Atari CEO Wade Rosen interview — Returning to basic online game roots

Atari has come again from the lifeless greater than as soon as. Underneath earlier CEO Fred Chesnais, it moved into cellular video games and struck gold with a well-liked Rollercoaster Tycoon title.

That purchased the corporate a while, and it started to experiment with the Atari model, getting it into all the pieces from the Prepared Participant One movie to a line of Atari-branded lodges. However Chesnais left throughout 2021 to pursue blockchain gaming passions, and Wade Rosen took over beginning in April 2021.

And Rosen plans to take Atari again to its roots in premium PC, console, and cellular video games. The corporate will try to deliver Atari basic video games to new audiences, with content material reimagined for contemporary sensibilities. I spoke with Rosen about these plans. He was additionally excited to listen to about AtariQuest, an interactive fan fiction title that weaves a story primarily based on greater than 400 Atari 2600 video games. It’s an instance of simply how devoted Atari followers are.

Right here’s an edited transcript of our interview.

GamesBeat: What’s the new video games technique at Atari?

Wade Rosen: It’s a return to Atari’s roots. The previous few years have seen a deal with cellular video games. Some, like RCT Contact, have been profitable, and we’ll proceed them. We’re not transferring away from cellular video games. However the place will we put our new efforts? That’s a shift again to our roots and to premium gaming particularly.

We put these in three buckets. One, it’s bringing the classics to new audiences and new areas. Two, it’s updating the classics like we do with our Recharged line. They preserve the unique, basic gameplay and quite a lot of that core pleasure of basic video games, however with up to date and fashionable sensibilities. After which the final one is a reimagining of our authentic IP, which may have some tie to the basic, however is actually a distinct recreation altogether. That’s the brand new technique, and that’s what we’ve been centered on since I got here on board final yr.

GamesBeat: Does that imply you’ll be working with extra new growth groups, completely different growth groups, versus those that specialised in cellular?

Rosen: Proper. We’re working with some groups we’ve labored with previously, and we’re additionally working with plenty of new groups. One of many nice elements about this job — as a result of these video games meant a lot to so many various folks, we frequently have quite a lot of unbelievable studios attain out to us and pitch tasks. As a lot as we exit and search for new studios to work with, we even have the posh of with the ability to look by way of these tasks and discover ones that appear to resonate essentially the most for us. Lots of 2022 goes to be about bringing these tasks to market.

GamesBeat: What’s motive for the shift from cellular towards these PC and console video games? It feels prefer it was proper to offer {that a} good run and see what was going to work, however shifting is sensible for what motive?

Rosen: The shift isn’t as a result of we view, in totality, PC video games or console video games or premium video games as higher than cellular video games, or that these sorts of video games are higher than informal video games. It was extra as a result of we felt that was the perfect course for Atari. Once we have a look at what Atari is and what folks realize it for, the place its ethos is, what all of us at Atari wish to get up and work with every day, that’s what we stored coming again to.

The change, for us, was pure. We felt like we might make the perfect Atari video games by specializing in PC and console somewhat than specializing in mobile-only titles. It doesn’t imply that these video games aren’t accessible, or that they’re not joyful in nature. However it’s essentially completely different than should you construct a recreation for a cellular viewers. That was the place it got here from. It was extra a mirrored image of what was greatest for Atari, somewhat than any giant macro trade developments.

GamesBeat: It does seem to be cellular has grow to be a really powerful, aggressive atmosphere, too. It’s laborious to inform what’s going to succeed.

Rosen: Cell, simply given the character of community externalities and the way that works, is usually form of a binary end result. You’re both Supercell and also you’re extremely profitable and also you knock it out of the park, otherwise you don’t. That was one other factor we appreciated about this transfer. Premium console and PC gaming, we will enchantment to our fanbase. We are able to enchantment to the individuals who already love Atari. On the similar time, we will discover new prospects. It doesn’t should be a large, world-beating success to be a profitable recreation. It might probably simply be a profitable recreation by being model of Centipede, model of Asteroids. That’s sufficient on that facet of it. On the opposite facet, you actually have to interrupt in. It’s a binary success. In the event you don’t attain this very giant critical-mass viewers, you find yourself fading away. That was one of many main issues we wished to keep away from with these new titles.

GamesBeat: In terms of dividing the corporate’s efforts between blockchain and video games, what was the considering there?

Rosen: An important a part of that was simply, once more, to deal with what the corporate is greatest at. What can these two enterprise models deal with? The one facet of the enterprise focuses on video games. That’s the historic and the legacy a part of the enterprise. It has a software program element, a {hardware} element, and a licensing element. Whereas we do assume development is feasible there, fast development, it’s additionally way more predictable. It has a historical past and a observe file.

