Atari® Collaborates with Geer™, HotPlay, and True Axion Interactive to Distribute Authentic Atari Digital Products

The introduction of branded digital products brings us one step closer to Ready Player One.

NEW YORK, NY | September 11  2020 – Atari® — one of the world’s most iconic consumer brands and entertainment producers — today announced a partnership with branded virtual goods company Geer™, in-game advertising platform (“IGA”) company HotPlay, and game development studio True Axion Interactive to bring Atari-branded digital products into video games for the first time.

Game players, who spent $111 billion in 2019 on digital products such as skins to customize their avatars, so far have had little opportunity to express themselves and establish an identity using brands as they would in the real world. Geer™ believes this is beginning to change, and the Atari brand is leading the way. “This marks the beginning of a new era where players can express their digital identities using brands they love, where games will collaborate with brands boost user engagement and revenues, and where brands can enter a new distribution channel to engage with younger generations,” says Geer™ CEO Christian Ferri.

The underlying technology, invented by Geer™ with IBM, bridges the gap between brands and games, helping them connect, negotiate and monetize branded products for in-game use.

In addition, the Geer™ platform serializes each product using the IBM blockchain in a way that guarantees their authenticity and digital scarcity, provides players with true ownership, and supports associated rewards. This differs from traditional in-game advertising and licensing arrangements, as it creates a completely new distribution vehicle for branded digital products that gamers love.

Another of the underlying technologies, invented by HotPlay, enables the dynamic and seamless placement of   coupons into games. By integrating with HotPlay’s API, game studios like True Axion Interactive can collaborate with brands and retailers to present  coupons to their players without interfering with their game experience.

The first games to see the Atari-branded virtual goods — Evergleam Hill and Invictus— are original titles by True Axion Interactive. True Axion Interactive CEO and HotPlay Founder and Managing Director, Nithinan Boonyawattanapisut says, “This partnership demonstrates the technical capabilities that established the reputation of True Axion Interactive to be the most capable game development studio in SE Asia. Leveraging the HotPlay platform to take in-game brand promotion to the next level offers a revolutionary marketing solution that harmonizes engagement between businesses and gamers like these industries have never seen before.”

Atari CEO Fred Chesnais says, “We are thrilled to partner with Geer™, HotPlay and True Axion Interactive to distribute Atari branded digital products into video games,” said Fred Chesnais, CEO of Atari.  “The Atari brand is beloved by gamers and consumers and offering customizable products featuring the iconic brand is a unique opportunity for players to express themselves.  We are confident Geer™, HotPlay and True Axion Interactive can drive monetization and engagement from our existing fans and newcomers alike. ”

About Atari

Atari® is an interactive entertainment company. As an iconic brand that transcends generations and audiences, the company is globally recognized for its multi-platform, interactive entertainment, and licensed products. Atari owns and/or manages a portfolio of more than 200 games and franchises, including world-renowned brands like Asteroids®, Centipede®, Missile Command®, Pong®, and RollerCoaster Tycoon®. Atari has offices in New York and Paris.

About Geer™

Geer™ is the first technology company to bring major consumer brands and video game publishers together, making it easy and scalable for them to connect, negotiate and monetize branded virtual products across all game engines, while rewarding players for in-game achievements with coupons. To learn more, visit geer.it. For press inquiries write to press@geer.it.

About HotPlay

HotPlay developed and operates the revolutionary in-game advertising (“IGA”) platform, which leverages proprietary Artificial Intelligence and harmonizes engagement between businesses and consumers/gamers. Presently, in-game advertising is conducted by intermediate display ads and interstitials which gamers ignore and find annoying; however, the HotPlay technology seamlessly integrates native ads into game environments and gameplay, thus enabling client brands to insert non-intrusive and interactive digital coupons, redeemable through both online and offline channels. Brands can also track the conversion funnel from viewers to actual sales in real-time.

About True Axion Interactive

100+ people video game studio, True Axion Interactive is Axion Ventures’ joint venture with True Corporation Public Company Limited, a major telecom and media company in Thailand with online game publishing arms throughout Southeast Asian countries. It is positioned to become the most capable game development studio in the region by leveraging Axion Games’ business model and industry expertise and True Corporation’s publishing and media support.