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Chapter 13. PAC-Man (1980): Japanese Gumption, American Consumption

Chapter 13. PAC-Man (1980): Japanese Gumption, American Consumption

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Chapter 13 PAC-MAN (1980): JAPANESE GUMPTION, AMERICAN CONSUMPTION



Title screen from the arcade

version of Pac-Man, showcasing

the emphasis on its characters.



simply a rounded version of the Japanese word for mouth (kuchi).2

The game’s title has a similar origin; in Japanese slang, “paku

paku” represents the mouth opening and closing during eating; it

was a small stretch to Puck Man. What the popular myth does get

right, though, is the centrality of eating, or consumption rather

than destruction. After all, everyone enjoys a good meal. Then

as now, it was speculated that one reason more girls weren’t into

gaming was the overwhelmingly violent or serious nature of most

games. A cute, accessible, and addictive maze game might help

the industry expand to other demographics. At the time, arcades

in both Japan and the U.S. were dominated by Space Invaders and

its clones (see Chapter 16, “Space Invaders (1978): The Japanese

Descend”). Although these games were tremendously successful,

Iwatani still felt the industry was too narrowly focused and wanted

to do something about it.

2



See Marty Goldberg’s “Pac-Man: The Phenomenon” at http://classicgaming

.gamespy.com/View.php?view=Articles.Detail&id=249.



Chapter 13 PAC-MAN (1980): JAPANESE GUMPTION, AMERICAN CONSUMPTION



Pac-Man’s legendary maze.



Unfortunately, Iwatani’s Puck Man wasn’t initially a hit in Japan;

Namco’s Galaxian, a colorful Space Invaders–style shooter, fared

much better. Midway Manufacturing imported both games into the

United States, altering Puck Man’s cabinet to make it both cheaper

to produce and more eye-catching (bright yellow instead of white).

They also changed the name to Pac-Man, fearing that pranksters

would have too much fun rendering Puck Man into something far

less appropriate. Fortunately for Midway and Iwatani, the game hit

Western shores like a tsunami, flooding first into arcades, then the

wider market. Soon, every pizza parlor, supermarket, and drug store

in the United States had to have one. It was all Midway could do

to keep up with the demand for the quarter-munching machines,

churning out a hundred thousand of them in 1980 (three times that

number were produced over the next seven years). The machines

were well worth the investment; in total they raked in over a billion

dollars worth of quarters in the first year alone.3 Iwatani’s desire

3

See Steven L. Kent’s book, The Ultimate History of Video Games (Three Rivers

Press, 2001).



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Chapter 13 PAC-MAN (1980): JAPANESE GUMPTION, AMERICAN CONSUMPTION



to appeal to nontraditional gamers succeeded: Pac-Man’s appeal

went far beyond young men; small kids and their moms could all

enjoy Pac-Man. The 2005 edition of the Guinness Book of World

Records even awarded Pac-Man the designation of “most successful coin-operated game” in history.

Pac-Man’s initial success seemed to rest mostly on its unique

gameplay, which is most often described as a “maze chase game,”

a designation that emphasizes the geometrical layout of the

screen. Pac-Man was certainly not the first game in this early

genre; precursors include Magnavox’s 1972 two-player game for

its Odyssey home system, Cat and Mouse, a very simple game

that used an overlay (a mostly transparent screen placed over

the television screen) to show a maze. Players, represented by

white dots, moved about the maze, being careful not to hit the

walls—if they did, the game reset their position at the start. One

player controls a mouse, which must get through the maze to a

“mouse house,” erstwhile avoiding the cat, controlled by the

other player. Likewise, there was Gotcha, a 1973 arcade game

designed by Atari. This simple two-player game had players chasing each other through a maze shown from a top-down perspective. However, it never really caught on, with the game arousing

little more than controversy—versions of the game’s controllers

featured two skin-tone bulges that resembled female breasts.

Interestingly, Midway had released its own arcade maze game in

1976, The Amazing Maze Game. Though hardly as impressive as

the title implies, the game improved on Gotcha in several ways.

First, players were challenged to escape the maze rather than

merely catch the opponent. Second, players could compete



There were many maze game

precursors to Pac-Man, even on

the most modest systems, like

1978’s Tunnel Vision and Kat and

Mouse by Michael Riley for the

Commodore PET computer.



