Alchemy3 Announces New Atari® Licensing Agreement for U.S. and Canadian Lotteries

ALPHARETTA, Ga. - EntSun -- Alchemy3 announced a new licensing agreement with the iconic Atari® brand, expanding branded content opportunities within lottery products across North America. Through the agreement, orchestrated by CAA Brand Management on behalf of Atari, Alchemy3 is now authorized to license the Atari brand for use across licensed scratch ticket, digital, and iLottery games. This collaboration represents Atari's return to the North American lottery category through a modernized licensing approach.

Atari is one of the most recognizable names in global gaming, with roots dating back to the 1970s and a portfolio of classic franchises including Asteroids®, Centipede®, and Missile Command®. While the brand has successfully expanded across multiple consumer products categories, Atari's partnership with Alchemy3 will enable lotteries to differentiate their game portfolios and attract new player segments.

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"This partnership allows lotteries to leverage a trusted retro‑gaming brand that resonates strongly with Gen X and older millennial audiences while still feeling fresh at retail and online," said Paul Guziel, Chief Executive Officer of Alchemy3. "Alchemy3 is uniquely positioned to bring Atari back to lotteries in a way that aligns with today's player expectations and modern executions."

The U.S. lottery market was valued at more than $64 billion in 2024 and is projected to grow steadily through 2035, according to industry data. As lotteries seek to modernize their product mix, licensed scratch tickets, digital games, and iLottery content have become key tools for reaching new players and increasing engagement among existing ones. Additionally, industry and academic research show that nostalgia‑driven brands often outperform generic themes in engagement and recall in entertainment‑based lottery games.

Alchemy3 will collaborate directly with U.S. and Canadian lotteries to develop Atari‑branded games and promotions, supported by integrated marketing programs that may include retail activations, digital experiences, and loyalty‑focused initiatives. The partnership adds to Alchemy3's portfolio of more than 30 licensed brands.

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"Expanding Atari into new categories requires partners who understand how to respect the brand's legacy while strategically evolving it," said Casandra Brown, Sr. Director of Licensing at Atari. "Alchemy3's deep lottery expertise and proven execution make them a natural fit to steward the Atari brand in this market."

For additional information about Atari licensing opportunities within the lottery industry, visit https://alchemy3.com or the Alchemy3 Atari brand info page here: https://alchemy3.com/brand/atari/

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© 2026 Atari, Inc. Atari and the Atari logo are registered trademarks owned by Atari Interactive, Inc. All rights reserved.