Atari wants to open a chain of hotels on the theme of ehealth games and offering VR experiences

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The French company Atari announced Monday January 27, 2020 of its intention to open a chain of hotels on the theme of ehealth games to United States, in partnership with GSD Group and the promoter True North Studio. The first establishment will be built this year in the suburbs of Phoenix (Arizona).

It is for Atari, formerly Infogrames, to grow its catalog of intellectual properties resulting from the acquisition of Hasbro Interactive, which it acquired in 2001. It includes the Atari brand itself as well as classic games 1970s like Pong, Centipede, Missile Command, Q * Bert or Breakout.

Surf the wave of entertainment outside the health home

This new concept will, after a phase of running in Phoenix, be rolled out in seven other cities: Austin (Texas), Chicago (Illinois), Denver (Colorado), Las Vegas (Nevada), Seattle (Washington), San Francisco and San José (California). To attract customers, Atari relies on "an immersive hosting experience for all ages and all levels of ehealth game expertise". Virtual reality or augmented reality experiences will be offered, as well as rooms specifically designed to host e-sport competitions.

The Frenchman said that he had entrusted the development of this project and the architectural design of his future hotels to the Hollywood producer Napoleon Smith III – who is behind the latest reboot of the Ninja Turtles saga – as well as to the GSD group, which will manage the establishments. and will pay a commission of 5% of their turnover to Atari. "By developing this concept, we knew that the Atari brand would be perfect for instilling the feeling of nostalgia that will allow retro to meet modernity", said Napoleon Smith III in a press release, adding that these hotels would be one of a kind when they open in the United States in the coming months.

Behind this strategy, Atari first seeks to diversify by lending its brand. What is more, these establishments will be excellent showcases for its products – the company will notably market the Atari VCS console this year. "This is a space that will go far beyond accommodation. Our iconic brand speaks to very different people and we can't wait for our fans to come and enjoy this new concept with their families"said Frédéric Chenais, CEO of Atari.

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