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Atari Is Like A Start Up All Over Again

by Ernice Gilbert on August 9th, 2010, under Atari, Hot, News

Atari, the once mega company that was an actual console manufacturer has seen its fortune spiral downhill drastically overtime. It’s brand is still recognizable, though, and according to CEO Jeff Lapin, who, by the way, is Atari’s fifth in the last five years, dealing with all the problems that have plagued the company’s like peeling layers off of an old onion that smells really bad.

He said all this in a recent interview with The L.A. Times.

“It was like an old onion that smells really bad and every time you peel away one problem, you find another,” the CEO said.

“I look at us as basically a start-up, but one with a brand everybody in the world knows and a great library of intellectual property,” Lapin added.

As for why the company’s in the spot it is today, Lapin feels it was more than just mismanagement, but also abuse that left the company in this precarious position.

“The company wasn’t just being mismanaged, it was being abused,” said Atari co-founder Nolan Bushnell, who recently joined the board of directors after a 32-year absence. “It ended up a shell.”

Interesting stuff. Find more through the link up top.


  1. Tue, 10th Aug 2010 at 5:34 am

    the best game atari made would have to be the matrix reloaded.
    still play that game on my PC, it was such a amazing fun game and so ahead of its time!
    shame we have not seen many matrix games after it :(
    the matrix and SWAT are 2 games that seriously need sequels.
    or at least HD remakes!

  2. Tue, 10th Aug 2010 at 5:36 am

    True, it’s a shame the company went down the way it did. There’s still hope, though.

  3. Tue, 10th Aug 2010 at 9:26 am

    yeah, they use to make so many good games.
    shame, 2 of the best publishers are now 2 of the lowest publishers.
    sega and atari use to make their own systems, they released some of the best games!
    now there nothing but a spec of dust in the gaming world.
    i really, REALLY! want another matrix game though, the matrix reloaded was such a cool game!

  4. Tue, 10th Aug 2010 at 9:28 am

    In the words of Ninja Theory: “Never say never”. : )

  5. Wed, 11th Aug 2010 at 9:06 am

    ah, dont get me started on them.
    first they say every one of our games is going to be MP from now on, and now there saying they may do a HS sequel which is owned by sony so it would be contradicting what they said earlier.
    though, i really cant see a new matrix game coming out, its been far too long, and atari are not exactly in a position to take a risk like that!

  6. Wed, 11th Aug 2010 at 9:12 am

    Yeah, they’re really struggling. Maybe they should outsource the IP? You know, allow another developer to have at it?

  7. Thu, 12th Aug 2010 at 8:23 am

    yeah, sony SA creating heavenly sword……..
    now if thats not a recipe for GOTC i dont know what is!

  8. Thu, 12th Aug 2010 at 8:33 am

    Lol. GOTC………..Game of The Century?

  9. Fri, 13th Aug 2010 at 9:31 am


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