Atari Strike Back.


Few companies have faced as many hardships over the last forty or so years as Atari but then again even fewer have faced said hardships, failed and come back to try their luck again but that’s just what Atari did and guess what? They’re at it again. In an interviewer with GamesBeat, new Atari CEO Frederic Chesnais revealed that he saw Atari as a “lifestyle brand” and one people would happy buy into again given the right product.
“Atari are paying attention to three things: the IP, the production, and the distribution but Atari is also more than a software brand, it’s a hardware brand but I’m not talking about a new console, more like, a watch. A gamified watch. It’s not what we are going to do, but think about something like that. Like a new type of watch is something we ‘could do.’ A watch, branded, where you don’t have an ‘ordinary’ watch. Atari’s a generational brand. It’s a lifestyle brand. You could never do that with a brand like THQ. I mean, back in the heydays, THQ was never a lifestyle brand.” Mr. Chesnais finished up by outlining one further product the new Atari could give a go, a hi-tech jacket no less.
“You have a jacket. We have a plug-in so you can power your iPhone or Android. You have a solar chip on your shoulder so that you never run out of batteries. Things like this. Would you buy an Atari watch? Would you buy an Atari Jacket that you could plug and repower your iPhone or whatever device you are using? I think you would.”

Atari Strike Back.

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