Gottlieb

D. Gottlieb & Co.
	File:Gottlieb logo.svg Emblem from 1980
	File:Gottlieb's Central Park.jpeg Central Park, a pinball machine released in 1966 by Gottlieb
Trade name	Gottlieb
Industry	Pinball and Arcade video games
Founded	1927; 99 years ago (as D. Gottlieb & Co.); Chicago, Illinois, U.S.
Founder	David Gottlieb
Defunct	1996
Successor	Gottlieb Development LLC; Sony Pictures Consumer Products
Products	Pinball; Arcade video game;
Owner	Columbia Pictures (1976–1984)

Gottlieb, originally known as D. Gottlieb & Co., was a Chicago-based American company specializing in arcade entertainment. It gained recognition throughout the 20th century for its extensive range of pinball machines and arcade titles, including the iconic Q*bert.

History

The company maintained its headquarters and manufacturing plant at 1140-50 N. Kostner Avenue until the early 1970s, after which it relocated to a newly built facility at 165 W. Lake Street in Northlake, Illinois. Additionally, it operated a subassembly plant located in Fargo, North Dakota.

Established in 1927 by David Gottlieb alongside his brother Sol, the enterprise initially concentrated on producing pinball machines. By October 1932, the firm expanded its operations into a factory four times larger than its original premises. Over time, the product portfolio broadened to include pitch-and-bats, bowling-themed games, and video arcade titles such as Reactor, Q*bert, and M*A*C*H*3.

Gottlieb was a pioneer in mechanical pinball manufacturing with the launch of the popular coin-operated Baffle Ball in 1931. The company progressed to electromechanical models starting in 1935. A landmark development occurred in 1947 with the debut of player-controlled flippers on Humpty Dumpty, engineered by Harry Mabs; this innovation revolutionized gameplay mechanics and set new industry standards. The artwork created by Roy Parker became distinctive during this period.

In the late 1950s, Gottlieb introduced numerical score reels which improved multiplayer gaming experiences. During the 1970s, artistic direction was overseen by Gordon Morison, while longer three-inch flippers became standard features. The transition to solid-state electronics took place in the late 1970s with updated versions of titles such as Cleopatra (1977), Joker Poker, and Charlie's Angels. Production of wedgehead-style machines concluded by 1979.

Columbia Pictures acquired Gottlieb for $47 million in 1976 as part of a strategic expansion. By 1979, the workforce numbered approximately 650 employees. The release of Q*bert in 1982 represented a major commercial triumph during the peak era of arcade gaming. Following Columbia’s purchase by Coca-Cola, the company was renamed Mylstar Electronics in 1983; however, due to the North American video game market crash, Mylstar ceased operations by September 1984.

In October 1984, a management buyout led by Gilbert G. Pollock acquired Mylstar’s pinball division assets and established Premier Technology. This new entity resumed production of pinball machines under the Gottlieb brand until 1996. Premier also developed one last arcade title, Exterminator (1989). Several arcade prototypes from Mylstar remained unreleased because of this transition.

Gottlieb’s most renowned product was its inaugural success, Baffle Ball (1931), while its final release was the machine titled Barb Wire (1996).

Licensing and rights

The 1965 Gottlieb pinball game Kings & Queens achieved notable cultural status by appearing in the 1975 rock opera movie Tommy, which centers on a pinball prodigy. Presently, the ownership of Gottlieb's pinball machines—including those marketed under the Mylstar and Premier labels—as well as the "Gottlieb" brand names, rests with Gottlieb Development LLC, headquartered in Pelham Manor, New York. Meanwhile, the majority of video game rights originally held by Gottlieb and Mylstar have been acquired by Columbia Pictures.

Released titles

No Man's Land (1980) – licensed from Universal
New York! New York! (1981) – licensed from Sigma Enterprises
Reactor (1982)
Q*bert (1982)
Mad Planets (1983)
Krull (1983)
Juno First (1983) – licensed from Konami
M.A.C.H. 3 (1983) – laserdisc game under the Mylstar brand
Us vs. Them (1984) – laserdisc game, Mylstar brand
The Three Stooges In Brides Is Brides (1984) – Mylstar brand
Q*bert Qubes (1983) – Mylstar brand
Curve Ball (1984) – Mylstar brand
Exterminator (1989) – Premier Technology brand

Unreleased prototypes

Among the notable unreleased projects are Gridlee, licensed from Videa, Inc., along with titles such as Argus, and various Mylstar-developed games including Faster, Harder, More Challenging Q*bert, and Wiz Warz. These prototypes illustrate Gottlieb’s early 1980s experimentation within the arcade gaming sector.

Pure mechanical pinball/bagatelle machines

Significant early models consist of:

Bingo (1931)
Baffle Ball (1931)
Play-Boy (1932)
Whizz-Bang (1932)
Five Star Final series (1932)
Cloverleaf (1932)
Speedway (1933)
Black Beauty (1934)

These pioneering mechanical machines laid the foundation for Gottlieb’s market presence and contributed to its enduring influence within the industry.

Electromechanical Pinball and Flipperless Machines

Prominent early releases include Relay (1934), the first version of Humpty Dumpty (1947), Knock Out (1950), Ace High (1957), and the original Flipper (1960). Throughout the 1950s to 1970s, Gottlieb produced an extensive range of electromechanical games such as Jungle Princess (1977), Fire Queen (1977), and Spirit of 76 (1975). These models were instrumental in solidifying the company's standing in the amusement market.

System 1 Pinball Machines

Debuting in the late 1970s, System 1 marked Gottlieb’s shift to solid-state technology. Noteworthy titles include Cleopatra #409 (1977), and especially Close Encounters of the Third Kind #424 (1978), which saw production close to 10,000 units, along with The Incredible Hulk #433 (1979). This series encompassed both standard and wide-body versions, with production numbers varying from several hundred to thousands per model, reflecting a strategy aimed at addressing multiple market niches.

System 80 Pinball Machines

Introduced in 1980, System 80 was a major technological advancement featuring games like The Amazing Spider-Man #653 and Black Hole #668. The platform evolved into System 80A and System 80B iterations during the early to mid-1980s, supporting high-profile licensed games such as James Bond 007 (1980), Krull (1983), and Robo-War (1988). These systems bolstered Gottlieb’s competitive position by incorporating enhanced electronic components and gameplay innovations.

System 3 Pinball Machines

Launched in 1989, System 3 represented the company's final hardware iteration before it ceased operations. Among its prominent titles were Lights...Camera...Action! #720 (1989), Super Mario Bros. #733 (1992)—notably Gottlieb's first machine featuring a dot-matrix display—and licensed games such as Street Fighter II (1993) and Waterworld (1995). This platform embraced a variety of themes aimed at different audience segments, which helped maintain business momentum during its concluding years.

Gottlieb stood as the last significant manufacturer to both adopt solid-state pinball technology and to end the production of electromechanical machines. The original System 1 electronics were created through a collaboration with Rockwell International's Microelectronics Group, exemplifying strategic partnerships designed to speed up technological progress. The evolution through System 80, its derivatives, and finally System 3 reflected ongoing dedication to product innovation in response to shifting market trends until the company's closure.

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