Editing Atari (section)

==History==

===Logotype{{Anchor|Logo}}===
The name comes from the [[Japanese language|Japanese]] term ''[[List of Go terms#Atari|atari]]'', used while playing the ancient board game [[Go (game)|Go]]. The word ''atari'' means "to hit a target" in Japanese; in Go, it indicates a situation where a player will be able to capture one or more stones of the opponent in the next move.<ref>{{cite web |url=https://senseis.xmp.net/?Atari. |title= Atari at Sensei's Library|website=senseis.xmp.net |archive-url=https://web.archive.org/web/20220128094056/https://senseis.xmp.net/?Atari |archive-date=January 28, 2022}}</ref>

The Atari [[logo]] was designed by [[George Opperman]], who was Atari's first in-house graphic designer, and drawn by Evelyn Seto.<ref>{{Cite book|title=Women in Gaming: 100 Professionals of Play|last=Marie|first=Meagan|publisher=Dorling Kindersley|year=2018|isbn=978-0241395066|pages=18}}</ref> The design is known as "Fuji" for its resemblance to the [[Mount Fuji|Japanese mountain]], although the logo's origins are unrelated to it. Opperman designed the logo intending for the silhouette to look like the letter A as in Atari and for its three "prongs" to resemble players and the midline of the "court" in the company's first hit game, ''Pong''.<ref>{{cite web|title=The Glory of Atari's Original Logo|url=http://kotaku.com/5864035/the-glory-of-ataris-original-logo|website=Kotaku|date=December 2011 |access-date=March 11, 2016|url-status=live|archive-url=https://web.archive.org/web/20160312002909/http://kotaku.com/5864035/the-glory-of-ataris-original-logo|archive-date=March 12, 2016}}</ref>

===Atari Inc. (1972–1984)===
{{Main|Atari, Inc.}}
{{more citations needed section|date=August 2016}}
[[File:TeleGames-Atari-Pong.jpg|thumb|Atari-Telegames Home Pong (1975)]]
In 1971, [[Nolan Bushnell]] and [[Ted Dabney]] founded a small engineering company, Syzygy Engineering,<ref>{{Cite web|url=http://www.atarimuseum.com/videogames/arcade/arcade70.html |archive-url=https://web.archive.org/web/20030703021923/http://www.atarimuseum.com/videogames/arcade/arcade70.html |url-status=dead |archive-date=July 3, 2003 |title=Atari Coin-Op/Arcade Systems |website=www.atarimuseum.com |access-date=July 8, 2016 }}</ref> that designed ''[[Computer Space]]'', the world's first commercially available arcade video game, for Nutting Associates. On June 27, 1972, the two incorporated Atari, Inc. and soon hired [[Al Alcorn]] as their first design engineer. Bushnell asked Alcorn to produce an arcade version of the [[Magnavox Odyssey]]'s Tennis game,<ref name="nolanmagnavox">{{cite web|author=Ador Yano |url=http://www.ralphbaer.com/video_game_history.htm |title=Video game history |publisher=Ralphbaer.com |access-date=December 27, 2011 |url-status=live |archive-url=https://web.archive.org/web/20111223011401/http://www.ralphbaer.com/video_game_history.htm |archive-date=December 23, 2011 }}</ref> which would be named ''[[Pong]]''. Before Atari's incorporation, Bushnell considered various terms from the game ''[[Go (game)|Go]]'', eventually choosing ''[[Atari (go)|atari]]'', referencing a position in the game when a group of stones is imminently in danger of being taken by one's opponent. Atari was incorporated in the state of California on June 27, 1972.<ref name="inc1972">{{cite web|url=http://kepler.ss.ca.gov/corpdata/ShowAllList?QueryCorpNumber=C0654542|archive-url=https://web.archive.org/web/20071016062150/http://kepler.ss.ca.gov/corpdata/ShowAllList?QueryCorpNumber=C0654542|url-status=dead|archive-date=October 16, 2007|title=California Secretary of State – California Business Search – Corporation Search Results|date=October 16, 2007|access-date=December 30, 2016}}</ref>

[[File:Atari-2600-Wood-4Sw-Set.jpg|thumb|The third version of the [[Atari 2600]], which was sold from 1979 to 1986]]
In 1973, Atari secretly spawned a competitor called [[Kee Games]], headed by Nolan's next-door neighbor Joe Keenan, to circumvent [[pinball]] distributors' insistence on exclusive distribution deals; both Atari and Kee could market nearly the same game to different distributors, each getting an "exclusive" deal. Joe Keenan's management of the subsidiary led to his appointment as president of Atari when Kee was absorbed into the company in 1974.<ref>{{cite book |last1=Monfort |first1=Nick |last2=Bogost |first2=Ian |title=Racing the Beam |publisher=MIT Press |date=March 31, 2009 |orig-year=1st. Pub. 2009 |pages=[https://archive.org/details/guidetolcshinfor00doej/page/20 20] |chapter=Chapter 2: Combat |chapter-url=https://books.google.com/books?id=DqePfdz_x6gC&q=kee+games+competitor&pg=PA20 |isbn=9780262012577 |name-list-style=amp |url-access=registration |url=https://archive.org/details/guidetolcshinfor00doej/page/20 }}</ref>

[[File:Atari-5200-4-Port-wController-L.jpg|thumb|[[Atari 5200]] (1982)]]
In 1975, Atari's [[Grass Valley, California]] subsidiary Cyan Engineering started the development of a flexible console that was capable of playing the four existing Atari games. The result was the [[Atari 2600|Atari Video Computer System]], or VCS (later renamed 2600 when the 5200 was released). The introductory price of $199 ({{Inflation|US|199|1976|fmt=eq}}) included a console, two joysticks, a pair of paddles, and the ''Combat'' game cartridge.<ref>{{Cite web|url=https://toytales.ca/atari-2600/ |title=Atari 2600 {{!}} Toys with a History {{!}} Toy Tales – Todd Coopee |date=December 28, 2015 |language=en-US |access-date=July 8, 2016 |url-status=live |archive-url=https://web.archive.org/web/20170619185554/https://toytales.ca/atari-2600/ |archive-date=June 19, 2017 }}</ref> Bushnell knew he had another potential hit on his hands but bringing the machine to market would be extremely expensive. Looking for outside investors, Bushnell sold Atari to [[Time-Warner|Warner Communications]] in 1976 for $28 million. Nolan continued to have disagreements with Warner Management over the direction of the company, the discontinuation of the pinball division, and most importantly, the notion of discontinuing the 2600. In December 1978, Bushnell was fired as chairman and co-CEO following an argument with Manny Gerard. He decided to leave the company rather than take an advisory role.

