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Seems strange, especially if its not a retro console.

Atari has next to no brand recognition with anyone under 30. The only franchise of theirs I could name is Driver, and Im pretty sure that got sold to Ubisoft and hasn't seen a release in years.

It would have to have some kind of novelty to set itself apart as it would be creamed by Microsoft and Sony if it went head-to-head with them. It also doesn't have the cast of characters to compete with Nintendo. People saying it will be like Ouya, didn't that crash and burn badly? What would Atari do to stop that happening to them if it was that type of console?