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The Pinball Show Ep 171 BONUS: American Pinball Updates: Pee-Wee Pinball, AP's Rebuttal, & A Clue To How They Move Forward

Pinball Show Patreon Feed·podcast_episode·18m 31s·held·Feb 24, 2025
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Analysis

claude-haiku-4-5-20251001 · $0.021

TL;DR

American Pinball announces Funds Up Manufacturing subsidiary amid contract manufacturing pivot and missed Pee-Wee licensing opportunity.

Summary

American Pinball leadership released an official update addressing departing VP David Fix's criticisms, reaffirming commitment to Games 7 and 8 while announcing a new contract manufacturing subsidiary called Funds Up Manufacturing. A leaked artwork mockup showed Christopher Franchi concept for a Pee-Wee's Playhouse pinball game that American Pinball reportedly failed to license from Paul Reubens, sparking discussion about the company's strategic pivot toward manufacturing-as-service and potential tariff implications for overseas pinball manufacturers.

Key Claims

  • Christopher Franchi created a mockup of Pee-Wee's Playhouse pinball artwork for American Pinball, with Paul Reubens reportedly interested in licensing the game, but American Pinball did not follow through

    high confidence · Host reporting on Pismo's Pinside post about Franchi's artwork and the failed licensing deal

  • Ron Lindman, American Pinball director of sales and marketing, replaced David Fix in that role

    high confidence · Dealer email update from Ron Lindman summarizing organizational changes

  • American Pinball is pursuing contract manufacturing business through a separate subsidiary called Funds Up Manufacturing

    high confidence · Email from Ron Lindman referencing Funds Up Manufacturing and fundsupmanufacturing.com website confirmation

  • Funds Up Manufacturing claims to have built more than seven pinball machines and operates with 125 distributors worldwide

    medium confidence · Website copy from fundsupmanufacturing.com as read on-air, though '125 distributors' figure treated skeptically by hosts

  • American Pinball is committed to releasing Games 7 and 8, with Game 7 (Cuphead) receiving mixed reception for gameplay but criticized for incomplete code

    high confidence · Ron Lindman email update and host commentary on Cuphead reception

Notable Quotes

  • “As a company going forward, we plan to say less with words and say more with our quality and action.”

    Ron Lindman (American Pinball director of sales and marketing) @ ~18:45 — Official company statement signaling shift away from public communication toward action-based strategy

  • “Our goal is to build products people want with the quality they deserve.”

    Ron Lindman @ ~20:15 — Mission statement addressing quality concerns that have plagued American Pinball

  • “With more than seven pinball machines built, we know how to bring your pinball project to market using our American pinball brand or your own custom brand.”

    Funds Up Manufacturing website copy @ ~24:00 — Reveals Funds Up's business model as contract manufacturer for third parties, not just American Pinball

  • “It shoots pretty well, but the code is nowhere.”

    [name withheld pending review] @ ~17:30 — Community sentiment on Cuphead's incomplete game rules/code despite hardware polish

  • “I think maybe their big struggle has been the development, design phase of stuff, building-wise, historically at least. They were able to make product and then move it.”

    [name withheld pending review] @ ~34:00 — Analysis of American Pinball's strengths (manufacturing/logistics) vs. weaknesses (game design/code development)

Entities

American PinballcompanyFunds Up ManufacturingcompanyChristopher FranchipersonRon LindmanpersonDavid FixpersonPaul ReubenspersonMitesh PithvapersonPismoperson

Signals

  • ?

    business_signal: American Pinball restructured sales/operations leadership with Ron Lindman taking over Dave Fix's VP role; introduces hierarchical reporting structure (Ron to Mitesh)

    high · Ron Lindman email explicitly confirming organizational structure changes and his role as director of sales

  • ?

    business_signal: American Pinball shifting business model from game designer/manufacturer to primarily contract manufacturing service provider through Funds Up subsidiary

    high · Funds Up Manufacturing website describing services for third-party manufacturers; Funds Up operates separately from American Pinball brand

  • ?

