In 1986, after the dying of his father, Gary based Data East Pinball, which was purchased by Sega in 1994 and have become Sega Pinball. In 1999, Gary bought the business back from Sega and renamed it STERN Pinball, Inc. Less than a month later, Williams introduced plans to cease pinball production in order to focus on the slot machine business. elvira's house of horrors pinball machine, trace