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New York, NY (January 27, 2020)Atari® — one of the world’s most iconic consumer brands and entertainment producers — today announced a deal with GSD Group — a leading innovation and strategy agency, led by founder Shelly Murphy and partner Napoleon Smith III — to acquire the rights to build video game-themed Atari Hotels in the United States, with the first location breaking ground in Phoenix, AZ later this year.

Atari, a trailblazer in the gaming industry, is pioneering an exciting new concept: a unique lodging experience combining the iconic brand with a one-of-a-kind video game-themed destination. Atari Hotels level up hotel entertainment with fully immersive experiences for every age and gaming ability, including the latest in VR and AR (Virtual and Augmented Reality). Select hotels will also feature state-of-the-art venues and studios to accommodate esports events.

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

More than 2.5 billion gamers across the world spent more than $152.1 billion (US) on games in 2019 alone; an increase of +9.6% year on year. One of the most distinctive trends in gaming is gamers gravitating toward recognizable intellectual property. Atari Hotels will offer consumers exactly that, marrying the origins of gaming and the future of the booming industry into a fun and unique travel destination.

About GSD Group 
GSD Group is a leading innovation and strategy group — with experience in finance, education, entertainment and creating innovative verticals with legacy brands. GSD Group is associated with Steve Wozniak’s Woz Innovation Foundation and DesTechAZ.

About True North Studio 
True North Studio is a collection of talented professionals that hail from a variety of specialties, but share a common goal — to create and curate exceptional spaces where incredible things happen on a daily basis. And they have the expertise and acumen to make it work.

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