Atari and LGBT Media have joined forces and will start a new project together. In turn, LGBT will acquire Atari's Pridefest app and rework it, then relaunch it under its own corporate umbrella.

LGBT Media is best known for its social app LGBTQutie, a dating and partnership app designed to bring together people looking for a relationship or just wanting to socialize and have fun. Atari's Pridefest app lets players create colorful cities, design amusement parks and more.

“When meeting the co-founders of LGBTQutie, Rachel Kimelman and Jordan Weiss, it became clear that the team’s extensive expertise and relationships within the LGBTQ community would benefit Pridefest,” Atari CEO Fred Chesnais said in a press release. “We knew that joining forces with LGBTQutie was the best course of action to further develop and grow the game.”

“Pridefest is centered on the celebration of LGBTQ culture and pride and will allow users to have a fun, engaging and interactive experience,” added Rachel Kimelman,  Co-founder of LGBTQutie. “By combining the respective experience levels of both of our companies, we hope to provide players with a new standard for LGBT gaming.”

Atari launched Pridefest in January of last year, trying to capitalize on a demographic it sees as underrepresented, Atari COO Todd Shallbetter said when Pridefest was announced, but at the same time the decision was about money. "We're in business," he said. "We do love the craft, but, at the end of the day, we're trying to return something to the shareholders. [Pridefest] makes sense from a business perspective."