    product_concern: Cuphead (Game 7) criticized for incomplete game code/rules despite strong playfield mechanics and aesthetics

    high · Host commentary: 'the code is nowhere'; people say 'it shoots pretty well, but the code is nowhere'

  • ?

    machine_intel: American Pinball failed to secure and/or follow through on Pee-Wee's Playhouse pinball license despite Paul Reubens and artist Christopher Franchi working on mockup

    high · Pismo's Pinside post about Franchi's mockup; hosts confirm Paul Reubens was interested but 'American Pinball did not follow through'

  • ~

    sentiment_shift: Positive community reaction to Ron Lindman's measured, professional tone in dealer update; perceived as improvement over Dave Fix drama

    medium · Host comment: 'What I did find interesting was this was a follow-up email... Nice update.' Described email as 'good message overall'

Transcript

groq_whisper · $0.055

0:00
Warning, the following episode contains adult language and screaming goats. Listener discretion is advised. Thanks again for the ongoing support as a Pinball Show Club member. Enjoy this exclusive TPS content and make sure to visit the Pinball Show Club Discord to chat about the bonus material. Dennis, a lot going on over at American Pinball. Apparently, I didn't know all this was going on. Why are they always in the news like they are? It's just they're the most interesting company in the world. They could be in their own commercial for liquor.
0:33
I don't always play pinball, but when I do, I want them to work. Okay. Pismo. What do you know about Pismo? He's a follower. I've heard of Pismo. I think most of the time he likes us. Sometimes he doesn't. Yeah, well, I mean, people are complicated. Complex creatures will accept him for who he is. But Pismo on Pinside posted a pic of Franchi, a mock-up of Christopher Franchi, the artist, and stating that Christopher Franchi has a mock-up of Pee-wee's pinball. She's Pismo Pinside posting a pic of Pee-wee's pinball for American pinball. so if you guys are not following along Christopher Franchi posted a picture of his rendition of what artwork may look like on a Pee Wee's pinball machine it does look good and this would be for American pinball so here's the deal Pinsider Pismo saying Franchi had American pinball speaking with Paul Rubens and Paul's people and they were all in like Paul Rubens was all in on this idea and signing license the license for a pinball machine but american pinball did not follow through what a shock no this is nostalgia gold though it looks really good this one especially for a company the size of american pinball peewee's a pretty good idea i like the license my opinion but i i think this could really have moved a lot i mean i watched that growing up. I did too. Now.
2:15
Cherry. But not the pterodactyl. What was that? The blue chair. Oh, cherry. What was the pterodactyl's name? Oh, I don't remember the pterodactyl. Oh, the green pterodactyl? The green one? Yeah, no, I don't remember its name. Or, yeah, chair. I did like chair. The chair was cherry, wasn't it? Or am I wrong? I think. But chair like a chair, not cherry like the fruit. I've smoked weed since then. I got, look, I'm going to type it up now. chair name from peewee google tell me it's cherry with a y yeah cherry that's that's a clever name i thought it was always like a toilet i was like i wouldn't want to sit on the face and go poo but it wasn't all right it's just pterodactyl name let's find that out pterodactyl name from peewee was was terry perfect with a silent p what about the uh the genie jamby jamby that's right and Globie or whatever they glow and the little ventriloquist dummy. I was always annoyed by him. That was a great show. Yeah. Cause the pterodactyl, then he worked for captain Carl. Yeah. He's the right hand pet. Yeah. Well, I would still prefer at least in the HBO version, the big adventure to the TV show. I mean, you have a plot to work around if you do the movie is the thing. Yeah. and you get Francis and you get the bike and the Rube Goldberg machine making the breakfast. But I'll take the Pee Wee's pinball, like the television show, The Playhouse. I'll take it. And Franchi's not going to like to hear this. His art does look great on this. However, I need a little more from Franchi. What more do you want? I don't. I'm not super crazy about the composition. Not super crazy about it. What, the back glass or the sides? I need more storytelling rather than item montaging or item Lego. Again, it's the show, so just showing all the iconic set pieces. I'd rather see a set piece rather than just – I disagree with you. I don't want the Beatles stuff everywhere. I think this was the right way. Okay. This is the pro model. He just threw everything. The version that will fold up into cherry can be different Oh my God Now we talking No Look I got lots of ideas Oh now we talking I mean, you already have, like, the trim on the sides and stuff, the color of cherry. Just imagine the whole thing being cherry and it folded into a chair, a cherry. I'm trying to think. Who is that little bastard Randy? Oh, I hated that thing. It was like a little puppet named Randy, king of cartoons, Captain Carl. That was Phil Hartman. I forgot about that. I like that Lawrence Fishburne was in here. So overall, I think it's a good idea. But also of note, so AP, man, wish you wouldn't have fucked that up. What a shock. So hopefully somebody else can get that.
Flip N Out Pinball
company
Ametroncompany
Cupheadgame
Justice League of Dealersorganization
  • $

