# Exclusive First Look: Willy Wonka Pinball by Jersey Jack Pinball **Source:** Straight Down the Middle **Type:** video **Published:** 2019-04-13 **Duration:** 17m 6s **Beat:** Pinball **URL:** https://www.youtube.com/watch?v=xvrKYhDCDMc --- ## Analysis Pat Lawlor and Joe Katz present Jersey Jack Pinball's Willy Wonka machine, emphasizing its design philosophy of accessibility for casual players alongside depth for competitive players. The game features innovative mechanics including a motorized Gobble Hole trap door, Wonkavision LCD display, Wonkavator lock toy, and four flippers, with three production tiers (Standard, Limited Edition, Collector's Edition) and a rule set centered on collecting Wonka bars and Golden Tickets. ### Key Claims - [HIGH] The Gobble Hole trap door mechanism—where the floor opens beneath a target to reveal a ball hole—has never been done before in pinball to Lawlor's knowledge — _Pat Lawlor: 'it's the most secret machine from the movie it's extremely novel to my knowledge there hasn't been a device like this before in pinball'_ - [HIGH] Jersey Jack is developing Standard Edition pricing to make games available to location operators and a new generation of players — _Pat Lawlor: 'operators are the frontline of being cost conscious and so we are starting to work and develop very diligently to be able to let the operating community enjoy the games again'_ - [HIGH] Willy Wonka is designed as a 'breakthrough game' intended to appeal to families and casual audiences, not just existing pinball players — _Pat Lawlor: 'we really as a team believe we've built something special with Willy Wonka that this game is going to be a breakthrough game'_ - [HIGH] The game uses a Wonka bar collection mechanic as the foundational scoring and progression system — _Joe Katz: 'the most important thing to realize is that you want to be collecting Wonka bars it's a really simple thing to understand'_ - [HIGH] The Wonkavator toy includes game-to-game carry-over where locked balls persist across multiple games, similar to 1960s electromechanical machines — _Pat Lawlor: 'there's a wonkavator that you that has a game to game carry over feature much like games that were electromechanical'_ ### Notable Quotes > "I'm often copied never duplicated" > — **Pat Lawlor**, mid-presentation > _Reflects Lawlor's design philosophy and signature approach to pinball innovation across his career_ > "the floor underneath the target literally opens up into a hole to shoot the ball into it's a lot of fun and it solves the problem of people who don't ordinarily play pinball you can immediately see what it is they're going to try and do" > — **Pat Lawlor**, early-mid presentation > _Explains core design intent of the Gobble Hole: accessibility and intuitive gameplay for non-pinball audiences_ > "I consider the bottom of a pinball machine to be how a designers signature starts" > — **Pat Lawlor**, mid-presentation > _Reveals Lawlor's design philosophy on how flipper configurations establish a designer's identity_ > "a really good pinball player wants the ball moving north and south all the time because they can control the ball and when I force you to shoot the ball east and west bad things can start to happen" > — **Pat Lawlor**, mid-presentation > _Articulates risk/reward design principle behind side flipper placement for competitive depth_ > "I need another generation of people to enjoy these things there's a level for everybody" > — **Pat Lawlor**, late-mid presentation > _Emphasizes Jersey Jack's market expansion strategy beyond home collectors to location operators and casual audiences_ ### Entities | Name | Type | Context | |------|------|---------| | Pat Lawlor | person | Head of Game Design at Jersey Jack Pinball; legendary designer known for Twilight Zone and Addams Family; designed Willy Wonka | | Joe Katz | person | Lead Game Programmer at Jersey Jack Pinball for Willy Wonka; responsible for rule set and code implementation | | Jersey Jack Pinball | company | Premium boutique pinball manufacturer; releasing Willy Wonka in three production tiers (Standard, Limited Edition, Collector's Edition) | | Willy Wonka & The Chocolate Factory | game | Newly announced Jersey Jack Pinball machine based on the film; features Gobble Hole trap door, Wonkavision display, four flippers, and multi-tier pricing | | Twilight Zone | game | Classic 1993 Pat Lawlor-designed Williams pinball game; referenced as one of Lawlor's most well-known works in collector community | | Addams Family | game | Classic 1992 Pat Lawlor-designed Williams pinball game; referenced as an iconic game from the 1990s; mentioned as example of Lawlor's signature design | | Wonkavision | product | 7-inch LCD display integrated into Willy Wonka machine; shows mode rules and game information to players | | Wonkavator | product | Motorized toy lock mechanism in Willy Wonka that can hold three balls and features game-to-game carry-over mechanic | | Gobble Hole | product | Novel motorized trap door mechanism that opens beneath a target when hit; ball falls into revealed hole in playfield; claims to be unprecedented in pinball | ### Topics - **Primary:** Accessible game design for casual/family audiences, Innovative mechanical features and novelty in pinball design, Rule set design and progression systems (Wonka bar collection, Golden Tickets), Three-tier production model (Standard/LE/Collector's Edition) and market segmentation - **Secondary:** Pat Lawlor's design