Founded in 1972, this company got its name from a term meaning “hit the target” in the board game Go

On the June 5, 2025, episode of Jeopardy, the Final Jeopardy clue appeared in the category Brand Names, prompting contestants to dig into the origins of a globally recognized company. The clue read: Founded in 1972, this company got its name from a term meaning “hit the target” in the board game Go.

What is Atari?

This Final Jeopardy round challenged players to connect a niche cultural reference with a pioneering name in the video game industry. For viewers familiar with both Japanese culture and early gaming history, the clue offered a rich opportunity to trace the intersection of language, strategy games, and tech entrepreneurship. Below is a deeper look at why “Atari” was the right answer—and what makes this brand name so historically significant.

The Meaning of “Atari” in the Game of Go

The word “Atari” comes from the traditional board game Go, which has roots dating back thousands of years in East Asia. In Go, “atari” is a warning call used when a stone or group of stones is in immediate danger of capture—similar to saying “check” in chess. It signals a critical point in the game, often involving strategic positioning and precise calculation. Within the game’s context, it reflects pressure, targeting, and the potential to change the outcome of a match with a single move.

When applied to branding, “Atari” evokes these same ideas of calculated action and hitting a precise objective. For a company entering the world of electronic entertainment and interactive software, this association with a strategic, high-stakes term was a powerful way to signal ambition and focus. It also helped differentiate the brand at a time when the video game industry was still in its infancy.

The Founding and Branding of Atari

Atari was founded in 1972 by Nolan Bushnell and Ted Dabney, two engineers with a background in arcade game development. Their breakout success came quickly with the release of Pong, a table tennis-inspired game that became one of the earliest commercially successful video games. As the company took off, Bushnell chose the name “Atari” precisely because of its connotations in Go—he wanted a name that suggested smart moves and competitive edge.

The name also stood out in an era where most American tech companies leaned toward technical or acronym-based naming conventions. “Atari” sounded sleek, global, and a bit mysterious. It didn’t need an explanation, yet those who recognized the Go reference would instantly understand the allusion to skill and strategic mastery. That nuance aligned well with the emerging identity of video gaming as more than just entertainment—it was a space for calculated fun and skill.

Atari’s Place in Gaming History

Atari quickly became synonymous with early home and arcade gaming. From its first commercial success with Pong to its iconic Atari 2600 home console, the company played a critical role in introducing video games to mainstream American households. It laid the groundwork for an entire industry and inspired a generation of developers, hobbyists, and tech visionaries.

Though the company faced significant challenges and ownership changes in the 1980s, the Atari name remains a lasting symbol of gaming’s roots. The choice of a name drawn from the board game Go was more than just a clever linguistic twist—it was a reflection of the company’s original identity as a strategic disruptor in the entertainment space.

Why This Clue Made for a Strong Final Jeopardy

What made this Final Jeopardy clue particularly compelling was how it required contestants to bridge cultural knowledge, historical insight, and linguistic interpretation. It wasn’t enough to simply know video game brands; the key was recognizing the Go reference and tying it to a company that made a strategic mark in its field. The best clues often reward lateral thinking and cultural literacy, and this one was no exception.

By spotlighting Atari, the clue honored a legacy brand that helped define an industry and chose its name with careful intention. The company’s connection to a traditional game of strategy underscored its own ambitions—and its impact. It’s a rare example of a brand name that didn’t just catch attention but carried a built-in metaphor for its mission.