Atari, *ecko unltd., and The Collective Unveil Collaborative Effort to Create The Ultimate Urban Culture Game

BEVERLY, Mass., Aug. 12, 2004 - Atari, Inc. (Nasdaq: ATAR) today revealed some of the details behind its video game collaboration with fashion pioneer Marc Ecko. Marc Ecko's Getting Up: Contents Under Pressure will represent the culmination of seven years of story and character development by Marc Ecko, himself a graphic artist with deep ties to graffiti and urban culture. Game development and design is being executed by The Collective, with Getting Up: Contents Under Pressure slated to be published by Atari in the second half of 2005 for the PlayStation^®2 computer entertainment system.

"Atari is thrilled to work with Marc Ecko and The Collective on this groundbreaking project," said Bruno Bonnell, Chairman and CEO of Atari. "Marc brings a completely fresh creative viewpoint and a voice that speaks directly to urban youth culture, which has rapidly emerged as one of the most influential social groups of our time."

"We have the chance to finally tell the urban narrative the right way...with soul and sincerity in the real voice of our culture," said Marc Ecko. "Atari shares my passion for this project. They understand that the video game is the ideal medium to deliver a fully immersive urban experience. Working with The Collective, we're going to shatter cliche stereotypes and create the first truly authentic urban video game experience."

Dedicated to creating a story and environment that is a true representation of graffiti culture, Mr. Ecko has enlisted 50 of the world's most elite graffiti artists to lend their best artwork and personal experiences to the game and consult with The Collective to give Getting Up: Contents Under Pressure the authentic look and feel of a real urban environment.

Getting Up: Contents Under Pressure will create its own genre of gameplay, combining combat, action, adventure and stealth. The game uses a thrilling graffiti-driven framework to tell its story of self-expression and the fight for creative freedom. A thug, an outcast, a rebel...the lead character, Trane, is all of these in Getting Up: Contents Under Pressure. He sets out to earn his street cred by getting his graffiti tag up throughout the politically oppressive city of New Radius but as events unfold, Trane becomes the unlikely leader of an urban revolution.

The story's "Get In, Get Up and Get Out" gameplay mechanic offers gamers a unique arsenal of swift stealth and street fighting abilities to GET IN restricted areas of New Radius and battle through the city's rough streets; the dexterity and agility to scale any object in order to GET UP and place graffiti tags, spreading the message of rebellion; and the ingenuity to evade, escape and GET OUT.

"The city of New Radius is a living character in Getting Up: Contents Under Pressure; it sets the tone and offers the thematic boundaries that oppress Trane from the opening cinematic to the dramatic conclusion," said Richard Hare, VP of Creative, The Collective. "We're honored to be entrusted with bringing Marc's vision from the written page to the small screen. Collaborating with so many creative forces is a once-in-a lifetime opportunity."

About Marc Ecko Enterprises
Marc Ecko founded *ecko unltd., the world-famous rhino brand in 1993. In 10 years, the company has grown into the largest urban apparel brand. Product categories include: *ecko unltd. men's and women's apparel, outerwear, footwear, watches, eyewear, underwear, belts, bags, hats, small leather goods, formalwear and more. Marc Ecko Enterprises also includes Marc Ecko (a premium collection of men's clothing and accessories), the G-Unit Clothing Company (a joint venture with multi-platinum musician, 50 Cent), Zoo York (a line of skateboards and skate-influenced clothing and accessories), Femme Arsenal (an upscale line of women's clothing, accessories, and cosmetics), and Fetish (a women's collection developed in conjunction with recording artist/actress Eve to relaunch Fall 2005). The company also publishes Complex magazine, a young men's consumer magazine with a rate base of 315,000. *ecko unltd. products are available in more than 5,000 stores domestically and more than 45 countries internationally. *ecko unltd. runs more than 25 of its own retail stores across the country.

About The Collective
Founded in 1997 by industry veterans, The Collective, Inc. is a leading developer of interactive entertainment software and technology for all major console and computer platforms. In recent years, the Collective has created groundbreaking 3rd person action adventure games, including the critically acclaimed Indiana Jones and the Emperor's Tomb^TM and Buffy the Vampire Slayer^TM. In the process, the studio has developed the world-class Slayer^TM engine technology and SlayEd^TM tool suite. The Collective is based in Newport Beach, California, and can be found on the Internet at www.collectivestudios.com.

About Atari
New York-based Atari, Inc. (Nasdaq: ATAR) develops interactive games for all platforms and is one of the largest third-party publishers of interactive entertainment software in the U.S. The Company's 1,000+ titles include hard-core, genre-defining games such as DRIV3R^TM, Enter the Matrix^TM, Neverwinter Nights^TM, Stuntman^TM, Test Drive^®, Unreal^® Tournament 2004, and Unreal^® Championship; and mass-market and children's games such as Backyard Sports^TM, Nickelodeon's Blue's Clues^TM and Dora the Explorer^TM, Civilization^®, Dragon Ball Z^® and RollerCoaster Tycoon^®. Atari, Inc. is a majority-owned subsidiary of France-based Infogrames Entertainment SA (Euronext 5257), the largest interactive games publisher in Europe. For more information, visit www.atari.com.

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