Raiford Guins, "King PONG: How Atari Bounced Across Markets to Make Millions" (MIT Press, 2026)

PONG is one of the longest- and most consistently circulating video games. Released in 1972, it remains at our fingertips as Android or iOS app, hosted at freepong.org and the Internet Archive, and even released as A Tiny Game of Pong for the Apple Watch. Despite its simplicity and ubiquity, Atari’s PONG encapsulates far more than the history of a video game and an iconic game company. King PONG: How Atari Bounced Across Markets to Make Millions (MIT Press, 2026) is the first book dedicated to an unassuming game that changed the world. Through the prisms of product positioning, market development, and category creation, Professor Raiford Guins answers the question of why Atari’s inaugural product succeeded and why it endures.
The author of Game After and Atari Design, and an excavator of the “Atari landfill” in New Mexico, Professor Guins brings us a unique history that reconsiders the launch of Atari’s PONG through the lens of the company’s business practices. He follows the young Silicon Valley startup from its early days of positioning its new product within the existing coin-op amusement industry to its establishment of a consumer industry for home video games—a story of remarkable market development innovation. Written with a passion for video games and a historian’s insight, the book animates the business exploits of one of the fastest growing and most influential companies ever.

This interview was conducted by Dr. Miranda Melcher whose book focuses on post-conflict military integration, understanding treaty negotiation and implementation in civil war contexts, with qualitative analysis of the Angolan and Mozambican civil wars. You can find Miranda’s interviews on New Books with Miranda Melcher, wherever you get your podcasts.

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