Raiford Guins is a Leeds United supporter. In his day-job he is a Professor & Chair of Cinema and Media Studies in the Media School, Adjunct Professor of Informatics, and Director of the Cultural Studies Program at Indiana University, Bloomington, USA. He is the author of Edited Clean Version: Technology and the Culture of Control (2009), Game After: A Cultural Study of Video Game Afterlife (2014), and Atari Design: Impressions on Coin-Operated Video Game Machines (Bloomsbury, 2020). Guins has also edited several collections and co-edits the MIT Press Game Histories Book Series with Henry Lowood and ROMchip: A Journal of Game Histories also with Lowood and Laine Nooney. He is currently writing a small book on Leeds United for Pitch Publishing.

List of Images
List of Plates
Prologue: Not on Display
Acknowledgements
Ignition: Advanced Electronics and Styling
Zero to 60 in 25¢
Design History of Video Games
1. Game Design is Inadequate
2. Platform Studies Doesn't Scratch These Surfaces
3. Coin-op Video Games Machines are Complex Artifacts
4. Cabinet Design is Design
Taking Anonymous History for a Spin
Chapter I: Start With a Clean Piece of Paper
Man, that thing needs some help
BEAUTIFUL SPACE-AGE CABINET: A Plasticine Moment
Low Key Cabinet, Suitable for Sophisticated Locations: The Veneer of Game History
Never Leave Well Enough Alone...
Chapter II: Come and Play Me
Far Out
More Than a Box
Independent Functionality, or Designing "Atari Style"
2 Game Module, or On the Importance of Not Shitting in the Punchbowl
Project Development, or Everything You Wanted to Know About Video Pinball (But Never Thought to Ask an Industrial Designer)

Chapter III: Happy Stuff
Uncabinet
Good Design is Good for (the Coin-Op) Business
Cabinets as Graphically Design Products

Chapter IV: A Kinesthetic World of Shapes and Color
Bold Impact
As you get Excited you Start to Hug the Game
Environmental Communication
Communicative Environments

Chapter V: Shifting Gears

Parking Brake: Look Beyond Finished Form