"If I had a hole in New Mexico, maybe that one [the Project Runway game] would have made it there."
Todd Shallbetter, Atari's chief operating officer, is just joking of course. He's referencing the company's infamous 1983 move to bury countless amounts of unsold gaming hardware and E.T. game cartridges under a slab of cement in the desert. Shallbetter doesn't deny his company's rocky legacy. On the contrary, he embraces it, using its failures as a counterpoint for a new version of Atari he's helping to build. To push the company past the €31.7 million (about $42 million) in revenues it earned in the 2011-2012 fiscal year (PDF), Shallbetter is targeting markets that most companies would rather ignore; markets that represent hundreds of billions of dollars. Atari is going after gays and gamblers.