Zinc alloy castings continue to account for a very large, world-wide end-use market for zinc. However, an ever expanding multitude of other materials and processes are increasingly providing viable, cost-effective alternatives to designers, many of whom have no particular allegiance to any one industry. In order to meet this challenge, innovation of and for the zinc hot chamber pressure die casting process, in concert with sustained and inventive market development, is clearly required. While 'Quality' is now the watchword, and the goal of zero defects is being rigorously pursued, other important goals which must be addressed include net shape casting, enhanced productivity and increased energy efficiency. The paper gives an overview of several practical, process-orientated, projects designed to help achieve these goals. For example, a project designed to understand and precisely measure dimensional changes of castings with time has provided some of the critical information needed for net shape casting. A second study is looking anew at surface quality in relation to process conditions as an important step toward the goals of zero scrap rate and increased productivity. Developing the correct die casting machine parameters for achieving optimal quality and properties of zinc (ZA) die castings is a further example of research designed to benefit both the die caster and his customer, chiefly the original equipment manufacturer (OEM). A project on die soldering or galvanising in response to varying process parameters is similarly being considered in order to foster increased understanding and avoidance of problems, with a special interest in the use of special coatings. The maintenance or expansion of the future market for zinc die casting alloys also depends on design for functional applications, as an adjunct to their traditional decorative use. The role that alloys with enhanced properties can play, such as ZATEC, a new high creep resistant alloy developed specifically for elevated stress/elevated temperature applications, will be briefly discussed.