[[File:Atari-7800-Console-Set.jpg|right|thumb|[[Atari 7800]] (1986)]]
The development of a successor to the 2600 started as soon as it shipped. The original team estimated the 2600 had a lifespan of about three years; it then set forth to build the most powerful machine possible within that time frame. Mid-way into their effort the [[home computer]] revolution took off, leading to the addition of a keyboard and features to produce the [[Atari 8-bit computers|Atari 800]] and its smaller sibling, the 400. The new machines had some success when they finally became available in quantity in 1980. From this platform Atari released their next-generation game console in 1982, the [[Atari 5200]]. It was unsuccessful due to incompatibility with the 2600 game library, a small quantity of dedicated games, and notoriously unreliable controllers. Porting arcade games to home systems with inferior hardware was difficult. The [[port (video gaming)|ported]] version of ''[[Pac-Man (Atari 2600)|Pac-Man]]'' for Atari 2600 omitted many of the visual features of the original to compensate for the lack of [[read-only memory|ROM]] space and the hardware struggled when multiple ghosts appeared on the screen creating a flickering effect.<ref>{{cite journal |last1=Nicoll |first1=Benjamin |title=Bridging the Gap: The Neo Geo, the Media Imaginary, and the Domestication of Arcade Games |journal=Games and Culture |date=2015 |doi=10.1177/1555412015590048|s2cid=147981978 }}</ref>

Under Warner and Atari's chairman and CEO, [[Raymond Kassar]], the company achieved its greatest success, selling millions of 2600s and computers. At its peak, Atari accounted for a third of Warner's annual income and was the fastest-growing company in US history at the time. It ran into problems in the early 1980s. Faced with fierce competition and price wars in the game console and home computer markets, Atari was never able to duplicate the success of the 2600.

These problems were followed by the [[video game crash of 1983]], with losses that totaled more than $500 million. Warner's stock price slid from $60 to $20, and the company began searching for a buyer for its troubled division. In 1983, Ray Kassar resigned. Financial problems continued to mount and Kassar's successor, [[James J. Morgan]], had less than a year in which to tackle the company's problems. He began a massive restructuring of the company and worked with Warner Communications in May 1984 to create "NATCO" (an acronym for New Atari Company). NATCO further streamlined the company's facilities, personnel, and spending. Unknown to James Morgan and the senior management of Atari, Warner had been in talks with Tramel Technology to buy assets pertaining to Atari's consumer electronics and home computer businesses. Negotiating until close to midnight on July 1, 1984, [[Jack Tramiel]] completed the asset purchase for $240 million in promissory notes and stocks. Warner gained a 20% stake in Tramel Technology, which was renamed Atari Corporation.<ref name="sale">{{Cite news
 |last=Sange 
 |first=David E. 
 |title=Warner Sells Atari To Tramiel 
 |newspaper=[[The New York Times]] 
 |pages=Late City Final Edition, Section D, Page 1, Column 6, 1115 words 
 |date=July 3, 1984 |url=https://www.nytimes.com/1984/07/03/business/warner-sells-atari-to-tramiel.html 
 |url-status=live 
 |archive-url=https://web.archive.org/web/20161118132248/http://www.nytimes.com/1984/07/03/business/warner-sells-atari-to-tramiel.html 
 |archive-date=November 18, 2016 }}</ref> Warner also sold the Ataritel division to [[Mitsubishi Electric|Mitsubishi]].

===Atari Corporation (1984–1996)===
{{Main|Atari Corporation}}
[[Image:Atari 1040STf.jpg|thumb|[[Atari ST]] (1985)]]
Under Tramiel's ownership, Atari Corp. used the remaining stock of game console inventory to keep the company afloat while they finished development on a 16/32-bit computer system, the [[Atari ST]]. ("ST" stands for "sixteen/thirty-two", referring to the machines' 16-bit bus and 32-bit processor core.) In April 1985, they released an update to the 8-bit computer line, the Atari 65XE, the first in the [[Atari XE]] series. June 1985 saw the release of the Atari 130XE; Atari User Groups received early sneak-preview samples of the new Atari 520ST's, and major retailer shipments hit store shelves in September 1985 of Atari's new 32-bit [[Atari ST]] computers. In 1986, Atari launched two consoles designed under Warner&nbsp;— the Atari 2600jr and the [[Atari 7800]] console (which saw limited release in 1984). Atari rebounded, earning a $25 million profit that year.

[[File:Atari-Portfolio-Computer.jpg|thumb|[[Atari Portfolio]] (1989)]]
In 1987, Atari acquired the [[Federated Group]] for $67.3 million, securing shelf space in over 60 stores in California, Arizona, Texas and Kansas<ref>{{cite web|url=https://www.latimes.com/archives/la-xpm-1987-08-24-fi-2005-story.html |title=Atari to Acquire Federated Group for $67.3 Million : Deal Would Give Video Pioneer Access to a Retail Network |work=[[Los Angeles Times]] |date=August 25, 1987 |access-date=July 31, 2012 |url-status=live |archive-url=https://web.archive.org/web/20130402085921/http://articles.latimes.com/1987-08-24/business/fi-2005_1_atari |archive-date=April 2, 2013 }}</ref> at a time when major American electronics outlets were reluctant to carry Atari-branded computers, and two-thirds of Atari's PC production was sold in Europe.<ref name=Pollack>{{cite news|last=Pollack |first=Andrew |title=Atari to Acquire Electronics Retailer |url=https://www.nytimes.com/1987/08/25/business/atari-to-acquire-electronics-retailer.html |work=[[The New York Times]] |date=August 25, 1987 |access-date=May 14, 2014 |url-status=live |archive-url=https://web.archive.org/web/20131213084721/http://www.nytimes.com/1987/08/25/business/atari-to-acquire-electronics-retailer.html |archive-date=December 13, 2013 }}</ref> The Federated Group (not related to [[Federated Department Stores]]) was sold to [[Silo (store)|Silo]] in 1989.<ref>{{cite news|author=APPublished: November 11, 1989 |url=https://www.nytimes.com/1989/11/11/business/company-news-atari-is-selling-26-federated-stores.html |title=COMPANY NEWS; Atari Is Selling 26 Federated Stores |work=[[The New York Times]] |date=November 11, 1989 |access-date=July 31, 2012 |url-status=live |archive-url=https://web.archive.org/web/20130517223923/http://www.nytimes.com/1989/11/11/business/company-news-atari-is-selling-26-federated-stores.html |archive-date=May 17, 2013 }}</ref>

In 1988, the company unveiled the [[1040ST|1040STF]] and the Mega ST with a bit image manipulator chip, and launched its first [[Parallel computing|parallel computer]]. The [[Atari Transputer Workstation|ATW-800 Transputer]] was based on the [[Inmos]] T800 CPU, which had a 32/64-bit architecture, ran at 15 million instructions per second (MIPS) and housed a Charity videochip that supported 16 million colors. The company continued to experiment with parallel computing aiming at B2B customers and graphic designers, but the transputer line failed to achieve commercial success.

