slick docs, a nice box with that beautiful Atari XE blue box artwork, and a glossy label, which was something the Atari 7800 didn’t always benefit from. If the game sold well, another order of 100,000 games could be manufactured, should Atari believe there was enough excitement about the game to sell out a second batch.
A similar story was unfolding at Activision in the late 1980s. After the video game crash Activision was a much different company than it had been during the Atari 2600 boom, when Activision saw incredible success with games like Pitfall! and River Raid. Yet they survived the crash and lived to fight another day. Now Microsoft is buying them. By the time Jack Tramiel was running Atari, Activision (and their sister company Absolute) was a much leaner operation. I used to speak with the Activision guys often, and developed a pretty clear understanding of their sales history numbers for Atari systems, and how they ran their business.
 

 
Activision was smaller, and did their ordering 10,000 games at a time. To make a good enough profit, Activision and Absolute needed to sell all 10,000 units to justify a reorder of the game. The first order of 10,000 games sold would break even, and Activision/Absolute would recoup all of their money put into the development and manufacturing of the game. Then, if the game was successful, Activision would order another 10,000 units and suddenly that game would become pretty profitable! However, they told me that only one of their Atari games was able to surpass 10,000 units, which was Title Match Pro Wrestling, and that was a reason why they pulled out of the Atari market. Yet Jack Tramiel was able to sell out quite a few of their video game titles at 100,000. Even with games at the end like Alien Brigade for the Atari 7800, they were able to sell all 100,000 out, and this was with Jack not only not supporting the system properly, but competing against himself with the Atari XE.
There was a reason why so many 3rd party Atari developers released games in alternative “budget” packaging like clamshells, zip lock baggies, and even just shrink wrapped the disk and docs without a box. Because if you cannot attain the high number of sales per unit as Atari still could, you could not get the price per cartridge down low enough to be profitable. This meant finding creative ways to cut back on packaging, and just about every 3rd party company did just that. Broderbund, Adventure International, Epyx, Sierra Online, Datasoft, S.S.I., as well as many others sold games with limited “budget” packaging.
Those 3rd parties made up sales volume with budget packaging, cartridge labels and instructions, because they did not have the customer base Atari still did at that point.
 

 
The new Atari charges a lot for their line of limited run "Atari XP" games for the 2600, many of them are priced at $99. I’m betting its because they use fancy boxes, instructions and "labels". But they do not have the same Atari market that Jack had in the 1980s-1990s, thus much smaller sales volumes and the inability to order a large enough quantity to bring the price down. The Atari XP program harkens back to APX: The Atari Program Exchange and is meant as a gift to the Atari community, and not focused solely on being a profitable, but it's not likely that Atari wants to lose money either.
So when it comes to passion projects like the “Atari XP” games, the new Atari has to cover their costs and hope for a profit. To do this they have to charge a lot more for their games due to much smaller sales volumes. That’s a pretty big risk for the new Atari, and a pretty big expense that gets passed onto you, the customer.
In the 1990s, some classic video game collectors called me a liar for pointing this out, and insisted that game companies like S.S.I., Epyx, Sierra Online, Datasoft, and many other well known (and not so well known) companies never offered their games in clamshells, zip lock baggies, and other forms of budget packaging to be able to offer their software at prices people could afford.
In this blog post you will see lots of pictures I recently took of my own inventory, showing  just that: actual software releases from said companies and more, in alternative budget packaging. I’ve never received an apology from those who were so quick to berate me and call me a liar for being so kind as to explain the truth. Today is their chance.
- Lance  
 
SEE MORE PHOTOS IN MY PHOTO ALBUM:
 
 