    market_signal: Discussion of potential tariffs on overseas pinball imports creating incentive for European and other non-US manufacturers to use US-based contract manufacturers like Funds Up

    medium · Extended discussion about how tariffs would make overseas manufacturing uncompetitive; hosts speculate overseas manufacturers might use Funds Up to avoid tariffs

  • ?

    operational_signal: Game 7 (Cuphead) approaching launch with parts arriving and samples being tested; timeline suggests imminent but not immediate release

    high · Ron Lindman email: 'Game seven isn't on the line yet, but parts are arriving every day with some samples built and being tested'

  • ?

    industry_signal: American Pinball pursuing contract manufacturing business model potentially to compete with/complement existing pinball manufacturers, signaling industry trend toward service-based manufacturing

    medium · Funds Up Manufacturing website offering design, development, manufacturing, and distribution services to third parties; hosts speculate other overseas manufacturers may use this

  • ?

    personnel_signal: Dave Fix departed American Pinball after public criticism of company strategy; Ron Lindman took over as director of sales and marketing

    high · Ron Lindman email states 'Dave Fix no longer involved' and reassures dealers company is moving forward

  • ?

    licensing_signal: Pee-Wee's Playhouse pinball licensing opportunity lost; Paul Reubens reportedly willing but American Pinball did not execute

    high · Christopher Franchi mockup artwork circulated; Pismo reports Paul Reubens was 'all in' but 'American Pinball did not follow through'

