industry news
The Other Atari
Posted by Brian Ashcraft at 11:00 PM on June 2, 2008
Corporate confusions! When Harvest Moon developer Natsume decided to found a pachinko company a few years back, it could've picked any name for the new company. Natsume didn't and instead gave the pachinko company a corporate game moniker we all know: Atari. Here's what the CEO of Atari Inc. says about the company's name on its English page:
When naming our new company, we desire to maintain these objectives. We also thought of a Japanese word, "atari", used in the expression such as: A World of Hit business is counted by "How much you earn if you hit atari"; Pachinko is a game to aim "atari"; and thus in such a world by working hard We want to come up with big atari (big hit) machine!!. So, summing all up, we decided a company name, "Atari Inc."
Participating in all the business areas and projects, our top rated development staffs are aiming to reach literally the Biggest Atari by collecting all their wisdoms and ideas.
I know the 2600 was never big in Japan, but don't these guys know? Or Care? Maybe that's a good conversation starter. "No, we're the other Atari."
Greetings [ATARI Inc via Insert Credit]

Comments (AU Comments · US Comments)
There are currently no AU comments for this post.
room88
Posted 11:04 PM 2/6/08
@NighTrekr
But are they really.. the "real" Atari? ;)
room88
LionheartAce
Posted 11:04 PM 2/6/08
@NighTrekr: BURN! Nice... ;)
LionheartAce
NighTrekr
Posted 11:03 PM 2/6/08
To be fair, the "real" Atari isn't doing much with the name these days.
NighTrekr
Yuki
Posted 11:20 PM 2/6/08
This name makes more sense, anyway.
Yuki
NighTrekr
Posted 11:45 PM 2/6/08
@badasscat: Which is exactly why I placed "real" in quotes ;)
NighTrekr
Antihippy
Posted 11:38 PM 2/6/08
Work that all the people can become happy?
Aargh my braaaaaaaaaain
BURNS.
Antihippy
everybest
Posted 11:36 PM 2/6/08
I just pictured Nolan Bushnell's face blown up on background of every pachinko machine.
Buy 50 balls, 1 free slice of Pizza!
everybest
CheechWizz
Posted 11:31 PM 2/6/08
@captain_dl: Nope, it comes from the Chinese board game 'go'. It describes a certain strategy which is probably very easy to explain if you know anything about the game, which I do not so I will not even attempt an explanation.
CheechWizz
CheechWizz
Posted 11:28 PM 2/6/08
Wasn't the 'real' Atari accidentally buried in a New Mexico landfill?
CheechWizz
captain_dl
Posted 11:28 PM 2/6/08
Correct me if I am wrong (like I doubted it wouldn't happen) but wasn't Atari a made up word when the original company was formed to give the company a Japanese sounding moniker?
captain_dl
badasscat
Posted 11:26 PM 2/6/08
There is no "real" Atari anymore anyway.
And you know, this is a pachinko system. It's not really the same industry. Lots of companies have duplicate names in different industries. Trademarks only exist for specific purposes, and I doubt Infogrames owns a trademark on Atari for pachinko systems.
badasscat
Beatboxtaun
Posted 11:22 PM 2/6/08
@room88: Exactly what my concerns are at this point. How much nestolgic feel will this new system give us? I understand it's gotta be new and with a twist. But Mario was able to generate new games with the same characters, what would "Atari Inc." give us?
Beatboxtaun
supercrap
Posted 12:58 AM 3/6/08
The REAL Atari was shuttered by Midway in 2003 and all its employees were laid off. I think some of them might be working at Raw Thrills. As an aside, I do kinda like the pachinko Atari's logo.
supercrap
Daisuash
Posted 12:55 AM 3/6/08
Hey, at least there´s an Atari that´s making money :D...
Daisuash
badasscat
Posted 2:57 AM 3/6/08
@supercrap: Depending on your perspective, that wasn't the real Atari either. Atari Games, which was later sold to Midway, hasn't been part of Atari Inc. or Atari Corp., the home console division, since 1984. They had no affiliation other than using the same name.
They do have a shared history going way back, but it's kind of like saying Verizon is the "real AT&T". They may have been part of the real AT&T at one point, but not for many years and they're not more the real AT&T now than a lot of other companies that also have a history and were spun off/bought/sold - including the company actually calling itself AT&T these days.
The company we all probably really think of as Atari died in 1996, when it was sold to JTS and ceased all hardware production. But you could also say it died in 1984 with the sale to Jack Tramiel (who ran the company into the ground), or even that it died in 1976 with the sale to Warner Communications, at which point Nolan Bushnell became basically a figurehead. It's all a matter of perspective.
badasscat
Llydis
Posted 4:13 AM 3/6/08
Atari isn't a terribly difficult concept to explain.
Putting the opposition in atari means that you're on the verge of capturing a stone, or group of stones, since they only have one liberty left. Liberties are the spaces beside a stone. If the opposition makes sure you have no liberties in an area of the board then a group is captured and territory is gained.
Think of it as like you're cornering off or surrounding a unit in a strategy game. You're kind of placing your opponent in atari since you can beat the ever living snot out of the opponent.
[en.wikipedia.org]
It shows two ways a player can put an opponent in atari. the bottom part of the example they show means that no matter what the player playing the white stones can do, black pretty much has that territory surrounded since white only has one liberty in their group of stones.
Llydis
bobtheduck
Posted 4:35 AM 3/6/08
@Llydis: Well, if it came from Go, it's been pretty well established in the Japanese language since then. I've heard many uses of "Atari!" meaning "Correct" or "You got it!" or something...
bobtheduck
kingmanic
Posted 4:43 AM 3/6/08
On the subject of pachinko's, their so huge in japan that a pachinko Aruse maker bought SNK for no other reasons then to use their logo on their pachinko machines. The founder of SNK left and made Playmore then bought most of the rights back to incorporate into real games and changed their moniker to SNK playmore.
kingmanic
UltraMagnus
Posted 11:46 AM 3/6/08
I always heard that "Atari" meant something like "I have you now"...
UltraMagnus