We’re not sure how many of you guys remember Atari, but for those who don’t or have never heard of the company before, well they used to be a pretty big name back in the day, especially when it came to video game consoles. In fact there are still many people out there who fondly remember the brand, especially when it is commemorated on t-shirts and whatnot.
That being said, could Atari be thinking about jumping back into the game? Well, sort of, according to Atari’s CEO, Frederic Chesnais, who recently expressed interest at returning to the hardware business. Speaking in an interview with the folks at VentureBeat, Chesnais was quoted as saying, “It’s more than a software brand … it’s a hardware brand. I don’t want to say it’s a hardware brand first and foremost, but it is also a hardware brand.”
It almost sounds like the company could be jumping back into the hardware business, but before you get too excited and maybe even confused as to how Atari could be getting into the console business, especially in the face of the competition from the likes of Microsoft and Sony, well they’re not. Chesnais clarified this by saying that by hardware he wasn’t talking about consoles, gadgets like watches.
According to him, “I’m not talking about a new console … but, like, a watch. A gamified watch. It’s not what we are going to do, but think about [something like] that. Like a new type of watch is something we ‘could do.’ A watch, branded, where you don’t have an ‘ordinary watch.’” It’s an interesting idea but what do you guys think? Is this a new way for Atari to rebrand themselves?