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Issue Date: Vol. 52, No. 6, June 2012, Posted On: 5/29/2012

Rosenberg Returns To Elaut USA

Nick Montano
Elaut NV, Elaut USA, Neal Rosenberg, skill crane, amusement company, amusement machine operator, coin machine, coin-op, arcade game, Eric Verstraeten, Belgium crane, redemption game, The Wizard of Oz pusher, Progressive Entertainment, Glen Kramer

SINT-NIKLASS, Belgium -- Elaut NV, a manufacturer of amusement machines based here, has appointed Neal Rosenberg president of its New Jersey-based subsidiary, Elaut USA. Rosenberg will also take a seat on the board of directors at Elaut NV and will form a separate board to watch over the firm's U.S. division.

Rosenberg has been associated with the Belgium company, famous for its skill cranes, and its owners, the Verstraeten family, for some three decades; he was previously president of an earlier incarnation of Elaut USA. During his second term at Elaut, Rosenberg will report to Eric Verstraeten.

Elaut USA was formed in 2008 when Elaut NV acquired Monduce, an equipment operating entity established in 1975 by Mondial International and Bruce Kawut. The integration of Elaut's U.S. business and Monduce created one of the largest coin-op game concessionaires for amusement and theme parks. Elaut recruited Jack Guarnieri to run the new U.S. unit as chief executive. Guarnieri stepped down in January 2012 so he could devote his full attention to a pinball company he started one year earlier. | SEE STORY

Rosenberg's role in the new organization was short-term. In July 2009, he "resigned" from his post at Elaut USA following what was described as the "successful integration of the former Monduce organization into Elaut." | SEE STORY

Now reinstated, Rosenberg will oversee Elaut USA's expanded operations, game sales and distribution, and parts and service departments. The company will continue to operate from its new Lakewood, NJ, facility. Additionally, Rosenberg announced an operating alliance between Elaut USA and Progressive Entertainment Group (Sayreville, NJ), another specialty amusement vendor headed by veteran arcade operator Glen Kramer.

Elaut was founded in the late 1950s by Achiel Verstraeten, who invented a mechanism for cranes that featured three motors on an independent carriage. That innovation contributed to the subsequent takeoff of cranes as the most successful segment of the redemption game business. In addition to Belgium cranes, Elaut now offers specialized prize venders and novelty games, including The Wizard of Oz pushers.

Rosenberg is a longtime member of the coin machine industry. Early in his career, he joined his late father, Leo, to form Beverly Music & Vending Services, which provided technical support to small operations. The industry veteran spent two decades at Betson Enterprises (Carlstadt, NJ) as director of operations. In 2009, the American Amusement Machine Association bestowed its highest honor, the Joe Robbins Award, on Rosenberg.

"On a personal note, I'm happy to once again have the opportunity to serve the Verstraeten family," he said.

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