[[File:Atari-Lynx-I-Handheld.jpg|thumb|[[Atari Lynx]] (1989)]]
In 1989, Atari released the [[Atari Lynx]], the first ever handheld console with a color display and a backlit screen, to much fanfare. A shortage of parts kept the system from being released nationwide for the 1989 Christmas season, and the Lynx lost market share to Nintendo's [[Game Boy]], which, despite only having a black and white display, was cheaper, had better battery life and had much higher availability. Tramiel emphasized computers over game consoles, but Atari's proprietary computer architecture and operating system fell victim to the success of the [[Wintel]] platform while the game market revived. In 1989, Atari Corp. sued Nintendo for $250 million, alleging it had an illegal monopoly.<ref name="nintendosuit">{{Cite news
 |title=Nintendo Is Sued by Atari 
 |newspaper=[[The New York Times]] 
 |date=February 2, 1989 |url=https://www.nytimes.com/1989/02/02/business/nintendo-is-sued-by-atari.html?sq=atari+nintendo+1989&scp=3&st=cse 
 |url-status=live 
 |archive-url=https://web.archive.org/web/20081206024120/http://query.nytimes.com/gst/fullpage.html?res=950DE6DB1439F931A35751C0A96F948260&scp=3&sq=atari%20nintendo%201989&st=cse 
 |archive-date=December 6, 2008 }}</ref> Atari eventually lost the case when it was rejected by a [[United States district court|US district court]] in 1992.<ref name="nintendosuitrejected">{{Cite news
 |title=COMPANY NEWS; Nintendo Suit by Atari Is Dismissed 
 |newspaper=[[The New York Times]] 
 |date=May 16, 1992 |url=https://www.nytimes.com/1992/05/16/business/company-news-nintendo-suit-by-atari-is-dismissed.html?sq=atari+nintendo+rejected&scp=3&st=cse 
 |url-status=live 
 |archive-url=https://web.archive.org/web/20081206024212/http://query.nytimes.com/gst/fullpage.html?res=9E0CE3DD143EF935A25756C0A964958260&scp=3&sq=atari%20nintendo%20rejected&st=cse 
 |archive-date=December 6, 2008 }}</ref>

In 1991, Atari released its PCs ABC386SXII and ABC386DXII based on Intel's [[i386]] chip.<ref>{{Cite book |title=Atari 386 PC Brochure}}</ref>

[[Image:Atari-Jaguar-Console-Set.jpg|thumb|[[Atari Jaguar]] (1993)]]
In 1993, Atari positioned its [[Atari Jaguar|Jaguar]] as the only 64-bit interactive media entertainment system available, but it sold poorly. It would be the last home console to be produced by Atari and the last to be produced by an American manufacturer until [[Microsoft]]'s introduction of the [[Xbox]] in 2001.

By 1996, a series of successful lawsuits<ref name="segalawsuit">{{cite web
 |last=Atari Inc. 
 |title=DEF 14A · For 6/5/95 
 |publisher=Atari Inc. 
 |date=June 5, 1995 |url=http://www.secinfo.com/dxF7c.a9.htm 
 |access-date=May 18, 2008 |url-status=live 
 |archive-url=https://web.archive.org/web/20081206044238/http://www.secinfo.com/dxF7c.a9.htm 
 |archive-date=December 6, 2008 }}</ref> had left Atari with millions of dollars in the bank, but the failure of the Lynx and Jaguar left Atari without a product to sell. Tramiel and his family also wanted out of the business. The result was a rapid succession of changes in ownership. In July 1996, Atari merged with [[JT Storage|JTS Inc.]], a short-lived maker of hard disk drives, to form JTS Corp.<ref name="Atari-Apr-1996-10-K405">{{cite web|url=http://edgar.secdatabase.com/2393/89161896000213/filing-main.htm |title=Atari, Form 10-K405, Filing Date Apr 12, 1996 |publisher=secdatabase.com |access-date=January 18, 2013 |url-status=live |archive-url=https://web.archive.org/web/20130516121307/http://edgar.secdatabase.com/2393/89161896000213/filing-main.htm |archive-date=May 16, 2013 }}</ref><ref name="Atari-Aug-1996-8-K">{{cite web|url=http://edgar.secdatabase.com/1014/89161896001833/filing-main.htm |title=Atari, Form 8-K, Current Report, Filing Date Aug 14, 1996 |publisher=secdatabase.com |access-date=January 18, 2013 |url-status=live |archive-url=https://web.archive.org/web/20130516120000/http://edgar.secdatabase.com/1014/89161896001833/filing-main.htm |archive-date=May 16, 2013 }}</ref><ref name="jtmerger">{{cite web|url=http://contracts.onecle.com/atari/jt.mer.1996.04.08.shtml |title=Agreement and Plan of Reorganization – Atari Corp. and JT Storage Inc. – Sample Contracts and Business Forms |access-date=December 30, 2016 |url-status=live |archive-url=https://web.archive.org/web/20061209123854/http://contracts.onecle.com/atari/jt.mer.1996.04.08.shtml |archive-date=December 9, 2006 }}</ref><ref>{{cite web|title=ATARI CORPORATION AND JTS CORPORATION TO MERGE |url=http://www.atari.com/media/merger.html |website=Atari|access-date=October 28, 2014 |url-status=dead |archive-url=https://web.archive.org/web/19961029115929/http://www.atari.com/media/merger.html |archive-date=October 29, 1996 }}</ref> Atari's role in the new company largely became that of holder for the Atari properties and minor support, and consequently the name largely disappeared from the market. Video game magazines reported it as Atari exiting the video game business.<ref name=":0">{{Cite magazine |date=1996 |title=Adios, Atari |magazine=[[GamePro]] |page=20 |issue=82}}</ref>

{{Blockquote|text=The end of an era — Atari's story is one that certainly should never be forgotten by anyone who has ever enjoyed a videogame.|author=from ''Next Generation'' magazine's special report on Atari, 1996<ref name="NGen24">{{cite magazine |last=Thomas |first=Don |date=December 1996 |title=Atari's Historic Road to Nowhere |magazine=[[Next Generation (magazine)|Next Generation]] |publisher=[[Imagine Media]] |pages=97–104 |issue=24}}</ref>}}

===Atari Games Corporation (1985–1999)===
{{Main|Atari Games}}

After the asset sale to Tramel Technology, Atari was renamed Atari Games, Inc. In 1985, Warner established a new corporation called AT Games, Inc. with [[Namco]], which purchased a controlling interest in the new venture. Warner then transferred the coin-operated games division of Atari Games, Inc. to AT Games, Inc., which renamed itself [[Atari Games Corporation]]. Warner renamed Atari Games, Inc. to Atari Holdings, which continued as a nonoperating subsidiary until 1992. In 1987, Namco sold 33% of its shares to a group of employees led by then-president Hideyuki Nakajima.<ref>{{Cite book|url=https://books.google.com/books?id=8kFqDwAAQBAJ&pg=PT104|title=Hey! Listen!: A journey through the golden era of video games|last=McNeil|first=Steve|date=April 18, 2019|publisher=Headline|isbn=9781472261342|pages=104}}</ref> He had been the president of Atari Games since 1985. Atari Ireland was a subsidiary of Atari Games that manufactured their games for the European market.