Hi and welcome to Lance’s Laboratory! This is the second entry of what will be my personal blog, sharing small slices of life with you from within my Lab.
For those of you who are just getting to know me for the first time, my name is Lance Ringquist, I’m from Minnesota, and for nearly 40 years I’ve been in the Atari business operating Video 61, one of the last surviving original retail Atari distributors. We started in the video business as a local chain of video rental stores serving the Twin Cities area with locations along U.S. Highway 61, the road that musician Bob Dylan referred to in the album and song Highway 61 Revisited. I also love classic "Drive-In" movies and spending time with my family and friends at my cabin up north.
For decades I’ve gotten to know you guys as my customers and friends, buying, selling and remanufacturing Atari systems, games, software, and computers, and developing my own line of Atari-compatible Video 61 games and controllers. I’m still in my Lab working away dreaming up new creations and shipping off new original Atari products, and I thought after all these years of being in the Atari community it was time to start sharing tidbits of Atari memories and Minnesota life with you here on my blog. To old friends and new, WELCOME!
This is my first BIG Blog post, and I wanted to talk about an interesting bit of Atari history that still applies today and can be helpful to homebrewers and independent developers like me:
To remain profitable if you don’t have the buying power that Atari did themselves you have to look at alternative ways of packing your products.
 

 

 
Having been in the Atari business for decades and running Video 61 as an independent company for nearly 40 years, I began selling Atari products in my video store when Warner still ran Atari. Once Atari got back on their feet during the Tramiel era, I became an officially authorized Atari distributor and service provider. In that time I’ve seen things in the World of Atari that you couldn’t begin to imagine. I’ve had good conversations with Jack Tramiel, I’ve had inside information on the development of games and products which Atari never released, I’ve talked with other 3rd party publishers, I’ve seen absolutely insane things happen in the world of Atari - I’ve even received death threats over this stuff. I’ve survived it all and lived to tell the story.
All through Atari’s history, smaller 3rd party game publishers came up with alternative methods for packing their products. Did you know it was common at the time for many 3rd Party Atari developers to release game cartridges, floppies, and other accessories in simple “budget” packaging such as clear inexpensive clamshell cases and plastic baggies? Some publishers even just shrink-wrapped the floppy disk and documents! (Examples are shown below, and in my Atari I/O photo gallery). Unique, alternative packaging kept costs low for the buyer, while keeping the games profitable enough for the small developers to stay in business and continue publishing Atari games and software.
 

 
The way to get the costs down is to make things in quantity. It's the same idea as shopping at Sam's Club or Costco: the more you buy the less it cost per item. Retail boxes, glossy cartridge labels and colorful instruction manuals cost much less per game when you’re manufacturing 100,000 of them at a time, as Jack Tramiel's Atari did. BUT - when you’re making 10 to 20 games at a time as an independent developer, glossy packaging drives the price up significantly. The developer pays more and you pay more. This is one reason why you see the new Atari charging upwards of $99 per Atari XP 2600 cartridge, and why many new homebrew and independently released cartridges cost so much to buy while the developer makes such little profit on their work.
When Atari was still in business, during the Tramiel era, Atari would regularly provide me with inside information and Atari’s sales history. Beginning in 1985, Atari would fax me their sales history numbers for video game hardware and software and continued to do so until around 1990. These faxes were HUGE. I still have them after all these years, although the faxes are now yellowed and almost impossible to read.
 
 

"Like Jack Tramiel, independent Atari game developers and homebrewers have to weigh costs and pricing, and understand that some games sell well, some so so, and some hardly at all."
- Lance
 
 
The sales figures provided in the fax covered the product lines for Atari 2600, Atari 7800, Atari XEGS, and I think the Atari Lynx. For each Atari game, I was able to clearly see how many were manufactured and how many were sold. This gave me a big picture understanding of what things looked like at Atari, and just how big of a slice of the video game market Atari still had going into the 1990s. 
People have no idea just how big a piece of the video game industry Atari still had in the late 1980s, in the midst of Nintendo dominating the market and Sega making moves. It was still a big slice of the pie, and certainly enough to make money. Between the Atari 2600, Atari 7800, Atari XE and everything else, Atari often had a bigger chuck of the video game market than Sega did with the Sega Master System.
 
