Part of the problem is lack of volume, which you need to bring costs down. I can buy a brand-new small car for the price of a brand-new pinball machine (or near enough). Yet, the car is infinitely more high-tech, contains ultra-high precision parts that need to perform under extreme environmental conditions and, just putting a car and a pinball machine on scales, the car contains about ten times as much material, pretty much all of it way more sophisticated than anything in a pinball machine.
If we were to manufacture pinball machines on the same scale, they wouldn’t cost more than $2,000 a pop, probably less.
I don’t know whether deeproot will be able to find some sweet spot between ultra-cheap mass-produced and expensive hand-built. But it seems possible, especially if they can do most of the manufacturing in China. The idea of making pinball machines in the US or UK is ludicrous from a cost perspective. I would expect 30–50% of the manufacturing cost to be labor.