And finally… Atari signs deal to build video game-themed hotels



Gaming firm Atari has announced a deal with innovation and strategy agency GSD Group to build video game-themed Atari Hotels in the United States.

The new concept will provide a unique lodging experience combining the Atari brand with a one-of-a-kind video game-themed destination. Atari Hotels level up hotel entertainment with fully immersive experiences for every age and gaming ability, including the latest in VR and AR (Virtual and Augmented Reality). Select hotels will also feature state-of-the-art venues and studios to accommodate esports events. 

The first hotel is set to break ground in Phoenix, AZ later this year. 

Hotel development and design is being led by GSD Group’s Shelly Murphy and Napoleon Smith III, producer of the Teenage Mutant Ninja Turtles film franchise reboot.

True North Studio, a Phoenix-based real estate developer will develop the first Atari- branded hotel. 

“We are thrilled to partner with GSD Group and True North Studio to build the first-ever Atari branded hotels across the United States. Together we’ll build a space that will be much more than just a place to stay,” said Fred Chesnais, CEO of Atari.

“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.” 

“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?” said Napoleon Smith III. 

“Atari Hotels will be the first of their kind in the U.S., 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,” added Shelly Murphy. 

The first of the Atari Hotels is planned to break ground in 2020 in Phoenix with initial additional hotels planned in Las Vegas, Denver, Chicago, Austin, Seattle, San Francisco, and San Jose.