Concept

Gottlieb

Summary
Gottlieb (formerly D. Gottlieb & Co.) was an American arcade game corporation based in Chicago, Illinois. It is best known for creating a vast line of pinball machines and arcade games (including Qbert) throughout much of the 20th century. Gottlieb's main office and plant was at 1140-50 N. Kostner Avenue until the early 1970s, when a new modern plant and office were opened at 165 W. Lake Street in Northlake, IL. A subassembly plant was also built in Fargo, ND. The company was established by David Gottlieb in 1927, and initially produced only pinball machines. It later expanded into various other games, including pitch-and-bats, bowling games, and eventually video arcade games (notably Reactor, Qbert and MACH3.) Like other manufacturers, Gottlieb first made mechanical pinball machines, including the first successful coin-operated pinball machine Baffle Ball in 1931. Electromechanical machines were produced starting in 1935. The 1947 development of player-actuated, solenoid-driven 2-inch bats called "flippers" revolutionized the industry, giving players the ability to shoot the ball back up into the playfield for more points. Flippers first appeared on a Gottlieb game called Humpty Dumpty, designed by Harry Mabs. By this time, the games also became noted for their artwork by Roy Parker. In the late 1950s, Gottlieb made more widespread use of numerical score reels, making multiple player games more practical than the traditional scoring expressed by cluttered series of lights in the back box. Score reels eventually appeared on single-player games, now known as "wedgeheads" because of their distinctive tapered back box shape. By the 1970s, artwork on Gottlieb games was almost always by Gordon Morison, and the company had begun designing their games with longer 3-inch flippers, now the industry standard. The company made the move into solid state machines starting in the late 1970s. The first few of these were remakes of electromechanical machines such as Joker Poker and Charlie's Angels.
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