By Gavin Boyle
Hasbro announced it will begin developing its own video games for the first time, shifting its popular IP back under its own control, rather than sourcing third party developers to produce its games.
“As we expand the company’s reach into different styles of play, we’re super excited about actually delivering for the first time our first video game,” said Hasbro CMO Jason Bunge.
The news comes after Hasbro announced a new strategy in February that laid out plans to expand its reach by 50% by the end of 2027 through a variety of new avenues. In recent months that direction has largely seemed to be through a focus on movies, however, it is now clear that the company is also hoping to reach the younger audience through video games as well.
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“Play is a universal human need and a strong basis for a business that has the purpose to endure, as Hasbro has proved over the last 164 years,” said Hasbro CEO Chris Cocks when the new strategy was announced. “Playing to Win unlocks Hasbro’s strengths: a broad and deep brand portfolio rooted in play, an unmatched licensing business, and a profitable games business anchored by world-renowned franchises fans love like Magic: The Gathering, Monopoly, and Dungeons & Dragons.”
“Our new strategy is grounded in the key insights which will drive Hasbro’s evolution into a modern play company: serving fans of all ages around the world at every price point, and meeting fans where they are playing, which is increasingly online,” Cocks continued.
While Hasbro will deliver its first in-house developed video game in 2026, the production of this game has been a long time coming as the company first began building its own game studio in 2024. While its IP has served as the backbone for multiple hit video game franchises, the company looks to bring its properties under its own control while maintaining the high-quality gameplay that has made its games so successful in the past.
“Over $1 billion is in video game development right now,” Dan Ayoub, head of digital product development at Hasbro’s Wizards of the Coast brand, explained in April of 2024. “And that is just these studios. That’s to say nothing of the other game investments that are happening. Definitely I’ve seen the company put its actions into its words in terms of building these studios around strong leaders, thinking about the long game as well. We’ve got a portfolio that goes much, much larger than anything we’re talking about right now.”
Hasbro teased it will be making more announcements about its future in the game industry this December. Until then, fans can start to get excited about what may come as Hasbro looks to flex its brand power in the world of video games.
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