Jack Tramiel discussing "Business is War" at Commodore and Atari
 
What I learned from the insider info on Atari sales figures, and through my conversations with Jack Tramiel, was that Atari had a very lean business model that “spread risk” over many games, and to publish a game with a fancy box, slick labels and docs, Atari had to order 100,000 units of a game to get good enough pricing to make a profit on a title.
But there was a problem. Not all titles sold well! Jack Tramiel wanted to get pricing down low enough for each game, so that in case one game did not sell very well, the risk would be spread around different games, so that the successful games would more than make up for any financial loss from games that did not sell.
Like Jack Tramiel, independent Atari game developers and homebrewers (both then and now) have to weigh costs and pricing, and understand that some games sell well, some so so, and some hardly at all. So you need to spread the risks out to make a profit. Do you grasp that concept? Your winners cover your losses.
 

 
So for Atari to be profitable with the XEGS, which used very good packaging in the iconic “blue tile” boxes, and to cover the cost of materials and the cartridge itself, Atari put out around 30-35 new titles for the XE. That meant to get good pricing, spread risk, and make a profit, Atari had to order over 3 million+ units of video game cartridges for the XEGS.
Take for example Necromancer, a video game for the Atari XEGS. Atari manufactured a standard order of 100,000 units of Necromancer, and ended up with around 50,000 units left because the game didn’t sell very well. On the other hand, Atari XE games like Crystal Castles, Airball and others were almost completely sold out.
The idea was to spread risk - to create different games for different genres. Don’t put all of your eggs in one basket, instead spread them around! If you create too much of the same thing - the same world, the same ideas, the same game - it may sell out or it may flop. Infinite diversity in games leads to infinite success.
This is one reason why you see some independent developers and homebrewers struggling. Some of them focus all of their time and attention,  years even, developing a single game, a passion project. Often it will come in an expensive box with glossy label and colorful instructions, all put together by hand. Other developers work on multiple games at once, and work hard to keep manufacturing costs down, and passing those savings on to both the customer and to themselves.
 

 

 
Say what you will about Jack Tramiel, but he understood this simple concept. Atari would release a few games at a time, each in a batch of 100,000, and the successful games would cover any shortfall of the less successful games. Atari would order 100,000 games at a time - enough to keep the manufacturing cost low on slick docs, a nice box with that beautiful Atari XE blue box artwork, and a glossy label, which was something the Atari 7800 didn’t always benefit from. If the game sold well, another order of 100,000 games could be manufactured, should Atari believe there was enough excitement about the game to sell out a second batch.
A similar story was unfolding at Activision in the late 1980s. After the video game crash Activision was a much different company than it had been during the Atari 2600 boom, when Activision saw incredible success with games like Pitfall! and River Raid. Yet they survived the crash and lived to fight another day. Now Microsoft is buying them. By the time Jack Tramiel was running Atari, Activision (and their sister company Absolute) was a much leaner operation. I used to speak with the Activision guys often, and developed a pretty clear understanding of their sales history numbers for Atari systems, and how they ran their business.
 

 
Activision was smaller, and did their ordering 10,000 games at a time. To make a good enough profit, Activision and Absolute needed to sell all 10,000 units to justify a reorder of the game. The first order of 10,000 games sold would break even, and Activision/Absolute would recoup all of their money put into the development and manufacturing of the game. Then, if the game was successful, Activision would order another 10,000 units and suddenly that game would become pretty profitable! However, they told me that only one of their Atari games was able to surpass 10,000 units, which was Title Match Pro Wrestling, and that was a reason why they pulled out of the Atari market. Yet Jack Tramiel was able to sell out quite a few of their video game titles at 100,000. Even with games at the end like Alien Brigade for the Atari 7800, they were able to sell all 100,000 out, and this was with Jack not only not supporting the system properly, but competing against himself with the Atari XE.
There was a reason why so many 3rd party Atari developers released games in alternative “budget” packaging like clamshells, zip lock baggies, and even just shrink wrapped the disk and docs without a box. Because if you cannot attain the high number of sales per unit as Atari still could, you could not get the price per cartridge down low enough to be profitable. This meant finding creative ways to cut back on packaging, and just about every 3rd party company did just that. Broderbund, Adventure International, Epyx, Sierra Online, Datasoft, S.S.I., as well as many others sold games with limited “budget” packaging.
Those 3rd parties made up sales volume with budget packaging, cartridge labels and instructions, because they did not have the customer base Atari still did at that point.
 