Chapter 13 PAC-MAN (1980): JAPANESE GUMPTION, AMERICAN CONSUMPTION



183



with each other or a computer-controlled opponent. None of

these games, however, are played much today, having long been

eclipsed by Pac-Man and its descendants in terms of playability,

personality, and popularity.

Although Pac-Man has much in common with these earlier

games, it relies entirely on computer-controlled opponents (the

“monsters” or “ghosts”); the game’s two-player mode simply has

players alternating turns. Competition is thus indirect and limited

to the high score table. Indeed, the artificial intelligence of the

ghosts is perhaps the game’s most-discussed feature. The ghosts

do not wander randomly throughout the game’s single maze, but

follow programs that ostensibly give each one a unique personality. Savvy players quickly learned that following a certain path

through the maze, called a “pattern,” allowed them to achieve

very high scores. Players who knew the patterns could play indefinitely on a single quarter, as they caused the game to react in a

predictable manner every time. This fact no doubt displeased the

owners of the machines, but magazines and eventually books

happily published the patterns for anyone who cared to master

the game.



Nibbler was a 1982 arcade game

by Rock-Ola where the player, as

the titular snake, grows longer

every time he eats. The player

must be careful to avoid having

the snake collide with himself.

Broderbund’s Serpentine (1982;

Apple II, Commodore 64, and

others) and Magnavox’s K.C.’s

Krazy Chase! (1982; Odyssey2)

created excellent home variations

of this alternate type of maze

chase gameplay. Earlier forms of

the basic gameplay mechanics

include Gremlin’s Hustle (1977;

Arcade) and Atari’s Surround

(1978; Atari 2600 VCS), though

many gamers will recognize

it simply as “Snake” or some

variation thereof.



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Chapter 13 PAC-MAN (1980): JAPANESE GUMPTION, AMERICAN CONSUMPTION



However, modern fans who wish to truly dominate the game

might want to emulate Billy Mitchell,4 the world’s first perfect

Pac-Man player: rather than devise or follow patterns, Mitchell

worked out methods to manipulate the ghosts into the corners of

his choice. “I chose to do it this way because I wanted to demonstrate the depths of my abilities,” says the reigning champ, defying

anyone else to duplicate his amazing feat.5 However, players who

take the game as seriously as Mitchell are in the extreme minority. For most modern gamers, Pac-Man is a casual game; it’s something you can play for five minutes while waiting for a pizza. If you

have to leave before the game is over, who cares? For this reason,

among countless other platforms, the game has made its way onto

most games-capable mobile devices, including cell phones.

Pac-Man also features a small set of cutscenes or “intermissions,” one of the first games to have this often controversial

enhancement.6 These humorous sketches star Pac-Man and

Blinky, the red ghost. Unlike modern games where long cutscenes

often interrupt a game’s pacing, these charmingly brief segments

in Pac-Man gave gamers a chance to relax their wrists, while also

helping to establish personalities for what would otherwise have

been fairly abstract characters.



A scene from the first Pac-Man

intermission.



4



See the 2007 movie, The King of Kong: A Fistful of Quarters, or Joshuah Bearman’s

article “The Perfect Game” in the July 2008 issue of Harper’s Magazine, for more

on the colorful Mitchell.

5

See GameSpot’s interview with Mitchell at http://www.gamespot.com/features/

vgs/universal/hist_pacman/p11_01.html.

6

See Chapter 7, “Final Fantasy VII (1997): It’s Never Final in the World of Fantasy,”

for more on cutscenes.



Chapter 13 PAC-MAN (1980): JAPANESE GUMPTION, AMERICAN CONSUMPTION



185



Naturally, Atari and other console manufacturers were eager

to cash in on the Pac-Man craze, but efforts to adapt the arcade

game to the consoles of the day were mixed at best. The most

infamous is Atari’s Pac-Man (1981) for its Atari 2600 VCS console.

The popularity of the arcade game had generated a huge demand

for this home version, but developer Tod Frye’s company mandated effort to rush the game’s completion by the all-important

Christmas season resulted in one of the worst ports of all time.



Although Atari would rectify the

issues on both the Atari 2600

VCS and other platforms with

future Pac-Man and Pac-Manfamily releases, the original

VCS adaptation, pictured, was a

technical disaster.



Magnavox’s catalog entry for

their superior maze game, K.C.

Munchkin!.



