Sat, Jul 24, 2010 | 19:15 BST
Bushnell: Atari’s DNA can be used “very powerfully in today’s marketplace”
Nolan Bushnell has said it’s the right time for Atari to capitalize on what made it successful back in day, and feels it’s the “only true worldwide game brand” that’s “recognized and understood”.
Speaking with GamePro, Bushnell said he is still on a learning curve regarding what’s happening at Atari since he re-joined the board of directors back in April.
However, he feels the company needs to focus not only on what made it a heavy-hitter in its day, but needs to tap into the social gaming market as well.
“One of the things I would like to point out is that I just joined the board. I’m actually on a learning curve of what is going on at Atari,” he said.
“We’ll have some great stuff to be announced in a couple of months.
“Right now, though, I agree that the historical point about games, and the historical question of the social arcade experience fits hand in glove with some of the things that are happening in the social media and the casual game market today.
“It’s gonna be such a no-brainer, that it almost goes without saying.
“It’s important to remember that Atari is probably the only true worldwide game brand that is recognized and understood. Atari earned its name and its fascination because it was a technical and innovation leader.
“I think that kind of DNA in the brand can be used very, very powerfully in today’s marketplace.”
Bushnell also feels Kinect and Move will help the market, as a lot of causal gamers feel stifled by traditional controllers.
“The new controllers are very natural,” he said. “A lot of people don’t realize that many of the things that stifle casual gamers are picking up a current game controller after not playing video games for a long time.
“Triangles and X’s and trigger guards and two or three thumb motion systems. It’s really, really hard. Games have a very, very steep learning curve. All these other (motion controllers) are very, very enabling for everybody.”
In the interview, Bushnell also chats about the rise and fall in the number fo female gamers, and how they’re finally coming back.
It’s all very interesting, and through the link up top.
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Posted in: Atari, Development
Tags: Nolan Bushnell
11 comments
#1
Phoenixblight
24/07/10, 7:28 pm
Obviously someone is in denial.
I used to work for CSR company and that company handled all of Atari CSR and they only had a small corner with maybe 10 people. Recognized Brand, yeah maybe as a horrible publisher thats not even on the radar anymore.
#2
fdelfino
24/07/10, 7:51 pm
Dont talk shit about atari, you dumbass!
#3
Demiath
24/07/10, 8:46 pm
Someone needs to inform mr Bushnell that he is, in fact, working for Infogrames.
#4
szaromir
24/07/10, 10:28 pm
Yeah, Atari isn’t a powerful brand anymore. However, the guy isn’t a total loon. Back in Summer 2006 he predicted that Wii would be the winner and that there would be a very limited demand for PS3 @$599 (back when Sony was claiming they would sell 5M PS3s without any games…).
#5
OlderGamer
24/07/10, 11:23 pm
In my mind Mr. Bushnell is right.
Atari is still viable. The only game brand name bigger is Nintendo. In the right hands … Atari could be important again.
#6
LOLshock94
25/07/10, 12:49 am
whats this old fossil on about
#7
Psychotext
25/07/10, 1:22 am
I asked my nephew and friends (hardcore gamers, mostly PC stuff) if they knew who Atari were… they didn’t have a clue.
Perhaps just a well recognised brand to people older than 25?
#8
OlderGamer
25/07/10, 2:54 am
The market and the industry on a whole goes beyond the under 25 crowd. Last I knew, even, the xb360 average aged gamer was 31.
Just saying.
#9
Psychotext
25/07/10, 3:11 am
Absolutely, but when you’re all but irrelevant to the younger (and future) generation of gamers… you’re far from being in a very powerful position.
I’m not even sure what their big games are now.
#10
Phoenixblight
25/07/10, 3:33 am
Their Biggest game this gen from Atari that has done well is The Witcher and they are publishing the sequel. THey also published Champions and Star Trek.
#11
hitnrun
25/07/10, 4:17 am
It doesn’t matter whether he’s right or wrong, he’s still wrong.
That is to say: it doesn’t matter if the right marketing campaign can make the name Atari a profitable “brand,” or if their fifth parent company can assign that brand to good games. The question has nothing to do with the late and lamented company or the quality of the games they’ll be “publishing” in the future.