Video game publisher Atari has just signed a licensing agreement with construction group ICICB to open dedicated video game hotels in Dubai, Gibraltar and Spain. Photo: Shutterstock
A French video game publisher wants to launch hotel complexes around the world. These establishments will put video games at the center of everything. The firm is gearing up to expand into a market other than video games for decades to come without ditching its flagship games.
Hotels for all gamers
Hotels with video game sauce. This is a project of the French video game publisher Atari, which has just signed a licensing agreement with the ICICB group. Purpose? Build luxury hotels in Dubai and Gibraltar dedicated to video games. The first establishments should open their doors in 2023. Inside, the pioneering video game brand expects to create 200 legendary games, including Pong, Pac-Man or Space Invaders… An e-sports hall, an Atari playground, as well as coworking spaces, conference rooms, a bar, a cinema and even a bakery will be combined in these establishments. For Atari, the “casual and original” atmosphere attracts both family and professional clients.
This decision by Atari confirms the historical player’s turn in the world of video games. Already in 2020, the first licensing agreement was signed with the American development company True North Studio. The latter plans to open hotels for video games in eight American cities: Austin, Chicago, Denver, Las Vegas, Phoenix, San Francisco, San Jose and, finally, Seattle. Work on the creation of “Phoenix” has already begun. It will be located in the suburbs, close to the Woz U campus.
For Atari, these operations are of double interest. The first is to bring back to the brand some of the gloss that has long gone through Microsoft, Sony, and even Nintendo. Second: bring in significant financial income. Atari will receive approximately 5% of the hotel revenues once they are operational
Atari 21st century
The company is diversifying its activities, covering two branches. The first, Atari Gaming, is responsible for the video game business and for managing all licenses owned by the brand. His goal for the coming years is not only to invest more in mobile games. free gamebut also modernize some of the firm’s classic models to put them up for sale on game consoles and PCs. The second, Atari Blockchain, another subsidiary of the company, will be responsible for exploring the blockchain world and developing a cryptocurrency to integrate into the brand’s universe. Here’s what a second wind can give to this video game legend.
Pong, Pac-Man, Space Invaders … these iconic games created by Atari
If Atari is in the process of changing a lot of its businesses, the firm has long been synonymous with the success of the video games, with the video games that have defined the genre, beginning with Pong in the 1970s. Inspired by table tennis, it is one of the first successful video games, with 8,000 terminals sold a year after its release and a turnover of $ 40 million since 1975. In 1980, Atari came up with a good idea to adapt the Japanese sound success story for the Atari 2600: Space Invaders. A fixed 2D shooter that will stay with the brand forever. Just like Pac-Man from 1982 or even Asteroids. These legends have become real collectibles for fans. A first impression of 1981 Space Invaders for the Atari 2600 now costs around 5,000 euros.
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