 
The new Atari charges a lot for their line of limited run "Atari XP" games for the 2600, many of them are priced at $99. I’m betting its because they use fancy boxes, instructions and "labels". But they do not have the same Atari market that Jack had in the 1980s-1990s, thus much smaller sales volumes and the inability to order a large enough quantity to bring the price down. The Atari XP program harkens back to APX: The Atari Program Exchange and is meant as a gift to the Atari community, and not focused solely on being a profitable, but it's not likely that Atari wants to lose money either.
So when it comes to passion projects like the “Atari XP” games, the new Atari has to cover their costs and hope for a profit. To do this they have to charge a lot more for their games due to much smaller sales volumes. That’s a pretty big risk for the new Atari, and a pretty big expense that gets passed onto you, the customer.
In the 1990s, some classic video game collectors called me a liar for pointing this out, and insisted that game companies like S.S.I., Epyx, Sierra Online, Datasoft, and many other well known (and not so well known) companies never offered their games in clamshells, zip lock baggies, and other forms of budget packaging to be able to offer their software at prices people could afford.
In this blog post you will see lots of pictures I recently took of my own inventory, showing  just that: actual software releases from said companies and more, in alternative budget packaging. I’ve never received an apology from those who were so quick to berate me and call me a liar for being so kind as to explain the truth. Today is their chance.
- Lance  
 
SEE MORE PHOTOS IN MY PHOTO ALBUM:
 
 

Hi and welcome to Lance’s Laboratory! This is the second entry of what will be my personal blog, sharing small slices of life with you from within my Lab.
For those of you who are just getting to know me for the first time, my name is Lance Ringquist, I’m from Minnesota, and for nearly 40 years I’ve been in the Atari business operating Video 61, one of the last surviving original retail Atari distributors. We started in the video business as a local chain of video rental stores serving the Twin Cities area with locations along U.S. Highway 61, the road that musician Bob Dylan referred to in the album and song Highway 61 Revisited. I also love classic "Drive-In" movies and spending time with my family and friends at my cabin up north.
For decades I’ve gotten to know you guys as my customers and friends, buying, selling and remanufacturing Atari systems, games, software, and computers, and developing my own line of Atari-compatible Video 61 games and controllers. I’m still in my Lab working away dreaming up new creations and shipping off new original Atari products, and I thought after all these years of being in the Atari community it was time to start sharing tidbits of Atari memories and Minnesota life with you here on my blog. To old friends and new, WELCOME!
This is my first BIG Blog post, and I wanted to talk about an interesting bit of Atari history that still applies today and can be helpful to homebrewers and independent developers like me:
To remain profitable if you don’t have the buying power that Atari did themselves you have to look at alternative ways of packing your products.
 

 

 
Having been in the Atari business for decades and running Video 61 as an independent company for nearly 40 years, I began selling Atari products in my video store when Warner still ran Atari. Once Atari got back on their feet during the Tramiel era, I became an officially authorized Atari distributor and service provider. In that time I’ve seen things in the World of Atari that you couldn’t begin to imagine. I’ve had good conversations with Jack Tramiel, I’ve had inside information on the development of games and products which Atari never released, I’ve talked with other 3rd party publishers, I’ve seen absolutely insane things happen in the world of Atari - I’ve even received death threats over this stuff. I’ve survived it all and lived to tell the story.
All through Atari’s history, smaller 3rd party game publishers came up with alternative methods for packing their products. Did you know it was common at the time for many 3rd Party Atari developers to release game cartridges, floppies, and other accessories in simple “budget” packaging such as clear inexpensive clamshell cases and plastic baggies? Some publishers even just shrink-wrapped the floppy disk and documents! (Examples are shown below, and in my Atari I/O photo gallery). Unique, alternative packaging kept costs low for the buyer, while keeping the games profitable enough for the small developers to stay in business and continue publishing Atari games and software.
 

