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January 2020 Retro Gaming Article


January 27, 2020 Retro Gaming Blog Post:

Atari relies on their successful IPs from the 80s to launch gaming hotels - Atari Hotels

Atari Hotel concept
If you're wondering why Atari couldn't deliver a game console in 2 years with $3M - worry not. Atari Hotels break ground in 2020.
A press release today announced Atari Hotels. Yes, pack you bags and stay with Atari in a gaming themed hotel. They break ground this year in Phoenix, AZ. Don't worry, they also plan locations in Las Vegas, Denver, Chicago, Austin, Seattle, San Francisco, and San Jose. This and more info can be found on the Atari Hotels website.

From the Atari Hotels website:
Atari, a trailblazer in the gaming industry, is pioneering an exciting new concept: a unique lodging experience combining the iconic 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 Virtual and Augmented Reality. Select hotels will also feature state-of-the-art venues and studios to accommodate esports events.
I'm trying to get Atari to ship me one $30 joystick from a 2-year-old multi-million dollar indiegogo campaign. Why am I reading about a string of Atari Hotels? What is this. Hiltons often have an arcade somewhere near the pool or gym. What does Atari bring to the hospitality industry?

Hotels are not destinations. When I travel, I stay in a hotel so I have a place to sleep an keep a change of clothes & a toothbrush. Travelers typically don't go to hotels to spend much time inside them. Vegas is an exception, but Atari gaming hotels won't have the same draw as Vegas.

Atari Hotel concept Can an Atari hotel be profitable? How does a gaming-themed hotel make money in a world of Trivago and hotels.com? Folks are searching for great deals, not expensive destinations with in-house esports stadiums.

When I want to be immersed in gaming, I'll go to Fun Spot in NH or Galloping Ghost in Chicago. And I'll probably use a website to find the cheapest hotel rate. Finding a hotel with a giant Atari logo doesn't enter the equation.

I understand this is just another licensing deal. Atari has no ability to build or operate hotels. They're putting their name on it for a fee. Donald Trump does the same thing. He can't afford to build luxury buildings, so he licences his name. That's why you see Trump Towers all over. His name used to have credibility - so did Atari for that matter. After their failed Game Watch and similarly missing VCS game console, Atari has a pretty questionable track record on things outside of t-shirt sales.

Atari would be so successful as a lifestyle brand. I'm still rooting for the Atari VCS and hope they will eventually get that project on track.

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