# Episode 1: Steve Ritchie **Source:** Pinball Profile **Type:** podcast_episode **Published:** 2016-11-01 **Duration:** 9m 10s **Beat:** Pinball **URL:** https://www.pinballprofile.com/episode-1-steve-ritchie/ --- ## Analysis In this Pinball Profile episode, legendary designer Steve Ritchie reflects on his career at Stern Pinball, discussing his design philosophy centered on complete thematic integration, his inspiration from childhood pinball experiences in the 1960s, and the evolution of licensed IP vs. original themes in modern pinball. He emphasizes the importance of talking directly to players across different demographics (casual, hardcore, collectors) to inform design decisions. ### Key Claims - [HIGH] Steve Ritchie has designed approximately 27 games throughout his career — _Direct statement: 'You know, it's great, but I think it's my 27th game or something, so it's like maybe I'm a little jaded'_ - [HIGH] Ritchie's approach to game design starts with theme selection, not game mechanics first — _Direct statement: 'No, it's always theme, and I have to love it. I have to love everything that it's built on, the theme.'_ - [HIGH] Ritchie views pinball machine design as a complete integrated package involving sound, speech, ball physics, toys, and theme — _Direct statement: 'I view a pinball machine as a complete package. I want everything to tie in together. The sound, the speech, how the game plays, how the ball rolls, the toys, just everything.'_ - [HIGH] Ritchie's first pinball experience was at age 10 in a bowling alley around 1960, playing Gottlieb wedgehead machines — _Direct statement: 'For me, it was just fun. I mean, I was in a bowling alley. I think I was around maybe 10 years old, 1960.'_ - [HIGH] Licensed IP themes provide inherent marketing advantages and fan bases compared to original themes — _Direct statement: 'we get so much publicity and everything attached to whatever movie we pick. Like, you know, people just know about what we're making just by the name' and 'it's easier to sell with a fan base already there'_ ### Notable Quotes > "I view a pinball machine as a complete package. I want everything to tie in together. The sound, the speech, how the game plays, how the ball rolls, the toys, just everything." > — **Steve Ritchie**, Early in interview > _Core design philosophy statement_ > "My goal is to make games that people want to play over and over again." > — **Steve Ritchie**, Early in interview > _Primary motivation for game design_ > "The theme has to have a musical connection. It has to have a toy connection. The theme has to be as broadly based a demographic as possible." > — **Steve Ritchie**, Mid-interview > _Criteria for theme selection_ > "A good game takes care of itself. If it's a good game, it's going to find a way to sell." > — **Steve Ritchie**, Mid-interview > _Philosophy on game quality vs. IP brand recognition_ > "I like to sometimes just stand in the back and watch people play and see what goes on. Sometimes I will introduce myself sometimes I won't... I'll just ask them what do you hate about this?" > — **Steve Ritchie**, Late interview > _Player feedback methodology_ > "I like to talk to a range of people and they almost always tell me what they want or what's wrong and of course what's right." > — **Steve Ritchie**, Late interview > _Community engagement approach_ ### Entities | Name | Type | Context | |------|------|---------| | Steve Ritchie | person | Legendary pinball designer at Stern Pinball; approximately 27 games designed across career; discusses design philosophy centered on complete thematic integration | | Jeff Teolos | person | Host of Pinball Profile podcast interviewing Steve Ritchie at Stern headquarters | | Stern Pinball | company | Major pinball manufacturer where Steve Ritchie is currently employed as legendary designer | | Black Knight | game | Classic pinball game designed by Ritchie featuring magnets and upper ramp; interviewed subject's first pinball experience and inspiration for career | | Lyman | person | Code designer/programmer at Stern who works with Ritchie on voice callouts and game rules; collaborates on insult lists for games | | Dwight | person | Programmer at Stern who works with Ritchie on game development | | ACDC | game | Licensed pinball game by Stern based on rock band ACDC; Ritchie cites as example of broad demographic appeal and thematic integration | | Spider-Man | game | Recent Stern pinball game with high demand; vault edition was created due to popularity | | Star Trek | game | Stern pinball game designed by Ritchie; mentioned as fantastic title | | Game of Thrones | game | Stern pinball game designed by Ritchie; described as his last released game prior to interview | | Metallica | game | Licensed pinball game by Stern based on rock band; referenced as example of IP marketing advantage | | Mark | person | Steve Ritchie's brother; also works in pinball game design/creation; eight years younger than Steve | | Gottlieb | company | Historical pinball manufacturer; machines Ritchie played as child in bowling alleys circa 1960 | ### Topics - **Primary:** Game design philosophy and methodology, Theme selection and IP licensing strategy, Player feedback and community engagement - **Secondary:** Career history and personal inspiration, Voice