Atari has unveiled its new corporate strategy as an interactive entertainment production company. Atari’s approach to succeed in the digital age of entertainment includes online video games, online casinos, exclusive video content, and a licensing business including hardware and apparel.
Atari was very popular in the past… they were very well known as the company who brought titles like Pong and Asteroids to households worldwide. As the company looks towards the future for success in a digital era, it is now expanding its business and brands to mobile and online gaming platforms as well as completely new entertainment markets.
Fred Chesnais, Chief Executive Officer for Atari, stated that, “Atari is more than a game publishing company; it’s an iconic brand that has established a passionate and timeless culture. Known across multiple generations around the world, Atari will continue to embrace all audiences. What the company has accomplished over the years is no small feat, but there is more to come. We’re looking forward to delivering on our new strategy and engaging with our audience in new ways across multiple channels as the next era of Atari unfolds. We are leading a rebuilding exercise in a highly volatile industry, so at the same time we are also aware of the challenges that lay ahead.”
Atari is extending its classic gaming brands to various platforms including mobile (iOS and Android), PC, online and other digital mediums. Beyond re-launching its past set of gaming titles, the company will aim at capitalising on other rapidly growing markets and reaching out to new audiences – including LGBT, social casinos, real-money gambling, and YouTube with exclusive video content. Atari will also continue its hardware licensing line of business, particularly for gamified hardware and wearable devices, with the goal of operating the most promising ventures at a later stage.
In the gaming arena, Atari has re-introduced titles such as RollerCoaster Tycoon with RollerCoaster Tycoon 4 Mobile, which will be followed by an Android version and a multiplayer game for PC in winter 2014. Atari has additionally launched Haunted House on mobile devices, and released a new multiplayer online battle arena and crafting game, Minimum. The company has plans to deliver other popular classics, such as Asteroids on mobile and digital platforms in coming months.
In the online casino industry, Atari recently announced a real-money gambling partnership with Pariplay and social casino (virtual currency) partnership with FlowPlay. Atari will make additional announcements across the LGBT, YouTube/TV and hardware licensing industries in the coming quarters.