Atari Games continued to manufacture arcade games and units, and starting in 1988, also sold cartridges for the [[Nintendo Entertainment System]] under the [[Tengen (company)|Tengen]] brand name, including [[Tetris (Atari)|a version of ''Tetris'']]. The companies exchanged a number of lawsuits in the late 1980s related to disputes over the rights to ''Tetris'' and Tengen's circumvention of Nintendo's lockout chip, which prevented third parties from creating unauthorized games. The suit finally reached a settlement in 1994, with Atari Games paying Nintendo cash damages and the use of several patent licenses.<ref>{{cite magazine|title=Atari's Full-Court Press|magazine=[[GamePro]]|issue=59|publisher=[[International Data Group|IDG]]|date=June 1994|page=184}}</ref>

In April 1996, after an unsuccessful bid by Atari cofounder [[Nolan Bushnell]], the company was sold to [[WMS Industries]], owners of the Williams, [[Bally Manufacturing|Bally]], and [[Midway Games|Midway]] arcade brands, which restored the use of the Atari Games name.<ref>{{cite magazine |title=Tidbits... |magazine=[[Electronic Gaming Monthly]] |issue=82 |publisher=[[Ziff Davis]] |date=May 1996 |page=17}}</ref><ref>{{cite magazine|title=Time Warner to Quit Game Business|magazine=[[Next Generation (magazine)|Next Generation]]|issue=21 |publisher=[[Imagine Media]]|date=September 1996|page=15}}</ref> On November 19, 1999, Atari Games Corporation was renamed Midway Games West Inc.,<ref>{{cite web|url=https://businesssearch.sos.ca.gov/Document/RetrievePDF?Id=01265708-6218022|title=Certificate of Amendment: Atari Games|publisher=California Secretary of State|date=December 22, 1999}}</ref><ref name="historyofatarigames">{{Cite web|url=http://mcurrent.name/atarihistory/at_games.html|title=A History of AT Games / Atari Games / Midway Games West|website=mcurrent.name|access-date=January 2, 2018|archive-url=https://web.archive.org/web/20170614152215/http://mcurrent.name/atarihistory/at_games.html|archive-date=June 14, 2017|url-status=dead}}</ref> resulting in the Atari Games name no longer being used, with ''[[San Francisco Rush 2049]]'' being the final Atari-branded arcade release.

===Hasbro Interactive (1998–2000)===
{{Main|Atari Interactive}}
On March 13, 1998, JTS sold the Atari name and assets to [[Hasbro Interactive]] for $5 million.<ref name="JTS-Mar-1998-8-K">{{cite web|url=http://edgar.secdatabase.com/524/104746998009085/filing-main.htm |title=JTS, Form 8-K, Current Report, Filing Date Mar 9, 1998 |publisher=secdatabase.com |access-date=January 18, 2013 |url-status=live |archive-url=https://web.archive.org/web/20130516113642/http://edgar.secdatabase.com/524/104746998009085/filing-main.htm |archive-date=May 16, 2013 }}</ref><ref>{{cite web |url=https://www.gamespot.com/articles/atari-goes-to-hasbro/1100-2462915/ |title=Atari Goes to Hasbro |last=Johnston |first=Chris |date=April 8, 2000 |website=GameSpot}}</ref> This transaction primarily involved the brand and intellectual property, which now fell under the Atari Interactive division of Hasbro Interactive. Two years after Atari's "death",<ref name=":0" /> the brand made a comeback with Hasbro immediately stating the development of new remakes of Atari classics, starting with [[Centipede (1998 video game)|''Centipede'']] released on Windows PCs later that year.<ref>{{Cite web |title=Centipede crawls again - Mar. 16, 1998 |url=https://money.cnn.com/1998/03/16/deals/hasbro/ |access-date=2024-09-12 |website=money.cnn.com}}</ref>

The brand name changed hands again in December 2000 when French software publisher [[Atari SA|Infogrames]] took over Hasbro Interactive.<ref name="Hasbro-Dec-2000-8-K">{{cite web|url=http://edgar.secdatabase.com/2187/4608000000017/filing-main.htm |title=Hasbro, Form 8-K, Current Report, Filing Date Dec 7, 2000 |publisher=secdatabase.com |access-date=January 18, 2013 |url-status=live |archive-url=https://web.archive.org/web/20130516114500/http://edgar.secdatabase.com/2187/4608000000017/filing-main.htm |archive-date=May 16, 2013 }}</ref><ref>{{cite web |url=https://www.gamespot.com/articles/infogrames-acquires-hasbro-interactive/1100-2662124/ |title=Infogrames Acquires Hasbro Interactive |last=Walker |first=Trey |date=December 6, 2000 |website=GameSpot}}</ref><ref>{{cite web |url=https://www.gamespot.com/articles/infogrames-buys-hasbro/1100-2662076/ |title=Infogrames Buys Hasbro |last=Ahmed |first=Shahed |date=December 6, 2000 |website=GameSpot}}</ref><ref>{{cite web|url=https://www.gamespot.com/articles/infogrames-completes-hasbro-interactive-acquisition/1100-2679841/ |title=Infogrames completes Hasbro Interactive acquisition |date=January 29, 2001 |website=GameSpot}}</ref><ref>{{cite web |url=https://variety.com/2001/digital/news/infogrames-completes-100-mil-hasbro-deal-1117792869/ |title=Infogrames completes $100 mil Hasbro deal |last=Graser |first=Mark |date=January 29, 2001 |website=Variety |access-date=January 29, 2001}}</ref>