callouts and characterization in games, Licensed IP vs. original themes debate - **Mentioned:** Family influence in pinball design ### Sentiment **Positive** (0.85) — Ritchie is personable, reflective, and enthusiastic about pinball design. Interview tone is warm and conversational. Ritchie demonstrates genuine passion for the craft and player satisfaction. Joking banter at end (My Little Pony, Beige Knight) adds levity. No negative sentiment detected. ### Signals - **[community_signal]** Ritchie actively observes players in the field and solicits direct feedback on game design through informal questioning about what players dislike (confidence: high) — Direct statement about standing in back watching players and asking 'what do you hate about this?' followed by description of talking to range of demographics - **[design_philosophy]** Theme selection is foundational to design process—Ritchie requires personal emotional investment in theme before developing mechanics (confidence: high) — 'It's always theme, and I have to love it. I have to love everything that it's built on' - **[design_philosophy]** Ritchie articulates holistic design approach integrating theme, audio, mechanics, ball physics, and toys as unified package rather than isolated elements (confidence: high) — Complete package statement; emphasis on thematic connection to mechanical elements (e.g., ACDC cannon/train bell mechanics) - **[market_signal]** Licensed IP provides significant marketing advantage and fan base pre-awareness compared to original themes, though quality games can succeed regardless (confidence: high) — Ritchie acknowledges easier sales with licensed IP but argues good games 'take care of themselves' despite licensing advantages --- ## Transcript Jeff Teolos, another pinball profile right now at Stern Headquarters just outside Chicago with the legendary game designer Steve Ritchie. Steve, how are you? I'm great. I'm glad to be here. We're glad you're here because you being at Stern means a lot to pinball players like myself. You've come up with some amazing titles over the last few years. But for me personally, the first game I ever remember playing was Black Knight. And that got me hooked with the magnets and the upper ramp. And here I am much, much older and still playing pinball. But it was the Black Knight that did it for me. Wow, I'm honored that that got you started. It's a very expensive habit if you decide to own them. Yeah, I've got a few, but it's a fun habit. Yeah. You know, my goal is to make games that people want to play over and over again. I don't know. I view a pinball machine as a complete package. I want everything to tie in together. The sound, the speech, how the game plays, how the ball rolls, the toys, just everything. Speech, music. Well, it was Black Knight for me. What was it for you when you first started playing pinball? For me, it was just fun. I mean, I was in a bowling alley. I think I was around maybe 10 years old, 1960. And my parents would bowl and I would go and play the pinball machines. I think there were three for a quarter, you know. So they would give me a dollar or something and I'd try to make it last all night or as long as we were there. And mostly they were Gottlieb, newer Gottlieb wedge heads, 1960 and beyond there. I don't know. I had one experience one night I'm kind of like when I was in the 8th grade they said you're going to be a mad scientist in a toy factory that's what my teachers voted me that was my future occupation and that's just about what it is but then it was like I was really curious about them and one night at the bowling alley a technician came and opened up the game opened up a scotty game and had the play field up in the air And the bottom of it was beautiful It like all chrome stuff And the guy said, yep, this is the Cadillac of the industry. And that's what it was. And that got you hooked. Well, I loved how it looked and how I could figure out how everything worked pretty much. Not everything. Not the score motors. Sure. But the solenoids and everything. Yeah, I could figure that out. the drop targets after I saw them before but yeah it made me very curious and I don't know I like building things and taking things apart my whole life big pinball family you're here at Stern right now but your own family with Mark as well too I mean there must have been some pinball competitions for not just playing but making games as well well we weren't too competitive there's eight years between us so you know we never fought or anything there was never any fisticuffs because it would have been mean and uh i don't want to be mean and he's not either so anyway um yeah there's something we have some gene or something that that we find uh drives us to make pinball machines in a certain way too see i'm doing this interview right now and you're a pleasant man not the guy on the pinball machines doing all those evil call outs and telling me to play better and do everything else. You suck, and so does this interview. There we go. Thank you, Steve. Do you like doing the call-outs? Because, I mean, they're legendary. Absolutely. Lyman and I especially have fun because, you know, in fact, I've got a new list of insults going. It's great, too. It's just like, you know, it might be for some future Black