In the 90s, the Commodore brand finally lost its popularity - the once successful company collapsed due to management mistakes. The name was resold many times, and it began to be used for low-quality products - from strange players to shredders.
The brand’s true revival has only just begun. Famous YouTube blogger and retro tech fan Christian “Perifractic” Simpson acquired the rights to Commodore for a “low seven-figure” sum and became the new CEO. His goal is not just to cash in on nostalgia, but to create an active community around the brand, as Wired reports.
Simpson does not own the original Commodore company, which disappeared in the 1990s. The current Commodore company only holds a portion of the trademark rights, while important elements such as the C64 and Amiga software are owned by other companies: Cloanto, Amiga Corporation, and Hyperion Entertainment (which controls AmigaOS). Over the past 30 years, most of the development for Commodore has been done by the community, not the brand itself. Simpson plans to combine these developments under one name.
The first new product, the Commodore 64 Ultimate, has already generated over $1.5 million in revenue from over 4,000 units sold. It is offered in three versions:
- BASIC Beige ($300) — a classic look with modern hardware;
- Starlight Edition ($350) — with LED backlight;
- Founders Edition ($500) - with a gold-plated case.
Inside is an FPGA, not classic hardware or emulated Chinese chips. The device supports original Commodore accessories and has an HDMI output.
Commodore doesn't have its own game library, unlike Atari or Nintendo. And while the C64 has cult status, its game catalog doesn't have franchises on the level of Super Mario, Sonic, or Pac-Man that can generate consistent revenue.
Simpson sees the brand as more than just a computer, but an alternative to today's digital overload. He positions Commodore as a tool for "digital detox" - something on the verge of minimalism and 80s technological romance.
By the way, the retro gaming market is estimated to be worth around $2.5 billion a year, but interest in such projects is often short-lived. The Raspberry Pi offers similar capabilities for a much lower price, and the 80s aesthetic may not seem appealing to everyone in 2025.
But the real challenge will be to create a cohesive ecosystem that doesn't just copy the past, but creates something new—while preserving the Commodore spirit. Otherwise, the brand could slip back into pointless licensing of the logo for failed products.
Despite all the risks, for the first time in many years Commodore is not led by a corporation, but by a person who truly loves the brand. If this is not a guarantee of success, then at least a chance for a worthy revival.