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Presented by:

Misbah Ghani Sidra Farrukh Shumaila Doraib Reeda Sheikhani Badar Qureshi Rida Khan

The Glory Days

At its pinnacle in the 1970s, Atari was the fastest growing company in US history (at the time) and accounted for reportedly one-third of Warner Communications revenue.

The Decline
By the early 1980s, the independently operated home computer, video game console, and arcade divisions rarely communicated or worked together.
Competition, price wars, disappointing game launches, executive insider trading investigations, a settled court case with Activision, which opened the Atari 2600 technology to third-party development, and an industry-wide video game crash, totaling more than $500 million in losses.

The Attempted Resurrection

In 2004, the French video game makers Infogrames acquired the Atari brand and are pumping even more cash into it in an attempt to make it their own.

The Consequences...

Loss in Income and Revenues

Press reports stated that first quarter 2004 revenue, the revenue of Infogrames fell from $151.4 million to $110.3 million, and net income fell from $23.8 million to $12.1 million compared to last year.

Weak Brand Recognition

E-Poll also noted that consumer comments about Atari included "outdated,'' ''from when I was a kid,'' ''obsolete'' and ''what do they do now?''

The Challenge
To understand whether a brands heritage is in fact positive nostalgia with a timeless quality to it - or is just baggage. To devise a strategy for reviving the brand and making it relevant to the target market once again.