Overview
Atari is a historic brand in the video game and consumer electronics industry, established in 1972 and known for pioneering arcade games, consoles, and home computers. The brand has changed ownership multiple times, influencing and adapting to shifts in gaming and entertainment markets through several decades.
Founding and Early Innovations (1972–1984)
- Atari was founded by Nolan Bushnell and Ted Dabney in Sunnyvale, California.
- The company’s early success came with arcade games like Pong and the Atari 2600 home console.
- Atari used creative business strategies, such as creating Kee Games to navigate distribution restrictions.
- Atari 2600 became hugely successful, helping to define the video game market.
- Leadership conflicts and market competition led to challenges, culminating in the 1983 video game crash.
Corporate Transitions and New Products (1984–1996)
- After the 1983 crash, Atari's assets were split between Atari Corporation (consoles/computers) and Atari Games (arcades).
- Under Jack Tramiel, Atari Corporation developed the Atari ST computers and released new consoles like the 7800 and Lynx.
- The company faced stiff competition and ultimately merged with disk-drive maker JTS Inc. in 1996, which led to Atari largely exiting the market.
Arcade Division and Legal Disputes (1985–1999)
- Atari Games continued to produce arcade machines and NES cartridges under the Tengen brand.
- Legal battles over rights to games like Tetris occurred, with eventual settlements with Nintendo.
- The arcade division was sold to WMS Industries, becoming Midway Games West in 1999.
Brand Revivals: Hasbro, Infogrames, and Atari SA (1998–present)
- JTS sold the Atari brand to Hasbro Interactive in 1998, which started releasing remakes of Atari classics.
- French company Infogrames acquired Hasbro Interactive in 2001, rebranding its gaming divisions under the Atari name.
- Infogrames became Atari SA in 2009, maintaining focus on video games, consumer hardware, licensing, and new technologies like blockchain.
Recent Developments and Strategic Shifts (2013–2024)
- Atari filed for Chapter 11 bankruptcy in 2013 and reemerged with a focus on social casino gaming and new digital ventures.
- The Atari VCS gaming console, inspired by classic designs, was launched for retro and modern gaming audiences.
- The company experimented with ventures like Atari-branded hotels and the Atari Token cryptocurrency, though some partnerships were later ended.
- Under CEO Wade Rosen (from 2021), Atari renewed its focus on retro gaming and classic franchises.
- In 2024, Atari announced a return to arcade games with its "Recharged" series.
Branding, Logo, and Name
- The name “Atari” is derived from a term in the game Go, meaning “to hit a target.”
- The iconic “Fuji” logo was designed to resemble the letter A and elements from Pong, symbolizing the company’s roots.
Business Model and Markets
- Atari’s business has included home consoles, computers, arcade machines, licensing IP, and digital innovations such as blockchain and cryptocurrency.
- The brand has shifted focus depending on market trends and ownership, targeting both classic gaming enthusiasts and new audiences.
Key Dates / Deadlines
- 1972: Atari founded and incorporated.
- 1976: Sold to Warner Communications.
- 1984: Assets split; Atari Corporation and Atari Games created.
- 1996: Merger with JTS Inc.
- 1998: Brand acquired by Hasbro Interactive.
- 2001: Infogrames acquires Hasbro Interactive.
- 2009: Infogrames rebrands as Atari SA.
- 2013: Chapter 11 bankruptcy filing.
- 2020: Launch of Atari VCS and Atari Token.
- 2021: Wade Rosen becomes CEO.
- 2022: Termination of ICICB partnership.
- 2024: Announcement of return to arcades with Alan-1.