The opposite facet, it’s a completely completely different animal. We do have quite a lot of confidence in what blockchain will be sometime, however the development curve of blockchain is quickly completely different than the expansion curve of video games. If you combine these two up, you find yourself with an organization that may get pulled in both path. You don’t desire a blockchain firm making an attempt to run itself like a recreation firm, and also you don’t desire a recreation firm making an attempt to run itself like a blockchain firm. At the very least not at Atari.

The concept of separating these two is so the blockchain division can deal with blockchain endeavors, on partnerships, by itself authentic content material, by itself authentic platforms, on no matter is true for blockchain. It might probably achieve this alongside that hyper-growth curve that’s occurring in that trade. The video games piece could make all the selections to be a long-term, sustainable, continually rising video games division. By separating these two, it permits each to deal with what they’re greatest at and what every wants whereas nonetheless collaborating when doable.

GamesBeat: [Can you talk about Fred Chesnais’ role] at Atari? 

Rosen: Fred is now not with Atari. We work with Fred in a distinct capability. He’s at present operating an organization referred to as Crypto Blockchain Industries, which is a brand new enterprise for him. Atari is partnered with him. We’re doing sure tasks along with his new firm. However so far as that blockchain division, Fred isn’t in control of that anymore. There are completely different groups centered on every of these.

GamesBeat: The best way that is structured, with a comparatively small headcount at Atari versus working with quite a lot of exterior builders, is that going to be your manner of working going ahead?

Rosen: The best way we’ve been working has made sense for the place Atari was and is at present. We haven’t finished something to essentially change that right now. I do assume that in the long run, as you have a look at the pure development of a recreation firm, that you probably have titles that you already know you’re going to be engaged on for an prolonged time frame, and you’ve got some predictability there, it’s most likely greatest to have a mix of each inner and exterior and assets you may depend on. However as of proper now the plan remains to be to maintain the tight, lean staff and work with exterior builders. Over time, who is aware of how that might go? I don’t assume it’s one thing that we’re utterly dedicated to as the corporate evolves.

GamesBeat: The opposite issue is at all times which franchises to deal with. In the event you’re going to sort out one first, or sort out one in a manner that makes it the most important challenge, how do you make that call?

Rosen: On the Recharged titles, we hearken to what folks say. What folks put up on Twitter, what they write us. We acquire quite a lot of suggestions from the group and check out laborious to hearken to what folks need. One of many benefits of being Atari is you may get quite a lot of suggestions from folks. There’s quite a lot of sign there. Generally it’s a must to lower by way of the noise, however if you wish to discover it, there’s lots to take a look at. Once we have a look at what we’re planning on doing — we’re going to be asserting one other 4 Recharged titles in early Q1. In fact we’ve been listening to quite a lot of speak about Yar’s Revenge or Gravitar. These are issues we take note as we choose the following Recharged titles.

By way of after we reimagine a recreation, quite a lot of it’s all the way down to — sure, it’s what folks need. However with the Recharged you’re trying on the authentic gameplay and also you’re updating it and bringing to fashionable sensibilities. You’re nonetheless sustaining the core. With the reimaginings, whereas the core parts are nonetheless there, they’re usually so completely different that you should step again and never essentially have a look at what the viewers is asking for precisely, however somewhat have a look at what the developer is obsessed with. That’s the perfect change you’re going to should get an incredible recreation. If the developer loves some actually obscure recreation, you then’re almost definitely going to get an incredible product from that.

You additionally have a look at what else is occurring available in the market, the place the trade developments are at. In the event you’re updating a recreation like Haunted Home, what would that appear like right now? It most likely wouldn’t appear like the 2600 recreation. You want to mix the calls for of the developer, what they’d wish to make, with the trade and what appears to be resonating with most of the people, what they want, after which nonetheless discover a method to marry within the basic title in order that it could possibly enchantment to the unique followers. That’s how we sometimes select and deal with the brand new video games, after we decide on updating and doing solely new titles with our previous IP.

GamesBeat: How do you have a look at the VCS versus different platforms while you’re making video games?

Rosen: The VCS — Atari has a historical past in {hardware}. That’s one of many elementary pillars of Atari. It’s necessary, it doesn’t matter what Atari does sooner or later, that there’s this core {hardware} pillar to the corporate. The problem with the VCS is that it usually will get in comparison with different consoles when it’s not a console, however a house leisure laptop. That’s the actual key. It’s a pc in your front room. It’s there to bridge the fashionable and the retro. It’s providing one thing solely distinctive and completely different available in the market that you simply wouldn’t discover elsewhere. And now it’s as much as us to indicate and articulate these variations for the tip person.

