Alchemy3 Secures Atari® Licensing Deal for U.S. and Canadian Lotteries

Apr 27
3 min read

ALPHARETTA, Ga. (April 24, 2026) – Alchemy3 has announced a new licensing partnership with the iconic Atari® brand. 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. The agreement marks the return of Atari to the North American lottery sector through a modern licensing model designed for today’s omnichannel marketplace.

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.

“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.

“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.”

Founded in 2007, Alchemy3 brings more than 150 years of combined lottery industry experience, delivering full‑service branded programs, promotions, and technology‑enabled marketing solutions for lotteries across North America.

For additional information about Atari licensing opportunities within the lottery industry, visit www.alchemy3.com or the Alchemy3 Atari brand info page.

About Alchemy3

Since 2007 Alchemy3 has delivered innovative, full-service gaming and marketing solutions for the lottery industry. With 150+ years of combined experience and a portfolio of 30+ partners, the company develops premium programs, branded promotions, and cross-channel campaigns that drive player engagement and results.

About Atari

Atari is an interactive entertainment company and an iconic gaming industry brand that transcends generations and audiences. The company is globally recognized for its multi-platform, interactive entertainment, and licensed products. Atari owns and/or manages a portfolio of more than 400 unique games and franchises, including world-renowned brands like Asteroids®, Centipede®, PONG®, and RollerCoaster Tycoon®. The Atari family of brands includes game developers Coatsink, Digital Eclipse, Early Morning Studios, Infogrames, Nightdive Studios, Stormteller Games, and the community-based sites AtariAge and MobyGames. Visit us online at www.Atari.com.

ABOUT CAA BRAND MANAGEMENT

CAA Brand Management is a premier brand development and management business, helping clients define and execute their strategic growth initiatives across a broad spectrum of consumer products. With more than three decades of operating experience in consumer product partnerships and licensing and offices spanning 20 countries worldwide, CAA Brand Management builds innovative, revenue-generating, brand extension programs for many of the world’s most iconic brands.

CAA Brand Management is a division of Creative Artists Agency (CAA), a leading entertainment and sports agency, with global expertise in filmed and live entertainment, digital media, publishing, sponsorship sales and endorsements, media finance, consumer investing, fashion, licensing, and philanthropy. Distinguished by its culture of collaboration and exceptional client service, CAA’s diverse workforce identifies, innovates, and amplifies opportunities for the people and organizations that shape culture and inspire the world.

For more information, please visit: www.caabrandmanagement.com