Entering the current gen console market in a serious way is a multi billion dollar investment. This is a company with a market capital <€100m. They simply cannot afford to be in the game (pun intended)! That is not even mentioning the difficulty in engaging 3rd party developers, even Nintendo continue to struggle with that. To have a chance of success, a company would need cash and brand equity on the order of Apple!
It is unlikely to be as some people suggest a Mini-NES like retro machine either! Mainly because multiple Atari iterations of these exist already and have been available at retail for years. (We have some in store right now).
So what is it? Digital only games console? Hello Onlive, Goodbye Steam boxes!
I honestly think it is some clever market test of Atari's remaining brand equity. Which is strong with my vintage but I'm not so sure about Generation Z. How much buzz can be generated from nothing but the brand? It's an interesting concept don't you think? Perhaps if it lit-up, a rich partner might emerge to fund a serious console play. I doubt it!