# SOUTHERN-FRIED GAMING EXPO 2019

**Source:** Pinball News Website  
**Type:** article  
**Published:** 2019-07-23  
**Beat:** Pinball

**URL:** https://www.pinballnews.com/site/2019/07/23/southern-fried-gaming-expo-2019

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## Analysis

Southern Fried Gaming Expo 2019 was held July 12-14 at the Renaissance Atlanta Waverly Hotel, featuring approximately 200 pinball machines across multiple eras, panel discussions with manufacturers (Suncoast, American Pinball, Multimorphic, Stern), vendor exhibitions, and tournaments. Notable games displayed included recent Stern releases via Marco Specialties, Spooky Pinball titles, Jersey Jack's Willy Wonka, and Suncoast's debut Cosmic Carnival.

### Key Claims

- [HIGH] Approximately 200 pinball games were available in the Arcade area (Galleria Hall D) — _Event organizers expanded the arcade area and the article explicitly states '200 pinball games in the Arcade area'_
- [HIGH] Marco Specialties occupied about a quarter of Hall D floorspace with recent Stern releases — _Direct observation: 'Marco Specialties was on hand occupying about a quarter of the Hall D floorspace'_
- [HIGH] Multimorphic indicated multi-machine gaming and internet connectivity for P3 platform are 'in the works and should be available shortly' — _Gerry Stellenberg presentation: 'multi-machine gaming and internet connectivity are in the works and should be available shortly'_
- [HIGH] American Pinball's Oktoberfest would receive code update with 'one handed mode' — _Josh Kugler presentation: 'the latest release of the code for Oktoberfest will also have a one handed mode'_
- [MEDIUM] Stern designed a children's game that never reached production, likely due to licensing barriers — _Waison Cheng showed '3-D playfield models of a Stern children's game that never happened' and 'it could be inferred that licensing was the barrier'_

### Notable Quotes

> "It is very likely that Suncoast will be a major player in the design and production of pinball in the not-too-distant future."
> — **Article author (reflecting on Suncoast panel)**, Event coverage
> _Early prediction of Suncoast's market position based on their Cosmic Carnival debut and team dedication_

> "I felt that just changing the flipper rubbers to a contrasting color would make a huge difference in playability."
> — **Article author**, Cosmic Carnival gameplay observation
> _Design feedback on Cosmic Carnival's black flippers in dark playfield area_

> "Multi-machine gaming and internet connectivity are in the works and should be available shortly."
> — **Gerry Stellenberg (Multimorphic)**, Multimorphic seminar
> _Product roadmap announcement for P3 platform expansion_

