I always give props to the organizers of Labelexpo for their creative show themes, and this edition is no different. Something of a pinball enthusiast myself, I’m thrilled to learn that the theme of Labelexpo Americas 2024 is just that – pinball. And with the fast-moving state of the industry, it’s a theme that makes a lot of sense.

In a recent Instagram post, Tasha Ventimiglia, Labelexpo group director, talked about how pinball and Labelexpo are a great match. She said, “This year for Labelexpo Americas, the theme is pinball. You may wonder why that’s our theme, but think of the Labelexpo Americas show like a pinball machine. Every direction you go, you are going to see something new or meet somebody new. In one direction we’ve got RFID, another direction we have flexible packaging; move in another direction and you get to hear about sustainability, innovation, different types of content, different networking opportunities – every corner of the show is something new. So, we can’t wait to see you in September.”

Like pinball, the label industry is fast-paced, and players (converters) need to react quickly to succeed. Modern pinball machines have all kinds of twists and turns – there are secret ramps, hidden flippers, and all kinds of surprises in store. Today’s label industry is also full of surprises, and converters should always be nimble and prepared to expect the unexpected.

Pinball machines feature an array of challenges – and opportunities – with every bounce of that silver ball. And like pinball players, the modern label converter must have agility, precision, and a bit of luck. Let’s look further at the pinball/label business juxtaposition.

Using the Flippers: Strategic Decisions

In pinball, the flippers are your primary tool for controlling the ball and guiding it toward targets. In the label industry, strategic decisions serve a similar function. Label companies must make calculated moves to stay competitive. An obvious example can be found in technology and equipment investments. Flexo? Digital? Hybrid? Inline vs off-line finishing? Platemaking equipment? These are all questions where the answers can be the difference in a converter taking its business to a new level.

The importance of strategic decision-making can be taken even further when looking at diversifying product lines or adapting to shifting consumer preferences. Just as skilled pinball players use their flippers to keep the ball in play, successful label converters must navigate market trends and technological advancements with knowledge, foresight, understanding and precision.

And it’s safe to say there is no better time and place to acquire said knowledge then  September 10-12 at Labelexpo Americas in Rosemont. 

The Bumpers: Market Forces

Let’s liken the bumpers in a pinball machine to market forces. Pinball bumpers are unpredictable – they send the ball in unexpected directions, sometimes fast and sometimes slow. Similarly, market forces in the label industry such as fluctuating raw material costs, legal and regulatory changes for the labels themselves, and evolving consumer demands can alter the trajectory of a business.

For a prime and obvious example, look no further than the Covid-19 pandemic and the effects it had on the label market. Business boomed for the players that pivoted and emphasized certain end-use segments like food and beverage, health and wellness products, and, of course, hand sanitizer, wipes and other household goods.

Those with digital printing capabilities were able to be especially nimble during the pandemic, as both brick and mortar and online shops struggled to keep products in stock. Adaptable and fast-moving QC and shipping departments also became critical at this time.
Like pinballers, label companies must always remain vigilant and prepared, responding swiftly to events out of their control. For example, today, the rising demand for sustainable packaging has pushed many label manufacturers to innovate and adopt eco-friendly materials.

Never take your fingers off those flipper buttons, as you never know what type of ricochet off the bumper you’re going to get.

Spinners and assorted features: Technological Advancements

Every pinball machine is unique, featuring elements that keep players on their toes. Today’s machines have so many bells and whistles, and there are some striking similarities to today’s modern label production pressroom – specifically the incorporation of both analog and digital technologies.

At its core, the game of pinball is analog. A spring-powered plunger propels the ball into play, and then gravity does its thing. But almost all modern pinball machines now include a digital feature. In addition to the play on the pinball “field,” there’s a digital screen with all sorts of animation, and oftentimes the game will transition to that screen, suddenly turning it into a video game and then just as suddenly, back into conventional pinball. Kind of like hybrid printing!

Digital advancements introduce new opportunities and challenges, both in pinball and label printing. Digital printing has revolutionized the way labels are produced, offering greater customization and efficiency. Companies that embrace these technologies can gain a competitive edge, much like a pinball player who skillfully navigates both old and new gameplay elements.

Hitting the targets: consumer preferences

Pinball machines tell a story. Many popular titles are based on movies and TV shows, music, and other forms of pop culture. And there is more to a typical game than just “keeping the ball alive.” Pinball machines feature targets that move the story along. These targets are goals to be hit for scoring points, and in the label industry, consumer preferences are the targets that drive success. Understanding and responding to consumer trends, such as the demand for personalization or sustainability, can significantly impact a company’s success. Just as hitting a target in pinball can lead to high scores and rewards, aligning with consumer expectations can result in increased sales and brand loyalty.

Get a replay, make a match, enjoy a multi-ball

Ultimately, the goal in pinball is to achieve the highest score possible. When you reach certain scores, you earn a free game, otherwise known as “a replay.”

You’ll know you’ve won it when you hear and feel a loud “knock” sound from within the machine. 

Another way of earning a replay is by hitting the “match” once the game is over. A match is pure luck – the machine takes the last two digits of your score and randomly puts it against 10 similar two-digit numbers. Again, you’ll know you’ve won a replay if you get the knock.

Like in games and sports, in business, luck can be a factor. Let’s say a converter takes on a startup brand as a customer. When that brand takes off and explodes in popularity, so too does the size of their label orders. Knock! If you’ve been good to them, chances are you will continue to be rewarded with their business.

Finally, a successful pinball session will include some chaos. Good pinball players get rewarded with what’s called a “multi-ball.” This is when you’re suddenly playing with three or more pinballs at the same time.

The game goes crazy with lights, sounds and jackpots going off simultaneously. You get locked in on keeping several balls in play at once. It’s a chaotic reward for achieving goals set forth by the game.

Scott Draeger, VP of product marketing at Quadient, a software company, sums it up perfectly: “Chaos is one of my favorite things about pinball. Physics and nature all tend to chaos in the end. No matter how hard you try, and no matter how well you play, you end up losing all your turns, then it’s game over. On a lighter note, pinball is also an example of a perfectly-structured customer journey. You drop a coin into the slot, pull the plunger, and start playing. You have milestones along the way. There are targets and bumpers to hit, lanes and ramps to traverse, traps to avoid, and sequences to complete. If you learn the patterns and master the physics of a game, you get super jackpots, extra balls, multi-balls, and replays.

“The gameplay – or customer journey – is the actual product, not the machine itself. Pinball is a metaphor for life and for a smart way to do business.”


Steve Katz is the former editor of Label & Narrow Web and is now a regular contributor. He is focused on helping companies in the label industry share their news and tell their stories. Follow him on twitter @LabelSteve.