J Allard. (Project 529 Photo)

J Allard is back in the game.

The onetime Microsoft executive, who was a co-founder of Xbox and a force in the video game industry before leaving the tech giant after 19 years, is joining Intellivision Entertainment as global managing director.

Allard has been leading a Seattle-based startup called Project 529, a mobile registration database system that works to curb bicycle theft.

He was lured back to gaming to work on the Intellivision Amico, a new game console with a retro look and feel first announced in 2018 and intended to make gaming a family friendly affair again.

Intellivision was an early video game console released by Mattel in the late 1970s. The new entertainment company is headed by CEO Tommy Tallarico, a gaming vet who said Thursday that he was thrilled to have an “amazing industry legend” join the team.

“J’s experience, like-minded vision and leadership in the technology and video game industries as a visionary, product designer, and gamer will further strengthen the executive leadership team and innovation legacy at Intellivision,” Tallarico said in a news release.

Allard was at Microsoft from 1991 to 2010, and as chief experience officer and chief technology officer of the Entertainment and Devices Division, he co-founded Xbox, Xbox Live, Live Arcade and Xbox 360 among the more than 40 products he launched.

The 2001 release of the Xbox ushered Microsoft into the video game console space and now Allard will try again with Amico. Intellivision said his role is designed to “provide invaluable insights to support the final development” of the new console, tapping into Allard’s “deep knowledge in user experience, operating systems, game certification, and building ecosystems.”

The Intellivision Amico video game console. (Intellivision Photo)

The new game system, planned for release beginning in October, is billed as a way to bring people together again around video games. Amico will come with two controllers and is pre-loaded with six premium games at a price starting at $249. “No bad language, graphic violence/blood or sexual content — every game on Amico is rated E for Everyone or E10+” Intellivision says on its website.

“Amico’s vision speaks to me, not just because I grew up with Intellivision, but because I grew up playing with my family and friends,” Allard said in the news release. “Playing together is a timeless concept that I feel the video game industry has largely forgotten. The Intellivision team is deeply committed to bringing back shared fun and affordable gaming for everyone.”

Amico games will be priced from $2.99 to $9.99, there are no ads, downloadable content, loot boxes, or in-game purchases and the library will range from sports and recreation, educational and brain games, party games and retro classics, to favorite table games.

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