Nolan Bushnell: Atari needs 'values'
Founder hopes publisher can turn a corner
Speaking to Gamasutra, Atari founder Nolan Bushnell has urged Atari to "stand for something", in order for the brand to be strengthened and the publisher to stage a revival.
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The exec, to be portrayed by Leonardo DiCaprio in a film, said that "no matter how misbehaved your children are, you still sort of look at them, even though they've left the house and have been in prison for a year".
He then laid it on the line: "The real problem that Atari has really had for the last 15 years is that it hasn't stood for anything. I think a name and a brand has to stand for something, otherwise it's not a brand. It's a logo. I think that the people who have been running it have never had a core vision."
The industry pioneer did admit he has little knowledge of what David Gardner and Phil Harrison have planned, although he clearly hopes to see the firm make a comeback.
He also told Gamasutra that World of Warcraft has just passed the "Bushnell threshold"; the point at which his sons get bored of a game. He said that when the game inevitably begins to fade, that there won't be anything ready to step into its shoes, either.
More Bushnell as we get it.
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