# Planetary Pinball Supply **Source:** Pinball News Website **Type:** article **Published:** 2010-10-15 **Beat:** Pinball **URL:** https://www.pinballnews.com/news/williamsrights2.html --- ## Analysis Planetary Pinball Supply (PPS), a newly formed company owned by Rick Bartlett and Matt Christiano, has acquired the Bally/Williams parts manufacturing license and spare parts inventory from Mr Pinball Australia. The founders outline their vision to improve parts availability, streamline logistics, and work with licensed suppliers to expand the pinball parts market. They clarify that Mr Pinball Australia retains responsibility for the Medieval Madness remake project, while PPS serves as the WEG licensee and support partner. ### Key Claims - [HIGH] PPS acquired the WEG license and spare parts inventory from Mr Pinball Australia — _Official interview with PPS owners confirming asset transfer details_ - [HIGH] Rick Bartlett and Matt Christiano are the owners of Planetary Pinball Supply — _Article opening and interview bylines_ - [HIGH] Mr Pinball Australia retains financial and project responsibility for the Medieval Madness remake, with PPS providing support and WEG interface — _Clarification statement issued by PPS after WEG discussions_ - [HIGH] PPS plans to focus on partnerships with licensed suppliers rather than manufacturing all parts in-house — _Multiple statements from Matt Christiano and Rick Bartlett on business model_ - [HIGH] Shipping parts from Australia was not cost-effective, motivating the license acquisition — _Rick Bartlett's explanation of deal origins_ ### Notable Quotes > "we will be focused more on partnerships to bring parts to market more quickly and more efficiently. We know that we can't do everything ourselves, so it makes sense (to us) to utilize the skills of others in order to bring the widest variety of parts to the market." > — **Matt Christiano**, N/A > _Defines PPS's core business philosophy as partnership-driven rather than vertically integrated_ > "we want the parts available 'before we die' which sadly in many cases may not happen in the current environment." > — **Rick Bartlett**, N/A > _Highlights frustration with slow parts availability in the pinball hobby and urgency to improve_ > "we will always be competitors, we fully expect to work with IPB in a more cooperative manner than has been the case in the past." > — **Matt Christiano**, N/A > _Signals intent to improve industry cooperation despite competitive positioning with Illinois Pinball_ > "we see people making unlicensed parts as a resource, and our plan is to turn them from unlicensed manufacturers into licensed ones." > — **Matt Christiano**, N/A > _Outlines strategy to address unlicensed parts issue through licensing partnerships rather than enforcement_ > "Since we don't feel like we need to squeeze every last dollar out of every transaction, we will be focused more on partnerships" > — **Matt Christiano**, N/A > _Contrasts PPS's business model with The Pinball Factory's perceived profit-maximization approach_ ### Entities | Name | Type | Context | |------|------|---------| | Planetary Pinball Supply (PPS) | company | Newly formed parts distribution and licensing company holding Bally/Williams manufacturing rights | | Rick Bartlett | person | Co-owner of Planetary Pinball Supply; previously worked with The Pinball Factory and has relationships with Illinois Pinball | | Matt Christiano | person | Co-owner of Planetary Pinball Supply; brings high-tech business management experience | | Mr Pinball Australia | company | Previous holder of Bally/Williams license; sold rights to PPS; retains Medieval Madness remake project responsibility | | Illinois Pinball | company | Competitor parts manufacturer run by Gene Cunningham; PPS indicates willingness to cooperate on playfield production | | The Pinball Factory | company | Previous operator of Bally/Williams parts distribution; criticized for clamping down on unlicensed parts; license now held by PPS | | Bay Area Amusements (BAA) | company | Distributor co-owned by Rick Bartlett; PPS clarifies it is separate entity but will have shipping cost advantages | | Medieval Madness (Remake) | product | Game remake project managed by Mr Pinball Australia with WEG approval; PPS provides support role | | Gene Cunningham | person | Owner/operator of Illinois Pinball; has long working relationship with Rick Bartlett; discussed potential collaboration on playfield production | | Wayne (TPF) | person | Associated with The Pinball Factory; had routine discussions with Rick Bartlett about parts routing | | Williams (WEG) | company | IP rights holder; PPS now serves as licensed interface for Williams game reproduction and parts | | Pinball News | organization | Media outlet conducting the interview; reported on PPS deal two days prior | ### Topics - **Primary:** Parts distribution and logistics improvements, Bally/Williams license acquisition and management, Licensed vs. unlicensed parts manufacturing, Supplier partnership strategy - **Secondary:** Medieval Madness remake project status, Industry cooperation and competitive