Atari Reveals Comeback Strategy

June 19, 2014 9:44 pm

Atari_Badge_NoURL_PMSDespite being one of the biggest and most well-known names in gaming, Atari hasn’t had it easy. Since its inception in 1972, the company has moved from selling consoles, to developing games, and, now, to finding a new way to entice consumers. And judging by a recently issued press release, Atari is looking to other avenues to make their comeback. And it comes only half a year after the company was cleared by the courts to exit bankruptcy.

Specifically, the publishing/production company is looking to online gambling as a new means of revenue. Since this past spring, Atari has been connected to several gambling outlets to brings its classic games to platforms where the gaming impacts more than just your free time. As noted by Polygon, the company licensed real-money slot games based on the likes of Asteroids, Centipede, Missile Command, Pong and Tempest—you know, games you may have played in a pub somewhere or at a friend’s house as a youngster.

Meanwhile, other companies in Atari’s new-found vertical are making prominent moves to secure their spot while expanding their reach. Most notably, Toronto company Intertain Group Limited, which is home to InterCasino and other outlets, announced the pricey acquisition of bingo company Mandalay Media. According to Market Wired, this means that Intertain will have a stronger platform for its own bingo site while taking the reins of other already-successful, now-former competitors.

It’ll be interesting to see if Atari has what it takes to regain some momentum through this new source of potential revenue. If nothing else, they definitely have the brand-name recognition both in terms of their own name and those of their titles.


Speaking of those titles, Atari revealed that it’s also sticking with (and building upon) one of its biggest sellers of the past years, RollerCoaster Tycoon. A fourth instalment in RollerCoaster Tycoon was recently released to mobile platforms (iOS and Android) alongside a brand-new game, Haunted House. Atari also put out a new PC title, Minimum.

Beyond gaming, the company has plans to develop “exclusive video content” on YouTube. Essentially, the goal is to capitalize “on other rapidly growing markets [while] reaching out to new audiences.” So instead of trying to establish themselves as innovators—and potentially lose more money doing so—they’re playing catch up, it would seem.

Through these measures, does it look like Atari has what it takes to retain its longtime footing in the gaming world? Let us know your thoughts in the comments section.

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