I’m not entirely sure what the advertising angle is for the Atari Remix mobile game bundle from Denny’s, which features classic Atari games like Asteroids, Centipede, and Breakout with a sort of diner/breakfast theme. I mean, breakfast foods are great, but I don’t think blasting asteroids shaped like hash browns is going to push me to hop in the car and drive to my nearest Denny’s. Still, here’s what Atari had to say about the remix in a recent press release:
Inspired by Denny’s new “Greatest Hits Remixed” menu – which features a selection of the diner’s iconic dishes all with a new culinary spin – three of Atari’s most famous games, Asteroids®, Centipede® and Breakout®, have been remixed as “Hashteroids,” “Centipup” and “Take-Out.” Beyond just a new name, the games will feature diner elements, such as flying hash browns and syrup bottle shooters.
As you may have heard, Atari has had some financial trouble in recent years and it seems they’re a little desperate to reinvent the brand. An Ad Age article had this to say about the Denny’s partnership:
The partnership is the biggest for Atari since it came out of bankruptcy in December, said Kristen Keller, exec VP-business affairs and general counsel at Atari. The company filed for Chapter 11 in January 2013, saying it wanted to sell its portfolio of more than 200 videogames to a highest bidder. That original plan didn’t happen, so the company decided to sell off assets in pieces.
Ms. Keller said that the company had previously inked partnerships with companies such as General Mills and Taco Bell, but it had been years since those efforts. “From a brand-marketing perspective, we’re excited about this partnership because we get to connect with existing fans, but we get to expose the Atari brand to new fans as well, which part of the strategy for our comeback,” said Tony Chien, senior director-marketing at Atari.
If you happen to be into the whole Hashteroid thing, then head on over to iTunes or Google Play to download the Remix.