News
Gardner slams ‘treadmill’ publishing
Neil Long Feb 18 2008, 3:22pm
Comments (4)
New Infogrames CEO puts the boot in on EA and Activision
Atari has no plans to take on the likes of EA and Activision Blizzard at their own game - instead, Gardner believes that Atari can be fleet of foot and forge its own path, without the restrictions that traditionally face larger corporations.
“My goal is not to go head on with EA and Activision Blizzard – we’re the terrorist organisation here,” he offered. “We’re going to go much faster into the future than anyone else because we’re small.”
“That’s where the big guys are sleeping because they can’t move fast enough – they’re too busy on the treadmill trying to get to their next billion dollars.”
“Of course they have to do that and that’s great. But that’s why we have new companies coming into the market all the time with a new focus and a new drive.”
Gardner also had some harsh words for software and gaming giant Microsoft, contrasting its current predicament with smaller, more agile businesses.
“That’s what you’re seeing with Microsoft right now – they’re an old economy company and they’re struggling to figure out what to do, which means they’re looking at things like trying to buy Yahoo,” he added. “That happens to the biggest and the greatest companies. But I’m glad not to be like that.”
Garner also recently revealed his plans to 'reboot' Atari, while addressing concerns over the company's loss-making operation in the US.
Comments
“Trident”
Posted by: TX200 - Feb 19, 7:35pm
Perhaps if Atari had done more carido work on the treadmill in the past they wouldnt have to be running faster now to catch up. I wish mr Gardner all the luck in the world because healthy competion can only serve the consumer in the long term. However if Mr Gardner truly beleives that other publishers are wrong to grow there portfolio then perhaps hes in the wrong job. Im sure the CEO of Morrissons never exclaimed We have no desire to be as big as ASDA or TESCO.
“Publisher”
Posted by: Crispitos - Feb 19, 7:59pm
"terrorist organization"? I dunno man... That's not the best way to make a first impression.
“Re: Publisher”
Posted by: Bob Uncleur - Feb 21, 6:05pm
DG your spot on, Atari will be massive online, with soo soo many publishers lacking Digital knowledge, Atari can clean up here if they act quickly!!!!
so many publishers are acting as old media - get with it giuys, the web isn't a fad!!!!!
“Re: Publisher”
Posted by: James Francis - Mar 9, 3:08pm
Gardner WHO? This is the second article by Neil Long that fails to identify the Atari CEO in the article. It also has Garner spelled as Garner further down. That's a bit sloppy for MCV!