 
The way to get the costs down is to make things in quantity. It's the same idea as shopping at Sam's Club or Costco: the more you buy the less it cost per item. Retail boxes, glossy cartridge labels and colorful instruction manuals cost much less per game when you’re manufacturing 100,000 of them at a time, as Jack Tramiel's Atari did. BUT - when you’re making 10 to 20 games at a time as an independent developer, glossy packaging drives the price up significantly. The developer pays more and you pay more. This is one reason why you see the new Atari charging upwards of $99 per Atari XP 2600 cartridge, and why many new homebrew and independently released cartridges cost so much to buy while the developer makes such little profit on their work.
When Atari was still in business, during the Tramiel era, Atari would regularly provide me with inside information and Atari’s sales history. Beginning in 1985, Atari would fax me their sales history numbers for video game hardware and software and continued to do so until around 1990. These faxes were HUGE. I still have them after all these years, although the faxes are now yellowed and almost impossible to read.
 
 

"Like Jack Tramiel, independent Atari game developers and homebrewers have to weigh costs and pricing, and understand that some games sell well, some so so, and some hardly at all."
- Lance
 
 
The sales figures provided in the fax covered the product lines for Atari 2600, Atari 7800, Atari XEGS, and I think the Atari Lynx. For each Atari game, I was able to clearly see how many were manufactured and how many were sold. This gave me a big picture understanding of what things looked like at Atari, and just how big of a slice of the video game market Atari still had going into the 1990s. 
People have no idea just how big a piece of the video game industry Atari still had in the late 1980s, in the midst of Nintendo dominating the market and Sega making moves. It was still a big slice of the pie, and certainly enough to make money. Between the Atari 2600, Atari 7800, Atari XE and everything else, Atari often had a bigger chuck of the video game market than Sega did with the Sega Master System.
 
Jack Tramiel discussing "Business is War" at Commodore and Atari
 
What I learned from the insider info on Atari sales figures, and through my conversations with Jack Tramiel, was that Atari had a very lean business model that “spread risk” over many games, and to publish a game with a fancy box, slick labels and docs, Atari had to order 100,000 units of a game to get good enough pricing to make a profit on a title.
But there was a problem. Not all titles sold well! Jack Tramiel wanted to get pricing down low enough for each game, so that in case one game did not sell very well, the risk would be spread around different games, so that the successful games would more than make up for any financial loss from games that did not sell.
Like Jack Tramiel, independent Atari game developers and homebrewers (both then and now) have to weigh costs and pricing, and understand that some games sell well, some so so, and some hardly at all. So you need to spread the risks out to make a profit. Do you grasp that concept? Your winners cover your losses.
 

 
So for Atari to be profitable with the XEGS, which used very good packaging in the iconic “blue tile” boxes, and to cover the cost of materials and the cartridge itself, Atari put out around 30-35 new titles for the XE. That meant to get good pricing, spread risk, and make a profit, Atari had to order over 3 million+ units of video game cartridges for the XEGS.
Take for example Necromancer, a video game for the Atari XEGS. Atari manufactured a standard order of 100,000 units of Necromancer, and ended up with around 50,000 units left because the game didn’t sell very well. On the other hand, Atari XE games like Crystal Castles, Airball and others were almost completely sold out.
The idea was to spread risk - to create different games for different genres. Don’t put all of your eggs in one basket, instead spread them around! If you create too much of the same thing - the same world, the same ideas, the same game - it may sell out or it may flop. Infinite diversity in games leads to infinite success.
This is one reason why you see some independent developers and homebrewers struggling. Some of them focus all of their time and attention,  years even, developing a single game, a passion project. Often it will come in an expensive box with glossy label and colorful instructions, all put together by hand. Other developers work on multiple games at once, and work hard to keep manufacturing costs down, and passing those savings on to both the customer and to themselves.
 