    • 5:17
    I still want the movie version, but I'll take that. Also, we received as dealers, flipping out pinball, as well as other dealers, not the, what was Dave Vick's call? The executive vice president of sales? No, the big dealers or something. Oh, yeah. The Justice League of Dealers. Oh, yes, the Justice League. You're not a member of that. You're a member of the Thunderbolts or something. That's right.
    5:41
    Okay. Yeah. So the dealers got all dealers, not just the – what did he say on this recent podcast? The premier dealers or something? But all dealers got an update from Ron Lindman, the director of sales and marketing. Basically, the person who took over Dave Fix's spot. Dave 2.0. Yeah. Now, and I'm going to read, I'm going to summarize what the email said, but it's kind of a rebuttal and update to Dave Fix trying to just destroy that company. It said, some dealers have reached out for American Pinball Update on the path forward, but Dave Fix no longer involved. As a company, we don't discuss details on employees that have departed. Nicely done. You know what? That right there is already a good turn. Yes, it's true that we're working to grow our amusement business for pinball arcades and FEC Redemption with contract manufacturing. So there's confirmation right there that Dave was right about that. But with that said, we are committed to game seven and eight for American pinball and continued support on previously released games. Game seven isn't on the line yet, but parts are arriving every day with some samples built and being tested. we will have updates as we get closer to launch. Okay. That feels like there is commitment for 7 and 8, but maybe no plans after that. How far along is 8? I don't know. Because 7 is Cuphead, right? 8 is probably just Whitewater 2. Okay. Who knows? I mean, because I'm hearing more people talk about 7, talk about their experience with Cuphead, and it's been a resounding, eh, it shoots pretty well, but the code is nowhere. Yeah. People say it's beautiful and it's kind of fun, but what do you do with that? That alone is not going to have a game supported in itself. So we will see. And then he goes on to say, as a company going forward, we plan to say less with words and say more with our quality and action. Isn't that like carrying a big stick kind of thing? Yeah, yeah, some Teddy Roosevelt stuff going on here. Okay. Ask not what you can do for your pinball company. Dealer way. Ask not what the pinball company can do for you, but what you can do for your pinball distributing company. As we review future projects. Start palleting up your gains before you send them in. Yes, that would help, actually. Zach doesn't want them in on legs. Too pricey. Our goal is to build products people want with the quality they deserve.
    8:12
    You deserve nothing. This feels like AI at this point. The management structure as a sales and manufacturing organization are going to be led by me as the director of sales, bringing dealer orders to Mitesh Pithva, our director of operations. And behind the scenes, yes, there's going to be a larger team for production, development, and support. Thank you for the team efforts. Includes you dealers providing great products to the customer. Feel free to reach out anytime. So, okay. Good message overall. Nice update. Flipping out. Is it staying as a distributor for American Pinball? At this point, I think we're still a dealer. Okay. Yeah, I think so. What I did find interesting was this was a follow-up email about inventory this past week, but I caught something that was different than all the other emails in the past. He was talking in there about contract manufacturing and different things.
    9:07
    But this not only confirms it but it gives us a lot more information I don know if any of the other dealers seen this but down at the bottom of the email he shows a picture and lists the names of each individual as part of the team and what they do right Like such and such is in tech, Lloyd, tech for American Pinball. But for himself, Ron, and the Matesh individual, it said American Pinball. But it also had another company named by it that was not Ametron, Dennis. And that name was, I think, I'm going to try to pronounce this right. I think it's Funsup.
    9:42
    Funsup Manufacturing. Or maybe it's Funs Up. Funs. Funs Up. Funs Trending Up. The Funs are up. I don't, Funsup. Funs Up. Or it could be F-U-N-S-U-P. Yes, it could be that as well. F-U-N-S-U-P Manufacturing. Or it could be Funsu P. Maybe the P is silent and it's Funsu. I like that. Fun-su, the art of fun. Fun-su sounds like something I would want to watch. Ay-yi-yi-yi.
    10:13
    Fun-su. Oh, tonguey. Yeah, like karate. But Fun-sop manufacturing. That's a lot of nuts.
    10:24
    That's a lot of nuts. I like that one. Ay-yi-yi-yi. Fun-sop. Chosen. Chosen one. this is a bad loop we need to get out right in there you know what american pinball was screwed that up why can't they do that and the back glass is going to be a guy with tiny gopher chucks it's going to be with the gopher chucks yes okay fun's up so bad You close up black.
    10:58
    Funds Up Manufacturing is the name of the new company. So they're doing this contract manufacturing, Dennis and Lister,
    11:06
    within a different company under Ametron. American Pinball is not doing the contract manufacturing. It's going to be Funds Up. And they also had a link to the website, fundsupmanufacturing.com. And if you go to that, it was dead for a while. I've been following it. But then if you go to it, now it pops up and it's pretty plain right now, almost like a holder. Okay, a little placeholder page. Almost, yeah. It just says about pinball manufacturing, and it says our expertise. With more than seven pinball machines built, we know how to bring your pinball project to market using our American pinball brand or your own custom brand. Oh, this is interesting. Development. Our team can manufacture your finished product or handle the development with electrical and mechanical engineering, art and animations, sound and coding. We also offer licensing support. I hate when people put animations. Isn't it plural already? Animation manufacturing. Our team will work with you to source parts and materials to complete your build. We will develop a testing and Q&A process to make sure machines are built to your specifications.
