Uploaded December 2023 | Updated September 2026, 2 weeks ago
Malcolm Steinberg left school and started in the industry as a street operator in Australia in 1958 at the age of 18. He later became a national distributor in Australia with sales offices in five major cities representing the major brands, including Gottlieb, Williams, Bally, Chicago Coin, Atari and others.
Later in the 1990s, Malcolm started designing and manufacturing games in Australia and later built a factory in Indonesia.
The LAI Group first opened an LAI Games distribution office in San Diego in 1992. In 2001, Malcolm’s son Adam developed the Embed card system and now both EMBED and LAI Games have their own warehouses and distribution offices based in Dallas.
In the 1970s, Malcolm started experimenting with amusement Arcades in Australia and the Timezone brand was launched in 1978. Today, Timezone and associated brands have more than 330 Venues in Australia, New Zealand, Indonesia, Singapore, The Philippines, Vietnam and India.
Malcolm’s son Adam joined the company 1991 and took over as LAI Group CEO in 2011. Malcolm, now in his 84th year continues his role within the organization as a non-executive Chairman.
In 2009, he was the recipient of the AAMA Lifetime Achievement award.
Malcolm Steinberg left school and started in the industry as a street operator in Australia in 1958 at the age of 18. He later became a national distributor in Australia with sales offices in five major cities representing the major brands, including Gottlieb, Williams, Bally, Chicago Coin, Atari and others.
Later in the 1990s, Malcolm started designing and manufacturing games in Australia and later built a factory in Indonesia.
The LAI Group first opened an LAI Games distribution office in San Diego in 1992. In 2001, Malcolm’s son Adam developed the Embed card system and now both EMBED and LAI Games have their own warehouses and distribution offices based in Dallas.
In the 1970s, Malcolm started experimenting with amusement Arcades in Australia and the Timezone brand was launched in 1978. Today, Timezone and associated brands have more than 330 Venues in Australia, New Zealand, Indonesia, Singapore, The Philippines, Vietnam and India.
Malcolm’s son Adam joined the company 1991 and took over as LAI Group CEO in 2011. Malcolm, now in his 84th year continues his role within the organization as a non-executive Chairman.
In 2009, he was the recipient of the AAMA Lifetime Achievement award.