signature and philosophy, Location operator market engagement and affordability, Multiball modes and competitive gameplay depth ### Sentiment **Positive** (0.85) — Presenters express clear enthusiasm and pride in the game design, mechanics, and accessibility philosophy. Lawlor and Katz emphasize innovation and thoughtful design across casual and competitive play. No criticism or controversy present in the content. ### Signals - **[competitive_signal]** Willy Wonka positioned as 'breakthrough game' designed to appeal to families and mainstream audiences, not traditional pinball enthusiast segment (confidence: high) — Pat Lawlor: 'we really as a team believe we've built something special with Willy Wonka that this game is going to be a breakthrough game or where you know mom dad sis and the whole family are gonna be drawn to playful pinball' - **[design_innovation]** Gobble Hole motorized trap door mechanism claimed by Lawlor as novel/unprecedented in pinball history—addresses intuitive gameplay for non-pinball audiences (confidence: high) — Pat Lawlor: 'it's the most secret machine from the movie it's extremely novel to my knowledge there hasn't been a device like this before in pinball' and 'it solves the problem of people who don't ordinarily play pinball' - **[design_philosophy]** Pat Lawlor's signature design approach emphasizes novelty/innovation, accessible gameplay for casual audiences, and depth for competitive players (confidence: high) — Lawlor: 'I consider the bottom of a pinball machine to be how a designers signature starts' and explicit focus on designing for families alongside pinball professionals - **[market_signal]** Jersey Jack introducing Standard Edition pricing tier to make games accessible to location operators—signals market expansion beyond home collectors (confidence: high) — Pat Lawlor: 'operators are the frontline of being cost conscious and so we are starting to work and develop very diligently to be able to let the operating community enjoy the games again' - **[announcement]** Official reveal of Jersey Jack Pinball's Willy Wonka machine with detailed design walkthrough by designer Pat Lawlor and programmer Joe Katz (confidence: high) — Formal presentation with designer/programmer commentary, mechanical feature demonstrations, rule set explanations, and pricing tier announcement - **[technology_signal]** Integration of large 7-inch Wonkavision LCD display as primary rule communication tool for casual player accessibility (confidence: high) — Joe Katz: 'the wonkavision screen is a nice large 7-inch display that can be presented with rules can be presented with some backgrounds it's definitely a nice large visual cue' --- ## Transcript you should open your mouth a little wider when you speak Oh [Music] little surprises around every corner but nothing dangerous I'm a trifle deaf in this year speak a little louder next time there it goes [Music] so you get nothing bees good day sir I'm Pat Lawler and I'm head of game design at Jersey Jack pinball I've been doing I've been doing the coin-operated game business for over 30 years and I've I've done an awful lot of games in that time probably the best known of which for the collector community is Twilight Zone and of course the one that everybody talks about that we did back in the 90s was Addams Family so well he walked as the next awesome pinball in our line and it's the kind of game that every single person can relate to the movie is a beloved piece of Americana and we thought we did a really really good job of bringing that to life when we were designing Willy Wonka and this goes for the entire team not just the game designer we were cognizant of the fact that people who don't ordinarily play pinball would be drawn to Willy Wonka and we wanted to make sure that the experience that everybody as much across the spectrum as possible could have you know a positive experience playing the game get to see some of the fun things that we would build into it and you know it would be something memorable the type of game that this is is a is an interesting version of 21st century pinball we've got all of the high-tech things that Jersey jack is famous for in the game we have our our monitor we have a we have a small monitor in the game which is wonkavision we've got we've got mechanical devices in the game which embody things from the movie so we we have in the in the in the le and C versions there's a wonkavator that you that has a game to game carry over feature much like games that were electromechanical Zahl the way back into the 60s were they from game to game you could lack balls and then three games later someone could steal them and make them do something we've course the the most obvious toy in the in the game is the is the we call it the gobble hole because it most resembles a gobble hole from a 1950s pinball machine but it's it's the most secret machine we call it the most secret machine from the movie it's extremely novel to my knowledge there hasn't been a device like this before in pinball when I dream this up we didn't even know if we could do it and it consists of hitting a target and when you hit the target enough the floor underneath the target literally opens up into a hole to shoot the ball into it's a lot of fun and it solves the problem of people who don't ordinarily play pinball you can immediately see what it is they're going to try and do in the game and there's no big learning curve in the game you see it you want