===Infogrames and Atari SA (2001–present)===
{{Main|Atari SA}}
[[File:Atari Logo2.svg|thumb|Atari logo used by Atari SA from 2003 to 2009]]
[[File:Atari FB2.JPG|thumb|[[Atari Flashback 2]]]]
In October 2001, Infogrames Entertainment SA (IESA, now [[Atari SA]]) announced that it was "reinventing" the Atari brand with the launch of three new games featuring a prominent Atari branding on their boxarts: ''[[Splashdown (video game)|Splashdown]]'', ''[[MX Rider]]'' and ''[[TransWorld Surf]]''.<ref name="returnofataribrand">{{cite web
|title =Infogrames ready to ship first games under Atari brand
|publisher=Gamespot.com
|date = October 31, 2001
|url = http://www.gamespot.com/ps2/driving/splashdown/news/2821519/infogrames-ready-to-ship-first-games-under-atari-brand
|access-date = September 9, 2011}}</ref> Infogrames used Atari as a brand name for games aimed at 18–34 year olds. Other Infogrames games under the Atari name included ''[[V-Rally 3]]'', ''[[Neverwinter Nights (2002 video game)|Neverwinter Nights]]'', ''[[Stuntman (video game)|Stuntman]]'' and ''[[Enter the Matrix]]''.

On May 8, 2003, IESA had its majority-owned but discrete US subsidiary [[Atari, Inc. (1993–present)|Infogrames, Inc.]] officially renamed Atari, Inc.,<ref name="Atari-May-2003-8-K">{{cite web|url=http://edgar.secdatabase.com/597/95012303005486/filing-main.htm |title=Atari, Form 8-K, Current Report, Filing Date May 8, 2003 |publisher=secdatabase.com |access-date=January 18, 2013 |url-status=live |archive-url=https://web.archive.org/web/20130516120453/http://edgar.secdatabase.com/597/95012303005486/filing-main.htm |archive-date=May 16, 2013 }}</ref> renamed its European operations to Atari Europe but kept the original name of the main company Infogrames Entertainment. The original Atari holdings division purchased from Hasbro, originally Hasbro Interactive and later Infogrames Interactive, was renamed [[Atari Interactive]].

==== Atari, Inc. buyout and name change to Atari SA ====
On March 6, 2008, IESA made an offer to [[Atari, Inc. (1993–present)|Atari, Inc.]] to buy out all remaining public shares for a value of $1.68 per share, or $11 million total.<ref name="Atari-Mar-2008-8-K">{{cite web|url=http://pdf.secdatabase.com/1415/0000950123-08-002638.pdf |title=Atari, Form 8-K, Current Report, Filing Date Mar 7, 2008 |publisher=secdatabase.com |access-date=January 18, 2013 |url-status=live |archive-url=https://web.archive.org/web/20130516113604/http://pdf.secdatabase.com/1415/0000950123-08-002638.pdf |archive-date=May 16, 2013 }}</ref> The offer would make IESA sole owner of Atari, Inc., thus making it a privately held company.<ref name="offer">{{cite web|url=http://biz.yahoo.com/prnews/080306/nyth121.html?.v=101|archive-url=https://web.archive.org/web/20080529210707/http://biz.yahoo.com/prnews/080306/nyth121.html?.v=101|url-status=dead|archive-date=May 29, 2008|title=Atari, Inc. Reports Receipt of Non-Binding Offer from Infogrames Entertainment S.A.: Financial News – Yahoo! Finance|date=May 29, 2008|access-date=December 30, 2016}}</ref> On April 30, 2008, Atari, Inc. announced its intentions to accept Infogrames' buyout offer and to merge with Infogrames.<ref name="Atari-May-2008-8-K">{{cite web|url=http://pdf.secdatabase.com/724/0000950123-08-004946.pdf |title=Atari, Form 8-K, Current Report, Filing Date May 1, 2008 |publisher=secdatabase.com |access-date=January 18, 2013 |url-status=live |archive-url=https://web.archive.org/web/20130516114404/http://pdf.secdatabase.com/724/0000950123-08-004946.pdf |archive-date=May 16, 2013 }}</ref><ref name="buyoutapproved">{{cite web|url=http://biz.yahoo.com/prnews/080430/nyw164.html?.v=1|archive-url=https://web.archive.org/web/20080527190525/http://biz.yahoo.com/prnews/080430/nyw164.html?.v=1|url-status=dead|archive-date=May 27, 2008|title=Infogrames Entertainment S.A. and Atari, Inc. Announce Agreement to Merge: Financial News – Yahoo! Finance|date=May 27, 2008|access-date=December 30, 2016}}</ref> On October 8, 2008, IESA completed its acquisition of Atari, Inc., making it a wholly owned subsidiary.<ref name="completion" /><ref name="Atari-Oct-2008-8-K">{{cite web|url=http://pdf.secdatabase.com/2198/0000950123-08-012418.pdf |title=Atari, Form 8-K, Current Report, Filing Date Oct 9, 2008 |publisher=secdatabase.com |access-date=January 18, 2013 |url-status=live |archive-url=https://web.archive.org/web/20130516121431/http://pdf.secdatabase.com/2198/0000950123-08-012418.pdf |archive-date=May 16, 2013 }}</ref>

On December 9, 2008, Atari announced that it had acquired [[Cryptic Studios]], an [[Massively multiplayer online role-playing game|MMORPG]] developer.<ref name="cryptic">{{cite web|url=http://www.gamesindustry.biz/articles/atari-acquires-cryptic-studios |title=Atari acquires Cryptic Studios |date=December 9, 2008 |url-status=live |archive-url=https://web.archive.org/web/20090830214715/http://www.gamesindustry.biz/articles/atari-acquires-cryptic-studios |archive-date=August 30, 2009 }}</ref> [[Bandai Namco Entertainment|Namco Bandai]] purchased a 34% stake in Atari Europe on May 14, 2009, paving the way for its acquisition from IESA.<ref>{{cite magazine|url=http://www.next-gen.biz/news/namco-bandai-swallow-atari-europe |title=Namco Bandai To Swallow Atari Europe |access-date=May 30, 2009 |date=May 14, 2009 |magazine=[[Edge (magazine)|Edge]] |url-status=live |archive-url=https://web.archive.org/web/20150723143840/http://www.next-gen.biz/news/namco-bandai-swallow-atari-europe/ |archive-date=July 23, 2015 }}</ref> Atari had significant financial issues for several years prior, with losses in the tens of millions since 2005.<ref name="Atari-Jul-2008-10-K">{{cite web|url=http://pdf.secdatabase.com/279/0000950123-08-007500.pdf |title=Atari, Form 10-K, Annual Report, Filing Date Jul 1, 2008 |publisher=secdatabase.com |access-date=January 18, 2013 |url-status=live |archive-url=https://web.archive.org/web/20130516113700/http://pdf.secdatabase.com/279/0000950123-08-007500.pdf |archive-date=May 16, 2013 }}</ref> In May 2009, Infogrames Entertainment SA, the parent company of Atari, and Atari Interactive, announced it would change its name to Atari SA. In April 2010, Atari SA board member and former CEO David Gardner resigned. Original Atari co-founder [[Nolan Bushnell]] joined the board as a representative for Blubay holdings.<ref>{{cite web|url=https://arstechnica.com/gaming/news/2010/04/nolan-bushnell-rejoins-atari-phil-harrison-leaves.ars |title=Nolan Bushnell rejoins Atari, Phil Harrison leaves |author=Andrew Webster |date=April 20, 2010 |url-status=live |archive-url=https://web.archive.org/web/20120413082621/http://arstechnica.com/gaming/news/2010/04/nolan-bushnell-rejoins-atari-phil-harrison-leaves.ars |archive-date=April 13, 2012 }}</ref> As of March 31, 2011, the board of directors consisted of Frank Dangeard, Jim Wilson, Tom Virden, Gene Davis and Alexandra Fichelson.<ref name="2011report" />

