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.