By any other name

You want to be known for games? Not just games, but games? Then a name change to Atari would really be symbolic. And that's what Infogrames has done.

Infogrames Entertainment SA yesterday underwent a retro transformation -- a name change to Atari.

Whether it went rifling though the title bag or just happened to like the feel, the new name will help the company be recognised outside of its current circles. According to Bruno Bonnell, Chairman and CEO of IESA and Atari, 'In any language, Atari is synonymous with video games and it's recognised for transforming entertainment.'

Infogrames has been using the name for a its recent titles in order to give it a firm grounding. Anyone wondering why Neverwinter Nights and recent Unreal titles had the branding -- you now know.

Enter The Matrix, which has been in development by Shiny for a while now, will also bear the Atari moniker, and is due to be released on the 16 May.

Along with Shiny, Infogrames (and now Atari) has GT Interactive and Hasbro under its belt, both acquired a few years ago.

Games published under the Atari name will also have a country suffix depending on where they are from ie. Atari UK.