### Entities

| Name | Type | Context |
|------|------|---------|
| Southern Fried Gaming Expo (SFGE) | event | Annual gaming convention held in Atlanta, Georgia; sixth annual event in 2019, covering pinball, board games, video games, arcade games |
| Marco Specialties | organization | Stern Pinball distributor and vendor; occupied ~25% of Hall D with latest Stern releases and on-site technicians |
| Spooky Pinball | company | Pinball manufacturer; displayed America's Most Haunted and Alice Cooper's Nightmare Castle at SFGE 2019 |
| Suncoast Pinball | company | Emerging pinball manufacturer; debuted Cosmic Carnival at SFGE 2019 with panel discussion featuring Brent Ponder, Jon Weaver, Oltion Tase, Aaron Galentine |
| Multimorphic | company | Virtual pinball platform manufacturer; presented P3 platform enhancements including digital leveling, player profiling, and upcoming multi-machine/internet connectivity |
| American Pinball | company | Pinball manufacturer; Josh Kugler presented Oktoberfest code updates including new sound callouts and one-handed mode feature |
| Stern Pinball | company | Major pinball manufacturer; Waison Cheng presented on game design philosophy and showed 3D models of unreleased children's game |
| Jersey Jack Pinball | company | Pinball manufacturer; displayed Willy Wonka & the Chocolate Factory at SFGE 2019 |
| Chicago Gaming | company | Pinball manufacturer; displayed remade Monster Bash at SFGE 2019 |
| American Pinball | company | Pinball manufacturer; displayed Houdini game at SFGE 2019 |
| Pinball Inc | organization | Vendor displaying custom pinball prints, parts, and upcoming Kingpin game |
| Portal Pinball Arcade | organization | Location operator in Kennesaw, Georgia; promoted venue at SFGE with playable games |
| Mezel Mods | organization | Vendor providing pinball game modifications and enhancements |
| Super Skill Shot | organization | Vendor providing custom shooter rod designs |
| Waison Cheng | person | Stern Pinball designer/game design facilitator; presented on pinball design process and game fun philosophy |
| Gerry Stellenberg | person | Multimorphic representative; presented P3 platform enhancements |
| Josh Kugler | person | American Pinball representative; presented Oktoberfest code updates |
| Brent Ponder | person | Suncoast Pinball co-founder/team member; participated in panel on Cosmic Carnival creation |
| Cosmic Carnival | game | Suncoast Pinball's debut game; playable at SFGE with artwork by 'Dirty' Donny Gillies; author noted black flippers in dark area as design issue |
| Willy Wonka & the Chocolate Factory | game | Jersey Jack Pinball title; drew crowds at SFGE 2019 |

### Topics

- **Primary:** Pinball game exhibitions and playable machines, Manufacturer presentations and product announcements
- **Secondary:** Virtual pinball platform development (Multimorphic P3), Emerging manufacturer market entry (Suncoast Pinball debut), Code updates and game enhancements, Pinball design philosophy and game fun factors
- **Mentioned:** Aftermarket modifications and vendor ecosystem, Gaming convention organization and curation

### Sentiment

**Positive** (0.85) — Author expresses appreciation for event organization, game quality, and diversity. Positive framing of manufacturer dedication and future outlook. Single critical note about Cosmic Carnival's black flipper design issue, but presented as constructive feedback rather than complaint.

### Signals

- **[design_philosophy]** Cosmic Carnival black flippers in dark playfield area identified as design usability issue (confidence: high) — Author feedback: 'the strange sensation of the black flippers with black rubbers in a mostly dark area of the playfield. This would be the first thing that I would change'
- **[market_signal]** Suncoast Pinball positioned as emerging major player in pinball design/production following Cosmic Carnival debut (confidence: medium) — Author assessment: 'It is very likely that Suncoast will be a major player in the design and production of pinball in the not-too-distant future' based on team dedication and presentation
- **[event_signal]** SFGE 2019 successfully expanded arcade area to 200+ playable machines across eras with strong vendor/manufacturer participation (confidence: high) — Explicit statement: 'estimated 200 pinball games in the Arcade area as well as pin-games provided by the major distributors and game manufacturers'
- **[licensing_signal]** Stern designed but never produced children's pinball game, inference licensing was barrier (confidence: medium) — Waison Cheng showed 3D models of 'a Stern children's game that never happened' and 'it could be inferred that licensing was the barrier'
- **[product_strategy]** American Pinball Oktoberfest receiving code update with new sound callouts and 'one handed mode' feature (confidence: high) — Josh Kugler presentation: 'the latest release of the code for Oktoberfest will also have a one handed mode'
- **[product_strategy]** Multimorphic P3 platform roadmap includes multi-machine gaming and internet connectivity features in development (confidence: high) — Gerry Stellenberg stated these features 'are in the works and should be available shortly' at SFGE 2019 seminar

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## Transcript

**Date:**
12th - 14th July, 2019

**Location:** Renaissance Atlanta Waverly Hotel & Convention Center, 2450 Galleria Pkwy.,
Atlanta, GA 30339, USA

The sixth annual Southern Fried Gaming Expo (SFGE) was held at the Marriott Renaissance Waverly Hotel and Convention Center, Atlanta, near the Cobb Galleria Shopping Center.

