LYNX

Atari : The Once & Future Brand
Brand Strategy | DMBA Fall 2013
Nick Lawrence
THE ONCE & FUTURE BRAND PROJECT
Identify a defunct company or product that could have relevance or a unique offer
in today...
Games Have Been Around A Long Time
Atari Changed the Way We Play Games

Games have been around for thousands of
years. It is not a concept that is new to us ...
Atari Company History
1977
Atari 2600 Released

1975
Home Version of Pong
Released

1983
North American
Video Game Crash

...
Why Did Atari Exist?
(Original Positioning Statement)
As a trailblazer of the interactive gaming world
Atari created games for cross-generational audiences
Who desire fun and r...
Atari Brand Equity

Joystick

Low-Fidelity Graphics

Cartridge

Fun

Kinesthetic

Sounds

Competition

Game

Progressive/F...
The Video Game Market Today

The developments since Atari’s inception and infancy
as a company have been dramatic. Technol...
Current Trends & Opportunities
Digital Marketing & Gamification Are the Future

•
•
•

Digital Marketing: $62B industry
Ga...
Design Is The Problem

80% of enterprise efforts will fail
quickly due to poor game design
Amongst the enterprise services...
What We Saw In The Market

Standard Enterprise Platforms
These companies provide
standard software
platforms that use game...
What We Saw In The Market

Customized Enterprise Platforms
Enable businesses to play a
role in the customization
and manag...
What We Saw In The Market

Customized Gamification Experience
Develop custom built and
highly creative interactive
gaming ...
What We Saw In The Market

Standard Enterprise Platforms

Customized Enterprise Platforms

Low-Engagement

Custom Gamifica...
Who Creates Creates Better Games
Who Games Better Than Atari?
than Atari?

The market needs player-centric applications th...
Where Atari Fits
Entertainment

Other touchpoints

Only games

Incentivize behavior
Where Atari Fits
Entertainment

Other touchpoints

Only games

Incentivize behavior
Where Atari Fits
Co-brand

Long-Term User
Engagement

Instant
Gratification

White Label
Where Atari Fits
Co-brand

Long-Term User
Engagement

Instant
Gratification

White Label
What Customer Segments Should Atari Be Targeting?
Atari Culture

2

1

MONEY
MAKERS

PORTFOLIO
BUILDERS

Clients Invested
...
Opportunity
Fun & Exciting Content Is More Favorable Than Rewards & Badges

How Should The Agency Be Structured?

Some com...
What Atari Offers Today (new positioning framework)
What Atari Offers Today (new positioning framework)
Competitive Frame
Developing highly interactive, fully customized
gami...
What Atari Offers Today (new positioning framework)
Competitive Frame
Developing highly interactive, fully customized
gami...
What Atari Offers Today (new positioning framework)
Benefit

Competitive Frame

Brands must continue to seek highly
differ...
What Atari Offers Today (new positioning framework)
Benefit

Competitive Frame

Brands must continue to seek highly
differ...
As a digital agency that builds interactive gaming experiences
Atari helps growth organizations and their brands
Enhance t...
Atari : A Digital Agency
toggle joystick to play.
philosophy.

We help brands put their game face on.

portfolio.

careers.

Our Philosophy.
We believe games are great stor...
philosophy.

We help brands put their game face on.

Our Portfolio.

portfolio.

careers.

contact.

VIEW BY CARTRIDGE VIE...
Client Case Study
x
Our Client: Cheetos
Our Challenge: How do you get devoted
fans of original Cheetos to branch out
and try the many variet...
x

We then craft an individualized game plan.
x

Our main characters became...
x

Our main characters became...
x

Cheetos fighter and General Chester
x

The magic starts to happen: 3D Modeling
x

The magic continues: Coding
x

The battle begins
x

User experience
x

User experience
x

Atari fixed the last few bugs...be prepared for battle
x
Results: Within a week, hundreds of
thousands of engaged consumers
battling for an average of 27 minutes.
x
What Atari Employees
Will Say To Each Other
internal messaging & guiding principles
Internal Messaging Pillars

