Video games just keep on leaking into the real world. Not that long ago we got a fresh look at Nintendo’s upcoming Universal theme parks. And now Atari, the similarly vintage gaming brand, is also going physical with a new chain of Atari video game hotels. Sure!
Atari is partnering with the GSD Group, Steve Wozniak’s Innovation Foundation, and Arizona real estate developer True North Studio to launch a series of video game hotels across America, with the first groundbreaking planned for later this year in Phoenix. These “unique lodging experiences” are what you would probably expect from the concept “video game hotels.” Guests stay in a space specifically crafted for various kinds of gaming, whether it’s VR or AR or an esports arena. Remember when hotel room TVs let you rent games with the plugged-in N64 controller? Like that, but modern.
To be brutally honest, the grift energy for this pitch is already off the charts. Atari released some renders of the proposed hotels and along with look straight-up terrifying (the black-and-red Atari brand obelisk along the side of the building is pulled straight from Blade Runner) it also looks like something that will never actually exist. But if Nickelodeon hotels can be a thing surely Atari hotels can be a thing. “Have you stayed at Atari today?”
However, we’re also skeptical because of Atari’s recent history of ambitious product promises with sketchy follow-through. We’re still waiting on the Atari VCS console. I can’t for the life of me explain what Roller Coaster Tycoon for blockchain means. And the Atari Speakerhat… is actually pretty neat. Anything is possible. And I would definitely look to check out an Atari hotel. But I’m just not getting my hopes up.
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