Atari, GSD Group Partner for First Video Game-Themed Hotel Chain

Atari is getting into the hotel business.

The famed game and entertainment producer inked a deal with GSD Group for a chain of video game-themed Atari Hotels. Under the new agreement, GSD acquired the rights to build Atari Hotels in the U.S. with the first location set to break ground in Phoenix later this year. The hotels are described as “a unique lodging experience combining the iconic brand with a one-of-a-kind video game-themed destination.”

“We are thrilled to partner with GSD Group and True North Studio to build the first-ever Atari branded hotels across the U.S.,” says Fred Chesnais, CEO of Atari. “Together we’ll build a space that will be much more than just a place to stay. 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.”

Atari Hotels will include entertainment and experiences for all ages and gaming availability, and will feature both virtual reality (VR) and augmented reality (AR) games. Select locations will also include esports venues and studios. Additional locations are planned for Las Vegas; Denver; Chicago; Austin, Texas; Seattle; San Francisco; and San Jose, California.

GSD Group is led by Shelly Murphy and Napolean Smith III, producer of Paramount Pictures’ recent live-action Teenage Mutant Ninja Turtles films.

About the author

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.