Atari has agreed to buy Hipster Whale, the studio behind Crossy Road and Pac‑Man 256, for up to $39.3 million. The deal starts with an initial $29.3 million in cash and stock, with an extra $10 million contingent on future performance.

Hipster Whale co‑founder Matt Hall will take a leadership role at Atari, guiding mobile game development. Atari says the acquisition broadens its mobile portfolio, adding Crossy Road to titles like RollerCoaster Tycoon Classic and Touch.

The purchase follows Atari’s recent moves into streaming and in‑car gaming, with projects for Netflix, Amazon and AirConsole. It also follows the company’s takeover of Thunderful Group, which owns Early Morning Studio behind Vampire’s Fall.

Atari’s strategy aims to harness mobile titles across phones, tablets, PCs, TVs and in‑car displays, expanding its reach. By adding Hipster Whale, the classic cross‑platform formula of Crossy Road joins a growing library that could drive revenue for the classic‑game‑centric label.

The deal also signals Atari’s intent to capitalize on nostalgia by reviving classic franchises. In May, the company acquired rights to the first five Wizardry titles and plans remasters and new releases. These moves suggest a dual focus on fresh mobile IP and resurgent retro catalogues.