IN-GAME TYPOGRAPHY of the arcade age played a role similar to that of neon signs in decades prior: to grab the attention of passersby, define brands and products, and above all make a unique aesthetic statement within the limits of its technology. Arcade games had to not only stand out in dark rooms and corridors, they had to compete side-by-side against other games, and along with eye-catching cabinet designs and sound blaring through speakers, a game’s onscreen display – called “attract mode” – was its primary means of drawing in paying customers. Typography played an essential role in drawing in players and convincing them to spend that first quarter – and after they had done so, in displaying essential information, providing encouragement, and keeping score. For those with enough skills, the experience of entering one’s initials on a semi-permanent High Score screen provided the ultimate type-based endorphin rush.