Subnation the California-based leisure firm targeted on the tradition of gaming and way of life of esports, has been tabbed by the GSD Group because the “advertising and marketing advisor, occasion companion, and content material producer” for the Atari Lodges undertaking. Now, Subnation will work along with international manufacturers, esports leagues, trade occasions, authorities businesses and academic establishments to develop and execute built-in advertising and marketing packages and enterprise methods.
“We began working with Atari Lodges about six months in the past on nearly all the pieces, together with branding, messaging, advertising and marketing, programming, and attire and merchandise,” Subnation co-founder & chief managing director Doug Scott advised The Esports Observer. “We’re wanting ahead to making a world that’s genuine to gaming as Atari has been since its beginnings. We look ahead to introducing the Atari Lodge expertise to avid gamers and patrons of all ages.”
An unique deal between the Atari Lodges undertaking and Atari was reached earlier this yr as an unique licensing settlement. Atari, which began in 1972, is understood even as we speak for its iconic entry into the online game area creating such classics as Asteroids, Centipede, and PONG. This new Atari Lodges expertise is trying to supply friends a “distinctive hospitality expertise” impressed by traditional and trendy online game tradition. Nonetheless, it isn’t simply the retro scene look that Subantion is on the lookout for. Friends of those motels and potential match organizers will see options reminiscent of multi-use, cutting-edge gaming arenas which can be deliberate on the services.
“As Atari Lodges advertising and marketing companion we completely will showcase that genuine vibe and reintroduce the model and the imaginative and prescient that the companions have,” Scott mentioned. “Atari may be in as we speak’s very superior gaming market the place it will have attraction to avid gamers younger and previous. Those that grew up with Atari will acknowledge these motels and youthful individuals as we speak who’re into gaming will see issues retro and new. That’s actually the place our focus is.”
To create that authenticity, Subnation has already partnered with many notable manufacturers. The corporate has been the official cultural companion for trade occasions reminiscent of E3 and DreamHack, and has delivered experiential activations for manufacturers reminiscent of Volkswagen, Marvel, Amazon Video games, Purple Hat, and L’Oreal.
Subnation additionally seems to be to advise entities on each the grass roots and worldwide ranges when it comes to gaming and esports. It has suggested native sports activities authorities and authorities bureaus like Go to Raleigh and the Metropolis of Kissimmee on constructing “viable gaming and esports ecosystems that assist a various vary of occasions, tournaments, and actions, unlocking thousands and thousands in financial impression.”
And now as a part of the Atari Lodges crew. Subnation is utilizing its expertise to develop model identification utilizing a mess of platforms together with social media content material for Atari Lodges, web site curation, and a personalized e-commerce storefront. Subnation will facilitate the varied digital and bodily model partnerships and activations which vary from collaborations, influencer occasions, esports tournaments, and extra.
That is all coming very quickly.
“We, beginning this month, can be launching an consciousness marketing campaign throughout social media with Instagram being a main platform,” Scott mentioned. “We can be shifting Atari motels into the metaverse. And let’s not overlook the merch drop we can be launching in March. We’re actually wanting ahead to that.”
In response to Scott, Atari Lodges will give friends the prospect to discover and revel in hospitality improvements, enterprise alternatives, and a wide range of leisure choices. The primary two Atari Lodge places are set to open in Las Vegas and Phoenix in 2022. Future places embrace Austin, Chicago, Denver, San Francisco, San Jose, and Seattle.