Atari to build video game hotels

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Through eight new video game-themed hotels, Atari is targeting a market whose VR subset alone is expected to be worth $11.8 billion by 2023

Quick read

➨ The first Atari hotel will be based in Arizona, with work beginning later this year

➨ Eight new hotels, all based in the US, will feature immersive gaming experiences and esports

➨ Napoleon Smith III, producer of the Teenage Mutant Ninja Turtles film franchise reboot, will be part of the team that develops and designs the hotel chain

The story

Atari has announced plans to construct eight video game-themed hotels fitted out with the latest VR and AR technology.

The video game brand, best known for developing retro titles such as Asteroids, Centipedes, Missile Command and Pong, is also active in multimedia and licensing, and is in the process of developing its own blockchain platform and cryptocurrency.

Turning to location-based entertainment through eight new video game-themed hotels—the first of which will be based in Phoenix, Arizona, where construction will begin later this year—Atari is targeting a market whose VR subset alone is expected to be worth $11.8 billion by 2023.

The Atari Hotels will “level up hotel entertainment” with fully immersive experiences for every age and gaming ability, including the latest in VR and AR. Select hotels will also feature state-of-the-art venues and studios to accommodate esports events, another burgeoning market.

Shelly Murphy’s GSD Group and Napoleon Smith III, producer of the Teenage Mutant Ninja Turtles film franchise reboot, will lead development and design of the hotel chain.

Phoenix, Arizona-based real estate developer True North Studio, which is currently working alongside GSD Group with Steve Wozniak’s Woz Innovation Foundation, will develop the first Atari-branded hotel. 

Seven additional hotels are planned in Las Vegas, Denver, Chicago, Austin, Seattle, San Francisco and San Jose.

Fred Chesnais, chief executive officer of Atari, said: “We are thrilled to partner with GSD Group and True North Studio to build the first-ever Atari branded hotels across the US. Together we’ll build a space that will be much more than just a place to stay. Atari is an iconic global brand that resonates with people of all ages, countries, cultures and ethnic backgrounds and we cannot wait for our fans and their families to enjoy this new hotel concept.” 

Commenting on the project, Smith 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. Let’s face it, how cool will it be to stay inside an Atari?!” 

Murphy said: “Atari Hotels will be the first of their kind in the US, offering gamers of all ages the ultimate in immersive entertainment and in every aspect of gaming. We’re excited to be working on this project with such great partners and to bring a big win to Arizona.”

Image: Atari

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