[![The Southern Fried Gaming Expo show banner in the Waverley Hotel & Convention Center](https://www.pinballnews.com/site/wp-content/uploads/shows/sfge-2019/19-sfge-2019-1024x721.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/sfge-2019/19-sfge-2019.jpg)

The Southern Fried Gaming Expo show banner in the Waverley Hotel & Convention Center

Atlanta, GA is certainly to be ranked among the most interesting and diverse cities in North America. It is the headquarters of the Coca-Cola beverage company and the World of Coca-Cola experience, as well as Turner Broadcasting (now part of Warner Media) and the Inside CNN Studio Tour. Atlanta was the host to the 1996 Summer Olympic Games as commemorated by Centennial Olympic Park constructed in the city center. Other ‘must see’ tourist destinations include the spacious Georgia Aquarium, Atlanta Botanical Gardens, and the College Football Hall of Fame.

As with similar shows, the SFGE was a 3-day event, opening to the public on Friday July 12th and concluding on Sunday July 14th. There was a full slate of seminars, tournaments, a film festival, cosplay, vendor presentations, auctions, stand-up comedy, live wrestling, an ’80s prom (with live music), and much more.

Upon receiving an advance copy of the SFGE daily schedule, I realized not only that I would be very busy, but also that it would require some planning to get to all of the pinball-related events.

[![The crowd waiting for the doors to open](https://www.pinballnews.com/site/wp-content/uploads/shows/sfge-2019/23-sfge-2019-1024x447.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/sfge-2019/23-sfge-2019.jpg)

The crowd waiting for the doors to open

The SFGE organizers went to considerable effort to ensure that attendees could easily find show events that they wished to attend. Daily schedules were posted outside of each breakout room and the full schedules were available in the well-produced event program as well as on the event website and an event app available for iOS and Android. Key event staff were equipped with two-way radios which allowed quick response to the few show technical difficulties.

[![The Film Festival schedule](https://www.pinballnews.com/site/wp-content/uploads/shows/sfge-2019/32-sfge-2019-766x1024.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/sfge-2019/32-sfge-2019.jpg)

The Film Festival schedule

SFGE had an interesting Indie Developer area set up in the Grand Ballroom Salon 4 for console game developers to show off their latest creations.

[![Will this 'bee' the next big thing in board games?](https://www.pinballnews.com/site/wp-content/uploads/shows/sfge-2019/33-sfge-2019.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/sfge-2019/33-sfge-2019.jpg)

Will this ‘bee’ the next big thing in board games?

I feel it should be noted before I get into the report proper that SFGE covered a broad spectrum of gaming – board games, role playing games, video games (console as well as arcade) and of course pinball in its many and diverse forms.

[![Console gaming at the SFGE 2019](https://www.pinballnews.com/site/wp-content/uploads/shows/sfge-2019/27-sfge-2019-1024x327.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/sfge-2019/27-sfge-2019.jpg)

Console gaming at the SFGE 2019

[![Getting ready for some DDR](https://www.pinballnews.com/site/wp-content/uploads/shows/sfge-2019/34-sfge-2019-768x1024.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/sfge-2019/34-sfge-2019.jpg)

Getting ready for some DDR

[![You could even play Cornhole](https://www.pinballnews.com/site/wp-content/uploads/shows/sfge-2019/15-sfge-2019.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/sfge-2019/15-sfge-2019.jpg)

You could even play Cornhole

There were tournaments for all of the above mentioned gaming types as well as opportunities for ‘free play’ among the participants. I will focus in this report on the pinball related events. There are other reports covering board gaming, etc. available on places such as YouTube.

For 2019, SFGE expanded “*Georgia’s Largest Arcade*” area into the Cobb Galleria Centre Hall D. There were an estimated 200 pinball games in the Arcade area as well as pin-games provided by the major distributors and game manufacturers.

