Atari, the video game brand currently amid a comeback, has announced its latest venture: hotels. The video game company announced that it will begin development on a line of Atari-themed hotels, with the first one to start construction later this year.

Atari VCS 6 IMAGES

Loading

Atari announced that it is partnering with the strategy agency GSD Group and Phoenix, Arizona-based real estate developer True North Studio to begin development on a hotel themed after the video game brand.The plan is to combine a hotel with video game experiences. Atari is promising a “unique lodging experience combining the iconic brand with a one-of-a-kind video game-themed destination.”Plans include “the latest VR and AR” games as well as “state-of-the-art venues and studios to accommodate esports events,” at select venues. The first hotel location will be in Phoenix, Arizona while additional hotels are being planned in Las Vegas, Denver, Chicago, Austin, Seattle, San Francisco, and San Jose.An opening date for the hotel has not been announced but GSD Group founder Shelly Murphy told the Phoenix New Times the first hotel in Arizona "will take 18 to 24 months to complete" and will be located near Central and Roosevelt in Phoenix.Since 2017, Atari has been pursuing an aggressive branding operation. The company announced a new console called the Atari VCS which is not a retro console, but a new hardware system that the company says can play games in 4K resolution, HDR, and 60 fps. It has been described as a “less ambitious Steam Machine.”The Atari VCS has encountered some trouble including a delay and the departure of its lead console engineer in 2019.Another product Atari released is the Speaker Hat, a baseball cap with built-in Bluetooth speakers. This hat was released as part of its lifestyle line. So it seems that next to a new console and speaker hat, a hotel is the next logical step for the company.“Atari is an iconic global brand that resonates with people of all ages, countries, cultures and ethnic backgrounds and we cannot wait for our fans and their families to enjoy this new hotel concept.” said Atari CEO Fred Chesnais.

Matt Kim is a reporter for IGN. He owns an Atari Speaker Hat and you can reach him on Twitter