TDE EP42 - Atari UK Cofounder Alistair Crooks
Summary
Alistair Crooks, co-founder of Atari UK, recounts bringing Pong to Britain as "Wimbledon" and assembling cabinets locally. He details early successes, the impact of the 1974 oil crisis, and a pivotal moment when partner Phil Smith rejected a lucrative slot machine contract due to anti-gambling principles. The episode covers the rise of competitors like Key Games and the company's eventual collapse after just 14 months.
Topics discussed
Introduction and overview of Atari UK's brief history
The first Pong machine in the UK and its immediate success
Meeting Phil Smith and the journey to Atari HQ
Negotiating with Nolan Bushnell and resigning from Kellogg's
Importing machines, distribution, and early profits
Shifting to local assembly and rising overheads
The Trust House Forte contract and Phil's refusal
Grand Track 10, European tours, and car tangents
Technical issues in Vienna and the end of the partnership
Reunion with Phil and Alistair's move to motorsport merch
Reflections on business lessons and alternative timelines
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