On January 21, 2013, the four related companies Atari, Atari Interactive, [[Humongous Entertainment|Humongous]], and California US Holdings filed for [[Chapter 11 bankruptcy]] in the United States Bankruptcy Court for the Southern District of New York.<ref>{{cite press release|url=http://www.prnewswire.com/news-releases/atari-files-for-chapter-11-to-separate-from-french-parent-187698581.html |title=Atari Files For Chapter 11 To Separate From French Parent |publisher=PR Newswire|access-date=September 4, 2013 |url-status=live |archive-url=https://web.archive.org/web/20130926195436/http://www.prnewswire.com/news-releases/atari-files-for-chapter-11-to-separate-from-french-parent-187698581.html |archive-date=September 26, 2013 }}</ref> All three Ataris emerged from bankruptcy one year later and the entering of the social casino gaming industry with Atari Casino.<ref>{{cite news|url=https://www.usatoday.com/story/tech/gaming/2014/03/26/atari-social-casino/6915065/ |title=Atari resets with jump into social casino gaming |author=Brett Molina |newspaper=USA Today |date=March 26, 2014 |access-date=March 26, 2014 |url-status=live |archive-url=https://web.archive.org/web/20140326225045/http://www.usatoday.com/story/tech/gaming/2014/03/26/atari-social-casino/6915065/ |archive-date=March 26, 2014 }}</ref> Frederic Chesnais, who now heads all three companies, stated that their entire operations consist of a staff of 10 people.<ref>{{cite news|url=https://venturebeat.com/2014/03/26/atari-and-flowplay-team-up-to-offer-social-casino-games/ |title=Atari and FlowPlay team up to offer social casino games |author=Dean Takahashi |work=[[VentureBeat]] |date=March 26, 2014 |url-status=live |archive-url=https://web.archive.org/web/20161126062413/http://venturebeat.com/2014/03/26/atari-and-flowplay-team-up-to-offer-social-casino-games/ |archive-date=November 26, 2016 }}</ref>

==== Chesnais era (2013–2021) ====
On June 22, 2014, Atari announced a new corporate strategy that would include a focus on "new audiences", specifically "[[LGBT]], social casinos, real-money gambling, and [[YouTube]]".<ref>{{cite web|last1=Makuch |first1=Eddie |title=Iconic Pong, Asteroids Publisher Atari Reveals "Comeback Strategy" |url=http://www.gamespot.com/articles/iconic-pong-asteroids-publisher-atari-reveals-comeback-strategy/1100-6420597/ |website=GameSpot |access-date=August 7, 2016 |url-status=live |archive-url=https://web.archive.org/web/20160811181405/http://www.gamespot.com/articles/iconic-pong-asteroids-publisher-atari-reveals-comeback-strategy/1100-6420597/ |archive-date=August 11, 2016 }}</ref>

On June 8, 2017, a short teaser video was released, promoting a new product;<ref>{{citation| url = https://www.youtube.com/watch?v=5WNsmCpdhhY| title = First look: A brand new Atari product. Years in the making | work = Ataribox www.ataribox.com| publisher = YouTube| date = June 8, 2017}}</ref> and the following week Chesnais confirmed the company was developing a new game console – the hardware was stated to be based on PC technology, and still under development.<ref>{{citation| url =https://venturebeat.com/2017/06/16/atari-ceo-confirms-the-company-is-working-on-a-new-game-console/| title = Atari CEO confirms the company is working on a new game console| date = June 16, 2017| first =Dean| last = Takahasi | work = venturebeat.com}}</ref> In mid July 2017 an Atari press release confirmed the existence of the aforementioned new hardware, referred to as the "Ataribox". The box design was derived from early Atari designs (e.g. 2600) with a ribbed top surface, and a rise at the back of the console; two versions were announced: one with a traditional wood veneer front, and the other with a glass front. Connectivity options were revealed, including [[HDMI]], [[USB]] (x4), and [[SD card]] – the console was said to support both classic and current games.<ref>{{citation| url =https://www.kotaku.com.au/2017/07/the-first-look-at-the-ataribox-ataris-new-console/| archive-url =https://web.archive.org/web/20170717083420/https://www.kotaku.com.au/2017/07/the-first-look-at-the-ataribox-ataris-new-console/| url-status =dead| archive-date =July 17, 2017| title = The First Look At The Ataribox, Atari's New Console| first = Alex|last = Walker| date = July 17, 2017| work = [[Kotaku Australia]]}}</ref> Also, according to an official company statement of June 22, 2017, the product was to be initially launched via a [[crowdfunding]] campaign in order to minimize any financial risk to the parent company.<ref>{{Cite web |url=https://www.gamekult.com/actualite/atari-precise-la-nature-de-l-ataribox-3050798755.html |title=Atari précise la nature de l'Ataribox |author=Jarod |date=September 27, 2017 |website=Gamekult }}</ref>

[[File:Atari Vcs Oynx.jpg|thumb|[[Atari VCS (2021 console)|Atari VCS]]]]
On September 26, 2017, Atari sent out a press release about the new "[[Atari VCS (2021 console)|Atari VCS]]", which confirmed more details about the console. It runs a Linux operating system, with full access to the underlying OS, but it has a custom interface designed for the TV.<ref>{{Cite news|url=https://www.gamingonlinux.com/articles/atari-are-launching-a-new-gaming-system-the-ataribox-and-it-runs-linux.10418|title=Atari are launching a new gaming system, the 'Ataribox' and it runs Linux|work=GamingOnLinux|access-date=September 26, 2017|language=en}}</ref>

