"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.
"We have a love for the brand and a love for the company and the
things it represents -- that's not bullshit; that's the truth."
By December, Atari will release Pridefest, a mobile city-
building game focused on the