 

 
Say what you will about Jack Tramiel, but he understood this simple concept. Atari would release a few games at a time, each in a batch of 100,000, and the successful games would cover any shortfall of the less successful games. Atari would order 100,000 games at a time - enough to keep the manufacturing cost low on slick docs, a nice box with that beautiful Atari XE blue box artwork, and a glossy label, which was something the Atari 7800 didn’t always benefit from. If the game sold well, another order of 100,000 games could be manufactured, should Atari believe there was enough excitement about the game to sell out a second batch.
A similar story was unfolding at Activision in the late 1980s. After the video game crash Activision was a much different company than it had been during the Atari 2600 boom, when Activision saw incredible success with games like Pitfall! and River Raid. Yet they survived the crash and lived to fight another day. Now Microsoft is buying them. By the time Jack Tramiel was running Atari, Activision (and their sister company Absolute) was a much leaner operation. I used to speak with the Activision guys often, and developed a pretty clear understanding of their sales history numbers for Atari systems, and how they ran their business.
 

 
Activision was smaller, and did their ordering 10,000 games at a time. To make a good enough profit, Activision and Absolute needed to sell all 10,000 units to justify a reorder of the game. The first order of 10,000 games sold would break even, and Activision/Absolute would recoup all of their money put into the development and manufacturing of the game. Then, if the game was successful, Activision would order another 10,000 units and suddenly that game would become pretty profitable! However, they told me that only one of their Atari games was able to surpass 10,000 units, which was Title Match Pro Wrestling, and that was a reason why they pulled out of the Atari market. Yet Jack Tramiel was able to sell out quite a few of their video game titles at 100,000. Even with games at the end like Alien Brigade for the Atari 7800, they were able to sell all 100,000 out, and this was with Jack not only not supporting the system properly, but competing against himself with the Atari XE.
There was a reason why so many 3rd party Atari developers released games in alternative “budget” packaging like clamshells, zip lock baggies, and even just shrink wrapped the disk and docs without a box. Because if you cannot attain the high number of sales per unit as Atari still could, you could not get the price per cartridge down low enough to be profitable. This meant finding creative ways to cut back on packaging, and just about every 3rd party company did just that. Broderbund, Adventure International, Epyx, Sierra Online, Datasoft, S.S.I., as well as many others sold games with limited “budget” packaging.
Those 3rd parties made up sales volume with budget packaging, cartridge labels and instructions, because they did not have the customer base Atari still did at that point.
 

 
The new Atari charges a lot for their line of limited run "Atari XP" games for the 2600, many of them are priced at $99. I’m betting its because they use fancy boxes, instructions and "labels". But they do not have the same Atari market that Jack had in the 1980s-1990s, thus much smaller sales volumes and the inability to order a large enough quantity to bring the price down. The Atari XP program harkens back to APX: The Atari Program Exchange and is meant as a gift to the Atari community, and not focused solely on being a profitable, but it's not likely that Atari wants to lose money either.
So when it comes to passion projects like the “Atari XP” games, the new Atari has to cover their costs and hope for a profit. To do this they have to charge a lot more for their games due to much smaller sales volumes. That’s a pretty big risk for the new Atari, and a pretty big expense that gets passed onto you, the customer.
In the 1990s, some classic video game collectors called me a liar for pointing this out, and insisted that game companies like S.S.I., Epyx, Sierra Online, Datasoft, and many other well known (and not so well known) companies never offered their games in clamshells, zip lock baggies, and other forms of budget packaging to be able to offer their software at prices people could afford.
In this blog post you will see lots of pictures I recently took of my own inventory, showing  just that: actual software releases from said companies and more, in alternative budget packaging. I’ve never received an apology from those who were so quick to berate me and call me a liar for being so kind as to explain the truth. Today is their chance.
- Lance  
 
SEE MORE PHOTOS IN MY PHOTO ALBUM: