
Raiford Guins, "King PONG: How Atari Bounced Across Markets to Make Millions" (MIT Press, 2026)
New Books in Game StudiesShow Notes
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.
More from New Books in Game Studies
Designing Historical Games for Classrooms: A Practical Guide for Educators (Routledge, 2026) is a complete introductory guide for designing analog games and interactive choice‑based historical texts for history classes. It is designed to support educators who want to design games or who want to guide and assess student game‑making projects in history class.
In How Dungeons & Dragons Changed the Way We Play (Duke University Press, 2026), Dr. Aaron Trammell excavates the game as an artifact of a burgeoning counterculture obsessed with individualism as well as quantification. Mapping the world onto a grid, building characters whose every trait is assigned a point value, and advancing the game’s narrative through dice throws—countless core mechanics are tied to numbers.
A geopolitical and legal history of the bestselling videogame Tetris—the stunningly successful game that began in a Soviet research lab monitored by the KGB. Tetris—the game that would take the world by storm—was formally introduced to the West in 1987, at a time when Soviet technology exports were minimal and the Berlin Wall was still standing strong. Far from being a capitalist cultural product, the game had actually been designed in a Soviet computer lab tightly monitored by the KGB, at a time when Ronald Reagan referred to the USSR as the “evil empire.” So, how did Tetris jump the wall to become such a blockbuster? And why does a US company, The Tetris Company (TTC), now own the game, when it was the property of Mother Russia? Why has TTC been able to monopolize both the shape of the pieces which predated Tetris and the very concept of an electronic puzzle game with falling pieces, which flies in the face of traditional copyright law? Why and how have Soviet socialists morphed into hardcore capitalists? In Soviet Blocks: The Bizarre Puzzle of How Tetris Embraced Western Values (MIT Press, 2026), Julien Mailland answers these questions and more, explaining the fascinating history of Tetris’ commercial success as a story of two systems radically opposed in histories, cultures, economics, and politics.
A provocative examination of the ways our economy has been rigged by financialization, and the importance of games to our dangerous political moment. In an age when capitalism feels like an unwinnable game, extreme reactionary ideas and politics are on the rise. The Hunger Games, Game of Thrones, Squid Game and much of reality TV are cultural reflections of a society of relentless, lonely competition, where each of us must become a player: a savvy risk-taker, a miniature corporation of one. But in a gamed economy we players feel played, and new forms of fascism promise harsh justice and revenge. This book theorizes the connections between the financialization of the capitalist economy, the gamification of our lives, and the rising threat of a uniquely twenty-first century form of fascistic politics. From vicious online swarmings to the QAnon conspiracy fantasy, from the siege of the US Capitol to the abuse of “free speech,” The Player and the Played: From Gamed Capitalism to 21st-Century Fascism with Max Haiven (MIT Press, 2026) analyzes the “playgrom” as a new form of extremist violence. Max Haiven explores how “derivative fascisms” both repeat and reinvent the terrors of the past in a financialized form. How have we learned to love the cheats who have power but loathe the cheats without it? It unpacks the worldbuilding (and world-destroying) urge of Silicon Valley. And it poses the urgent question: what is the antifascist game?
Despite decades of inflammatory rhetoric, the real risk of video games lies not in their violent imagery but in the ethical and political sensibilities they normalize. Video games reward speed, efficiency, control, and meritocratic mastery, training players to align with a technolibertarian worldview - one that celebrates individual will, technological power, and skepticism toward collective forms of governance. Rather than asking whether games produce violent individuals, we might more productively ask how they contribute to a commitment to radical capitalism and a belief in highly individualistic worldviews. In this unsettling work David Waddington traces the philosophical roots of technolibertarianism, founded on faith in technological progress and personal freedom. He identifies a darker turn in this thinking, animated by the ideals of Ayn Rand and her archetype of the "tech hero of capitalism." Many games, Waddington argues, invite players to inhabit this archetype, treating mastery, control, and relentless striving as moral virtues. While educational research often praises games for motivating students and fostering problem-solving, Waddington asks a deeper question: What kinds of people do games help us become? Drawing on Martin Heidegger and other thinkers, he explores whether gameplay expands human possibility or narrows it by habituating players to efficient yet restrictive systems. The Hidden Curriculum of Video Games (McGill-Queen's UP, 2026) critiques mainstream game design and educational technology, offering hopeful alternatives and examining reflective games that resist dominant gameplay logics. Written with clarity, passion, and philosophical depth, this thought-provoking work opens new horizons on technology, education, and the moral imagination of play.