Atari, the brand known for pioneering video games like Pong, Asteroids and RollerCoaster Tycoon, is taking its business in a new direction: hotels.

In a move that underlines the popularity of e-sports, the demands of its growing audience and how video games are escaping the bounds of their consoles, Atari announced on Monday that it would begin construction on its first-ever video-game themed hotel.

The company, which was created in 1972, promises a lodging experience that combines a one-of-a-kind video-game themed destination with immersive virtual and augmented reality experiences, according to its statement.

The idea came about when GSD Group, a company that works with so-called legacy brands, and Napoleon Smith III, an executive producer of the recent “Teenage Mutant Ninja Turtles” films, began thinking about Atari last fall and eventually presented the company with the idea for a hotel, Shelly Murphy, the founder of GSD Group, said on Tuesday.