Atari plans to launch hotels that will use its brand name

SAN JOSE — Atari is planning a series of hotels that will
sport the name of the videogame icon, with hotel sites slated to
include San Jose.

The gaming trailblazer vows that the hotels will meld its
legendary brand with a unique destination that has a videogame
theme.

Paris-based Atari is teaming up with developer True North Group
and branding expert GSD Group to develop and launch the hotel
chain.

“We are thrilled to partner with GSD Group and True North
Studio to build the first-ever Atari branded hotels across the
United States,” said Fred Chesnais, Atari’s chief executive
officer. “Together we’ll build a space that will be much more
than just a place to stay.”

The hotels will feature immersive gaming and entertainment
experiences for all ages and game expertise, including the latest
offerings in virtual reality and augmented reality, Atari said.

“When creating this brand-new hotel concept, we knew that
Atari would be the perfect way to give guests the ‘nostalgic and
retro meets modern’ look and feel we were going for,” said
Napoleon Smith III, a branding expert and Hollywood producer.

Yet the venture could face plenty of challenges in the dynamic
hotel market in the United States, opined Alan Reay, president of
Irvine-based Atlas Hospitality Group, which tracks the California
lodging market.

“This is going to be a challenge,” Reay said. “We’ll see
if anything actually gets built. You are putting the newest
technology in a hotel with one of the oldest technology
names.”

 

Source: FS – All – Real Estate News 1
Atari plans to launch hotels that will use its brand name