# AMERICAN PINBALL’S HOUDINI REVEAL **Source:** Pinball News Website **Type:** article **Published:** 2016-09-28 **Beat:** Pinball **URL:** https://www.pinballnews.com/site/2016/09/28/american-pinballs-houdini-reveal --- ## Analysis American Pinball unveiled Houdini: Houdini: Master of Mystery at the Venetian in Las Vegas on September 27, 2016, marking a major industry reveal after the company announced resolution of the Magic Girl production crisis. The machine features innovative playfield mechanics (catapult, loop-de-loop, lifting bumper), a color LCD display on the back of the playfield, hand-painted artwork by a new artist, and design collaboration with John Popadiuk. The company committed to fulfilling Magic Girl orders by end of 2016 and positioned Houdini at a $6,995 retail price as a competitive alternative to inflating market prices. ### Key Claims - [HIGH] Houdini: Master of Mystery machine was in only three months of development at the time of reveal — _Article author reporting from direct observation at Venetian reveal; quoted from American Pinball representatives_ - [HIGH] Houdini features a full-color LED display positioned on the back of the playfield (similar to Cirqus Voltaire format) — _Article author's direct visual inspection and statements from American Pinball; press kit specifications_ - [HIGH] American Pinball committed to fulfilling Magic Girl orders with first units ready by Pinball Expo in October 2016 and remaining orders shipped by end of 2016 — _Direct quote from Scott Goldberg: 'People have been waiting for the Magic Girl situation to be resolved. These people had given up hope on ever receiving their product. Our plan is to make them whole, then move towards the future.'_ - [HIGH] The artwork for Houdini was created by an artist new to the pinball industry — _Article author and press kit; artist name not yet public at time of reveal_ - [HIGH] John Popadiuk is collaborating on Houdini design; Scott Goldberg and Popadiuk previously worked together at Zizzle — _Direct quote from Scott Goldberg: 'We had worked together at Zizzle, and he was amazed at how many different ideas John had with. John Popadiuk didn't focus on just one aspect of creating pinball; he was able to work on all the different parts.'_ ### Notable Quotes > "People have been waiting for the Magic Girl situation to be resolved. These people had given up hope on ever receiving their product. Our plan is to make them whole, then move towards the future." > — **Scott Goldberg (American Pinball)**, N/A > _Direct commitment to resolve the Magic Girl crisis; establishes company's priority and integrity messaging_ > "We're a brand new company. Who would care about American Pinball if we didn't have a big name behind us?" > — **Scott Goldberg (American Pinball)**, N/A > _Reveals strategic reasoning for securing John Popadiuk as collaborator; hints at multiple 'big names' involved_ > "This is not the 'box of blinking lights' that the Magic Girl reveal was. This is right around the bend from being ready to go." > — **Pinball News**, N/A > _Direct contrast between Houdini's apparent maturity vs. Magic Girl's troubled reveal; signals confidence in product readiness_ > "It's got John John Popadiuk magical vibe throughout it. The artwork is by a brand new, soon-to-be-named artist who hasn't worked in the industry before. To me, it had a real Matt Wagner-esque feel to it." > — **Pinball News**, N/A > _Describes design aesthetic and artistic direction; references established industry influences_ ### Entities | Name | Type | Context | |------|------|---------| | American Pinball | company | Boutique pinball manufacturer based in Streamwood, Illinois; previously known for Magic Girl crisis; announcing Houdini as flagship title | | Houdini: Master Mystery | game | American Pinball's first major release; revealed September 27, 2016 at Venetian in Las Vegas; $6,995 retail price; features innovative playfield mechanics and color LCD display | | Scott Goldberg | person | American Pinball co-founder/representative; announced Magic Girl resolution and Houdini details; previously worked with John Popadiuk at Zizzle | | Dhaval Vasani | person | American Pinball co-founder; met with press at Venetian reveal event | | John Popadiuk | person | Renowned pinball designer collaborating on Houdini; worked with Scott Goldberg at Zizzle; known for design innovation across multiple aspects of game creation | | Magic Girl | game | American Pinball's previous title plagued by production crisis; company announced resolution on September 23, 2016; first units to ship by Chicago Pinball Expo (October 2016) | | Pinball Expo | event | October 2016 event; American Pinball committed to having first Magic Girl units ready for delivery at this venue | | Venetian | event | Las Vegas casino venue where American Pinball held private Houdini reveal on September 27, 2016 | | Zizzle | company | Previous employer of both Scott Goldberg and John Popadiuk; context for their working relationship | | Cirqus Voltaire | game | Referenced as design precedent for Houdini's back-playfield display positioning; classic game design influence | | Streamwood, Illinois | event | Headquarters location for American Pinball | | Matt Wagner | person | Artist whose visual style is referenced as aesthetic influence on Houdini's artwork | | AC/DC | game | Referenced pinball title; features crossover ramp design that influenced Houdini's steel ramp with lightning bolts | ### Signals - **[announcement]** American Pinball officially revealed Houdini: Master Mystery at private event in Las Vegas; press-invited preview with controlled access to physical prototype (confidence: high) — Author's direct observation and quote from American Pinball representatives; official press kit provided; official retail price of $6,995 announced - **[product_launch]** Houdini was only 3 months into development at time of reveal (late September 2016), indicating production schedule likely extends into 2017 (confidence: high) — Direct quote: 'what the pin standing right in front of me was the product of only three months work' - **[market_signal]** American Pinball positioned Houdini at $6,995 retail price as potential market correction against 'incredible inflation going on in the pinball industry' (confidence: high) — Author's article commentary: 'If Houdini plays as good as it looks, at a retail price of $6995? Then the pinball industry has a new, serious challenger on their hands. Perhaps this might stifle the incredible inflation going on in the pinball industry right now?' - **[business_signal]** American Pinball announced resolution of Magic Girl production crisis with commitment to fulfill all orders by end of 2016 (confidence: high) — Facebook announcement September 23, 2016; Scott Goldberg quote: 'Our plan is to make them whole, then move towards the future'; first units promised by Chicago Pinball Expo (October 2016) - **[design_innovation]** Houdini features novel mechanical elements including catapult launching to bullseye, loop-de-loop unlike any prior pinball design, lifting bumper, steel ramp with lightning bolt aesthetic, and magnetic elements (confidence: high) — Author's direct visual inspection: 'There is a catapult – yes, a catapult – that launches the ball towards a bullseye target. There is this wild loop-de-loop shot unlike anything I've ever seen in pinball before. There is a bumper that lifts out of the playfield.' - **[design_innovation]** Houdini uses full-color LED display positioned on back of playfield (between playfield size and traditional DMD), format similar to updated Cirqus Voltaire; hints at video mode possibilities (confidence: high) — Author quote: 'It's a full-color LED, not full sized like a Jersey Jack display, but bigger than your traditional DMD display – and it's on the back of the playfield, like Cirqus Voltaire updated for 2016. I asked if this means there will be a video mode? Again, they didn't want to say too much, but I could tell by their sly grins that they might have something spectacular up their sleeves.' - **[design_innovation]** Houdini uses new variety of RGB LEDs with warmer color profile compared to RGB LEDs in other titles (confidence: high) — Author: 'I was also told that they are using a new variety of RGB LEDs in these units, and you could see that they were warmer to the eye than some of the RGB LEDs you see in other titles.' - **[personnel_signal]** American Pinball actively recruiting new talent including non-traditional pinball industry contributors; hired artist with no prior pinball experience for Houdini artwork (confidence: high) — Author: 'They're also very keen in bringing new blood into the pinball industry... the person doing the art for Houdini has never worked within the pinball industry before. If there are any home-brew creators out there, you might want to send American Pinball your resume!' - **[industry_signal]** American Pinball positioning itself as transparent, integrity-focused alternative to industry incumbents; leveraging John Popadiuk's name recognition as key marketing asset (confidence: high) — Scott Goldberg quote: 'American Pinball wanted me to share with all of you that they want to be a straightforward, honest, transparent company with integrity'; 'We're a brand new company. Who would care about American Pinball if we didn't have a big name behind us?' - **[product_concern]** Author unable to play Houdini prototype at reveal event; machine described as not yet in finished playable state despite advanced visual presentation (confidence: high) — Author: 'I didn't get to play the machine... It's just not to the point that American Pinball can truthfully let anyone play it and say that they've seen the finished product.' - **[community_signal]** American Pinball went from unknown startup to 'hottest gossip in the pinball industry' within one week (Sept 23-27, 2016) due to Magic Girl resolution announcement and Houdini reveal (confidence: high) — Author: 'It's been one heck of a week for this pinball upstart