    12:21
    Final product. And by final product, there's a row of GTFs on the line. After your machine is approved for boxing, we will pack the machine in your custom packaging. And then punch it. Oh, wait, no. That's the wrong type of boxing. Sorry. We can then ship it to you or serve as your warehousing and distribution partner. Oh, hey. We're getting. Wait. Hey. If you use our service for distribution... What is with all these pinball manufacturers replacing their distributors? Oh, okay, wait. Okay, it says, if you use our service for distribution, you will have access to our 125 distributors worldwide. Oh. There's a number there. Combo breaker. Do they really have 125 distributors worldwide?
    13:07
    Well... That's quite... This is more than I would have assumed. I wonder how many are part of the Justice League. only the top five. Yes. The select few. The prepped. The Justice League. The tailors.
    13:21
    I'm interested to know more about this. And they have an address and everything. Telephone number? Should we call it? No. Okay. Let's not. I guess flipping out pinball is now an official dealer of fun stuff? Congratulations. Or is it only if it's under American pinball? I don't know. But they have access to us. My arms are open. I just it was interesting to find out that this is how they're doing that. Any takes on this? I mean I think it makes sense for them to go ahead and use another subsidiary for this style of work It avoids a lot of the American Pinball baggage but all being linked together means they can take advantage of all of the facilities and capabilities that they built up with American Pinball So it does start to get a little weird when you start obfuscating with all these different names and it's all sort of the same. Magnum. It's all the same. Yes. But I think it makes sense for them, and I think this is an angle that may work well for them. I think their big struggle has been the development, design phase of stuff, building-wise, historically at least. They were able to make product and then move it. So the idea of them doing more of this sort of manufacturing I think makes sense for them and might be their future where they get out of development entirely and design. Do you think within the next two years, and then we'll close it out, do you think within the next two years we will see a current overseas manufacturer use funds up to help manufacture their games, either partially or in their entirety? I'm going to say yes, I do think so. I think maybe as well. especially um given the threat of tariffs that's that yeah doing the build in america so you don't have to have the uptick in charge for the import it could it would make sense here to to try and dodge the tariff for the american eye so i could actually see a game maybe european manufacturer builds it for the rest of the world and the american audience builds in america kind of like how stern does in brazil where they have a brazil manufacturer to build the games there because Otherwise, I believe it's a tariff system that results in the game being out of the price range for collectors. I think that going forward, if these tariffs do end up how they're being described, that may be the only option for overseas companies like a Dutch Pinball or a Pedretti. Yeah. I mean, quite frankly, it's the way tariffs, when done normally, tariffs are kind of lose-lose in most instances. The one thing that it can do really well is protect an existing industry. So like back in the day in the 70s and stuff, like we, you know, protectionist tariffs on steel, U.S. steel and stuff, because we had those manufactured. It doesn't make, I don't want to go into a whole huge economics thing, but it doesn't make a lot of sense to say put in a tariff on something that we don't really have a homegrown ability to build. Like we don't do a lot of circuit boards here. We import most of our boards. Sure. Because you have to spin up the entire industry. But the industry already exists. And here with pinball, most of the industry is actually already here. So, yes, the the pricing could become absurd to import anything that wasn't U.S. built in pinball, hypothetically. So if you but if you if you've done the design and you have the U.S. build it, you dodge that. So the other thing is most of these European manufacturers and really other other non U.S. nations, they're not selling a whole lot of product in general. so because my main question would be could these sort of funds ups absorb doing this much work and i think the answer is yes because i don't think it's that much work well and they've been because they're supported by aimtron they can really feed this as much as they want or as little as they want they already have the space that you know because let me give you the give you the other side of it though to kind of paint that picture so like if it was stern overseas it wouldn't work like funds up wouldn't be able to absorb building the number of stern games that stern would sell to the u.s or really probably even to other parts of the world because one of the interesting things that we'll have to see if happens let's say that you see these sort of tariffs go into play and let's use the hypothetical of europe because europe is being discussed and europe buys a lot of pinball and they retaliate with their own tariffs on our pinball industry like Canada was going to do.
    17:43
    Where does Stern go to get their games built in Europe? I don't think there's anyone with enough capabilities to do it and to build the Stern standard. So I think Stern's just stuck losing that market. But anyway, neither here nor there. That might make for another discussion in the future. Sure. I mean, the Canada one was a good example because we saw the initial proposed list and Canada was going to impose tariffs on pinball machines. And there's no place in Canada to get anything at scale built in pinball. So it would have been like those games just aren't going to sell. We thought eggs were high. Oh, yeah. This is the biggest egg of all, a goose egg of zero sales. Thank you for all the support, people. You can turn it off now. Or turn it on.
    18:28
    No, off.