The company that pioneered video games in the 1980s is opening eight video game-themed hotels.
Atari says the first site in the US - in Phoenix, Arizona - is planned to break ground this spring.
Hotels are also planned for Las Vegas, San Francisco, Seattle, Austin and Chicago - as well as California and Colorado.
The company says it will be a "unique lodging experience" combining its brand with a one-of-a-kind video game-themed destination.
The hotels will also have "fully immersive experiences" for every age and gaming ability - including virtual and augmented reality.
A number of hotels will also feature venues and studios to accommodate esports events.
Hotel development and design is being led by Shelly Murphy's GSD Group and Napoleon Smith III, producer of the 'Teenage Mutant Ninja Turtles' film franchise reboot.
Atari CEO Fred Chesnais said: "We are thrilled to partner with GSD Group and True North Studio to build the first-ever Atari branded hotels across the United States.
"Together we'll build a space that will be much more than just a place to stay.
"Atari is an iconic global brand that resonates with people of all ages, countries, cultures and ethnic backgrounds and we cannot wait for our fans and their families to enjoy this new hotel concept."
— atari (@atari) January 27, 2020
More than 2.5 billion gamers across the world spent more than €137.8bn on games in 2019 alone - an increase of 9.6% year on year.
"When creating this brand-new hotel concept, we knew that Atari would be the perfect way to give guests the 'nostalgic and retro meets modern' look and feel we were going for", Napoleon Smith said.
"Atari Hotels will be the first of their kind in the US, offering gamers of all ages the ultimate in immersive entertainment and in every aspect of gaming.
"We're excited to be working on this project with such great partners and to bring a big win to Arizona," Shelly Murphy added.