I.D.I.

I.D.I. (International Design & Innovation) was a small Italian pinball manufacturer based in Alessandria, Italy, active primarily during the early to mid-1980s. Founded in the late 1970s, the company began as a distributor of coin-operated amusement devices before transitioning to manufacturing its own pinball machines. Rather than producing entirely original designs, I.D.I. specialized in conversion kits—packages that allowed arcade operators to repurpose older electromechanical or early solid-state pinball machines with updated themes, artwork, and electronics. This cost-effective approach positioned I.D.I. as a practical alternative to purchasing new machines, particularly appealing to the European market during a time of economic transition in the arcade industry.

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I.D.I. produced only four known titles: Tiger Woman (c.1982), Sky Warrior (c.1983), Movie Masters (c.1984), and Ice Mania (c.1986). These games were based on existing playfield layouts from manufacturers such as Gottlieb and Bally but featured new themes and backglass artwork, often borrowing from fantasy, pop culture, and sports. For example, Tiger Woman re-skinned Gottlieb’s Jungle Princess with a multilingual sound board and new fantasy art, while Movie Masters used the layout from Bally’s Black Pyramid and incorporated images of Elvis Presley and Jimi Hendrix. I.D.I.’s final title, Ice Mania, closely mirrored Gottlieb’s Ice Fever and marked the company’s last known entry into the market.

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While I.D.I. never achieved large-scale commercial success, it demonstrated a creative and resourceful approach to pinball manufacturing by maximizing the utility of existing machines. Its games are now considered rare and collectible, offering a glimpse into the niche world of European pinball conversions. The company ceased operations by the late 1980s, likely due to declining demand for conversion kits, increased competition from more technologically advanced machines, and the broader downturn in the pinball industry. Despite its short lifespan, I.D.I. is remembered for its inventive repurposing of hardware and its contribution to sustaining pinball in regional markets during a challenging era.