Atari is no longer the video game behemoth it used to be, but the company is still alive despite the many struggles it's had with the Atari VCS console. Today, the company announced it's partnering with GSD Group to open a series of video game-themed hotels in the United States, which will be simply known as Atari Hotels.
While it certainly seems like an unexpected expansion strategy for a video game company, the concept may actually make sense for some people. The hotels will offer "fully immersive experiences" for everyone, regardless of age or gaming ability, and that will include AR and VR experiences. What's more, select locations will also have venues to welcome e-sports events, which would make it easier to provide accommodation to people attending those events.
Fred Chesnais, CEO 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 United States. 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.”
The first of the eight hotels that are already planned will start being built this year in Phoenix, Arizona, and it's being developed by True North Studio. After that, Atari Hotels will be coming to Las Vegas, Denver, Chicago, Austin, Seattle, San Francisco, and San Jose. The hotel chain already has its own website, and you can sign up to be a member to get exclusive offers.