It is possible, but will always be a compromise, since the physical resolution of Arcade CRTs is very limited. While in a game, TAB into Mame settings, select video settings and try various combinations of resolution and scaling settings until you find one that fits best.
pinHP‘s Lemonlauncher menu is a very simple and rather limited user interface designed for Arcade cabinets. Besides the „Menu Select“ (P1-Button1) and „Back“ (P2-Button2) buttons, a third button (P2-Start) can be configured to trigger a specific action. Now, when configured as a „quick menu“ button, a drop down menu will appear to make it possible to quickly select even more actions without having to navigate through the system: Activate screensaver, clone joysticks or buttons (Jamma only), toggle...
P2-Start can be configured as quick menu button: Options > Control Settings > P2-Start Button
TAB into MAME settings or on the fly resolution change (comma and dot keys) is only possible if pinHP menu is not in childproof mode. Children, while wildly moving the joystick and pushing buttons, happend to trigger custom defined key combinations to change MAME settings. https://pinhp.github.io/docs/user_manual.html#hide_settings_menu
TAB into MAME settings or on the fly resolution change (comma and dot keys) is only possible if pinHP menu is not in childsafe mode. Children, while wildly moving the joystick and pushing buttons, happend to trigger custom defined key combinations to change MAME settings. https://pinhp.github.io/docs/user_manual.html#hide_settings_menu
I'm afraid you'll have to fiddle with your monitor hardware settings. Mame supports brighthness and gamma adjuments only.
Vertical games will always be a compromise on horizontal monitors. The CRT monitor hardware is simply not capable of displaying enough pixels. However, you can TAB into the MAME game and try different video resolution settings, especially in combination with the various resize settings ("integer", "fractional", etc.). Depending on the game, this might give decent results, despite missing pixels or details. You can then save those video settings "for this game only" or for all games using the same...
Shutdown dialog: 'Cancel' button works again.