What is Atari?
Atari is a community of people passionate
about gaming who understand that craf...
LYNX
Thank you!
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Atari o&fb strategy document

  1. 1. LYNX Atari : The Once & Future Brand Brand Strategy | DMBA Fall 2013 Nick Lawrence
  2. 2. THE ONCE & FUTURE BRAND PROJECT Identify a defunct company or product that could have relevance or a unique offer in today’s market. Imagine this new offer based on what the brand was known for. Define and get to know a new target market and assess the competition by performing a market audit. Articulate the brand value and growth opportunities by creating a strategic brief.
  3. 3. Games Have Been Around A Long Time
  4. 4. Atari Changed the Way We Play Games Games have been around for thousands of years. It is not a concept that is new to us by any means. Gaming techniques have been used to motivate, engage, challenge as well as encourage us to solve problems from the simple to the complex. Technological shifts over time have made gaming more accessible, lifelike, and more immersive. One of the key visionaries in this field was Atari, the creator of the first commercially successful video game which was Pong. Atari was responsible for introducing the phenomenon of interactive digital gaming to the world and successfully made it mainstream. However in recent times, the name has disappeared from the market but we have identified that there is a unique opportunity to make Atari relevant and vibrant, restoring the cachet that they once had.
  5. 5. Atari Company History 1977 Atari 2600 Released 1975 Home Version of Pong Released 1983 North American Video Game Crash 1999 Hasbro Interactive sells Atari to Infogrames Entertainment 1988 Atari Lynx Released 1972 Atari is Founded Pong is released same year 2010 2013 Atari files for Bankruptcy 2000 1990 1980 1970 1976 Atari is sold to Warner Communications 1998 Jack Tramiel sells remaining assets to Hasbro Interactive 2020 1984 Jack Tramiel buys consumer division of Atari from Warner Communications
  6. 6. Why Did Atari Exist? (Original Positioning Statement)
  7. 7. As a trailblazer of the interactive gaming world Atari created games for cross-generational audiences Who desire fun and radical experiences Enabling players to immerse themselves in worlds of fantasy and dreamscapes, unlocking joy and imagination.
  8. 8. Atari Brand Equity Joystick Low-Fidelity Graphics Cartridge Fun Kinesthetic Sounds Competition Game Progressive/Forward Thinking Logo
  9. 9. The Video Game Market Today The developments since Atari’s inception and infancy as a company have been dramatic. Technology using game mechanics and game design has evolved significantly that it can be applied to virtually any experience. Gaming has grown to be such a popular activity it is estimated that the gaming population is currently comprised of 500 million people who collectively spend more than 3 billion hours a week playing games. It is projected that within the next decade the gaming population will grow exponentially to reach 1 billion people.
  10. 10. Current Trends & Opportunities Digital Marketing & Gamification Are the Future • • • Digital Marketing: $62B industry Gamification market: projection $421M to $5.5B in 5 years By 2014 70% of companies will gamify + (digital marketing) = (gamification) (brand loyalty) Film and television, once considered traditional outlets are now becoming passive forms of media and being eclipsed by gaming and on-demand media consumption as the choice and preferred entertainment platform. Companies now have a major opportunity to exploit and take advantage of converting that customer engagement into brand loyalty.
  11. 11. Design Is The Problem 80% of enterprise efforts will fail quickly due to poor game design Amongst the enterprise services, points, rewards and badges are hailed as hallmarks of gamification platforms but these elements only really scratch the surface in terms of engagement and changing the behavior of the consumer.  These achievements are awarded to users in many cases for just simply clicking on a link or liking a specific site on social media. These elements should be considered a thing of the past because they completely neglect the elements of discovery, the awe-inspiring, the mastery of the challenge, or the gratification from being on the verge of an epic win or even achieving an epic win.
  12. 12. What We Saw In The Market Standard Enterprise Platforms These companies provide standard software platforms that use game mechanics, including badges, team points, and leaderboards to help businesses improve customer loyalty and online engagement.
  13. 13. What We Saw In The Market Customized Enterprise Platforms Enable businesses to play a role in the customization and management of gamified platforms that create engaging user experiences to benefit brands and customers through the offering of rewards and loyalty programs.
