Atari, the biggest name in video games in the early 1980s, is being revived as a hotel brand.

The first Atari Hotels property is due to break ground later this year in Phoenix. The game-themed hotel aims to offer “fully immersive experiences for every age and gaming ability, including the latest in VR and AR (virtual and augmented reality).” It also plans to attract e-sports events, in which gamers compete in tournaments, sometimes for big prize money.

Hotel development and design is being led by Shelly Murphy’s GSD Group and Napoleon Smith III, producer of the Teenage Mutant Ninja Turtles film franchise reboot.

Atari Hotels says it will combine video game nostalgia with present trends to create “a fun and unique travel destination.”

“When creating this brand-new hotel concept, we knew that Atari would be the perfect way to give guests the ‘nostalgic and retro meets modern’ look and feel we were going for. Let’s face it, how cool will it be to stay inside an Atari?” said Smith.

Atari Hotels is exploring other markets, including Las Vegas, Denver, Chicago, Austin, Seattle, San Francisco and San Jose. 

The Atari 2600 was the top video game system during the first video game boom in the late 1970s and early 1980s. Some of its top game titles were Asteroids, Pitfall, Pole Position, Centipede, Missile Command and Space Invaders.

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