[![Some of the estimated 200 pinballs at the show](https://www.pinballnews.com/site/wp-content/uploads/shows/sfge-2019/17-sfge-2019.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/sfge-2019/17-sfge-2019.jpg)

Some of the estimated 200 pinballs at the show

[![More of the numerous pinballs from all eras](https://www.pinballnews.com/site/wp-content/uploads/shows/sfge-2019/25-sfge-2019-1024x735.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/sfge-2019/25-sfge-2019.jpg)

More of the numerous pinballs from all eras

[![Quite a mix of titles](https://www.pinballnews.com/site/wp-content/uploads/shows/sfge-2019/20-sfge-2019-1024x931.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/sfge-2019/20-sfge-2019.jpg)

Quite a mix of titles

[![There were homebrew games such as this Spaceballs pinball](https://www.pinballnews.com/site/wp-content/uploads/shows/sfge-2019/13-sfge-2019-743x1024.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/sfge-2019/13-sfge-2019.jpg)

There were homebrew games such as this Spaceballs pinball

[![Not all custom games were as complete yet](https://www.pinballnews.com/site/wp-content/uploads/shows/sfge-2019/14-sfge-2019-713x1024.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/sfge-2019/14-sfge-2019.jpg)

Not all custom games were as complete yet

The Arcade area in Galleria Hall D was surrounded with vendors offering game replacement parts or enhancements, including a company that was demonstrating a 3-D laser projection pinball topper. Apparel, jewelry and other novelties were available for gamers of all persuasions.

![Mezel Mods had their big stand with all kinds of mods for your games](https://www.pinballnews.com/site/wp-content/uploads/shows/sfge-2019/01-sfge-2019-1024x748.jpg)

Mezel Mods had their big stand with all kinds of mods for your games

![Super Skill Shot had many designs of custom shooter rods](https://www.pinballnews.com/site/wp-content/uploads/shows/sfge-2019/04-sfge-2019-1024x768.jpg)

Super Skill Shot had many designs of custom shooter rods

[![Pinball Inc had unique pinball prints, parts and their upcoming Kingpin game](https://www.pinballnews.com/site/wp-content/uploads/shows/sfge-2019/05-sfge-2019-1024x678.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/sfge-2019/05-sfge-2019.jpg)

Pinball Inc had unique pinball prints, parts and their upcoming Kingpin game

[![Portal Pinball Arcade brought games to help promote their location in Kennesaw, Georgia](https://www.pinballnews.com/site/wp-content/uploads/shows/sfge-2019/06-sfge-2019-1024x735.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/sfge-2019/06-sfge-2019.jpg)

Portal Pinball Arcade brought games to help promote their location in Kennesaw, Georgia

![If it's gaming-related you could probably find it here](https://www.pinballnews.com/site/wp-content/uploads/shows/sfge-2019/24-sfge-2019-1024x737.jpg)

If it’s gaming-related you could probably find it here

Marco Specialties was on hand occupying about a quarter of the Hall D floorspace with several of the most recent Stern releases available to play including *Black Knight: Sword of Rage*, *Deadpool*, *The Beatles*, *The Munsters*, *Iron Maiden: Legacy of the Beast* and so on. Marco also had technicians on hand to lend assistance to games that might need attention or to answer questions.

[![Marco had all the latest Stern Pinball titles on their stand](https://www.pinballnews.com/site/wp-content/uploads/shows/sfge-2019/16-sfge-2019-768x1024.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/sfge-2019/16-sfge-2019.jpg)

Marco had all the latest Stern Pinball titles on their stand

[![The Primus game by Stern](https://www.pinballnews.com/site/wp-content/uploads/shows/sfge-2019/11-sfge-2019-768x1024.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/sfge-2019/11-sfge-2019.jpg)

The Primus game by Stern

Spooky Pinball was on-hand with examples of *America’s Most Haunted* and *Alice Cooper’s Nightmare Castle* games available to enjoy.