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Chapter 13 PAC-MAN (1980): JAPANESE GUMPTION, AMERICAN CONSUMPTION



Even by the standards of the Atari 2600’s humble capabilities, the

audio, visuals, and gameplay were dismal. Although millions of

unsuspecting or desperate Atari 2600 owners purchased the cartridge, word quickly spread, and Atari was soon overwhelmed with

unsold inventory. Though this is an oversimplification of the market dynamics at the time, together, the Atari 2600 versions of PacMan and the equally rushed E.T. the Extra-Terrestrial (1982) are

often blamed for the sharp decline in videogame sales in 1983 and

The Great Videogame Crash the following year. Nevertheless, most

other ports, such as Mike Winans’ for the Mattel Intellivision in

1983, published under Atari’s Atarisoft label, adhered more faithfully to the original.

Having paid millions for the exclusive home translation rights,

Atari was determined to stop competitive maze chase games from

reaching market, particularly on non-Atari hardware. Even though

programmer Ed Averett took obvious pains to distinguish 1981’s

K.C. Munchkin! Magnavox Odyssey2 game from Namco’s Pac-Man,

providing four mazes, moving dots, and user-programmable playfields, Atari felt it was close enough that it infringed on its exclusivity. Magnavox’s game sold briskly at first and was far superior to

what would be Atari’s weak attempt for the 2600. Pac-Man-reminiscent cover art on K.C. Munchkin!’s box and manual aside, there

were enough differences and enough danger in Atari’s attempt to

corner the entire home maze chase genre that Magnavox won in

court. Unfortunately, Magnavox became complacent in victory,

and Atari eventually won on a hard-fought appeal. Despite the

abundance of other maze chase games far more derivative that

remained on the market going forward, it was K.C. Munchkin!

and Magnavox that would ultimately be the most damaged. With

K.C. Munchkin! off store shelves, the void was filled by its voiceenhanced sequel, K.C.’s Krazy Chase! (1982), which—although generally considered less fun—again took the maze chase concept in

a slightly different direction while still retaining the unique ability

for gamers to create their own mazes. As Averett put it, “K.C.’s Crazy

Chase was designed soon after the K.C. Munchkin! court exercise

and did a good job of capturing the moment at Magnavox. There

was something about the adversary biting the behind of little K.C.

that appealed to everyone at the moment. I had another result

planned when the bad guys bit K.C., but that is one time I did not

get my way in the design or in the real world.”7

In 1981, Midway released an unauthorized sequel to Pac-Man

in the arcade called Ms. Pac-Man, which was itself based on Crazy

Otto, an unauthorized Pac-Man conversion (mod) kit developed by

engineers at the General Computer Corporation. Midway adopted

the game as a sequel to Pac-Man, altering its appearance to make

7



See http://www.dadgum.com/halcyon/BOOK/AVERETT.HTM.



Chapter 13 PAC-MAN (1980): JAPANESE GUMPTION, AMERICAN CONSUMPTION



187



it more in line with the original. Now celebrated as one of the best

games ever designed, Ms. Pac-Man improved on its predecessor

in several key areas. First, the character was less abstract, now

sporting a bright red bow, lipstick, and a beauty mark. Many critics claim this change made the game more appealing to women,

though the game was popular with men as well. The sequel

also added new mazes, new behavior for the ghosts, and new

intermissions concerned with the budding relationship between

Mr. and Ms. Pac-Man. Ms. Pac-Man was widely admired by fans

of the original, many of whom concluded that it was superior.

Some legal wrangling followed between Midway and Namco, who

was rightfully concerned about Midway’s questionable conduct.

Nevertheless, the popularity of the game eventually persuaded

Namco to adopt Ms. Pac-Man as an official sequel, and in a combination cabinet with Galaxian sequel Galaga, remains among the

most commonly spotted arcade games today. This time around,

Atari took more care in porting the game to the 2600 in 1982, and

the results were comparatively impressive in terms of playability

and overall faithfulness to the arcade release.



Screenshot from the still-popular

Ms. Pac-Man.