On January 27, 2020, Atari announced a deal with GSD Group to build Atari Hotels, with the first breaking ground in [[Phoenix, Arizona|Phoenix]] in mid-2020. Additional hotels were also planned in [[Las Vegas]], [[Denver]], [[Chicago]], [[Austin, Texas|Austin]], [[Seattle]], [[San Francisco]], and [[San Jose, California|San Jose]]. The company plans to make the hotel experience immersive and accessible to all ages. Hotels are planned to include virtual and augmented reality technologies.<ref>{{Cite news|url=https://atarihotels.com/news/atari-announces-world-class-video-game-themed-atari-hotels-first-atari-hotel-to-begin-construction-in-phoenix-in-mid-2020/|title=ATARI ANNOUNCES WORLD-CLASS VIDEO GAME-THEMED ATARI HOTELS First Atari Hotel to Begin Construction in Phoenix in Mid-2020|work=Atari Hotels|access-date=February 2, 2020|language=en}}</ref><ref>{{Cite web|url=https://www.bisnow.com/national/news/hotel/atari-to-bring-8-hotels-to-the-us-102685|title=Game Company Atari To Open 8 Hotels In The U.S.|website=Bisnow|language=en|access-date=February 25, 2020}}</ref><ref>{{Cite web|url=https://www.tripstodiscover.com/atari-video-game-hotels/|title=Atari to Open 8 Video Game Hotels in the U.S.|website=TripsToDiscover|language=en|access-date=February 28, 2020}}</ref>

On December 16, 2020, Atari shipped the first units of the [[Atari VCS (2021 console)|Atari VCS]] exclusive to backers of the systems [[crowdfunding]] campaign. Atari urged the backers to give feedback on the system so that the company could make changes to improve the product on its official launch.<ref>{{Cite press release|last=ATARI|date=2020-12-16|title=ATARI VCS: Shipping of the Indiegogo backer units Native integration of Google Chrome for enriched content Release of the dedicated VCS Companion App|url=http://www.globenewswire.com/news-release/2020/12/16/2146472/0/en/ATARI-VCS-Shipping-of-the-Indiegogo-backer-units-Native-integration-of-Google-Chrome-for-enriched-content-Release-of-the-dedicated-VCS-Companion-App.html|access-date=2021-03-11|website=GlobeNewswire News Room}}</ref> The consoles only ship to [[North America]], [[Australia]], and [[New Zealand]].<ref>{{cite news |title=Atari VCS hybrid console/PC launches June 10 in New Zealand and Australia |url=https://www.shindig.nz/games/game-news/atari-vcs-hybrid-console-pc-launches-june-10-in-new-zealand-and-australia/ |date=8 June 2021 |url-status=live |archive-date=5 July 2023 |archive-url=https://web.archive.org/web/20230705114302/https://www.shindig.nz/games/game-news/atari-vcs-hybrid-console-pc-launches-june-10-in-new-zealand-and-australia/}}</ref>

