Rendering courtesy Evolve Public Relations and Marketing

By staff

Atari, a trailblazer in the gaming industry, is pioneering a new concept: a unique lodging experience combining the iconic brand with a one-of-a-kind video game-themed destination.

And the first one will break ground in Phoenix in late 2020.

Atari Hotels will feature fully immersive experiences for any age and gaming ability, including the latest in virtual and augmented realities. Select hotels will also feature state-of-the-art venues and studios to accommodate esports events.

Atari acquired the rights to and will build the video game-themed hotels through a deal with GSD Group, an innovation and strategy agency. True North Studio, a local real estate developer—currently working alongside GSD Group with Steve Wozniak’s Woz Innovation Foundation—will develop the first Atari-branded hotel.

“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,” says Fred Chesnais, CEO of Atari.

“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.”

Hotel development and design is being led by GSD Group, its founder Shelly Murphy, and partner Napoleon Smith III, producer of the wildly successful “Teenage Mutant Ninja Turtles” film franchise reboot.

“When creating this brand-new hotel concept, we knew that Atari would be the perfect way to give guests the ‘nostalgic and retro meets modern’ look and feel we were going for. Let’s face it, how cool will it be to stay inside an Atari?” Smith III says.

Murphy adds, “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. We’re excited to be working on this project with such great partners and to bring a big win to Arizona.”

More than 2.5 billion gamers across the world spent more than $152.1 billion on games in 2019 alone, an increase of 9.6% year over year. One of the most distinctive trends in gaming is gamers gravitating toward recognizable intellectual property. Atari Hotels will offer consumers exactly that, marrying the origins of gaming and the future of the booming industry into a fun and unique travel destination.

After the first of the Atari Hotels breaks ground in the Valley in 2020, additional hotels are planned in Las Vegas, Denver, Chicago, Austin, Seattle, San Francisco and San Jose.

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