Atari has licensed its name for a number of brand partnerships in the gaming space, but the company’s latest deal to build eight Atari-branded hotels marks its foray into the hospitality industry. The company announced a licensing deal with US real estate developer True North Studio and GSD group to build eight hotels in the US. Construction will begin in Phoenix in mid-2020, with more hotels to come in Austin, Chicago, Denver, Las Vegas, San Francisco, San Jose, and Seattle.

The “video game-themed destination” will offer gaming playgrounds that include VR and AR games, and some locations will have venues and studios to accommodate e-sports events. Atari says the hotels will have meeting rooms, co-working spaces, restaurants, bars, a...

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