Infogrames could change name to Atari

Infogrames CEO, David Gardner, tells GI.biz that the company may drop its name (which rocks our world) completely for the Atari marquee brand. He wants the company thought of as a "start-up" and the name change to represent the "final mark" of transformation. Directeur Général Délégué Phil Harrison chimes in that the company, as it stands now with a new management team less than a year old, is "absolutely a start-up" -- it's just a start-up with 25 years of history (and some serious financial drama).

Harrison and Gardner had apparently been talking about doing their own company for a long time. Harrison explains that the two had made significant plans and then the Atari opportunity came along. It was a company that had global infrastructure, offices, branding and was exactly the type of company the two were looking for. It'll probably become much easier to think of Atari as a "new" company once it announces some new IPs and gets the "old" company's games out the door, like the oft-delayed Alone in the Dark.