Coin-op. Virtually since the birth of this industry, coin-op has defined who we are and what we do. It's always been a broad label, but it's been our label: Nice and neat, short and sweet. 

But more and more, I find myself scribbling on napkins and notebooks, trying to come up with a more modern moniker. Out-of-home entertainment industry? Currency-activated equipment market? 

I know I'm not the only one who struggles with the brand name of our changing business. Consider the taglines that grace the covers of our three monthly industry trade press publications: 

Play Meter: "The Coin-Op/FEC Industry Authority"

RePlay: "For the Amusement Route, Arcade and FEC Owner"

Vending Times: "The Newsmonthly of Vending, Foodservice, Coffee Service and Coin-Op Recreational Services" 

Technology and innovation are to blame. They're label killers. The changes made to our industry's equipment have skewed the way we refer to ourselves. 

Don't get me wrong. Coin-op is not irrelevant. For the foreseeable future, it will remain the de facto name most closely associated with our marketplace. 

The fact is, coin-op is just not quite as accurate and all-encompassing in defining us. It's not an antiquated term, but it also isn't as "cutting edge" or perhaps as instantly recognizable to a generation who we are — and will be — marketing to and relying on to perpetuate our industry. 

Just something to think about. I welcome your thoughts — even your cocktail napkins — on the status of our "coin-op" identity. 

Have a wonderful Thanksgiving.