Atari will sponsor the hugely prestigious Games Media Legend award at next month's GMAs.
The classic brand is the perfect fit for a category that recognises long-term achievement and an influential contribution to the industry. Last year's winner was the Newsfield and EMAP superstar editor, Gary Penn.
Unlike the rest of the categories, the Games Media Legend is decided by a closed committee of industry experts and media representatives.
Atari's UK head of PR Lee Kirton commented: We're very happy to support the GMAs and I want to send a good luck message to everyone. You're all winners, even if you weren't nominated!”
The GMAs take place at the Jongleurs Comedy Club in Camden on Thursday, October 16th. The event will be hosted by cool/hot Canadian comic Tom Stade, with stand-up sets from Ricky Grover and Terry Alderton. Trade tickets are on sale now priced at 75.