Bushnell: Atari’s DNA can be used “very powerfully in today’s marketplace”

By Stephany Nunneley, Saturday, 24 July 2010 19:15 GMT

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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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