We Finally Know What The Atari Hotels Will Look Like
Atari, once a great titan in the gaming industry, has mostly been reduced to a name. And it seems as though that name is carrying on in a rather strange way. Atari is taking a dive into the hospitality industry with its very own hotel. And what would be a better home for an Atari Hotel than Las Vegas?
Travel + Leisure has published an inside glimpse into what could be a very cool place to stay — not just for gamers, but for anyone who appreciates lights, '80s nostalgia, and the glitz and glam that one expects from the City of Lost Wages.
The exterior has two bold, illuminated frames curving up to the sky — reminiscent of the classic Atari logo, yet sleek with a modern flair. The inside looks like a Tron fan's biggest dream come true. Atari CEO Fred Chesnais said that the Atari Hotels "are poised to shatter the perception of what hotels can be," with a focus on welcoming "gamers of all ages and experience levels."
GSD Group, which is working in partnership with Atari to build the hotels, is looking to provide its guests with a completely unique experience, offering "state of the art amenities for esports fans and content creators." What does this mean for future guests? Those who stay at an Atari Hotel will be able to enjoy a variety of games, retro arcades, a speakeasy, augmented and virtual reality, and more.
The flagship Atari Hotel is set to open in Las Vegas, Nevada, with other locations — including Phoenix, Austin, Seattle, Chicago, and more — planned for the future.
Atari has certainly had quite a tumultuous history. Once the leader in home consoles, the company fell from grace during the video game crash of 1983, with E.T. for the Atari 2600 serving as a symbol of the gaming industry's collapse. Ever since, the company has lingered as a shadow of its former self.
Announced on Jan. 27, 2020, Atari sought to try something new with hotels. In the announcement, Atari cited the lucrative nature of the gaming industry and how gamers are drawn to known intellectual properties as a motivating factor behind the move.
It might seem like a strange direction for the former gaming giant, but this is not the first time a video game brand has been attached to the hospitality industry.
Before Nintendo was known for daring plumbers and Hylian heroes, the company had a bit of an identity crisis. In the 1960s, after a number of unsuccessful ventures like pens, soup, and even LEGO knock-offs, the company opened up its own hotel. Only this hotel was not exactly the kind of place you'd want to bring your family.
Throughout the '60s and '70s, these kinds of hotels were big in Japan, but for Nintendo, it was a failed experiment. Of course, that wouldn't be the last time Nintendo was tied to lodging in some way. Nintendo's original headquarters is set to be converted to a hotel by 2021. However, no evidence suggests the lodge will retain ties to its former occupant. It's also unlikely that the new establishment will have quite the presentation that Atari plans with its own chain.
What does all this mean for the future of video games, which continue to expand beyond being a niche form of entertainment? Could other video game brands follow suit? Will Sega come up with its own hotel chain? Perhaps if Intellivision is unable to make a mark with the Amico, the hotel business will be the next logical step.
With Universal Studios opening up a Super Nintendo World, it seems as though video games will continue to explore other means of generating revenue. Video game hotels could become the new norm, with Atari at the forefront. Atari has a history of innovation, so this could be the big break the company needed to put it at the head of an industry once again. And if Atari gets a second wind, perhaps it will have an opportunity to re-enter the gaming world in a big way.
The Atari Hotel certainly looks promising. With gaming on the rise and plenty of press coverage, wanderlusts everywhere could have their eyes on this one-of-a-kind hotel experience. From the looks of it, this will be an exciting travel destination for gamers, and even non-gamers alike. Atari could be onto something big.
When exactly can the world expect these extravagant hotels to open their doors? It looks as though GSD is projecting a 2022 completion date.