By Geena Monahan—For the North Star Reporter
Jess and Michael Salzman, bookkeepers by day and pinball enthusiasts by night, have turned their shared hobby into North Attleborough’s newest attraction: OMG Pinball, a free-play style pinball arcade now open in the Emerald Square Mall.
With a name inspired by a phrase commonly heard in arcades – “one more game” – OMG Pinball sits just inside the mall’s main entrance, next to Spencer’s Gifts, and offers all-day access to 16 pinball machines – both vintage and modern – for a flat rate of $15 per person.
“We really wanted to make it accessible for people,” said Jess Salzman, “For $15 you can come from the time we open until the time we close, and you can come and go that same day.”
Pinball has been a part of Jess Salzman’s life since childhood. She grew up with machines in the upstairs barn of her Norwood home, surrounded by antique finds collected by her father. What began as a pastime turned into a full-time passion when she discovered Pintastic New England in Marlborough, where she learned about the world of competitive pinball.
After undergoing brain surgery in 2023, she found pinball to be a vital outlet–helping her restore dexterity and motor function while also improving her mental health and connecting with a wider community. Today, she travels the country competing in tournaments and is nationally ranked.
“I started getting my skills back,” she said. “We started to realize it’s not just about the fun and thrills – it’s an outlet. It’s immersive, and it overlaps with community and meeting like-minded people.”
Michael Salzman, a lifelong gamer and professional dungeon master for Dungeons & Dragons, considers himself a more casual player. Once the higher scorer in the household, he now has a new reality.
“Jess beats me 90% of the time now,” he said, laughing.
The pair bought their first pinball machine together in 2024 – a Jersey Jack 2023 Elton John and over a year later, on Halloween 2025, they opened their doors to share their ever-expanding collection with the public.
“Very quickly thereafter we had two more, and then two more, and by the beginning of this year we had 10,” said Jess Salzman. “Through our journey we decided we want to set these up for the public and invite people to partake in the pleasures, the joys and the thrills of pinball.”
OMG Pinball has already welcomed a steady stream of regulars, with some visitors returning every weekend since opening.
The average pinball player ranges from 25 to 45 years old, but Jess Salzman has competed with players in their 70s. She’s not surprised that many of their early customers have been senior citizens wandering the mall – drawn in by nostalgic bells, chimes and flashing lights.
“We have found that people do come back once they experience the magic of pinball,” she said. “Especially post-COVID, we find people want that social environment where they can be face to face. The community building aspect is really important to us – people are craving that human connection.”
A major part of the draw is the arcade’s unique lineup, which features both rare and modern machines, bringing in enthusiasts from near and far. Their four newer Stern machines – Star Wars: Fall of the Empire (2025), Elvira’s House of Horrors (2019), Deadpool (2018), and Foo Fighters (2023) – logged more than 800 plays during the opening weekend alone.
They also feature a wall dedicated just to the classics, with seven electromechanical machines dating from the late 1960s and 70s. Their oldest games, a 1968 Gottlieb Paul Bunyon and a 1968 Gottlieb Royal Guard, sit beside a rare 1971 Williams Yukon (Special) – one of only 200 machines ever produced.
“A lot of the games we have you won’t see in other locations – the Toy Story, the Shrek – and almost the whole wall of vintage you will not find in New England,” said Michael Salzman.
Looking ahead, he hopes to purchase three games per year to keep the collection fresh.
Plans are also underway to host both casual and competitive tournaments, which Jess Salzman said could draw up to 90 people per during a multi-day weekend event. With more than 160,000 registered and ranked pinball players worldwide, she noted that tournaments help not only their business but nearby restaurants, hotels and retail as well.
They also plan to launch a skills-based league, offer private arcade rentals, and host birthday parties.
Newcomers are always welcomed, and patrons are encouraged to bring in food and stay as long as they’d like.
“We’re in a mall – usually you just come in, shop and leave. But people are hanging out here for up to six hours,” Jess Salzman said. “That means they’re not just playing pinball – they’re going to the smoothie place, they’re going to the food court, their friends are coming in, and then the process starts over again. We’ve become a hangout at the Emerald Square Mall.”
The Salzmans considered other locations in North Attleborough, Attleboro, Plainville and Wrentham, but ultimately chose Emerald Square Mall not only for not only the nostalgia and memories it brings, but because arcades are allowed “by right”, without a special municipal permit.
“It’s just so phenomenal to see the mall bring in diverse options for in-person experiences,” said Jess Salzman. “We live in Attleboro, five minutes from here, and it was really appealing for us to be in our own backyard, so to speak. We fell in love with the idea of helping this mall get back on its feet.”
OMG Pinball is open Thursday from 3–9 p.m., Friday and Saturday from 11 a.m–9 p.m., and Sunday from 11 a.m.–6 p.m. Each visit earns players a “pinball” in their loyalty program, and after 10 visits, your 11th is free. Mall employees also receive a discount.
“There’s something about it you can’t really describe until you experience it, that’s why we welcome everyone to come in and check it out,” said Jess Salzman.