Throughout much of the 20th century, the names Bally, Gottlieb, and Williams have been pinball deities to pinball wizards worldwide. These were the big three companies, whose pinball machines were the precursors of today’s video games.
Gottlieb was founded in Chicago in 1927. One of its first tabletop pinball machines from 1931 was called Baffle Ball, which sold for $17.50 and gave players a half-dozen-or-so chances (depending on how the game was set) to get a ball into a hole for just a penny. A Williams game from 1952 called Horsefeathers allowed two players to play side-by-side, as balls bouncing on bumpers advanced mechanical horses on the game’s backbox. As for Bally, its Caperville game from 1966 featured stylized spies in an underwater world of angular heroes and heroines.
In the 1970s, the electromechanical pinball machines of the 1950s and 1960s were replaced by solid-state machines, which could compute scores instantaneously. They also added a cacophony of sound effects to the machines repertoire of bells and whistles. Video games in video arcades in the 1980s almost wiped out pinball games entirely, but a series of lucrative licensing deals with movie producers in the 1990s made pinball popular again. In 1991, for example, Bally’s Midway division manufactured a machine based on the film "The Addams Family." It remains the best-selling pinball machine of all time, with more than 20,000 units sold.