# Stern Pinball Brings More Aspects of Production In-House, Looks to Expand in Gaming Industry

**Source:** Knapp Arcade  
**Type:** article  
**Published:** 2022-10-21  
**Beat:** Pinball

**URL:** https://www.knapparcade.org/stern-pinball-brings-more-aspects-of-production-in-house-looks-to-expand-in-gaming-industry

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## Analysis

Stern Pinball held a seminar at Pinball Expo detailing significant strategic shifts: the company is vertically integrating manufacturing (wiring harness, drilling, leveling playfields in-house, with plans to print playfields after relocating to a larger factory) and positioning itself as a high-tech company investing in cloud, connectivity, and digital/virtual pinball as gateway into the broader gaming industry. This contrasts sharply with Jersey Jack Pinball's continued outsourcing strategy.

### Key Claims

- [HIGH] Stern Pinball now produces its own wiring harness, drills and levels playfields in their factory — _Gary Stern stated directly during seminar presentation_
- [HIGH] Stern is moving towards printing their own playfields, likely after moving to a new, bigger factory — _Gary Stern stated during seminar; contingent on factory relocation_
- [HIGH] Jersey Jack Pinball outsources low-level manufacturing and plans to continue doing so — _Jersey Jack made this clear during their in-person Expo factory tour_
- [HIGH] Stern views digital and virtual pinball as a way to grow their customer base — _Stern mentioned exploring virtual and digital pinball during presentation_
- [HIGH] Stern views pinball as its gateway into the multi-billion dollar games industry — _Gary Stern's stated strategic vision during seminar_

### Notable Quotes

> "Stern increasingly views itself as a high tech company that is going to continue to grow through investment in things like the cloud and connectivity."
> — **Stern Pinball leadership (Gary Stern/Seth Davis)**
> _Core strategic shift: pivoting from pinball manufacturer to tech-enabled entertainment company_

> "Stern looks at pinball as its gateway into the multi-billion dollar games industry."
> — **Stern Pinball leadership**
> _Reveals Stern's long-term ambition extends beyond pinball machines into broader gaming/entertainment market_

### Entities

| Name | Type | Context |
|------|------|---------|
| Stern Pinball | company | Major pinball manufacturer announcing significant vertical integration and strategic pivot toward high-tech gaming industry expansion |
| Gary Stern | person | Founder of Stern Pinball, presented strategic direction at Pinball Expo seminar |
| Seth Davis | person | President of Stern Pinball, co-presented at Pinball Expo seminar |
| Jersey Jack Pinball | company | Boutique manufacturer taking opposite manufacturing strategy; outsources low-level production and plans to continue |
| Pinball Expo | event | Major industry trade show where Stern held seminar and factory tour presentations |

### Topics

- **Primary:** Vertical integration / In-house manufacturing, Strategic business direction and industry expansion, Digital and virtual pinball platforms
- **Secondary:** Factory relocation and expansion, Cloud and connectivity technology investment, Competitive positioning: Stern vs Jersey Jack manufacturing strategy

### Sentiment

**Positive** (0.78) — Stern's announcement of vertical integration and ambitious growth plans is framed positively; implies confidence in company direction and long-term strategy. Neutral reporting tone maintains objectivity while conveying significance of strategic shift.

### Signals

- **[business_signal]** Factory relocation and expansion planned, enabling new manufacturing capabilities (playfield printing) (confidence: medium) — Stern stated they will move playfield printing to new, bigger factory after relocation
- **[business_signal]** Stern Pinball pivoting toward high-tech/cloud-based business model and viewing pinball as gateway into broader multi-billion dollar gaming industry (confidence: high) — Leadership explicitly stated they view themselves as high-tech company investing in cloud and connectivity; pinball is gateway into games industry
- **[business_signal]** Stern Pinball expanding manufacturing capacity and moving manufacturing processes in-house (wiring harness, drilling, leveling, and future playfield printing), indicating confidence in production scale and cost control strategy (confidence: high) — Gary Stern stated directly that company now produces wiring harness, drills and levels playfields in-house, with plans to print playfields after factory relocation
- **[competitive_signal]** Stark strategic divergence between Stern and Jersey Jack: Stern vertically integrating manufacturing while Jersey Jack continues outsourcing model (confidence: high) — Jersey Jack made clear they outsource low-level manufacturing and plan to continue; Stern moving opposite direction with in-house production
- **[technology_signal]** Stern investing heavily in digital and virtual pinball as expansion strategy beyond physical machines (confidence: high) — Company exploring virtual and digital pinball to grow customer base and enter broader gaming industry

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## Transcript

This morning, Stern Pinball held a seminar at Pinball Expo. The presentation included a virtual tour of the Stern factory and a Q&A session with the company's founder, Gary Stern, and President, Seth Davis. The people who I spoke with about the presentation took away major points from it. First is the opposite directions that Stern and Jersey Jack Pinball seem to be heading with manufacturing.

While during their in-person Expo factory tour, Jersey Jack made it very clear they currently outsource a lot of their low level manufacturing and plan to continue doing so, Stern Pinball seems to have begun taking much more of its manufacturing process in-house. Stern now produces its own wiring harness, drills and levels playfields in their factory and Gary Stern stated that they are moving towards printing their own playfields as well, likely after the Company moves to its new, bigger factory.

The second major point is that Stern increasingly views itself as a high tech company that is going to continue to grow through investment in things like the cloud and connectivity. They mentioned that they are exploring doing things with virtual and digital pinball, which they view as a way to help grow their customer base. Stern looks at pinball as its gateway into the multi-billion dollar games industry. It was clear to those who saw Stern's presentation that the company has big plans for the future.

Thanks to Dan Rosenstein and the Pinball Expo social media accounts for the pictures and information.

_(Acquisition: raw_text, Enrichment: v1)_

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*Exported from Journalist Tool on 2026-04-13 | Item ID: 56803b99-3db9-40e2-80c4-f8c4106c5855*