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Atari launches north American retail and apparel strategy
with marquee licensees

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NEW YORK, NY (March 5, 2009) – Atari, one of the world’s leading producers, publishers and distributors of interactive games and among the world’s most recognizable brands, is launching its North American retail and apparel licensing strategy. Distribution will begin at Specialty retailers this spring, including Hot Topic, Urban Outfitters and Spencer Gifts.

Acknowledging the momentum and excitement around its transformed brand, Atari was recently named Comeback Brand of the Year by Global License! (2008). Building on this traction and success, Atari has already assembled a select group of licensees, and is implementing a strategy designed to expand the iconic logo beyond gaming and onto lifestyle platforms.

Among other key brand activities, in fall 2009 Atari signed a deal with Brandgenuity to act as its North American licensing agent. As part of its roll-out, Atari and Brandgenuity began targeting audiences who include both adults who grew up with the brand, as well as the new generation of gamers who are experiencing Atari’s continued influence in the game sector and its unmatched legacy.

Brandgenuity has signed industry leading apparel companies to develop and market Atari branded merchandise, including Changes (men’s tops), Jerry Leigh (junior’s apparel), Chaser Merchandising (junior’s apparel), Bioworld (headwear, accessories), Briefly Stated (sleepwear/loungewear), NTD (Canadian apparel) and J-Corp (Canadian loungewear). Atari and Brandgenuity will be announcing hard-goods licensees shortly. For North American Licensing Opportunities contact Brandgenuity at 212-925-0730 and for International Opportunities contact Charlotte Hargreaves at charlotte.hargreaves@atari.com

About Infogrames Entertainment and Atari:

The Infogrames group, including the Atari brand and the massively multiplayer online game company Cryptic Studios, is a global producer, publisher and distributor of interactive entertainment software for all market segments and all interactive game platforms including consoles from Microsoft, Nintendo and Sony, advanced smartphones, Personal Computers, web and online. Its games are sold in more than 60 countries through an international distribution network and direct to consumers via www.atari.com.

Atari’s extensive catalogue of popular games is based on original franchises (Test Drive, Alone in the Dark, V-Rally, My Horse & Me, Backyard Sports franchise, Total Annihilation, Outcast etc.), Cryptic Studios titles (StarTrek Online, Champions Online), publishing properties (Ghostbusters, The Chronicles of Riddick, The Witcher, Race Pro etc.), international licenses (Dragon Ball Z, Dungeons & Dragons, Jamie Oliver etc.) and classic games covering the entire history of the video game industry (Pong, Missile Command, Asteroids etc).

© 2009 Atari Europe SASU. All rights reserved.

About Brandgenuity LLC

Brandgenuity LLC is a leading independent brand licensing agency based in New York. The agency was voted #1 Licensing Agency of the Year 2008 by a leading industry publication. Brandgenuity extends world-class brands into new categories to build awareness and generate incremental revenue. Our trademark licensing services include strategic licensing planning, prospecting, legal support & contract negotiation, and retail development. The agency’s clients include MGM Studios (Pink Panther, Stargate, Robocop, Fame, and Legally Blonde), Food Network, Atari, World Poker Tour, Cadbury Adams (Bubblicious, Sour Patch, Swedish Fish, Chiclets, and Halls), Church & Dwight (Arm & Hammer, First Response, OxiClean), Pabst Brewing Company (Colt 45, Lone Star, Old Milwaukee, Old Style, Primo, and Schlitz) and The Really Useful Group (The Phantom of the Opera) among others. For more information please visit us at www.brandgenuity.com

Contact:

Rachel Humiston
Brandgenuity LLC
(212) 925-0730

rachel@brandgenuity.com

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