Atari CEO Frederic Chesnais has stated his intent to turn around the fortunes of Atari after the company emerged from bankruptcy, and will once again position the firm as "a hardware brand."
"Today, we have a company that is out of bankruptcy, and we are ten people working under the studio-production model," Chesnais told GamesBeat. "We pay attention to three things: the IP, the production, and the distribution."
Having said that, Chesnais believes the company is "more than a software brand, it's a hardware brand", although it doesn't look like we're going to get a follow up to Atari's last console, Jaguar, any time soon.
"I'm not talking about a new console but, 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.
"It'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."
Chesnais then offered a couple of other suggestions of ways that his company might go: "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."