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Atari announced a deal with GSD Group, an 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, Arizona, later this year.

The lodging experience combines the brand with a one-of-a-kind video game-themed destination. Atari Hotels will offer fully immersive experiences for every age and gaming ability, including the latest in virtual and augmented reality. Select hotels will also feature state-of-the-art venues and studios to accommodate esports events.

Hotel development and design is being led by Shelly Murphy’s GSD Group and Napoleon Smith III, producer of the Teenage Mutant Ninja Turtles film franchise reboot. True North Studio, a Phoenix-based real estate developer—currently working alongside GSD Group with Steve Wozniak’s Woz Innovation Foundation—will develop the first Atari-branded hotel.

Additional hotels are planned for Las Vegas, Denver, Chicago, Austin, Seattle, San Francisco and San Jose.

Rendering: Courtesy of Atari

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