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Atari details new corporate strategy

Atari details new corporate strategy

Wed 18 Jun 2014 5:32pm GMT / 1:32pm EDT / 10:32am PDT
BusinessPublishingMarketing

Licensing, online casinos, LGBT audiences all play a part in positioning for the "interactive entertainment production company"

Atari

Atari group is a global creator, producer and publisher of interactive entertainment for interactive...

atari.com

Atari has unveiled its latest bid for a return to relevance in the industry it helped create. The company today announced its new corporate strategy, which sees the outfit as "an interactive entertainment production company."

As promised by CEO Frederic Chesnais back in May, Atari's future lies in more than just making T-shirts featuring its iconic logo and retro gaming franchises like Pong and Asteroids. The company said it aims to carve out a place for itself not only in the hardware and apparel licensing businesses that helped keep the lights on in recent years, but also in online games, online casinos, and video content.

"As an interactive entertainment production company, Atari is extending its classic gaming brands to various platforms including mobile (iOS and Android), PC, online and other digital mediums," the company said. "Beyond re-launching its nostalgic gaming titles, the company will aim at capitalizing on other rapidly growing markets and reaching out to new audiences - including LGBT, social casinos, real-money gambling, and YouTube with exclusive video content."

The company also touted its first steps in that direction, from the release of RollerCoaster Tycoon Mobile 4 and Haunted House for mobile devices to the launch of the online multiplayer game Minimum. Looking forward, Atari plans to release Asteroids on mobile, and has struck real-money gambling and social casino deals with Pariplay and FlowPlay, respectively. On top of that, "Atari will make additional announcements across the LGBT, YouTube/TV and hardware licensing industries in the coming quarters."

8 Comments

Christian Keichel
Journalist

560 772 1.4
capitalizing on other rapidly growing markets and reaching out to new audiences -including LGBT
Is it inclusive to see LGBT as a new audience? I thought to make a difference between straigt audiences and LGBT audiences is a sign of hostility against LGBT people, at least it was seen as such in the past. I wonder what would have happened, if he has said "reaching out to heterosexual audiences"?

Edited 3 times. Last edit by Christian Keichel on 18th June 2014 8:47pm

Posted:A month ago

#1

Greg Wilcox
Creator, Destroy All Fanboys!

2,130 1,038 0.5
Yipes. I think we all know of many LGBT folk who already normally buy games without the need tor outreach, but let's see how Atari does this. It should be interesting (to say the least)...

Posted:A month ago

#2
We saw the first Atari re-launch brands at the Feb'14 Casino and Gaming show - with Pong and Centipede based gaming machines. Had to say was surprised to see our industry used as the launch pad for the re-re-re birth of the company?

We tried to get some coverage of their appearance at the gaming convention but none of the consumer media was interested... they seem pretty interested now!

Oh and in our sector we have the Licensed Gaming and Betting Terminals (LGBT) sector... you don't think that was what the press statement meant?

Makes me very uncomfortable at the number of executives still walking the show floor that were responsible for the appalling train wreck of Atari/Infogrames the last time round, time for some accountability and correct trade reporting!

Posted:A month ago

#3

Christian Keichel
Journalist

560 772 1.4
Oh and in our sector we have the Licensed Gaming and Betting Terminals (LGBT) sector... you don't think that was what the press statement meant?
Thanks for the explanation:-) Didn't knew this abbreviation. It seems many people misunderstood this statement, Eurogamer wrote Atari will engage audiences with "LGBT themed content".

Edited 1 times. Last edit by Christian Keichel on 20th June 2014 10:18am

Posted:A month ago

#4

Thomas Dolby
Project Manager / Lead Programmer

328 277 0.8
I might be reading this wrong but it says "Atari's future lies in more than just making T-shirts featuring its iconic logo and retro gaming franchises like Pong and Asteroids", and then they proceed to say that their big plans include re-making franchises like Pong and Asteroids.

Can't really pass judgement on the gambling and other plans, that's all very up in the air at the moment until they give out more details. Hopefully it's more than just 'Asteroids' themed slot machines. I share the same worry about the LGBT sector though, it doesn't exactly say 'equality' if you're making special content for them, but there are ways of doing it right.

Posted:A month ago

#5
Is... Licensed Gaming and Betting Terminals (LGBT) sector... what they meant?

Posted:A month ago

#6

Greg Wilcox
Creator, Destroy All Fanboys!

2,130 1,038 0.5
Whoops! I think you may be right, Kevin. Or I HOPE you're right, now that I think about it... :D

Posted:A month ago

#7

Andrew Goodchild
Studying development

1,227 385 0.3
That's always the danger of using abbreviations that are well known to a certain find, but in a document made to be read by people not directly involved in that field. Especially if it has another more publicly visible meaning.

I find some departments in company newsletters and meetings fill articles and presentations with acronyms that three quarters of the people there have no clue about. Would it be hard to expand it in brackets just for the first usage in the article?

Posted:A month ago

#8

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