to do it it's a lot of fun so we think we worked very hard at this being a balanced pinball machine for everybody your kids can play it you can play it and if you happen to be a professional pinball player there's a deep enough set of rules in the game that you can get there if you work at it since I started designing pinball machines I've been a big believer that of two things first of all that the game has to have enough novelty that differentiates it from previous pinball so if you go back in my catalogue of work and you take a look at the games generally I try and put some mechanical device in the game that either no one's seen before or that is challenging to deal with take your pick and and you could go through that catalogue of games and it'd be pretty straightforward for you to go through and pick out what a lot of that is I consider the bottom of a pinball machine to be how a designers signature starts and so it's a typical pet five-lane bottom okay I I'm the one who did that on bonds I run people told us there wasn't enough room to do that and I did it anyway and that's been my signature up you know pretty much through my career I'm often copied never duplicated the the rest of the game as far as being a pad game it's got its side flipper shot which it you know I'm a big believer in one of the reasons I'm a big believer in that is that a novice player finds it you know they find it interesting they find oh that they don't get it right away but when they do they start to have something new they can learn a better player by having a side flipper shot suddenly you're giving them the possibility that the ball is moving in a bad direction a really good pinball player wants the ball moving north and south all the time because they can control the ball and when I force you to shoot the ball east and west bad things can start to happen and so it's a risk/reward combination if I put upside flipper shot in a game generally gives you some large value for what you're trying to do and it creates balance it creates balance in the product and the game and and all of those kind of things and in Willy Wonka the the four flippers just ended up appearing because of what we were trying to do and it gives you that idea that you're playing inside this kind of weird little world that you know what am I going to find here what does it do if I shoot it here what do I know in that there's a center ramp in the middle of the game that you can only shoot from one of the upper flippers that's got a camera over it well the cameras there because it was in the movie and of course we have the technology to make that camera do things so so a lot of that just you know it came from that and and what you want to do to make the game fun and interesting so we have in in in typical Jersey Jack fashion we have three different models that are available they start out with what we call the standard edition they go into the limited-edition and then into the collector's edition and of course as you walk through those three there's a sending price value that goes with them our standard edition has been we've been you know we we've been working hard on what could we do in our standard editions so that we can get some of our games on location with operators operators are the frontline of being cost conscious and so we are starting to work and develop very diligently to be able to let the operating community enjoy the games again it's one thing to say that a game goes in someone's house it's another thing to say I need another generation of people to enjoy these things there's a level for everybody and you know there's a level that you know everybody can feel comfortable oh I can you know I can get this game oh I'd like this game oh my gosh I want the ultimate version of Willy Wonka and we're really proud of what we've done in order to bring that that chain to life modern pinball has like all other forms of entertainment has changed dramatically from 15 years ago ten years ago 25 years ago technology has now moved on and what people expect in a modern entertainment device has moved on here at Jersey Jack we work very hard to make the games fun we work very hard to make sure that you get your money's worth out of what it is we've done for you whether you're just a player putting money in it or whether you're somebody who's buying the game we really as a team believe we've built something special with Willy Wonka that this game is going to be a breakthrough game or where you know mom dad sis and the whole family are gonna be drawn to playful pinball and so we want to invite you all to come play our game and see what it is it took us so long to me I'm Joe Katz lead game programmer and Willy Wonka on the chocolate factory by Jersey Jack pinball well when I first step up to the game I think the most important thing to realize is that you want to be collecting Wonka bars it's a really simple thing to understand you shoot ramps you get Wonka bars for it Wonka bars do a number of things for you they will play into your bonus will be the only thing that is involved in bonus to keep it really simple to keep it understandable it will also lead to some awards that you could potentially get out of the game so when you first walk up to the game you'll notice a snake line of inserts that start near the flippers we kind of are considering that the factory tour so what you'll want to do is qualify different sections of that line and play those modes get