Atari Hotels Announced: Atari Partners With GSD Group to Launch Video Game-Themed Accommodations
The iconic name Atari, synonymous with the golden era of video gaming, is preparing for an unexpected level-up—not with a new console, but with Atari Hotels.
In a move that redefines its brand presence, Atari has officially partnered with the GSD Group to build a series of video game-themed hotels across the United States, starting with a flagship location in Phoenix, Arizona. From Arcade Pioneer to Hospitality Innovator Atari, known worldwide for classic games like Asteroids, Pong, and Battlezone, led the formative years of the video game industry with its groundbreaking home consoles and arcade cabinets.
While the original company faced significant challenges after the 1983 video game market crash, ultimately ceasing hardware production in the ‘90s, the modern incarnation of Atari is pursuing novel avenues to connect with gaming audiences. The newly announced Atari Hotels will feature immersive VR and AR gaming experiences designed for guests of all ages and skill levels.
According to the official press release, these properties aim to ‘level up hotel entertainment’ with state-of-the-art gaming lounges, eSports studios, and vibrant communal spaces.
The initiative signals an aggressive push into lifestyle branding, blending nostalgia with cutting-edge technology. Fred Chesnais, CEO of Atari, commented on the announcement, emphasizing, "We’re excited to collaborate with GSD Group and True North Studio on this unique venture.
The goal is to create more than just a hotel—a place where the Atari legacy comes alive, offering memorable experiences for fans, families, and gamers from every walk of life." Nationwide Expansion Plans Construction is set to commence on the first Atari Hotel in Phoenix later this year, with future locations planned for Las Vegas, Denver, Chicago, Austin, Seattle, San Francisco, and San Jose.
Each venue will celebrate Atari’s rich heritage while catering to the evolving needs of a diverse gaming community, including dedicated studios for eSports tournaments—a rapidly growing segment of interactive entertainment. Building on a Legacy While Atari Hotels represents a bold new chapter, the company continues to maintain its gaming roots.
Current initiatives include the upcoming Atari VCS, a modern revival of its beloved home console.
In comparison to other gaming companies’ past forays into hospitality—such as Nintendo’s brief venture into Japanese ‘love hotels’ prior to its video game success—Atari’s ambitions reflect a renewed commitment to innovation and fan engagement. About Atari and the GSD Group Atari, a trailblazer of the arcade and home console industries, has evolved into a global brand recognized for influencing generations of gamers.
GSD Group, a creative strategy agency, specializes in experiential brand development and will co-manage the design and rollout of Atari Hotel properties. The announcement of Atari Hotels marks a significant expansion for the company, leveraging its legendary status to create physical spaces where players, families, and eSports enthusiasts can come together.
As work begins in Phoenix and more details emerge, the industry will be watching closely to see how Atari’s hospitality adventure plays out.
In a move that redefines its brand presence, Atari has officially partnered with the GSD Group to build a series of video game-themed hotels across the United States, starting with a flagship location in Phoenix, Arizona. From Arcade Pioneer to Hospitality Innovator Atari, known worldwide for classic games like Asteroids, Pong, and Battlezone, led the formative years of the video game industry with its groundbreaking home consoles and arcade cabinets.
While the original company faced significant challenges after the 1983 video game market crash, ultimately ceasing hardware production in the ‘90s, the modern incarnation of Atari is pursuing novel avenues to connect with gaming audiences. The newly announced Atari Hotels will feature immersive VR and AR gaming experiences designed for guests of all ages and skill levels.
According to the official press release, these properties aim to ‘level up hotel entertainment’ with state-of-the-art gaming lounges, eSports studios, and vibrant communal spaces.
The initiative signals an aggressive push into lifestyle branding, blending nostalgia with cutting-edge technology. Fred Chesnais, CEO of Atari, commented on the announcement, emphasizing, "We’re excited to collaborate with GSD Group and True North Studio on this unique venture.
The goal is to create more than just a hotel—a place where the Atari legacy comes alive, offering memorable experiences for fans, families, and gamers from every walk of life." Nationwide Expansion Plans Construction is set to commence on the first Atari Hotel in Phoenix later this year, with future locations planned for Las Vegas, Denver, Chicago, Austin, Seattle, San Francisco, and San Jose.
Each venue will celebrate Atari’s rich heritage while catering to the evolving needs of a diverse gaming community, including dedicated studios for eSports tournaments—a rapidly growing segment of interactive entertainment. Building on a Legacy While Atari Hotels represents a bold new chapter, the company continues to maintain its gaming roots.
Current initiatives include the upcoming Atari VCS, a modern revival of its beloved home console.
In comparison to other gaming companies’ past forays into hospitality—such as Nintendo’s brief venture into Japanese ‘love hotels’ prior to its video game success—Atari’s ambitions reflect a renewed commitment to innovation and fan engagement. About Atari and the GSD Group Atari, a trailblazer of the arcade and home console industries, has evolved into a global brand recognized for influencing generations of gamers.
GSD Group, a creative strategy agency, specializes in experiential brand development and will co-manage the design and rollout of Atari Hotel properties. The announcement of Atari Hotels marks a significant expansion for the company, leveraging its legendary status to create physical spaces where players, families, and eSports enthusiasts can come together.
As work begins in Phoenix and more details emerge, the industry will be watching closely to see how Atari’s hospitality adventure plays out.
