Atari Isn't Just Making a New Console, It's Building Hotels Too

Atari is partnering with GSD Group and True North Studio to build a series of hotels around the US.

Atari isn’t just creating a console that can play Fortnite in a roundabout way, they are working on hotels too! Atari definitely seems keen on breaking into new markets this decade, and one of these ventures will be Atari themed hotels. These gaming-themed “Atari Hotels” are being created with the help of an agency called GSD Group and real estate developer True North Studio, and this first one will open in Phoenix, Arizona later this year.

These Atari Hotels will be rife with the company’s branding but will also have a heavy focus on other gaming-related activities too. The hotels will apparently contain AR and VR experiences, though they didn’t go into too much detail about this, and some will even be built to house esports events. GSD Group’s Shelly Murphy stressed this aspect of the hotels, saying that “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.”

If this Atari Hotels concept gains traction and proves to be a success in Pheonix, then GSD Group also plans on building ones in Austin, Chicago, Denver, Las Vegas, San Francisco, San Jose, and Seattle. Fred Chesnais, CEO of Atari, definitely thinks this will be a success as he thinks that “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.”

It will certainly be interesting to see if these hotels try to incorporate the Atari VCS at all. Even though we are supposedly less than two months away from its launch, we still don’t know too much about Atari’s system and the games that will be on it. As such, many gamers don’t seem too aware of the VCS’ existence, so including it in these hotels would be good for exposure. We’ll just have to wait and see how both of these Atari ventures will pan out in 2020.

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Tomas Franzese

Tomas Franzese is a News Editor at DualShockers, writing a variety of reviews and shedding light on upcoming games for both PC and consoles. While he has been a gamer most of his life, he began writing for DualShockers in 2016 and has almost never put his computer or a controller down since.

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