Atari GO is a new "games as a service initiative" from Atari that includes affiliate, developer and marketing initiatives "to help game developers navigate the increasing complexities of reaching a fragmented casual and social audience wherever and whenever they play," though "Atari IP Development will also continue as Atari leverages its classic portfolio and new IP for the casual online marketplace." Among other things, they are offering websites the chance to earn affiliate fees by hosting microtransaction-driven games. IndustryGamers talks with Thom Kozik, Executive VP, Online & Mobile at Atari, about the initiative to learn more of what they have in store. Thom offers his perspective on history, saying: "Atari excels at being able to exploit an existing global audience in the tens of millions who are lifelong fans of our casual, MMO and triple-A titles." His command of history isn't perfect, though, as he states: "From most any perspective, Atari invented the casual game marketplace, and this has been at the core of our businesses since 1972," which isn't really very accurate, as the company that currently bears the Atari moniker started life in 1993 under the name GT Interactive, later becoming Infogrames, and only adopting the Atari name in 2003.