What's Happening?
Hasbro has announced plans to develop its own video games starting in 2026, marking a significant shift in its corporate strategy. This development was revealed by CMO Jason Bunge at ADWEEK’s Brandweek
conference. Hasbro's intellectual properties, such as Magic: The Gathering and Dungeons & Dragons, have previously been adapted into video games by other developers. However, this move represents Hasbro's first foray into in-house game development. The company aims to expand its reach into different styles of play and engage more directly with its fan base.
Why It's Important?
Hasbro's decision to develop its own video games is a strategic move to enhance brand engagement and adapt to changing consumer behaviors. As traditional marketing strategies become less effective, Hasbro is investing in new avenues to capture and retain consumer attention. This initiative could lead to increased brand loyalty and a stronger presence in the gaming industry. By creating its own games, Hasbro can directly influence the gaming experience and potentially increase its market share in the entertainment sector. This move also reflects a broader trend of brands seeking to create their own cultural touchpoints rather than relying solely on existing franchises.
What's Next?
Details about Hasbro's upcoming video games are expected to be revealed at the Game Awards ceremony on December 11. The company is likely to focus on leveraging its existing popular franchises to create engaging gaming experiences. As Hasbro enters the gaming market, it may face competition from established game developers, but its strong brand recognition and existing fan base could provide a competitive advantage. The success of this venture will depend on Hasbro's ability to innovate and deliver high-quality games that resonate with its audience.