[![Alice Cooper's Nightmare Castle and America's Most Haunted by Spooky Pinball](https://www.pinballnews.com/site/wp-content/uploads/shows/sfge-2019/12-sfge-2019-768x1024.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/sfge-2019/12-sfge-2019.jpg)

Alice Cooper’s Nightmare Castle and America’s Most Haunted by Spooky Pinball

Grand Ballroom II was host to the PinGolf and other Pinball tournaments – this area was restricted to tournament participants only and I tried as best as I could to respect that. I hope that the organizers will publish the tournament winners on their Facebook page.

[![Houdini from American Pinball was at the show as was the remade Monster Bash from Chicago Gaming](https://www.pinballnews.com/site/wp-content/uploads/shows/sfge-2019/10-sfge-2019-676x1024.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/sfge-2019/10-sfge-2019.jpg)

Houdini from American Pinball was at the show as was the remade Monster Bash from Chicago Gaming

I was intrigued by the example of *Cosmic Carnival* set up to play in the Suncoast Pinball area. Having seen the playfield and backglass with its spectacular artwork by ‘Dirty’ Donny Gillies (Dirty Donny), I wondered to myself if this first pinball from Suncoast would live up to the hype that it has been given?

[![Cosmic Carnival from Suncoast Pinball](https://www.pinballnews.com/site/wp-content/uploads/shows/sfge-2019/07-sfge-2019-744x1024.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/sfge-2019/07-sfge-2019.jpg)

Cosmic Carnival from Suncoast Pinball

I played *Cosmic Carnival* a few times during the show and found it to be an enjoyable game other than the strange sensation of the black flippers with black rubbers in a mostly dark area of the playfield. This would be the first thing that I would change about the game if I had one in my personal game room. I feel that just changing the flipper rubbers to a contrasting color would make a huge difference in playability.

[![Just a couple of machines away, Jersey Jack Pinball's Willy Wonka & the Chocolate Factory was drawing crowds](https://www.pinballnews.com/site/wp-content/uploads/shows/sfge-2019/28-sfge-2019-722x1024.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/sfge-2019/28-sfge-2019.jpg)

Just a couple of machines away, Jersey Jack Pinball’s Willy Wonka & the Chocolate Factory was drawing crowds

[![It wasn't just the very latest titles available - this one is 86-years-old](https://www.pinballnews.com/site/wp-content/uploads/shows/sfge-2019/21-sfge-2019-737x1024.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/sfge-2019/21-sfge-2019.jpg)

It wasn’t just the very latest titles available – this one is 86-years-old

Saturday evening, Brent Ponder, Jon Weaver, Oltion Tase and Aaron Galentine of Suncoast had a moderated panel discussion about the creation of *Cosmic Carnival* and the future direction for Suncoast Pinball.

[![The Suncoast Pinball team](https://www.pinballnews.com/site/wp-content/uploads/shows/sfge-2019/31-sfge-2019-1024x663.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/sfge-2019/31-sfge-2019.jpg)

The Suncoast Pinball team

It was obvious to me that these men were very dedicated and enthusiastic about producing high quality and fun pinball games for both the home and commercial markets. It is very likely that Suncoast will be a major player in the design and production of pinball in the not-too-distant future.

In another breakout session, Josh Kugler of American Pinball gave attendees to their presentation a preview of proposed new sound call-outs for their *Oktoberfest* game. Josh indicated that the latest release of the code for *Oktoberfest* will also have a ‘one handed mode’ presumably so you can play the game without having to set down your favorite beverage.

[![Josh Kugler with Zach Meny](https://www.pinballnews.com/site/wp-content/uploads/shows/sfge-2019/30-sfge-2019-1024x692.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/sfge-2019/30-sfge-2019.jpg)

Josh Kugler with Zach Meny

Mutimorphic had a seminar where they discussed the latest enhancements to their *P**3* platform including such things as Digital Leveling and Player Profiling. They indicated that multi-machine gaming and internet connectivity are in the works and should be available shortly.