Lots of that’s going to be by way of specializing in the retro piece, on our roots, and on the roots of video video games. We need to create a product that’s extremely fascinating for retro avid gamers and collectors like myself. That’s the place there’s a really significant market that each suits Atari’s ethos and hasn’t been successfully addressed, the place we will step in with the VCS.

GamesBeat: What’s the perfect place for a reimagined or authentic IP title versus a basic title? How does the considering evolve there? I don’t know should you would spend extra on advertising for a basic recreation on any specific platform. There appear to be so many doable platforms for the classics.

Rosen: It’s level. You’ve got the re-releases, the unique recreation with out quite a lot of adjustments. You’ve got the remasters, our Recharged line, which remains to be the core recreation, however up to date. However then the ultimate piece there are those the place we’d say they’re impressed by a basic. Meals Battle can be instance of that. It nonetheless has Charlie Chuck. Lots of the character and the aesthetics come from the unique recreation. On the similar time, the gameplay is completely different. It has a completely completely different play type. It’s trying on the supply materials and borrowing from that, nevertheless it’s one thing distinctive and new.

For these, as a result of you might have folks — these are those that you simply most likely should work on essentially the most, to market and emphasize a bit extra. Regardless that it shares a reputation with an iconic recreation, a beloved recreation, it’s solely new gameplay, so it’s a must to go discover a new market. It’s important to present individuals who beloved the unique recreation why they’ll love the brand new recreation, after which it’s a must to discover individuals who haven’t heard about this basic 7800 recreation and clarify the way it appeals to them in its present state. You’d naturally spend extra on the unique ones, the video games which are impressed by a basic, however have taken on a brand new tweak.

Even with these, although — you possibly even need to name that modernizing. It’s actually about exploring the IP in a brand new, completely different, sudden manner. However even then, we make sure that to include the historical past of Atari and parts of Atari in these video games. A recreation like Meals Battle, these Easter eggs stay to be discovered, however there’s quite a lot of issues we’ve finished to loop within the historical past of Atari in a recreation like that, despite the fact that it’s an authentic and the gameplay is all new. It’s an authentic recreation that shares some commonalities and settings with the basic.

GamesBeat: There are platforms just like the retro console, the brand new consoles, the sport passes. You’ve got a lot of completely different alternatives there.

Rosen: Given our measurement and the place we’re as an organization, we discover all of these alternatives. Every completely different sort of recreation, whether or not it’s the basic video games, the re-releases, the Recharged variations, and these reimagined new variations, every one has a distinct match. On prime of that we have now the VCS, the place we additionally attempt to launch our video games and put them out with unique content material and ensure that should you’re enjoying a model of an Atari recreation, the one on the VCS is the definitive model that has further ranges or further content material, new issues you may entry solely on that platform.

We do attempt to put issues out for each platform and have a look at alternatives throughout the board. On the similar time, we assist our personal laptop platform too. We’re equal alternative in the case of that.

GamesBeat: Trying on the growth of the final couple of years, the pandemic impact, the place do you assume we’re so far as competitors within the trade?

Rosen: This stuff are cyclical. It’s been a little bit of a growth for the trade, which might indicate that — I don’t essentially assume that — the issue is we at all times affiliate booms with busts. After a growth, there’s this radical bust that may occur. However simply as steadily, and I’d argue much more steadily, it’s a interval of level-setting. It doesn’t essentially imply there’s this growth and we’ve shot up and now we’ll shoot again down. However I don’t assume it’s possible that the trade can proceed to develop in the best way that it did final yr. Which will have set a excessive level. Possibly it’ll return to the best way it was. Possibly we’ll have a number of years of slower development or comparatively flat development because the trade catches up with the hyper-growth it had in a single yr.

That’s widespread in companies, the place you’ll see a extremely fast rise, after which it’ll plateau for a protracted time frame till issues meet up with that. It’s normalized over time. You don’t essentially have a crash and a reversion to the place you have been earlier than, however lowered development or slower momentum that helps to normalize that quick momentum. I don’t know if that’s the case right here. It looks as if that’s what we’d almost definitely see. Possibly we preserve the place we’re and we maintain that going, nevertheless it’s not fairly the heady development we had earlier than.

GamesBeat: non-game alternatives, the place do you stand on that proper now?

Rosen: That’s one of many nice issues about Atari. It has quite a lot of non-game alternatives. As an organization it’s a must to have a look at these. Nevertheless, what I can say is the place previously we’ve tried to pursue quite a lot of these ourselves, we’ve checked out how we will pursue these non-game alternatives with licensing companions. Discovering best-in-class folks we will work with, folks we belief as a part of a robust partnership, after which we work with these companions on a particular alternative.

