Thanks all, got this working a treat, I created ahk files to swap in the correct configs for each game..
but the problem is for some reason whenever I try and launch the exe, or a lnk or even a batch file to the exe, i can see a batch file window pop up and disappear.. the hyperspin log shows its launching the correct file but i know its not because i even tested the batch file with a @PAUSE statement and it doesnt stay up..
does any one know how i can launch this in hyperspin ? ive configured it as a pc game in hyperhq, its nothing simple like that..
hyperspin log, and running this manually works perfect
08:27:07 PM |  PC Executable Found
08:27:07 PM |  Command Line is: "D:\Arcade Games\Sega Dreamcast -Demul\aaa-batch files\atvtrack.Lnk"
08:27:10 PM |  Quiting Hyperspin 
i have enter pressed enter  initially to get round that damn error that comes up that bad mouth also gets, i cant figure out where its coming from it didnt come up before i plugged in the joystick :
for other people:
Run, D:\Arcade Games\Sega Dreamcast -Demul\demul.exe -run=gaelco -rom=atvtrack
sleep, 2000
Send, {ENTER}
Run, D:\Arcade Games\Sega Dreamcast -Demul\scripts\batch\atvtrack.bat
sleep, 2000
Send, {ALTDOWN}{ENTER}{ALTUP} (this is to force Demul to run full-screen through Windows by pressing ALT & ENTER together)
~Joy16::
Process, Close, demul.exe
ExitAPP
return