Atari to create themed hotels for eSports events
World-renowned gaming company Atari is set to create themed hotels to host eSports events and rekindle interest in its brand.
It has announced a partnership with innovation and strategy agency GSD Group, led by Shelley Murphy and Napoleon Smith.
As a result, it now has the rights to build hotels in the United States centred on the entertainment brand.
The first one is scheduled to be built in Phoenix, Arizona.
Atari will be ‘pioneering’ the concept of creating one-of-a-kind video game-inspired centres filled with immersive experiences for all ages.
They will include virtual reality (VR) and augmented reality (AR) products and select hotels will even accommodate eSports events.
The design will be spearheaded by Murphy and Smith, producer of the successful Teenage Mutant Ninja Turtles film franchise reboot.
True North Studio, a real-estate developer based in Arizona, will be working in tandem with GSD Group and Steve Wozniak’s Woz Innovation Foundation to create the first one.
“We are thrilled to partner with GSD Group and True North Studio to build the first-ever Atari branded hotels across the United States,” said Atari CEO Fred Chesnais.
“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.”
Additional Atari-themed hotels are set for construction in Las Vegas, Denver, Chicago, Austin, Seattle, San Francisco and San Jose at some point in the future.
While the Phoenix site is confirmed for this year, there is no concrete opening date set at this time.
Interested in reading more about gaming-themed venues? Discover more about the late-night retro gaming bar set to open in Birmingham in 2020.