We’re nonetheless very bullish in that space. We’re at all times trying and we’re at all times discovering new companions to work with that we’re enthusiastic about. That’s one of many different thrilling issues in 2022. There might be quite a lot of new bulletins on that facet with some world-class companions.

GamesBeat: I do know that you’ve got the blockchain tasks separate, however NFTs have come into the dialog round video games in a giant manner. Is there nonetheless one thing to contemplate inside the core video games associated to NFTs?

Rosen: Separate doesn’t essentially imply that they’re siloed. The objective is to have them proceed to function in an autonomous style, however they nonetheless collaborate. The blockchain facet nonetheless works with the Atari model and quite a lot of the Atari IP. It makes simply as a lot sense for the sport facet or the model facet to take a look at the way it can work with the blockchain division to doubtlessly incorporate these items into the core video games.

Once more, it’s early days. There are quite a lot of excessive opinions. No matter you do, it’s a must to do it slowly and thoughtfully. It’s important to settle for that what’s finished right now will most likely be completely different than what occurs in six months, and that may most likely be completely different from what occurs in 12 months. So long as you’re comfy with dealing with these excessive opinions and notice that it’s an iterative course of, one that may at all times be altering, there may be some alternative within the current second.

GamesBeat: How do you have a look at issues like Atari Land and the Sandbox? That’s extra like a metaverse challenge.

Rosen: We wished to be early companions with Sandbox. That’s instance of an incredible blockchain associate that we labored intently with, and we proceed to work with. We just lately made information by promoting a few of the land to Republic Realm, however even after that sale, we stay one of many greatest Sandbox landholders. We proceed to have a big presence on the platform.

We’ve got no plans to exit blockchain or to exit the Sandbox. We simply had a possibility to work with an organization in Republic Realm that we’ve labored with previously. We’re hoping that it’s greater than only a land sale. We’re actively looking for methods to work collectively on a deeper stage, past simply land gross sales. That was only a strategic determination to deepen a partnership with a staff and an organization that we respect. It doesn’t change the best way we view Sandbox or the best way we view the metaverse alternatives. We’re nonetheless bullish on all of that.

GamesBeat: How do you concentrate on Atari’s place in tradition and a few of the greatest methods to reap the benefits of that?

Rosen: There’s a time period I’ve heard used to explain Atari, which is “nostalgic futurism.” That captures the best way that Atari is seen correctly. It’s each this model that’s usually tied to nostalgia and retro and this stuff we have now emotional connections to, and but the best way it appears to be like, the emblem, the icon, all of it’s extremely futuristic too. That’s why it really works so nicely in a film like Blade Runner 2049. It’s each tying again into this earlier film, into the previous, whereas nonetheless representing the longer term in an attention-grabbing manner.

Atari is a type of manufacturers, possibly the perfect instance of a model that’s in a position to reside previously, for nostalgia functions, however can even reside sooner or later and be seen as this very futuristic, forward-looking model. It’s additionally probably the most recognizable logos on the planet. The model is among the most recognizable manufacturers on the planet. It’s an enormous benefit for us, an enormous alternative as a platform for development.

By way of fashionable tradition, it’s nonetheless very fashionable. It’s discovered a form of new life. I put on Atari shirts most likely half the times of the week, and it’s both Gen X or Gen Z that normally praise them. Millennials, for no matter motive — I feel they’re the Nintendo technology. However it’s cool with Gen Xers and it’s form of cool with youthful avid gamers, despite the fact that they could have by no means even performed an Atari recreation. The model itself has a presence and consciousness. In popular culture it’s extremely related.

However now the query turns into, how do you make it related once more when it comes to the standard of video games we’re placing out? Not only a cultural touchstone which you could look again to and it resonates with folks they usually acknowledge it. How will we make it in order that they’ve these memorable and joyful experiences of their very own with the model? That’s what we’re making an attempt to do. That’s the following step. It’s bettering the opinion of the model in gaming tradition, with avid gamers, and making it not simply well-known in widespread tradition, however really one thing that evokes folks in widespread tradition to play a recreation.

The platform, so far as each tapping into the historical past and retro — you might have wonderful alternatives. It’s the retro gaming firm. However we will additionally use it as a launching pad to do futuristic and funky and revolutionary issues. We’ve got a broad, expansive alternative as a model. It’s our job to make nice video games now. That’s the fantastic thing about this work. We’ve got a fairly clear mandate. We simply should make good video games. It doesn’t get way more advanced than that.