In 2020, Atari launched its decentralized cryptocurrency Atari Token in equal partnership with the ICICB Group.<ref>{{Cite press release |date=2020-05-14|title=Atari®️ Teams Up with Arkane Network to Integrate the Atari Token Across Digital Entertainment Ecosystem|url=https://www.globenewswire.com/news-release/2020/05/14/2033545/0/en/Atari-%EF%B8%8F-Teams-Up-with-Arkane-Network-to-Integrate-the-Atari-Token-Across-Digital-Entertainment-Ecosystem.html|access-date=2021-04-04 |publisher=Atari Inc |via=GlobeNewswire News Room|language=en}}</ref><ref>{{Cite press release |date=2021-03-22|title=Atari Extends Hotel Partnership with ICICB Group to more Countries in Europe and Africa, and Asia|url=https://www.globenewswire.com/news-release/2021/03/22/2196572/0/en/Atari-Extends-Hotel-Partnership-with-ICICB-Group-to-more-Countries-in-Europe-and-Africa-and-Asia.html|access-date=2021-03-29 |publisher=Atari |via=GlobeNewswire News Room|language=en}}</ref><ref>{{Cite press release |publisher=ATARI|date=2021-03-22|title=Atari Extends Hotel Partnership with ICICB Group to more Countries in Europe and Africa, and Asia|url=https://www.globenewswire.com/news-release/2021/03/22/2196572/0/en/Atari-Extends-Hotel-Partnership-with-ICICB-Group-to-more-Countries-in-Europe-and-Africa-and-Asia.html|access-date=2021-04-04|website=GlobeNewswire News Room|language=en}}</ref><ref>{{Cite web|last=Trula|first=Esther Miguel|date=2021-03-16|title=Un hotel de Atari en Gibraltar: el último y loco proyecto turístico que aunará videojuegos con retrofuturismo|url=https://magnet.xataka.com/un-mundo-fascinante/hotel-atari-gibraltar-ultimo-loco-proyecto-turistico-que-aunara-videojuegos-retrofuturismo|access-date=2021-04-04|website=Magnet|language=es}}</ref><ref>{{Cite web|title=Atari® Partners with ICICB Group and Grants Licensing Rights to Build Atari Hotels in Dubai, Gibraltar, and Spain|url=https://finance.yahoo.com/news/atari-partners-icicb-group-grants-173000236.html|access-date=2021-04-04|website=finance.yahoo.com|date=March 10, 2021 |language=en-GB}}</ref><ref>{{Cite web |title=Atari :® Partners with ICICB Group and Grants Licensing Rights to Build Atari : Hotels in Dubai, Gibraltar, and Spain |date=March 10, 2021 |url=https://www.marketscreener.com/quote/stock/ATARI-S-A-2168735/news/Atari-nbsp-Partners-with-ICICB-Group-and-Grants-Licensing-Rights-to-Build-Atari-nbsp-Hotels-in-32653607/|access-date=2021-04-04 |publisher=MarketScreener |language=en}}</ref> Atari Group announced in March 2020 that it granted ICICB a non-exclusive license to run a cryptocurrency online casino on Atari's website, based on the Atari Token.<ref>{{Cite web|date=2020-03-19|title=Crypto Currency Casino Launch One Of 2020 Goals For Atari Group|url=https://www.gamblingnews.com/news/crypto-currency-casino-launch-one-of-2020-goals-for-atari-group/|access-date=2021-04-05|website=GamblingNews|language=en}}</ref> The group partnering with Atari opened a new company in Gibraltar called Atari Chain LTD.<ref>{{Cite press release |publisher=ATARI|date=2020-03-27|title=Atari: Launch of the Atari Token|url=https://www.globenewswire.com/news-release/2020/03/27/2007876/0/en/Atari-Launch-of-the-Atari-Token.html|access-date=2021-03-29|via=GlobeNewswire News Room|language=en}}</ref><ref>{{Cite web|title=Atari Extends Hotel Partnership with ICICB Group to more Countries in Europe and Africa, and Asia|url=https://finance.yahoo.com/news/atari-extends-hotel-partnership-icicb-070000948.html|access-date=2021-04-05|website=finance.yahoo.com|date=March 22, 2021 |language=en-US}}</ref><ref>{{Cite web|title=Atari® Partners with ICICB Group and Grants Licensing Rights to Build Atari Hotels in Dubai, Gibraltar, and Spain|url=https://finance.yahoo.com/news/atari-partners-icicb-group-grants-173000236.html|access-date=2021-04-05|website=finance.yahoo.com|date=March 10, 2021 |language=en-GB}}</ref> In March 2021, Atari extended its partnership with ICICB Group for the development of Atari branded hotels,<ref>{{Cite web|title=Teams Up with Karma the Game of Destiny to Support In-Game Purchases Using Atari Token|url=https://www.gamasutra.com/view/pressreleases/373023/Atari__Teams_Up_with_Karma_the_Game_of_Destiny___to_Support_InGame_Purchases_Using_Atari_Token.php |archive-url=https://web.archive.org/web/20210301134847/https://www.gamasutra.com/view/pressreleases/373023/Atari__Teams_Up_with_Karma_the_Game_of_Destiny___to_Support_InGame_Purchases_Using_Atari_Token.php |url-status=dead |archive-date=March 1, 2021 |access-date=2021-04-04|publisher=www.gamasutra.com|language=en}}</ref><ref>{{Cite web|last=ATARI|date=2020-10-16|title=Atari Token: Public Sale of the Atari Token to begin October 29, 2020 on Bitcoin.com Exchange|url=https://www.globenewswire.com/news-release/2020/10/16/2109670/0/en/Atari-Token-Public-Sale-of-the-Atari-Token-to-begin-October-29-2020-on-Bitcoin-com-Exchange.html|access-date=2021-04-04|website=GlobeNewswire News Room|language=en}}</ref><ref>{{Cite web|date=2021-03-23|title=Atari, ICICB Group Expand Hotel Partnership|url=https://www.licenseglobal.com/video-games/atari-icicb-group-expand-hotel-partnership|access-date=2021-04-05|website=licenseglobal.com|language=en}}</ref> and the first hotels will be constructed at selected locations outside the United States, with [[Dubai]], [[Gibraltar]] and [[Spain]].<ref>{{Cite news|date=2021-03-10|title=ATARI: Atari® Partners with ICICB Group and Grants Licensing Rights to Build Atari Hotels in Dubai, Gibraltar, and Spain|language=en|work=Bloomberg.com|url=https://www.bloomberg.com/press-releases/2021-03-10/atari-atari-partners-with-icicb-group-and-grants-licensing-rights-to-build-atari-hotels-in-dubai-gibraltar-and-spain|access-date=2021-04-05}}</ref><ref>{{Cite web|title=Atari Signs Licencing Agreement With ICICB For Atari-Branded Hotels Outside US|url=https://inkedin.com/atari-signs-licencing-agreement-with-icicb-for-atari-branded-hotels-outside-us/59478/|access-date=2021-04-05|website=inkedin.com|date=March 12, 2021|language=en-GB}}</ref><ref>{{Cite web|title=Videogame pioneers, formally announce plans for an Atari-themed hotel to be built in Gibraltar|url=https://www.gbc.gi/news/videogame-pioneers-formally-announce-plans-atari-themed-hotel-be-built-gibraltar|access-date=2021-04-05|website=www.gbc.gi|language=en}}</ref><ref>{{Cite web |title=Atari Expands Hotel Licencing Deal with ICICB to More Countries; Shares Jump 16% |date=March 22, 2021 |url=https://www.marketscreener.com/quote/stock/ATARI-S-A-2168735/news/Atari-Expands-Hotel-Licencing-Deal-with-ICICB-to-More-Countries-Shares-Jump-16-32751795/|access-date=2021-04-05 |publisher=MarketScreener |language=en}}</ref>

==== Rosen era (2021–present) ====
In late 2021, Wade Rosen became the new CEO of Atari.<ref>{{Cite web |last=Regan |first=Tom |date=2022-08-23 |title=How Atari's new CEO is pressing continue for the software company |url=https://www.nme.com/features/how-ataris-new-ceo-is-pressing-continue-for-the-californian-software-company-3293975 |access-date=2024-09-09 |website=NME |language=en-GB}}</ref> Unlike his predecessor, Rosen's strategy for Atari is a re-focus on retro gaming and Atari's classic franchises.<ref>{{Cite web |last=Editor |first=Brendan Sinclair Managing |date=2023-11-29 |title=Atari's re-focus on retro |url=https://www.gamesindustry.biz/ataris-re-focus-on-retro |access-date=2024-09-09 |website=GamesIndustry.biz |language=en}}</ref><ref>{{Cite web |last=Extension |first=Time |date=2024-02-29 |title=Interview: "Underpromising & Overdelivering" - Atari CEO Wade Rosen Talks Winning Back Trust |url=https://www.timeextension.com/features/interview-underpromising-and-overdelivering-atari-ceo-wade-rosen-talks-winning-back-trust |access-date=2024-09-09 |website=Time Extension |language=en-GB}}</ref>

On 18 April 2022, Atari announced the termination of all license agreements with ICICB Group and its subsidiaries ("ICICB"). The license agreements between Atari and ICICB, including the Atari Chain Limited license (the "Joint Venture") and the related licenses including hotel and casino licenses, have been terminated effective 18 April 2022. ICICB is not authorized to represent Atari or its brands in any manner.<ref>{{Cite web |date=April 18, 2022 |title=Atari Announces Planned Creation of New Token and Termination of Joint Venture |url=https://atari.com/blogs/newsroom/atari-announces-planned-creation-of-new-token-and-termination-of-joint-venture |website=atari.com}}</ref>{{Better source needed|date=May 2022}}

In March 2024, Atari announced that it will work with coin-op manufacturer Alan-1 to bring ''[[Atari Recharged]]'' titles on [[Arcade game|arcades]]. This would mark the return of the Atari brand in the arcade space after 25 years, when ''[[San Francisco Rush 2049]]'' was released.<ref>{{Cite web |last=Extension |first=Time |date=2024-03-12 |title=After 25 Years Away, Atari Is Returning To Arcades With Its "Recharged" Series |url=https://www.timeextension.com/news/2024/03/after-25-years-away-atari-is-returning-to-arcades-with-its-recharged-series |access-date=2024-09-09 |website=Time Extension |language=en-GB}}</ref>