dynamics, Business model contrast with The Pinball Factory ### Sentiment **Positive** (0.78) — Optimistic tone from PPS owners about improving parts availability and industry cooperation. Some underlying criticism of The Pinball Factory's past practices, but overall framing is constructive and forward-looking. Community concern about licensing practices addressed proactively. ### Signals - **[business_signal]** PPS clarifies Medieval Madness remake project ownership: Mr Pinball Australia retains project responsibility; PPS provides licensing interface and technical support (confidence: high) — Post-interview clarification: 'Mr. Pinball Australia has financial and project responsibility for the project to completion, working with PPS as the WEG licensee' - **[business_signal]** Supply chain optimization: Recognized cost inefficiency of shipping parts from Australia; acquisition moves distribution to North America (Bay Area location implied) (confidence: high) — Rick Bartlett: 'staging and shipping parts back and forth to Australia was not cost effective' - **[business_signal]** Major acquisition: Planetary Pinball Supply acquires Bally/Williams manufacturing license and spare parts inventory from Mr Pinball Australia, establishing itself as primary licensed parts distributor (confidence: high) — Rick Bartlett and Matt Christiano confirm asset transfer and licensing arrangement with Williams (WEG) - **[community_signal]** PPS signals intent to convert unlicensed parts manufacturers into licensed partners, addressing community frustration with licensing enforcement (confidence: high) — Matt Christiano: 'we see people making unlicensed parts as a resource, and our plan is to turn them from unlicensed manufacturers into licensed ones' - **[market_signal]** Strategic pivot toward supplier ecosystem: PPS plans to license independent suppliers rather than vertically integrate all manufacturing (confidence: high) — Matt Christiano: 'we will always work with independent suppliers to bring more parts to the market more quickly' - **[community_signal]** Rick Bartlett transitions from The Pinball Factory sphere to independent ownership/operation via PPS; indicates talent/relationship migration within industry (confidence: high) — Rick Bartlett's role in founding PPS after prior involvement with The Pinball Factory and BAA --- ## Transcript Date: 15th October 2010 Just two days ago, we reported on the sale of various rights to manufacture parts and games using the Bally name from Mr Pinball Australia to a new company, Planetary Pinball Supply. The Planetary Pinball Supply logo Since then, PPS's owners - Rick Chris Bartlett and Matt Christiano - have been busy working out the details and setting up the new business. But they found time to talk to Pinball News and answer many questions which arise from the deal. PBN: Why did you go after this deal and how did it come about? Matt: We are both passionate pinball people, and we saw an opportunity to make some money, have fun, and improve the flow of parts to the collector community. Rick: It came about mainly through the many routine discussions I had with Wayne (TPF) around helping to get the parts routed faster to market, as well as BAA had started producing parts (such as molded plastic parts, etc). In addition, over time I think it became apparent that staging and shipping parts back and forth to Australia was not cost effective. The pinball business is really tough but we really feel that we can bring some positive things to the hobby that need to come in order to help it survive - including working better together, finding new ways to get parts to market, getting more parts via partnerships, etc. If you do all of this and charge a fair price, hopefully you can make it a business. PBN: You both have different backgrounds in pinball. What do both of you bring to the company, and the deal? Matt: We both bring years of experience managing high-tech businesses as well as managing multiple partnerships to expand those businesses. We believe that partnerships are the key to expanding the business as well as getting more parts to the market quickly. Rick: We also look for innovative ways to accelerate and scale parts into the market - we want the parts available 'before we die' which sadly in many cases may not happen in the current environment. PBN: In the short term, what differences will pinball parts buyers notice as a result of this deal? Matt: In the short term, none really. Rick: Short term is probably 30 days - in these times, we are listening to the distributor needs and will be using that input to improve things. In addition, we've been approached for new parts from new suppliers to us, so we are spending a lot of time to queue up new suppliers and streamline existing suppliers as appropriate. In the medium term, parts should be available more quickly both in terms of new part introductions as well as the logistics of getting parts shipped from the initial manufacturing location through PPS to the distribution channel. This will also reduce shipping and handling costs. PBN: Longer term, how will Planetary Pinball