10 Things You Might Not Know About Atari
Forty years ago, on November 29, 1972, a startup called Atari announced the release of Pong, a coin operated “video game.” The company’s name was taken from the ancient Japanese board game Go, and vaguely translates as “to hit the mark.” In celebration, here are ten things you might not know about Atari.
1. In today’s dollars, you could found Atari for the price of a MacBook Pro.
Nolan Bushnell founded Atari in 1972 with a princely investment of $250. (His co-founder, Ted Dabney, put in an equal amount.) Within five years, the company was worth $28 million. Within ten years, its annual sales reached $2 billion. Many consider Bushnell to be the father of the video game industry.
2. There were early hints that Pong might be a success.
The Pong prototype was installed at Andy Capp’s, a local bar. Its coin slot came from a Laundromat. The screen was a repurposed television. Quarters dropped into a milk carton. A week after the machine went live, Atari got a call from the bar with bad news: the machine was acting up. When Al Alcorn, the engineer who built Pong, checked on it, he figured out the problem: it was overflowing with quarters. He replaced the milk carton with a bread pan.
3. “Have fun, make money.”
In 1974, an unkempt, sandal-clad hippie walked into Atari’s lobby and demanded a job. He was answering an ad in the San Jose Mercury that read “Have fun, make money.” The hippie wouldn't leave until he got a job. Al Alcorn was called in to help. “I was told, ‘We’ve got a hippie kid in the lobby. He says he’s not going to leave until we hire him. Should we call the cops or let him in?’ I said bring him on in!” The hippie would earn $5 an hour and work as a tech.
Had the personnel director called the cops, they would have arrested Steve Jobs. Other Atari employees: Ron Wayne and Steve Wozniak. The trio would, of course, go on to found Apple.
4. The Gospel According to St. Pong.
Atari’s in-house newsletter was called The Gospel According to St. Pong. (“Founded in service to the Atari family,” read the masthead.) There had been a company-wide contest to come up with a name, and “a committee of Atarians” chose from a list of candidates. Dennis Flinn of the purchasing department was the winner.
5. Wii Fit was great ... when it was invented in 1982.
Atari's Corporate Research Department created the first computerized exercise device. It was called Puffer, and was designed by Tim McGuinness. As written in an internal memo from the company: “There is a whole generation of kids (and adults) out there who aren’t into sports and/or don’t get enough exercise. At the same time there is a huge fitness market. We have seen how kids can become addicted to our video games. We are going to hook up an exercise bike to a video game, where the bike is the controller.”
6. Atari had a fierce competitor ... secretly owned by Atari.
Pinball distributors in the 1970s demanded exclusive deals for products before they would sign contracts. This would have impeded Nolan Bushnell’s ambitious plans to establish an entire industry. To get around the exclusivity requirements, Bushnell and his neighbor, Joe Keenan, secretly formed a second company that would “compete” against Atari, selling slightly modified Atari games to other distributors. They called it Kee Games. Ironically, Atari would later run into management trouble, while Kee Games continued operating smoothly and successfully. As a result, Joe Keenan was brought to Atari and promoted to president of the company.
7. Atari culture set the tone for Silicon Valley.
Atari was well known for its egalitarian work environment. It had a casual dress code, hot tub parties, and beer bashes to celebrate meeting revenue goals. “T-shirts and jeans were something of a status symbol at Atari,” wrote Bill Haslacher, a former writer at Atari. “I swear my boss had a whole T-shirt wardrobe. He even had a T-shirt with a tie painted on it.”
According to Jim Huether, a former Atari game designer, “When I started they just said, 'We want you to do a game in about six months... you have no set hours, we don't even want to see you until the game is almost done.' It was great.”
8. There have been a lot of Pongs.
Pong’s longevity is notable, and there have been versions of the game on just about every platform out there. In 1975, Atari built a home version that connected to televisions. Other Atari-designed variants include Pong Doubles, Super Pong, and Quadripong. Steve Wozniak programmed the prototype of a single-player version, called Breakout, in a sleepless four-day engineering marathon. Super Breakout followed. Pong’s visibility isn’t limited to consoles and arcades—Paddle 1 and Paddle 2 recently spent time on the silver screen in the film Wreck-It Ralph.
9. The magazine might have been called Atari Power.
When Nintendo’s executives decided to expand to the American market, it considered partnering with Atari for its first console, and releasing it with the Atari brand. The deal fell through, and the Nintendo Advanced Video Gaming System project was stripped of its keyboard and tape-storage, redesigned, and released as the Nintendo Entertainment System.
10. Clean out your desk, Bill.
In a million dollar deal, Atari contracted a company called Microsoft to port the BASIC programming language to the Atari 800. A young developer named Bill Gates was responsible for the project. One year later, the software had yet to be completed, and Alan Miller, an Atari game designer and programmer, took over the project. This very likely makes him the only person to have fired Bill Gates.
Special thanks to Dr. Tim McGuinness for his contribution to this article.