[![Gerry Stellenberg of Multimorphic](https://www.pinballnews.com/site/wp-content/uploads/shows/sfge-2019/29-sfge-2019-720x1024.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/sfge-2019/29-sfge-2019.jpg)

Gerry Stellenberg of Multimorphic

Waison Cheng of Stern Pinball gave an intriguing presentation where he discussed the process of pinball game design and how he “helps make games fun”.

[![Waison Cheng from Stern Pinball](https://www.pinballnews.com/site/wp-content/uploads/shows/sfge-2019/18-sfge-2019-750x1024.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/sfge-2019/18-sfge-2019.jpg)

Waison Cheng from Stern Pinball

Waison also showed 3-D playfield models of a Stern children’s “game that never happened”. Waison did not say specifically but it could be inferred that licensing was the barrier.

[![Waison with Mike Mike Vinikour from Stern](https://www.pinballnews.com/site/wp-content/uploads/shows/sfge-2019/26-sfge-2019-1024x675.jpg)](https://www.pinballnews.com/site/wp-content/uploads/shows/sfge-2019/26-sfge-2019.jpg)

Waison with Mike Mike Vinikour from Stern

As mentioned previously, the Galleria room was the location of the Southern Fried Film Fest. In addition to a number of short subject and indie films on various gaming subjects, there were showings of the John Hughes written and directed 1985 cult-geek movie *Weird Science* as well as ‘meet and greet’ autograph sessions with Ilan Mitchell-Smith who played the part of Wyatt Donnelly in the movie.

To misquote French Emperor and General Napoleon Bonaparte, “*Pinballers play on their stomachs*”, and the SFGE offered an array of vendors to fill the empty spot in your belly or to quench your thirst.

Monster Energy had a display set up in a corner of the Garden Court where they handed out complimentary samples of their beverage products. There was a handful of food vendors in the area to the right of Hall D, as well as a beverage, sandwich and snack shop in the table gaming area. Of course, the Renaissance Waverly Hotel and the Cobb Galleria had bar, fine dining and casual dining choices available just off of the hotel lobby. The Renaissance Waverly Hotel’s Tosca Blu bar has an event beginning at 6pm during the week called the ‘Beverage Ritual’ which we were unable to participate in, but it sounded intriguing.

Perhaps at the other end of the spectrum, SFGE hosted the first annual HOTlanta Extreme Eating Challenge. The winner would be the person who could consume the most progressively hotter and spicier peppers, chicken wings and hot sauce until a single contestant is left standing. The winner received $100 in cash, a SFGE 2020 all-access pass and a package of SFGE swag and merchandise.

We visited Murph’s Sports Bar in the Galleria for dinner on Saturday which is owned and operated by Dale Murphy. Murphy is a former all-star MVP, won the golden glove award 5 consecutive times, and won many other awards during his Major League Baseball career. Murphy spent much of his career with the Atlanta Braves baseball organization, playing outfield and catcher positions. Murphy’s uniform number “3” was retired by the Atlanta Braves in 1994 in honor of his stellar career.

Overall the SFGE was a very pleasurable show to attend. It boasted a diverse array of new as well as classic pinball games spanning decades available to play in the Arcade area.

I was impressed by the good condition of the games, and that what I would consider some hard-to-find, if not rare games were available for attendees to play.

The SFGE organizers have 2020 SFGE ‘all access’ passes available at a discounted price. Check on the event website for purchase details.

Sincere thanks to co-organizers Preston Burt, Shannon DeWitt and Patrick Wall, as well as their army of volunteers for their hard work and labor-of-love putting on the SFGE for the past six years. Personal thanks to Preston Burt for his assistance in covering the SFGE which was invaluable.

[Southern Fried Gaming Expo](http://southernfriedgameroomexpo.com/) offers much for a small daily admission price. I would suggest that you put it on your calendar to attend July 10-12, 2020.

_(Acquisition: raw_text, Enrichment: v1)_

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