DeLeo Games’ Tom DeLeo and his father, Joe DeLeo Jr., make a selection on a 1951 jukebox. Mirror photo by Patrick Waksmunski

While the peanut machines found in local bars and clubs in the mid-1940s might be a thing of the past, the small family-owned business in Altoona that supplied those novelties is still going strong and continues to deliver entertainment options to businesses not only in Pennsylvania, but in five neighboring states, as well.

DeLeo Games opened in 1945 at 411 Seventh St., in a small shop behind the home of Joe DeLeo Sr. and his wife, Josephine.

Now, 80 years later, the business that bought, filled and delivered peanut machines has grown into a much larger enterprise that provides arcade games, pinball machines, digital jukeboxes, pool tables, dart boards, Pennsylvania Skills games, ATMs and more.

Though the offerings might have changed, the family atmosphere has remained, with 88-year-old Joe DeLeo Jr. working part time as other family members — including his granddaughter Katie, representing the fourth generation — are at the helm of the business’s day-to-day operations.

DeLeo Jr. was 8 years old when his parents went into business for themselves, after his dad learned about vending and service from working at Allen Amusements in Altoona.

His parents “started with peanut machines,” DeLeo Jr. said, remembering that they would go into the various venues and “clean (the machines) up for the next day.”

The DeLeos graduated to coin operated cigarette and pinball machines, and amusement machines like jukeboxes and pool tables, DeLeo Jr. said. “Anything that takes a nickel.”

A young boy at the time, DeLeo Jr. said he liked to work with his dad. “The business was exciting.”

DeLeo Sr. added a variety of machines to grow the business, and he also added more employees such as his brothers Anthony “Shorty,” Danny and Herbie, and his sister-in-law, Millie.

A record shop, selling albums, 45s and eventually record players — or Victrolas — was added to the list, as was the motto “Service at the Drop of a Coin.”

DeLeo Jr. graduated from Bishop Guilfoyle High School in 1954, went to pharmacy school at the University of Pittsburgh, then returned home to open his own business, Downtowne Drug. He spent 30 years in the pharmacy business, but remained involved in the amusement business that is now co-owned by his son, Tom, and daughter-in-law, Colleen.

“We are likely the oldest vending machine business in the area,” DeLeo Jr. said. “We are a survivor.”

Tom DeLeo said the business is a part of his life, after having grown up working with his dad, and it remains a fun endeavor.

“You meet new people, and I enjoy working with the employees,” he said.

The business concept has remained the same for 80 years — supplying other businesses with amusement-type mechanical games — but modern technology has expanded the possibilities.

“(Business) didn’t really change much,” DeLeo Jr. said, noting the machines are still coin or now, dollar-bill operated. But because of today’s technology, they are able to provide quicker service than in the 1950s.

“Back then, you would get a call, track someone down,” Tom DeLeo said. “Now it’s all automatic.”

DeLeo Jr. credits the company’s success to perseverance and Tom’s hard work.

“Under Tom’s leadership, DeLeo Games has flourished and become a leading distributor of the popular Pennsylvania Skill games,” DeLeo Jr. said.

Tom DeLeo has successfully managed and expanded DeLeo Games over the past 40 years, his dad said, adding that as the third generation DeLeo, he introduced electronic dart leagues to the area 32 years ago. Those remain extremely popular, DeLeo Jr. said.

With the influx of Pennsylvania Skill games, the business has continued to grow, offering a multitude of choices from which establishments can choose.

Those businesses that partner with DeLeo Games on the skills machines “appreciate the games and the resulting revenue has positively impacted overall operations,” said Colleen DeLeo. “As a result, (DeLeo Games) has expanded to a larger facility and hired additional employees.”

Fearless approach

Colleen said her husband’s fearless approach to seizing new opportunities and embracing industry changes has been instrumental in driving the company’s success.

“(Tom) has navigated the evolution of jukeboxes, transitioning from 45s and CDs to internet-based systems. His vision for our company and his willingness to succeed is immeasurable. His grandfather would be incredibly proud,” Colleen said.

The business model is simple, and benefits both DeLeo Games and their partner businesses.

“We own the machines,” DeLeo Jr. said, explaining the partnership between DeLeo Games and the businesses that host the machines.

As an amusement entity, DeLeo Games has contracts with businesses to supply and maintain the machines. In return, both the host business and DeLeo Games get a portion of the sales.

That allows both companies to earn money and remain competitive.

Philanthropic efforts

DeLeo Games prides itself on community support.

“So many successful businesses here have given back to the community, and we would like to be sure that we are one of them,” DeLeo Jr. said.

As a “low-profile business,” he said the business is actually “better known through our philanthropy.”

DeLeo Games has been a supporter of the Healing Patch Children’s Grief Program for the past five years, said Kimberly Helsel, director of development/marketing communications for the Home Nursing Agency.

“We are so grateful that this local business chooses to invest in the future of our community by ensuring that grieving children and their families can find hope and healing after loss,” Helsel said.

DeLeo Games is also a supporter of WAW Pet Recovery of Blair County Inc.

“Their donation provided us the ability to purchase more and better equipment to help us in locating and trapping lost pets,” said Kelly Gunsallus. “Cellular cameras and box traps are an important part of our organization. Their donation also helped with bait food for the traps and gas for our vehicle.”

DeLeo Games has also been supporting the Family Resource Center of Blair County for the past several years through donations to the Parents as Teachers families and other outreach efforts, said director Denise Adams.

“They have donated funds for our Stuff the Bus program so that Blair County students may have school supplies necessary to start the school year,” Adams said.

DeLeo Games also donated to the Toasty Toddler program that provides children up to 5 years old with new coats, hats and gloves, and gave gift cards to supplement the needs of Parents as Teachers families to purchase food, cleaning products, diapers and clothing.

DeLeo Games was recently named winner of the Breast Friend Award by Girls Night Out Altoona, which is dedicated to raising awareness about breast cancer and funding essential research and services, including mammogram screenings.

Partnering with community organizations and other businesses is important, the DeLeo family said.

“This is where our roots are,” Colleen said about the business’ outreach efforts. “This is our community and our customers.”

As they look toward the future, the DeLeos are preparing for continued growth.

“We want to continue providing entertainment for businesses for generations to come,” Tom DeLeo said.

To that end, they are “fortunate to have multiple family members and a skilled team of employees,” Colleen said, noting that “our daughter Katie is a valuable asset in the accounting office.”

With Joe DeLeo Jr. still actively involved, and a quick hand a pinball, too (please see video clip), “there are days I say it’s all fun and games working at DeLeo Games,” Colleen said.

Mirror Staff Writer Walt Frank is at 814-946-7467.