out of Streamwood, Illinois. They went from "Who is American Pinball?" to being the hottest gossip in the pinball industry' - **[content_signal]** American Pinball tightly controlled media access to prototype; author had to negotiate photography permissions extensively (confidence: high) — Author: 'They were very reluctant for me to take any pictures, but after begging and begging, I managed to get the blurry, far-away one you see above.' --- ## Transcript **Date:** 27th September, 2016 **Location:** Venetian, Las Vegas, Nevada, USA **Las Vegas was built on magic. How else can one explain this lush paradise smack dab in the middle of the desert? And there are magicians everywhere you turn in Vegas; either performing tricks to a captive audience on stage, or all the magical ways this town can separate you from your money.** So what better place than Las Vegas to see the reveal of American Pinball’s *Houdini: Master Mystery* pinball? It’s been one heck of a week for this pinball upstart out of Streamwood, Illinois. They went from “Who is American Pinball?” to being the hottest gossip in the pinball industry, all due to their post on Facebook on September 23rd, proclaiming the end of the Magic Girl fiasco, with the machines being promised to the rightful owners by the end of the year. Not only that, but also the announcement of a brand new *Houdini* pinball machine! It all sounded like slight-of-hand. So in an effort to present the pinball community with the best, most up-to-date information, I contacted American Pinball to see if I could check out this brand-spanking-new pin in person. And much to my delight, they welcomed me with open arms! The entire drive throughout the desert had me worried that this was all going to be a trick. But I had to know the truth! Was this going to be all smoke and mirrors, or the real thing? And then, I was summoned to the Venetian. They were ready to let me peek behind the curtain! After getting very, very lost in the Venetian / Palazzo (who knew they were connected?), I finally met with Dhaval Vasani and Scott Goldberg of American Pinball. They welcomed me warmly, then led me through the maze of hallways leading up to their suite. My heart raced as we walked. Was I about to see magic? Or was I going to leave disappointed… a nonbeliever? The door to the suite opened, and… there it was, at the other end of the room. [![Inside the suite at the Venetian; a Houdini pinball](https://www.pinballnews.com/site/wp-content/uploads/games/houdini/americanpinball9.jpg)](https://www.pinballnews.com/site/wp-content/uploads/games/houdini/americanpinball9.jpg) Inside the suite at the Venetian; the Houdini pinball The real thing! The glowing lights of the unknown made my palms sweaty. I walked closer and closer, tentatively, like if I got to close, it would disappear. I almost expected it to shimmer like an oasis as I reached out to touch it. But it was real! And it is gorgeous. Full-on gorgeous. Now, I have good news and bad news for you, gentle readers. Let’s get the bad news out of the way: I didn’t get to play the machine. Now, that’s not to say that it wasn’t playable. It’s just not to the point that American Pinball can truthfully let anyone play it and say that they’ve seen the finished product. While the gentlemen of American Pinball insisted on holding their cards close to their vest, keep in mind that what the pin standing right in front of me was the product of only three months work. So far, even though I wasn’t able to play Houdini, what is available to be seen is an incredible effort. This is not the “box of blinking lights” that the Magic Girl reveal was. This is right around the bend from being ready to go. What’s the good news, you ask? Here it is: the game is gorgeous. It’s got that John Popadiuk magical vibe throughout it. The artwork is by a brand new, soon-to-be-named artist who hasn’t worked in the industry before. To me, it had a real Matt Wagner-esque feel to it. Very eye-catching, indeed! [![Houdini: Master Mystery](https://www.pinballnews.com/site/wp-content/uploads/games/houdini/americanpinball10.jpg)](https://www.pinballnews.com/site/wp-content/uploads/games/houdini/americanpinball10.jpg) Houdini: Master Mystery I was also told that they are using a new variety of RGB LEDs in these units, and you could see that they were warmer to the eye than some of the RGB LEDs you see in other titles. Another fascinating thing about the Houdini pin is the display. It’s a full-color LED, not full sized like a Jersey Jack display, but bigger than your traditional DMD display – and it’s on the back of the playfield, like Cirqus Voltaire updated for 2016. I asked if this means there will be a video mode? Again, they didn’t want to say too much, but I could tell by their sly grins that they might have something spectacular up their sleeves. In addition, the playfield had some really interesting toys on it! There is a catapult – yes, a catapult – that launches the ball towards a bullseye target. There is this wild loop-de-loop shot