Atari Sells Driver Franchise
Fri, 14 July 2006
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| source: Yahoo! Finance | thanks: BluesNews
Hands the keys to Ubisoft

Will Ubisoft steer things right for Driver?
Atari has announced the sale of the Driver franchise to Ubisoft for US$24 million, as well as most of the assets of Driver developer Reflections. Atari said the move was part of its plan to refocus its franchises and streamline its cost structure.
In other words, Driver wasn't making enough money, which is no surprise to anyone following review scores. While the series started off strongly, Driv3r was very badly received, and Driver: Parallel Lines had a lukewarm reception at best. Rather than try again, Atari has cut the series loose.
In a media release, Atari CEO Bruno Bonnell said the company was narrowing its focus.
"We are focusing the energy of the Company on a select number of franchises in order to optimize their impact among consumers and increase shareholder value," Bonnell said. "In the driving category, we consider Test Drive our key franchise which will require more resources and attention to build it as a landmark of its genre."
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Yahoo! Finance
Atari is certainly putting a lot of faith in the upcoming pseudo-MMO Test Drive Unlimited. In a recent New York Times
article (registration required), Atari's VP for sales and marketing, Nique Fajors, revealed the game has been delayed four times to ensure a quality title. It was originally planned for release last November, but Fajors said Atari "will ship it when it's ready and not before, which is what is done for all the truly great products." It's a nice idea in theory.
As for Driver's future, that's in Ubisoft's hands now. Will they repair it or salvage the parts?
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