ClassicGaming Tracks the (Second) Death of Atari
- Scribbled on August 28th, 2007 by Jonah Falcon
- Filed in Editorial Content, Industry News
ClassicGaming.com examines the second bankruptcy of Atari, though in reality, it was Infogrames using the Atari banner after it acquired the corporate logo and name.
The schizophrenia with Atari’s past didn’t end with the classic IP’s and brand history (which they finally came to terms with several years down the line). Atari management has had more changing faces and directions than a chameleon stuck in a room full of fun house mirrors. This is besides the fact that most of the fly by night management has come from Sony Music, the powerhouse of the video ga…I mean music industry. People from an industry notorious for being dragged kicking and screaming in to new technology and business models running a technology company and not succeeding? Who would have guessed? Not to mention you have two management teams tugging at the reigns - the people actually at Atari Inc. and the majority stock holder Infogrames Ent. board. Its a wonder any product ever got released in this environment.
So did their plan work? Apart from a few shining nuggets of modern games and innovative updates of their IP’s through outside contractors, the important symbiotic relationship between name and product never reached critical mass. In fact, Atari’s stock has been plummeting even after their recent stock split, and the Atari brand name has never been lower. It says a lot when you’re making the Jack Tramiel Atari Corp. years look like the glory days of the management and product line.
How do you think Infogrames should have used the Atari banner, and should Atari stay dead this time?
August 28th, 2007 at 3:14 pm
They took an old brand’s facade as their umbrella identity, when they should have leveraged the nostalgic and connective factor to target the boomer and MTV generations.
You didn’t see Bob Hope on TV selling iPods. (RIP, Bob.) You do see Mickey Rooney selling life insurance to old codgers. That’s how you do it, Infogrames. To pull off a “reinvention” takes talent the likes of William Shatner or Madonna. Talent people who enjoy 2 hour lunches and $500 ties don’t have.
Please, Atari — stay dead and be remembered for the VCS, 8-bit line, and the ST. It hurts to even think of the Jaguar, and what might have been…
August 29th, 2007 at 7:32 pm
Thanks for the coverage.
“though in reality, it was Infogrames using the Atari banner after it acquired the corporate logo and name.”
Actually, no. As stated, Atari Inc. is a separate corporate entity that was spun off. Infogrames kept their name and is incorporated under Infogrames Entertainment.
August 31st, 2007 at 2:32 am
Thanks for clearing that up Marty.