Supply operate differently from the way The Pinball Factory operated? Matt: Since we don't feel like we need to squeeze every last dollar out of every transaction, we will be focused more on partnerships to bring parts to market more quickly and more efficiently. We know that we can't do everything ourselves, so it makes sense (to us) to utilize the skills of others in order to bring the widest variety of parts to the market. Rick: We leverage some core skills around quick order fulfillment and strive for best customer satisfaction, which is always a challenge with the complexity of parts and the expectations of our customers - we always try to take the view of the customer - this culture will be imposed on PPS. PBN: How does this deal impact on The Pinball Factory's plans to re-make Medieval Madness and those who have outstanding deposits? Matt: While we would love to comment on this, we cannot at this point. Hopefully, we will be able to answer this question at Expo next week. (but see below for more) PBN: The Pinball Factory soon turned from good guys to bad guys once they started clamping down on unlicensed parts. How will PPS maintain the initial goodwill and avoid becoming the new bad guys? Matt: As we said, we plan to bring more suppliers into the market. However, these suppliers must be licensed. Having said that, we see people making unlicensed parts as a resource, and our plan is to turn them from unlicensed manufacturers into licensed ones. On the other hand, there will always be people who will refuse to become licensed, and in those cases, we will need to deal with them appropriately. Rick: Also, a lot of frustration (has been) due to not listening and making parts available. We will try to address this by bringing more supplier parts to the market faster, as well as taking input and converting that to product as best we can. PBN: How do you think the deal will impact on the relationship between The Pinball Factory/PPS and Illinois Pinball? Do you expect it to lead to better co-operation, or will you remain fierce competitors? Matt: While we will always be competitors, we fully expect to work with IPB in a more cooperative manner than has been the case in the past. Rick and Gene have a long history of working together, and we don't see any reason for this to change. In fact, we were discussing new playfield production with Gene earlier today. Rick: I spent a week in Bloomington working on Big Bang Bar production, as well as having enjoyed a long and positive relationship with Kim at IPB over years. I also had a great time at PPE - Gene and I were together all weekend at the PPE show, and had several discussions about exploring new projects we could do together. PBN: How can Bay Area Amusements remain as 'just another distributor' when BAA is one of the two partners in one of the companies providing the parts? Won't BAA get advantageous terms and be able to undercut competitors? Matt: BAA is a separate company from PPS, with different ownership and separate inventories. The ownership of PPS is committed to treating all distributors evenly and fairly. Having said that, BAA will always have one advantage - since we are in the same city, shipping between PPS and BAA will always be faster and cheaper. PBN: If potential parts suppliers wanted to go down the licensed route through PPS, what should they do? And why should they choose PPS over Illinois Pinball? Matt: They should contact Rick Chris Bartlett (rick@planetarypinball.com). We welcome anyone who wants to make quality parts for Williams and Bally games. They would want to choose us because this is the way we intend to work - that is, we will make some parts, but we will always work with independent suppliers to bring more parts to the market more quickly. Shortly after conducting this interview, Rick and Matt clarified their position regarding the planned re-make of Medieval Madness by Mr Pinball Australia. They told Pinball News: Regarding the Medieval Madness (MM) Remake, as PPS have now had a discussion with Williams (WEG) on the topic here is some additional info: - All parties involved are supportive of the WEG-approved MM remake project and have a desire to see the game completed and the customers satisfied. - Mr. Pinball Australia has financial and project responsibility for the project to completion, working with PPS as the WEG licensee. PPS purchased only the WEG license and spare parts inventory from Mr. Pinball Australia. The MM remake project, including deposits, were not part of the assets transferred. Parts sufficient for the game production were retained by Mr. Pinball Australia. - PPS will provide assistance to Mr. Pinball Australia to complete the project as appropriate. PPS will provide help with the creation of any additional parts required, as well as PPS will be the interface to WEG for approvals, etc. Our hope is for the project to accelerate and complete as soon as possible.. Back to the News page Back to the front page _(Acquisition: raw_text, Enrichment: v1)_ --- *Exported from Journalist Tool on 2026-04-13 | Item ID: 6264e5e7-a42f-42f2-9dc1-a2a5d28278b7*