By Jorge Casuso

September 29, 2025 -- When the Playland Arcade opened on the Santa Monica Pier 71 years ago, friends were cramming into photo booths and shuffle bowlers were trying to knock down tiny pins.

Next month, one of Southern California's last true Boardwalk arcades will celebrate a past that can still be relived inside the joyous, clangorous time portal by the sea.

In an era of selfies and lightening fast video games, visitors can try their hand at old standards like air hockey, Skeeball and claw machines, or try out the latest games, like Surf League and Zombies Ready, Deady, Go!

Thoughout October, as part of the anniversary celebration, guests can also enjoy a variety of giveaways as Playland Arcade unveils "a nostalgic display of vintage tokens, memorabilia, and family photographs," event orgaizers said.

The arcade will also take part in the Pier’s Locals’ Night on October 16, "offering a special experience for the community."

The event will be followed on Saturday, October 18 with a private anniversary event that brings together invited guests, city officials, Pier partners, longtime tenants and family friends "to commemorate the arcade’s legacy and its recent renovation."

“Playland isn’t just a business -- it’s our family story,” said Joanie Gordon, a daughter of George Gordon, one of two brothers who founded the arcade in 1954 with their father.

“It’s a joy to see the arcade continue to evolve while staying true to its roots.”

This year, the Pier's oldest family-owned business -- which has appeared in films and TV shows like The Sting, Three’s Company, Iron Man and Forrest Gump -- was extensively renovated.

But despite its "fresh new look and appeal for future generations of gamers," the twinkling lights and whimsical sounds" still remain, the family said.

Founded in 1954 by brothers George and Eugene Gordon and their father Morris “Pops” Gordon, the Playland Arcade "began as a dream to bring joy, lights, and laughter to the beachfront."

Playland is now owned by a fourth generation of family women, George and June's daughters, Joanie and Marlene Gordon, and the daughters of their late sister Barbara, Dana Picore and Monique Giroux.

“This place holds so many memories -- from first dates and birthday parties to generations of families competing at Skeeball,” Picore said.

“Seventy-one years later, we’re still ringing with the sound of laughter and games—and we hope to keep it that way for decades to come.”

"Seventy-one years later," said Marlene Gordon, "seeing families still laugh and play here means the world to us.

“We’ve watched our children and now grandchildren grow up among the games and memories. We’re proud to share that experience with generations of guests who return again and again.”

For daily updates, visit the arcade in person or online at www.playlandarcade.com.