Stay and Play? Subnation to Share New and Old in Atari Hotels Project

California-based entertainment company Subnation has been tabbed by the GSD Group as the “marketing advisor, event partner, and content producer” for the Atari Hotels project. Now, Subnation, which focuses on the culture of gaming and lifestyle of esports, will work in conjunction with global brands, esports leagues, industry events, government agencies, and educational institutions to develop and execute integrated marketing programs and business strategies.

“We started working with Atari Hotels about six months ago on just about everything, including branding, messaging, marketing, programming, and apparel and merchandise,” Doug Scott, co-founder & chief managing director at Subnation told The Esports Observer. “We are looking forward to creating a world that is authentic to gaming as Atari has been since its beginnings. We look forward to introducing the Atari Hotel experience to gamers and patrons of all ages.”

An exclusive deal between the Atari Hotels project and Atari was reached earlier this year as an exclusive licensing agreement. Atari, which was founded in 1972 by Nolan Bushnell, is known even today for its iconic entry into the video game space creating such classics as Asteroids, Centipede, and PONG. This new Atari Hotels experience is looking to offer guests a “unique hospitality experience” inspired by classic and modern video game culture. However, it isn’t just the retro atmosphere that Subantion is looking for. Guests of these hotels and potential tournament organizers will see features such as multi-use, cutting-edge gaming arenas that are planned at the facilities. 

“As Atari Hotels marketing partner we absolutely will showcase that authentic vibe and reintroduce the brand and the vision that the partners have,” Scott said. “Atari can be in today’s very advanced gaming market where it would have appeal to gamers young and old. Those who grew up with Atari will recognize these hotels and younger people today who are into gaming will see things retro and new. That’s really where our focus is.”

To create that authenticity, Subnation has already partnered with many notable brands. The company has been the official cultural partner for industry events such as E3 and DreamHack, and has delivered experiential activations for brands such as Volkswagen, Marvel, Amazon Games, Red Hat, and L’Oreal. 

Subnation also looks to advise entities on both the grassroots and international levels on gaming and esports. It has advised local sports authorities and government bureaus such as Visit Raleigh and the City of Kissimmee on building “viable gaming and esports ecosystems that support a diverse range of events, tournaments, and activities, unlocking millions in economic impact.”

And now as part of the Atari Hotels team. Subnation is using its experience to develop brand identity using a multitude of platforms including social media content for Atari Hotels, website curation, and a customized ecommerce storefront. Subnation will facilitate the various digital and physical brand partnerships and activations which range from collaborations, influencer events, esports tournaments, and more.

This is all coming very soon.   

“We, starting this month, will be launching an awareness campaign across social media with Instagram being a primary platform,” Scott said. “We will be moving Atari hotels into the metaverse. And let’s not forget the merch drop we will be launching in March. We are really looking forward to that.”

According to Scott, Atari Hotels will give guests the chance to explore and enjoy hospitality innovations, business opportunities, and a variety of entertainment options. The first two Atari Hotel locations are set to open in Las Vegas and Phoenix in 2022. Future locations include Austin, Chicago, Denver, San Francisco, San Jose, and Seattle.

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