  14. 14. What We Saw In The Market Customized Gamification Experience Develop custom built and highly creative interactive gaming experiences for brands, leveraging imaginative content to engage users to participate and explore.
  15. 15. What We Saw In The Market Standard Enterprise Platforms Customized Enterprise Platforms Low-Engagement Custom Gamification Experience Stimulating
  16. 16. Who Creates Creates Better Games Who Games Better Than Atari? than Atari? The market needs player-centric applications that engage the customer fully in a captivating thrilling experience to achieve that “epic win”.  Who knows the world of gaming better than Atari? Game designers have a 40 year head start on digital marketers and have a true understanding of what constitutes an absorbing and immensely satisfying experience through gaming. An epic win is defined as an extraordinarily positive outcome that one didnt know was possible until it was achieved. It is a destination that is beyond the threshold of imagination. The world has evolved, business has evolved, the interaction between brands and consumers has evolved. For this reason, we think that Atari should evolve as well and the way to remain relevant is to provide an interactive brand experience. Keep providing ways to connect people and encourage people to enjoy leisure time activities.
  17. 17. Where Atari Fits Entertainment Other touchpoints Only games Incentivize behavior
  18. 18. Where Atari Fits Entertainment Other touchpoints Only games Incentivize behavior
  19. 19. Where Atari Fits Co-brand Long-Term User Engagement Instant Gratification White Label
  20. 20. Where Atari Fits Co-brand Long-Term User Engagement Instant Gratification White Label
  21. 21. What Customer Segments Should Atari Be Targeting? Atari Culture 2 1 MONEY MAKERS PORTFOLIO BUILDERS Clients Invested In Interactive Gaming Experiences Clients Focused On Brand X 3 REQUIRE A GAME PLAN Non-Atari Culture
  22. 22. Opportunity Fun & Exciting Content Is More Favorable Than Rewards & Badges How Should The Agency Be Structured? Some commonly held beliefs in the gamifcation ecosystem is that when applying traditional gaming concepts such as rewards, points, and badges these incentives have a high influence over purchase behavior and provide meaningful feedback about the customer experience, however, we dont believe this to be the case. While gaming is thought to be a highly engaging and low distraction activity which has been proven to be twice as effective in achieving engagement than other media, according to an Internet Advertising Bureau UK study, it is susceptible to losing it appeal when there is too much emphasis on points and prizes, rather than delivering fun and excitement. Consumers don’t want to be manipulated, they want to be motivated through games. Game mechanics and dynamics that inspire players to explore, search for elements of surprise, and have a sense of freedom and independence will provide a richer experience and narrative. People are more driven to share what is exciting, energizing, compelling and creative. At its core, gamified experiences are designed to be viral campaigns and meant to build an engaged community through interactions that are relatable, relevant, and awe-inspiring. Interactive Branded Experiences Game Mechanics Fun & Radical Storytellers Atari Creative Digital Agency
  23. 23. What Atari Offers Today (new positioning framework)
  24. 24. What Atari Offers Today (new positioning framework) Competitive Frame Developing highly interactive, fully customized gamified experiences is Atari’s core competency. It is our job to translate your brand’s story into the gamified world. As a digital agency that builds interactive gaming experiences
  25. 25. What Atari Offers Today (new positioning framework) Competitive Frame Developing highly interactive, fully customized gamified experiences is Atari’s core competency. It is our job to translate your brand’s story into the gamified world. As a digital agency that builds interactive gaming experiences Atari helps growth organizations and their brands Target Market Companies anticipating or currently experiencing growth, that desire Atari’s unique, exciting, entertaining, fun, and gamified interactions and want to establish energized relationships with their customer base is our key target.
  26. 26. What Atari Offers Today (new positioning framework) Benefit Competitive Frame Brands must continue to seek highly differentiated non-product interactions to attract and maintain customers. We offer differentiation through radical and fun gaming experiences. Developing highly interactive, fully customized gamified experiences is Atari’s core competency. It is our job to translate your brand’s story into the gamified world. As a digital agency that builds interactive gaming experiences Atari helps growth organizations and their brands Enhance their visibility in a cluttered marketplace Target Market Companies anticipating or currently experiencing growth, that desire Atari’s unique, exciting, entertaining, fun, and gamified interactions and want to establish energized relationships with their customer base is our key target.