GamesBeat: Atari a number of years in the past was at all times — it felt like, financially, it was a restart. It was simply getting its toes moist. It feels such as you’ve put a few of that time frame behind you.

Rosen: Let me attempt talking to that on a strategic stage. Strategically, what we have now as a objective proper now — once more, that’s a part of the shift away from cellular and freemium gaming to premium console and PC gaming. It’s to deal with making one profitable recreation after one other. You don’t should make the following Grand Theft Auto or the following Witcher. You possibly can simply make an incredible Centipede recreation and that’s sufficient. That success means that you can get to a different success, which lets you get to a different success.

We’re constructing a sample of releasing profitable video games and never making an attempt to hit house runs. We’re making an attempt to place out singles and doubles and slowly construct the enterprise. I can’t essentially communicate to the place that places us in relation to the place we have been previously. However I feel that technique provides you an thought of how the corporate is rising and the place its priorities are when it comes to what it desires to place ahead sooner or later.

GamesBeat: How do you personally hook up with Atari? I really feel like shoppers may need to know what you’re like as a steward of Atari.

Rosen: It’s laborious to speak about Atari with out speaking about video video games. That’s how iconic the model is. The early historical past of video video games is in some ways the historical past of Atari. I really like video video games. I’m extremely obsessed with video video games. This isn’t a plant. I’ve slightly CRT tv behind me there, and that’s the place I maintain the retro video games. I maintain the fashionable ones within the basement with the enormous flatscreen.

However for me, video video games have been a continuing in my life. They have been a method to journey and see the world and discover the world lengthy earlier than I ever had alternatives to do these issues. Whereas I do assume that there’s a significant enterprise alternative within the trade — this isn’t a ardour challenge. It is a skilled group. We run it professionally. However that is additionally one thing I really like. I really feel grateful daily to be right here and be part of this.

By way of Atari particularly, I used to be slightly bit extra within the Nintendo technology. That being stated, I nonetheless had the chance to play the 2600 steadily at mates’ homes. I bear in mind the primary laptop we had. It had Centipede and Asteroids. We performed these constantly. Asteroids was my favourite of these titles. I had another Atari favorites too. I’ve a bizarre attachment to Dodge ‘Em. I don’t know why. It’s such a easy, straightforward recreation.

However the factor I knew about Atari, even after I was a child, and what I actually appreciated, was how accessible it was. You may give that joystick to anyone they usually simply knew what to do. It was so approachable. After I have a look at what Atari means to me, it’s the gateway for video video games. It’s one of many few corporations apart from Nintendo that may enchantment to the whole thing of the bottom. Making accessible video games, but additionally video games which are significant and memorable and joyful. It’s very completely different than making a cellular recreation, which is accessible, nevertheless it’s actually there to entertain you when you’re on the airport. Anyone who’s performed a two-player model of Centipede Recharged can inform you how nice it’s. That brings households collectively.

It’s deeply significant for me as a result of I care deeply about video video games. I care deeply concerning the historical past of video video games. Atari was this beacon that I bear in mind from my early days. It’s distinctive within the sense that it’s one of many few corporations on the planet that may make video games which are accessible to nearly anybody, however nonetheless memorable and nonetheless very joyful.

GamesBeat: Every other issues to say right now?

Rosen: For the Recharged titles, I’d encourage anyone who desires to play them to attempt to play them in co-op. That’s one of many revolutionary issues that’s been misplaced on these titles. The unique Centipede was sequential. One individual went, then the following individual. You have been actually simply enjoying solo. It’s the two-player mode that’s particular. There’s one thing actually cool — I play it with my nine-year-old daughter. She doesn’t want a 100-hour story arc behind it. She doesn’t know why you’re taking pictures at centipedes. She simply will get it, and she or he loves it. It’s considered one of her favourite video games.

It’s as a result of it’s cooperative, as a result of the sport is made and balanced for that, but additionally as a result of there’s this pure pleasure of gaming in it. As folks have a look at the unique Atari titles, I actually consider that there might be a return to these, as a result of they’re essentially the most pure type of gaming. You’re simply in it. The enjoyment you might have — it’s you versus your excessive rating. And now it’s you and this different individual, which may be very completely different than what we had available in the market earlier than. The 2-player modes on the Recharged titles are what’s actually particular, and I do consider the trade — it might use a return to that pick-up-and-play, significant, joyful gaming expertise.

I don’t need to communicate for different folks, nevertheless it’s good to only have a recreation you may get into instantly. No coaching, no tutorial, no story. You’re simply enjoying, and anybody, irrespective of how previous or younger, can leap proper in and have a good time. There aren’t quite a lot of video video games or something that stands the check of time like that.