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New Executive: New player takes control; Atari chief tries to maneuver video game pioneer into the 21st century.(Profiles)
Crain's New York Business, December, 2004 by butler, elisabeth
Byline: elisabeth butler Atari inc. recently picked a new player to lead its comeback. Jim Caparro, a longtime entertainment industry executive, took the control pad as chief executive of the video game company last month. The new hire accepted the position at a crucial point of play for the brand.
As an industry leader in the early 1980s, Atari put joysticks in millions of young hands and made video gaming a permanent addition to pop culture. But as the decades passed-and the company changed ownership several times-Atari's iconic role diminished. Mr. Caparro's mission is to capitalize on Atari's still-well-known brand while introducing games that are good enough to compete with today's reigning titles, such as "Halo 2'' from Microsoft Game Studios....
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