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January 18, 2012
Atari's Recognizable Brand Name May Be Its Biggest Advantage For Mobile Gaming
Despite exaggerated rumors of the famous video game brand's death, we may see a possible comeback from the Atari brand name.
Most bloggers are happy to see the retro brand return.
Brand awareness among younger people may have diminished but I tend to think that there are enough consumers who remember the brand to make it worth saving.
As one blogger points out, "Say the word Atari to just about any person who's played video games in their life and they'll instantly know what you're talking about."
Popwatch puts it even better, saying firmly that "Atari is returning as a pale imitation of Atari, and it will almost certainly be successful."
Why? Partly because the recognizability of the name will help it stand out in the App Store or Android marketplace, where "discoverability is a big issue for people who are releasing their games" according to the company's CEO Jim Wilson.
The point is that anyone who has a vague interest in gaming is now into mobile gaming platforms. These were unimaginable back in the 1980's when every kid worth his salt had an Atari unit hooked up to the TV.
Back then, the Atari name had such sway that Apple's first brand strategy was to get ahead of the company in the phone book with the Apple name.
Welcome back, old friend.
Technorati Tags: Atari, Apple, Gaming, Branding, Naming, Marketing, Brand Equity
Posted by William Lozito at January 18, 2012 8:05 AM
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