Knight game or something. I don't know. You want him to use it for you. But definitely an adversarial kind of thing. He's mean. He says terrible things. Jeff Hewless with Steve Ritchie. Let's talk about some of your games. Now, when it comes to making some of these games, is it the theme first, and then you have to come up with a game, or is it a game and then a theme gets applied? No, it's always theme, and I have to love it. I have to love everything that it's built on, the theme. The theme has to have a musical connection. It has to have a toy connection The theme has to be as broadly based a demographic as possible Like, look at ACDC. Kids from seven years old, they have them on their iPod or their phone. And up to my age and beyond, 70-something. So that might be the best demographic of all time. And everybody knows their songs. So it's like, that's a good connection. And then there's, you know, they use a cannon in their show. They bell the train. Highway to hell, you know, flames. I can see this road burning and it kind of goes into the ground. But I didn't do it like that. It wasn't practical. So I just think about how the ball is going to roll, what it's going to do, all tied in with whatever theme. And like I said, I have to love the theme and believe that it's going to be, you know, accepted and fun. And it's like, we have a hard time here. I even do. I'd like to make it another original theme, like Black Knight or something like that. But it's, I think, you know, it's a bit risky. Maybe Black Knight would be a license anyway. It is a kind of a license. Other games, I'm not sure we, you know, we get the bang for the buck out of, you know, I mean, we get so much publicity and everything attached to whatever movie we pick. Like, you know, people just know about what we're making just by the name. Yeah, Metallica. And it's easier to sell with a fan base already there. Yes, it is. But it's not necessarily true. The fan base, you know, I always say, you know, a good game takes care of itself. If it's a good game, it's going to find a way to sell. It might take a little while for it to sell because people have to try it out, whereas people would buy a name brand or a theme without even seeing it, sight unseen. Yeah, that is true. There's a few people like that, but I think most everybody wants to play the game or experience it before that That's it's there's a few guys out there. I have to have it. I don't care what it is See for pinball players like myself the theme is it's a Steve Ritchie game. I want it. Okay. Well, that's that's nice I mean, you know ACDC you don't have to sell me on that. That's the first game They make them, you know how I make them you know how we do things here, especially, you know with Lyman or Dwight You know as with the programmers it like yeah we have a style and we have we have our individual size but we also have a joint style you know everybody on the team How satisfying is it for you to see something like Spider and the demand is huge that they now made a vault edition another great creation You know, it's great, but I think it's my 27th game or something, so it's like maybe I'm a little jaded, but no, I'm excited to see them on the street. And I like to sometimes just stand in the back and watch people play and see what goes on. sometimes I will introduce myself sometimes I won't sometimes I'll just ask them what do you hate about this that's a kind of a weird question but it's it's a good question what do you hate about this the leaders say nothing or ball goes down the middle too many times or something I don't know I learn from people and you've taken some of those tips for future games oh absolutely I mean yeah I talked to so many people about pinball that's it is a a very good connection like a lot of us in sales they end up talking to distributors much more and some people just have no contact you know with uh with a pinball playing crowd or you know people who like to go to barcades and play pinball you know while they're drinking or whatever you know it's like there's lots of different groups there's enthusiasts you know and then there's collectors and you got and you know hardcore players and casual players so i like to talk to a range of people and they almost always tell me what they want or what's wrong and of course what's right well we've seen games like star trek fantastic and game of thrones was the last one that we saw out so i'm imagining there's a Steve Ritchie game coming out pretty soon well it's it's going to come out on the 35th day of the festival of kunagonda i'll mark that on my calendar and you might like the title it's called the beige knight okay he's a nice guy passes out money to the poor and says please and thank you, that sort of stuff. You're not doing the call-out scent. No, and my second choice might be My Little Pony. Oh, gosh. With real brushable hair coming off the back. Please stop. Bronies everywhere are loving this. Steve, thanks very much. Hey, it was great. I'm Jeff Teolis. This has been your Pinball Profile. My little pony, my little pony. Ah, my little pony. I used to wonder what friendship could be. _(Acquisition: groq_whisper, Enrichment: v3)_ --- *Exported from Journalist Tool on 2026-04-13 | Item ID: f4cffce1-d719-4e08-b868-837fe1b206bd*