Atari Wants to Be a Hardware and Software Brand Once Again

By   /   May 19, 2014

Atari became part of so many memories with some really remarkable titles until it filed for bankruptcy in January, last year.

However, in December, the company received a court approval to act on a plan that will help them emerge from bankruptcy in the period of next three years.

Now, in an interview with Venturebeat, Atari’s CEO Frederic Chesnais looks focused on that task, with hopes of becoming a hardware and software brand once again.

It’s more than a software brand … it’s a hardware brand. I don’t want to say it’s a hardware brand first and foremost, but it is also a hardware brand.

So we are carefully looking at … you know … we have a replica of the initial Atari 2600, but that is also something that we want to carefully announce in the course of the next few years, which is that with new licensing with the right partners we build the brand not only in the software space but also in the hardware space.

However, the hardware doesn’t mean that the company is looking to go against the already established consoles, instead it wants to bring something new to the table that has never been tried before. Following are a couple of examples shared by the CEO:

I’m not talking about a new console but, like, a watch. A gamified watch. It’s not what we are going to do, but think about [something like] that.

You have a jacket. We have a plug-in so you can power your iPhone or Android. You have a solar chip on your shoulder so that you never run out of batteries.

The things are looking up for Atari after the events of last year and it is good to see the CEO having a broader vision for the firm because the innovation is definitely a key to survival in the market.