Atari has 220 trademarked game properties, and the company’s new owners plan on making use of a lot of them. After its first Electronic Entertainment Expo video game trade show since it emerged from bankruptcy last year with new owners, Atari has laid out its priorities for iconic properties like Pong and Asteroids.
Atari chief operating officer Todd Shallbetter.
They include hiring third-party developers to make games based on its classics, licensing others to make Atari-branded apparel and hardware, creating social casino and real-money gambling games based on Atari brands, creating an exclusive new YouTube video channel, and commissioning new titles such as an upcoming game with a lesbian, gay, bisexual, and transgender (LGBT) theme. The company will reveal more of its strategy this week at a licensing show in Las Vegas.
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Dean Takahashi is editorial director for GamesBeat. He has been a tech journalist since 1988, and he has covered games as a beat since 1996. He was lead writer for GamesBeat at VentureBeat from 2008 to April 2025. Prior to that, he wrote for the San Jose Mercury News, the Red Herring, the Wall Street Journal, the Los Angeles Times, and the Dallas Times-Herald. He is the author of two books, "Opening the Xbox" and "The Xbox 360 Uncloaked." He organizes the annual GamesBeat Next, GamesBeat Summit and GamesBeat Insider Series: Hollywood and Games conferences and is a frequent speaker at gaming and tech events. He lives in the San Francisco Bay Area.
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