‘Classic’ Atari set for digital-age revamp as new owner moves in

Atari, the classic brand credited with launching the video games console market nearly 30 years ago, is set to be given a new lease of life by owner Infogrames.

The French games publisher is planning to relaunch Atari after it acquired the brand name when, earlier this year, it bought Hasbro Interactive, the games division of US toy company Hasbro.

Infogrames is understood to be considering using the Atari name on new console and PC games.

Games industry insiders also believe Infogrames will take Atari into the wireless games market. Sources say the basic graphics and small memory demands of Atari games make them ideal for translation on to platforms such as mobile phones and PDAs (personal digital assistants).

Atari Inc, founded in 1972, was the first company to bring arcade-style games into the living room.

This week, Infogrames released its latest video game over the Internet. It is believed that this is the first time a major video game title has been released online before appearing in shops.

The PC game, “Alone in the Dark: The New Nightmare” was released on Monday (June 25) evening on a website operated by Electronics Boutique – 48 hours before it hit US stores.

Infogrames has also joined the Microsoft TV Developer Programme and plans to adapt several of its award-winning children’s CD-Roms for interactive TV. The games will be accessible to children and their families through cable and on Microsoft Interactive TV.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here