After recently announcing an extensive partnership with Denny's, Atari has unveiled a new LGBT-themed mobile app titled Pridefest. The app is a "social-sim" game that tasks players with organizing a pride parade in a city of their choosing. During the game, players will be able to customize floats, complete various challenges and quests, and unlock eye-catching decorations for the sake of running the best parade possible. 

When Atari outlined their comeback strategy in a recent memo, they included information about targeting LGBT audiences and capitalizing on one of gaming's most underserved markets. Pridefest appears to be step one of this plan. The company was also a key sponsor for the the recent GaymerX conference, which was held in San Francisco this past weekend.

Said Atari COO Todd Shallbetter: “We are excited to be developing Atari’s first LGBT-themed game that will give players of all backgrounds the chance to play a fun and unique game that represents a passionate cause. We will continue offering a variety of games that are inclusive for all Atari fans and Pridefest™ is another example of how we are doing that.” 

The company deserves praise for framing their content toward a demographic that deserves more attention. However, questions remain whether this strategy will be enough to ensure Atari's future viability. The intentions are commendable, but will the content follow suit? 

A release date for Pridefest has not yet been announced. 

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