ATARI’S FIRST NEW CONSOLE IN 25 YEARS

Atari, one of the most iconic names in gaming, launched its first new gaming system in over 25 years: the Atari VCS, a modern mini-PC designed for gaming and entertainment. Atari partnered with UberStrategist to lead a full-scale PR campaign through crowdfunding, preorders, supply chain challenges, and the final retail launch.

Our goal was to generate widespread media attention, positioning the Atari VCS as both a nostalgic return and a modern gaming device. The campaign needed to appeal to both gaming enthusiasts and mainstream consumers while navigating a competitive and challenging launch period.

To maximize exposure, we executed a multi-phase PR strategy tailored to each stage of the Atari VCS’s journey. This included B2C outreach to engage gamers and B2B media placements to highlight Atari’s business strategy and product evolution.

We secured major news and interview opportunities, managed crisis communications during supply chain delays, and implemented a structured review cycle to ensure high-profile coverage. Through a steady drumbeat of announcements and strategically timed media opportunities, we maintained momentum and kept the Atari VCS in the public eye from crowdfunding to post-launch.

Our campaign generated over 500 pieces of media coverage, reaching an estimated audience of 10+ billion. Major gaming and mainstream outlets such as Bloomberg, IGN, Forbes, Newsweek, WIRED, PC Gamer, TechRadar, Engadget, and JeuxVideo covered the Atari VCS’s journey.

Despite a highly competitive market and logistical hurdles, the campaign built strong consumer and media interest, positioning the Atari VCS as a successful modern reimagining of a classic gaming brand. As a result, we put the Atari brand in the spotlight and reinforced the company’s continued relevance in the gaming industry.