The Atari brand rose to prominence in the 1970s after the video arcade and console company created an electronic tennis game called "Pong," which was the first commercially successful video game. Its Atari 2600 gaming console was the first video game console that people bought for their homes.
But in 2013, the US arm of Atari filed for bankruptcy. Its French counterpart lives on, and today it still manages classic video games like "Asteroids" and "Centipede.
Now the brand is venturing into the real world, opening a chain of branded hotels. The first one, in Phoenix, Arizona, starts construction in the fall, and should be finished in about two years.
The hotels will feature spaces for virtual reality and augmented reality, studios for streaming games and venues for throwing esports events, according to a press release.
Some of the rooms will have a retro style while others could be inspired by "Ready Player One," Shelly Murphy, CEO of GSD Group, told CNN Business in January.
Murphy said GSD partner Napoleon Smith III suggested one day, "I wonder what Atari is doing ... how cool would it be to stay in an Atari hotel?"
Murphy described spaces set up with 10 gaming consoles where parents can host parties for kids. She said that the hotels would be affordably priced, with some premium options for people who might want to host a video game slumber party, for instance.
Atari hotels are planned for Las Vegas, Denver, Chicago, Austin, Seattle, San Francisco and San Jose, ranging from million to multimillion-dollar projects depending on the location.