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Chapter 13 PAC-MAN (1980): JAPANESE GUMPTION, AMERICAN CONSUMPTION



A few months after Ms. Pac-Man’s debut in arcades, Midway

released Super Pac-Man, Namco’s official and long-awaited

sequel. This sequel substantially altered the gameplay of the original. Most noticeably, Pac-Man no longer eats dots, but fruits and

keys. As the title suggests, Pac-Man can now gain super powers by

munching a “super pellet.” In super form, Pac-Man is twice as big

and invulnerable, but cannot eat ghosts. Despite these innovations, the game isn’t nearly as popular as Ms. Pac-Man, though it

has its share of loyal fans. Bally and Midway (later Bally Midway)

released other unauthorized Pac-Man-related games throughout

the early 1980s, including Pac-Man Plus (1982), a minor alteration of the original that manipulates the effects of power pellets; an innovative, but notoriously difficult pinball/videogame

hybrid named Baby Pac-Man (1982), and a poorly received trivia

game called Professor Pac-Man (1983). Towards the middle of the

decade, the franchise drifted further away from the familiar maze

game setup, opting instead for platforming. Though innovative

at the time of its 1984 release, Pac-Land was a lackluster sidescrolling platformer (see Chapter 19, “Super Mario Bros. (1985):

How High Can Jumpman Get?” for more) that had little in common with its predecessors. Similarly, Namco released Pac-Mania

in 1987, which took the maze game into an isometric perspective

and featured boards that were much larger than a single screen.

The key innovation was Pac-Man’s ability to jump at any time,

including over enemy ghosts.

Perhaps the oddest Pac-Man game is Pac-Man 2: The New

Adventures, released in 1994 by Namco for the Nintendo Super

NES and Sega Genesis. Again eschewing the maze layout for a

side-scrolling game, Pac-Man 2 had players using a slingshot to

try to keep Pac-Man from stumbling into trouble. The oddball

gameplay failed to impress critics and gamers. Namco followed

up that same year with Pac-in-Time, which is a rebranded version of Kalisto’s Fury of the Furries (1993), for Apple Macintosh,

Commodore Amiga/CD32, and PC. The high production values

made the game more popular than Pac-Man 2, and helped extend

the life of the venerable franchise, despite its tenuous connection

to the earlier games.

In anticipation of Pac-Man’s twentieth anniversary, Namco

released Pac-Man World for the Sony PlayStation in 1999, a 3D mix

of adventure gaming and simple problem solving that retains

many of the maze, and pac-dot-, fruit-, and ghost-eating elements

of the original. Pac-Man World was followed by several sequels,

including Ms. Pac-Man Maze Madness (2000; Sega Dreamcast,

Sony PlayStation, and others), which was more puzzle-oriented

and even more faithful to the original source.

The latest true Pac-Man maze game worthy of mention is

Pac-Man Championship Edition (or Pac-Man C.E.), released by



Chapter 13 PAC-MAN (1980): JAPANESE GUMPTION, AMERICAN CONSUMPTION



189



As part of the Namco Classic

Collection Volume 2, the fastpaced Pac-Man Arrangement

was released to the arcades in

1996 (home ports followed) and

included two-player simultaneous

play, additional enemies, updated

graphics and music, and a true

ending. Besides the original

version of Pac-Man, other Namco

classics included in the collection

were Rally-X and Dig Dug.



Namco Bandai in 2007 for Xbox Live Arcade on Microsoft’s Xbox

360. Iwatani designed the game as his last project before entering retirement. Despite trippy, high-definition visuals and sound

combined with wild new game modes, the game stays faithful to

the original game’s concepts and timing. Pac-Man C.E. was well

received and proved a worthy tribute to its legendary namesake—

a distinction that few other classic game updates and remakes

can claim.

As mentioned earlier, despite the risks, there were countless

clones, knock-offs, and derivatives of Pac-Man throughout the

1980s, some of which tried to advance the depth-of-play mechanics. One such title was Data East’s Lock ’n’ Chase, published by Taito

in 1981 for the arcade and later by Mattel for a variety of home console and computing platforms. The player’s character is a thief



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Chapter 13 PAC-MAN (1980): JAPANESE GUMPTION, AMERICAN CONSUMPTION



The Pac-Man games have

always been popular targets for

alternative videogame products,

like MGA’s Pac-Man Electronic

Handheld Game (2005), Coleco’s

Pac-Man Tabletop (1981), and

JAKKS Pacific’s Namco Featuring

Pac-Man Plug It In & Play TV

Games (2004).



Make Trax is a 1981 arcade game

by Williams that reverses the

consumption paradigm. Instead

of picking up pellets or other

objects, the player’s task is to use

a paintbrush to color the level, all

the while avoiding fish (the game

is set in an aquarium). Though

certainly based on an odd and

illogical premise, the game is still

charming and quite fun to play.



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