RePlay Magazine’s 50th Anniversary

Our Coin-Op Stories are Intertwined

by Howard McAuliffe, Partner, Pinnacle Entertainment Group

As I reflected on RePlay Magazine’s 50th anniversary, it occurred to me that stories are a big reason why I love the magazine. Furthermore, they are a big reason I love this industry. My family’s story is intertwined with this industry and has been written about in various ways over the years in RePlay.

“Stories are fundamental to human experience, serving as the primary way we make sense of the world, share experiences, and connect with one another.”

I pulled the above quote from Google’s Gemini AI by asking it, “What is a story?” While an AI so accurately explaining the “human experience” is interesting and somewhat frightening, I like the definition and believe it fits perfectly with the stories in RePlay. Without a doubt, the magazine helps us make sense of the industry, share experiences and connect with one another. I’ll share my story about how RePlay has impacted me personally as I think it may be relatable to many readers.

RePlay has been around since before my dad entered the industry in 1979. Since I was also born that year, the magazine has been a constant in my life. In the 1980s, I didn’t read the articles, but I did look through many issues, specifically searching for pictures of my dad, my Uncle Tom or other people I knew from their office. It gave me a window into the work world they participated in. These pictures, combined with “secret shopper” opportunities in arcades and company float trips, days at the office, certainly helped me make sense of things as my world and the industry intertwined.

My connection deepened over time. I attended my first IAAPA in 1990, we started Pinnacle Entertainment Group in 1996, and by the early 2000s, I was working full-time in the industry. This is where RePlay became an even more important part of my life, as it helped me learn from the experiences of others and connect more deeply with the business.

My first job at Pinnacle was as a collector/technician, and I was able to have input on buying prizes for our cranes – the biggest revenue generator on our route. RePlay always had ideas for new prizes, new games and other valuable information as we built that portion of our business. Route operations were new to us as Dad had always run mall-based arcades and large FECs. So, in addition to reading RePlay, we joined AMOA, participated in the Missouri AMOA state association and attended the Walmart Roundups (where all the Walmart operators would gather once a year). Many of these and other organizations and events would be covered by RePlay, and I even got to see my own picture in the magazine more and more.

Now I began to gather my own stories – some that wouldn’t make it into RePlay, like the time one Walmart operator took a swing at another for insulting a friend, and others that tragically did, like the sad story of an operator who was murdered for the cash he kept at home. I don’t recall the operator’s name, but I’m sure many longtime readers do. In addition to the longer stories, pieces of advice I heard stuck in my mind, like the following:

Gary Brewer said: “Making money isn’t the problem, it’s keeping it.” As I’ve continued to learn, it is important to re-invest, but you also need to make sure there’s something left at the end of the year.

Dave Kamen always said: “Never sell real estate.” I hear Dave’s voice every time I think about selling my little rental house.

George McAuliffe: “Let me know if the meter readings are way off from the collection or if they are perfect.” I learned to look for theft when things look wrong or too good.

These kinds of comments and stories are often included in Eddie’s editorial, which I read every month. Many of his tales are about people I never knew, but they are still fascinating. I can ask Dad about them, or the many board members I serve with at AAMA who have been in the industry longer than I’ve been alive. This brings to life the final part of that AI definition: stories are a primary way “we connect with one another.” I love seeing a story in RePlay about a company where I know the owners or employees. It allows us to get to know each other on a deeper level and often sparks ideas to discuss the next time we meet.

For 50 years, RePlay Magazine has been more than just a trade publication; it has been the storyteller for our industry. My own journey, from a kid looking for pictures of his dad in the pages to an operator seeking practical advice, is a testament to the magazine’s enduring power. It provides the wisdom we need to run our businesses, but more importantly, it shares the human stories – the triumphs, the tragedies, and the timeless advice – that bind us together. In doing so, RePlay helps us make sense of our shared world and transforms an industry into a community. Here’s to the next 50 years of stories.

Howard McAuliffe loves to imagine and implement new products, business models, and ideas, and is CEO and president of Pinnacle Entertainment Group Inc. He’s an industry veteran who got his start in the business when he was just 16 and has 20 years of expertise in product development, as well as FEC and route operations. Howard’s wife Reem and young son Sami are the center of life outside of work. When he’s not working, Howard can be found enjoying the outdoors, hiking, fishing and mountaineering. Traveling anywhere new or to old favorites like the American West is a passion. Readers can visit www.grouppinnacle.com for more information or contact Howard at [email protected], he welcomes positive as well as constructive feedback and counterpoints.