Two major licensed pinball projects are about to share the spotlight. Stern Pinball is preparing to reveal The Uncanny X-Men, while Jersey Jack Pinball is set to present its new AVATAR machine. Full details for both releases are expected during the coming week.
Two new pinball reveals
Stern’s announcement has been preceded by a teaser for The Uncanny X-Men:
Jersey Jack Pinball has also offered early glimpses of AVATAR. This was first sent to Knapp Arcade, which also shared another image here.
The visible artwork appears to use ultraviolet lighting. Stern previously used a similar idea in Stranger Things as an upgrade kit, although it is not yet clear whether the effect in AVATAR will be active throughout the game or reserved for a particular mode.
Jersey Jack later added a blurry tease to their Facebook page. At this stage, the two manufacturers are expected to provide complete information on their machines next week.
Why these licences are interesting
The X-Men announcement is notable because Stern previously released an X-Men machine in 2012, with Wolverine and Magneto LE editions. The new title will presumably involve a different creative team, although that has not been confirmed. Revisiting a licence can be difficult to justify unless the earlier machine was unsuccessful, became unusually scarce or the new version offers a substantial improvement.
Stern is also reportedly planning to ship the Limited Editions before the Pro and Premium models. A distributor indicated that this may become the company’s new approach, potentially reflecting the frustration of LE buyers who pay more but wait longer. The LE run is expected to be capped at 811 units.
AVATAR has its own history with Stern, which released a machine based on the licence in 2010. Its player ratings were not disastrous, but sales were reportedly disappointing despite the film’s success. At that time, Stern had no direct pinball competition, providing less pressure to innovate. The result helped motivate Jack Guarneri to establish Jersey Jack Pinball.
That makes the new project feel unusually circular. Jersey Jack now has the opportunity to create the AVATAR game some players may have expected in 2010. The early images are promising, but the finished rules, layout and performance will determine whether it delivers.
Licence appeal versus game quality
Early reactions to both themes have been mixed. Fans had been expecting different projects, and Harry Potter has repeatedly been rumoured as a future Jersey Jack title. Theme recognition can attract attention, but it does not guarantee that a machine will perform well in a venue or remain enjoyable over time.
Good design can outlast the popularity of a licence. At one location, The Addams Family has been the top-earning machine throughout 2024, despite being roughly three decades old. A Terminator 3 machine can also continue to earn respectably, even though many fans prefer to overlook films made after Terminator 2. These examples show that rules, flow and replay value can matter more than the age or current popularity of the property.
For buyers considering a new pinball machine, the central question is what the game contributes beyond its branding. With new machines discussed in the $8,000–$12,000 range, owners need to consider whether the title can earn enough to justify the investment or whether they are relying on it retaining value until resale.
The operator’s perspective
About 75% of pinball sales are understood to go to home consumers, so prioritising that market is commercially understandable. However, operators remain essential to the health of the format. A machine that earns reliably on location can appeal to collectors as well as arcade businesses, while a title designed mainly around ownership may struggle to prove its value in public play.
One sensible approach is to wait and see how a new release performs for operators before buying. Even positive earning reports may not overcome the gap between the purchase price and realistic revenue, particularly for Australian venues dealing with local costs and available floor space.
Location testing is another recurring concern. New games have rarely been tested publicly for earning potential as thoroughly as operators might want. Licensing restrictions, the wish to protect unrevealed features and long-established industry habits all play a part, but avoiding meaningful testing leaves buyers with less information.
Software development creates a similar problem. Major manufacturers have released machines that continue to need substantial code updates after reaching customers. Later patches can improve a game, but a poor early experience may prevent casual players from returning. A thoroughly tested product should have a stronger first impression than one that feels like an expensive early-access release.
That approach is especially frustrating while pinball enjoys strong cultural visibility yet often ranks among the weaker earners in a venue. A compelling late-game mode can sometimes bring dedicated players back; you can reel customers back in with a cool mode. The strategy is less reliable with casual players, who may not know that the feature exists or how to reach it, although committed players can still make a meaningful difference.
What should players watch for?
The upcoming reveals should answer the practical questions: how do these machines play, what separates them from earlier versions, and can their rules support repeat visits? The X-Men and Avatar names will attract attention, but their long-term success will depend on the games built around those licences.
For more arcade-industry coverage, visit the RETROCADE Arcade Blog. Buyers comparing home and commercial setups can also review the Arcade Machine Buying Guide before choosing equipment.
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