During 2021’s holiday season, Atari approached us to publicize the announcement of its new Atari XP division, a group dedicated to bringing back rare and limited-release classic games in the authentic Atari 2600 cartridge format. Our approach began with targeting media who consider themselves life-long Atari fans and retro gaming enthusiasts. Our messaging strategy focused on leveraging Atari’s retro game preservation brand authority and appealing to collectors and enthusiasts. We worked with CNET to break the news of the first three-title collection in special edition bundles, and secured multiple exclusives on Forbes, CBR, and PCMag.