Atari, as in the oldschool company of 2600 and Jaguar fame, went out of business awhile back; what happened is that the assets were acquired and Atari was basically just a name. Just recently, Infogrames (who held the rights to the name) actually changed its name to Atari. I believe the excuse was that more people recognized the name... and could pronounce it.
For reference, Infogrames is/was a French company, so the name would be pronounced "ein-foh-grahmms."