Atari is one of the world's most recognized gaming brands. They are known for consoles and games like Pong and Asteroids. Now they have unveiled a new corporate strategy that will hopefully see them come back as an interactive entertainment production company. The plan is to expand business to mobile and online gaming.
Their new approach to success in the digital age of entertainment includes online video games, online casinos, exclusive video content, and a robust licensing business including hardware and apparel.
"Atari is more than a game publishing company; it's an iconic brand that has established a passionate and timeless culture," said Fred Chesnais, Chief Executive Officer, Atari, Inc. "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."
New platforms for classic gaming are iOS and Android, PC, online and other digital mediums. Beyond relaunching its nostalgic 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 via exclusive video content. Atari will also continue its hardware licensing line of business, particularly for game-centric hardware and wearable devices, with a goal of operating the most promising ventures at a later stage.
Atari has already reintroduced RollerCoaster Tycoon with RollerCoaster Tycoon 4 Mobile on iOS, which will be followed by an Android version and a multiplayer game for PC in winter 2014. The company also launched Haunted House on mobile devices, and released a new multiplayer online battle arena and crafting game, Minimum. Is this the Atari everyone wants to have a comeback?