those Awards with the objective of trying to play them all the first section of that snake of inserts is the game modes the game modes of the first four on that list of inserts are typically movie scenes related to different parts of the movie there would be something like golden egg room where you would be you know having that scene being played while there's a mode running with you know shoot this shot shoot that shot and all four of them are kind of in the same kind of idea now you play this room do these do these shots play this room do these shots so while the modes are running we will have a screen on the main display that will be showing clips of the movie kind of trying to present that scene to you and at the same time on the wonkavision display you will be seeing the rules of the mode you know shoot the right ramp shoot the left ramp etc so the wonkavision screen is a nice large 7-inch display that can be presented with rules can be presented with some backgrounds it's definitely a nice large visual cue for someone to look at and be able to understand what they're trying to shoot at at this moment which with what rule is running that's the most important at the time the next four on the list of inserts are super acts inserts two three four five which are play field multipliers essentially you are qualifying the play field multipliers via loop shots and once it's lit spinner hits will change which one is lit so the last four inserts you have there are a set of awards there's a multiball in there there's collect bonus in there and there's two 30-second modes that relate to collecting Wonka bars so you have two X Wonka bars which for 30 seconds the ramps that give you waka bars will be giving you two times the amount of Wonka bars and then there is super spinner in that list which obviously lights up the spinner for more points but also another benefit of that is you are also collecting Wonka bars per spin to start any of these twelve inserts you want to shoot the wonkavision TV saucer that's where it all is that's where you want to focus if you have anything lid on that arrow that's the arrow you want to shoot that will give you all of this stuff and you could stack it and you can have different combinations you could say oh I want to have super spinner running maybe with 5x running and then while maybe I have a knowledge of the modes and one of those modes maybe focuses on the spinner so maybe I'll try to get all three of those running at the same time to kind of make it be a spinner mode so what you're doing with the Gobstopper target is you are hitting the target which will open the secret machine trap door which will basically spin the disc that's below the target and reveal a hole in the play field that you will shoot into two light locks so while you're locking balls and Gobstopper you get three of them in there and it'll start cops up from wall to ball which is one of the main multi balls in the game one of the real simple ones to understand you walk up to the game you see this big target see this big Gobstopper toy and you just want to hit it and you hit it a couple times and go into that hole a couple times you get to play the multiball another multiball we have in the game is slugworth multiball which is a part of the factory inserts that you we've talked about previously you just have that one lit you go into the seedy saucer and slugworth is a two ball multiball in the back of the play field we have a wonkavator toy lock up that can hold three balls and I default the rule will allow you to share locks between players so you can sort of steal the multiball from each other now obviously there are people out there you know tournament players who don't want to do that and obviously there's a setting for that but by default we kind of have it have it set up by default to allow someone to walk up to the game see two balls in the wonkavator and be like I wonder how I do just get one more up there and get the multiball another multiball we have in the game is kid multiball and if you look on the display you will see different kid icons that will show you the status of each kid and you can collect kids and the more kids you collect the more the multi balls work the more balls there are in the multiball we also have a captive ball in the middle of the play field that has some inserts under it labeled one two three four question mark and as you're hitting ramps in the game you are building up the numbers you're going towards the question mark and if you start missing eventually it will start to count back down and the objective is to get to the question mark and hit the captive ball and there is a handful of awards in there that you can obtain at the bottom of the play field you'll obviously notice that there are five golden tickets that is sort of the objective of the game you want to collect all five golden tickets I think it's better left to be discovered on how you collect them and what they give you but there'll be some wizard modes in there there'll be some one Ward's in there if you collect all five building tickets there is the final wizard mode at the end of the game I'm really excited if I want to get their hands on this game we've put a lot of love into this game and I just can't wait for people to experience it for themselves [Music] _(Acquisition: youtube_auto_sub, Enrichment: v3)_ --- *Exported from Journalist Tool on 2026-04-13 | Item ID: 9bdb6dab-2b3b-4203-886b-22e63842883a*