unlike anything I’ve ever seen in pinball before. There is a bumper that lifts out of the playfield. And there are ramps, both plastic and steel, flying to and fro. There is a steel ramp with lightning bolts on it, similar to the crossover ramp on AC/DC, that looks like more than meets the eye. And magnets? Well, what would a pinball game about Houdini be without magnets? And now we come to the (Jeannie) elephant in the room. What does all this have to do with Jpop? What happened to Zidware? When are the people that ordered their games going to get them? More than anything at all – even more than their excitement to share their new pin with me – American Pinball wanted me to share with all of you that they want to be a straightforward, honest, transparent company with integrity. To that end, they have announced that they will be fulfilling the Magic Girl orders, with their first units ready to go by the Chicago Pinball Expo in October, and the remaining orders shipped by the end of 2016. “*People have been waiting for the Magic Girl situation to be resolved*”, Scott told me. “*These people had given up hope on ever receiving their product. Our plan is to make them whole, then move towards the future.*” And what does the future hold for American Pinball? If they actually can make the Magic Girl fiasco right, they will be super – no, super-duper – heroes to the pinball community. If Houdini plays as good as it looks, at a retail price of $6995? Then the pinball industry has a new, serious challenger on their hands. Perhaps this might stifle the incredible inflation going on in the pinball industry right now? They’re also very keen in bringing new blood into the pinball industry. As I mentioned earlier, the person doing the art for *Houdini* has never worked within the pinball industry before. If there are any home-brew creators out there, you might want to send American Pinball your resume! Finally, I asked Scott the tough question. The one I had been dreading asking all night. Why on Earth would this company want to work with John Popadiuk? Scott went on to tell me that they had worked together at Zizzle, and he was amazed at how many different ideas John had with. That John didn’t focus on just one aspect of creating pinball; he was able to work on all the different parts. But most of all, Scott told me with a grin: “*We’re a brand new company. Who would care about American Pinball if we didn’t have a big name behind us?*” Or more than one big name, nudge nudge, say no more… From the press kit: | | | --- | | The Greatest Magician of all time HARRY HOUDINI returns to the stage! HOUDINI: MASTER MYSTERY PINBALL Special game features include: **Main Features:** * Houdini Orpheum Themed Playfield Design * Hand Painted Houdini Fantasy Back Glass * Hand Drawn “Pinball Style” Detailed Playfield Artwork * Xtreme “oversize” Cabinet Graphic Package * Floating Gargoyle Plastic Snetinels * Real Gryphon Playfield Figure * Real Jeannie Elephant Feature * Brilliant LED Light System with Color Changing Pixels * Classic Pinball Flippers, Bumpers and Kicking Rubbers * 15.6” Color LCD Display Screen * Stainless Steel Trim Package * Classic Quality Pinball Construction and Details * Full Color Playfield with “Q-Plate” Clear Coat **Game Features:** * Magic Floating Card Shot * Bullet Catch airball Magnet * Illuminated Kickout Saucers * Spirit Save Magnet Ball Device * Electric Up/Down Jet Bumper Device * Magnotron Spinning Thaumatrope * Reverse Standup Target Banks * Rotating Extra Ball & Special Lanes * Elevated Mystic Séance Ball * Laser Etched Theater Cross Ramp * Secret Passage Subway * Elevated Stage Catwalk * Multi-Way Jackpot Scoring * Magic Ring ABC Targets * Houdini Banner Art Package **Houdini Features:** * Magic Beast Etched Playfield Shooter Guide * Milk Can Escape Bumpers * Straight Jacket Loop * Magic Beast Exit Lanes * Heavy Chained Detail and Artwork * Water Torture Cell Device * Chinese Serpent Mini Playfield * Magic Hand Magnetic Diverter * Buried Alive Magic Scoop * Hypnotic Eye Shot * King of Kards Magic Skill Lane * Believe Invisible Skill Shot * Jennie Illuminated Rollover Button * Hindu Rope Trick Device * Indian Needle Trick Targets * Hidden Bess Houdini Shot * Vertical Cobra Magnetic Ramp * Floating Bess Portrait * Ball Vanish Illusion * Magic Circle Ring Wizard Feature And more… Every American-Pinball Machine features hand-drawn graphics and artwork, full-size backglass, LED illumination, multi-level ball stages, real solenoid quicksteps and flippers, secret escapes, custom stainless steel trim package, and more! Suggested retail: $6995 Contact: Scott Goldberg, [[email protected]](/cdn-cgi/l/email-protection#c390a2afa6b08382aea6b1aaa0a2adee93aaada1a2afafeda0acae) | PS: They were very reluctant for me to take any pictures, but after begging and begging, I managed to get the blurry, far-away one you see above. _(Acquisition: raw_text, Enrichment: v1)_ --- *Exported from Journalist Tool on 2026-08-04 | Item ID: 4d565595-e632-4d0e-b2e0-4150de4e6d36*