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| A rendering of the planned Atari Hotels gaming destination in Phoenix, which includes an esports arena and creator-focused spaces. |
By Maggie Scarr
Atari is a name most gamers recognize instantly, even if its role in the industry looks very different today than it did decades ago. Now, that familiar brand is being attached to a physical gaming space rather than a console or cartridge. Atari Hotels has announced plans for a gaming-focused destination in Phoenix, Arizona, anchored by a large esports arena and a mix of creator and entertainment spaces.
The project is being developed by Intersection Development under an exclusive license from the Atari brand. According to the announcement, the Phoenix location will be built in the city’s Roosevelt Row Arts and Entertainment District, with construction currently targeted to begin in 2026. A full opening is planned for mid to late 2028, assuming development stays on schedule.
While gaming-themed hotels have been discussed before, this announcement places a clearer emphasis on esports and live gaming culture.
A gaming destination built around esports and creators
At the centre of the Phoenix project is a 2,000-plus seat esports and concert venue. This space is designed to host competitive gaming events, live shows, and large community gatherings rather than acting as a simple hotel add-on. For gamers, that immediately positions the location as more than a themed stay and closer to a dedicated gaming venue.
Alongside the arena, Atari Hotels plans to include creator studios and production spaces. These areas are intended for streaming, content creation, and live broadcasts, reflecting how much modern gaming culture now revolves around creators and shared experiences. The hotel concept also includes gaming-focused guest rooms, social areas, and multiple bars, restaurants, and retail spaces built around interactive experiences.
Rather than relying only on Atari nostalgia, the project appears aimed at blending recognizable branding with modern gaming habits. Esports events, streaming culture, and shared gaming spaces are clearly the priority here.
Why Phoenix is an interesting choice
Phoenix has steadily grown as a hub for entertainment and live events, and the Roosevelt Row district already supports a mix of arts, nightlife, and community spaces. Placing a gaming destination in that area suggests the goal is to integrate with an existing cultural scene rather than operate as a standalone attraction.
Intersection Development says it has already invested $14 million into the Phoenix project and has secured over an acre of land for the build. That detail matters, since many past gaming hotel concepts never moved beyond early announcements. Having land acquired and a location locked in gives this project more grounding than similar ideas that faded away.
A brief look at the community ownership model
One part of the announcement that may catch attention is the project’s Regulation A equity offering. In simple terms, this allows members of the public to invest in the real estate development itself, starting at $500. Atari Hotels positions this as a way for fans and community members to participate in the project’s future.
The ownership model is unusual, but the core interest here remains the physical space being planned and how it could function as a real-world gaming hub.
A familiar brand trying something different
Atari’s name carries decades of history, but this project feels more focused on where gaming culture is heading than where it has been. Esports venues, creator studios, and shared gaming spaces are becoming more common, yet it’s still rare to see all of that wrapped into a single hospitality space at this scale.
That said, this is clearly a long-term plan. With construction not expected to begin until 2026, there’s plenty of time for ideas to shift or evolve. Gamers have also seen ambitious venue concepts come and go over the years, so a bit of caution feels natural here. Still, having a confirmed location, an esports-forward focus, and a rough timeline gives this project more weight than similar announcements that never moved beyond early concepts.
If Atari Hotels delivers on what’s being outlined, it could end up as a genuine gathering place for competitive gaming, creators, and live events rather than just another themed hotel. Whether it reaches that point remains to be seen, but it does reflect a larger trend of gaming culture stepping out of the screen and into real-world spaces.