  27. 27. What Atari Offers Today (new positioning framework) Benefit Competitive Frame Brands must continue to seek highly differentiated non-product interactions to attract and maintain customers. We offer differentiation through radical and fun gaming experiences. Developing highly interactive, fully customized gamified experiences is Atari’s core competency. It is our job to translate your brand’s story into the gamified world. As a digital agency that builds interactive gaming experiences Atari helps growth organizations and their brands Enhance their visibility in a cluttered marketplace By forging deeper connections with people through radically fun interactions Reason To Believe Encouraging companies to push boundaries and see beyond the limitations of what is possible creates fertile ground for meaningful stories. We strive to create richer and more imaginative content to be the spark that ignites storytelling amongst consumers. Target Market Companies anticipating or currently experiencing growth, that desire Atari’s unique, exciting, entertaining, fun, and gamified interactions and want to establish energized relationships with their customer base is our key target.
  28. 28. As a digital agency that builds interactive gaming experiences Atari helps growth organizations and their brands Enhance their visibility in a cluttered marketplace By forging deeper connections with people through radically fun interactions
  29. 29. Atari : A Digital Agency
  30. 30. toggle joystick to play.
  31. 31. philosophy. We help brands put their game face on. portfolio. careers. Our Philosophy. We believe games are great storytellers. Stories are what ignite the spark for conversation amongst consumers and create engagement. Our in-house expertise and proprietary formula bring that dialogue to life. Our games tell your brand’s compelling story in awe-inspiring and imaginative ways. Encouraging companies to push boundaries while testing the limits of what is possible is our core competency and what we have always done best. We have an unwavering commitment to translate your company’s vision into a creative immersive concept that will deliver the customer loyalty and engagement you greatly desire. our process. research. game plan. create & iterate. deployment. analytics. contact.
  32. 32. philosophy. We help brands put their game face on. Our Portfolio. portfolio. careers. contact. VIEW BY CARTRIDGE VIEW BY LIST Designed By Designed By 2 0f 25 Hello Player 1. Atari is a digital agency that builds interactive gaming experiences for brands. We help companies forge stronger bonds with their audiences through interactive gaming technology and rich imaginative content .
  33. 33. Client Case Study
  34. 34. x Our Client: Cheetos Our Challenge: How do you get devoted fans of original Cheetos to branch out and try the many varieties of Cheetos flavors? Designed By
  35. 35. x We then craft an individualized game plan.
  36. 36. x Our main characters became...
  37. 37. x Our main characters became...
  38. 38. x Cheetos fighter and General Chester
  39. 39. x The magic starts to happen: 3D Modeling
  40. 40. x The magic continues: Coding
  41. 41. x The battle begins
  42. 42. x User experience
  43. 43. x User experience
  44. 44. x Atari fixed the last few bugs...be prepared for battle
  45. 45. x Results: Within a week, hundreds of thousands of engaged consumers battling for an average of 27 minutes.
  46. 46. x
  47. 47. What Atari Employees Will Say To Each Other internal messaging & guiding principles
  48. 48. Internal Messaging Pillars What is Atari? Atari is a community of people passionate about gaming who understand that crafting a brand’s story into a rich and creative narrative is fundamental to a company’s success and future growth. We offer value to our client’s by helping them translate their defined purpose in the world into a storyline that invites playful user interaction. Through our deep knowledge of game mechanics and programming, we can help brands wire up their customer experience in imaginative and engaging ways. Why is Atari Relevant?   Many digital agencies today need to fight disintermediation to survive. However, we aren't a conventional digital agency or consultancy. We provide highly differentiated value because no one knows game design like Atari. Even for small companies or organizations that haven’t experimented with interactive digital gaming, we believe in delivering gamified prototypes that illustrate the minimum viable brand concept to illustrate the power and capacity of such tools. We don’t treat gamification as a buzzword but rather as a design ethos and our north star.
  49. 49. LYNX Thank you!

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