David Gardener, speaking to GameIndustry.biz said that Atari's parent company, Infogrames, is considering dumping its name in favor of the more widely known Atari name:

"I'd like to consider that, I think that would be the final mark of the transformation from Infogrames to Atari," said the company's CEO. "We have a new board of directors, a new management team that's less than a year old - so yes, it's really continuing.

"We like to think of Infogrames, instead of being the tired, old company, we like to think of it as the best-funded, best-branded, most energetic start-up in the history of computer gaming."

And president, Phil Harrison, added: "We are absolutely a start-up, we're just a start-up with 25 years of history."

There's a lot to be said for name-recognition.