Hasbro has already invested more than $1 billion into its in-house studio as part of an ambitious long-term strategy, said Dan Ayoub, head of game studios and publisher at Wizards of the Coast.
“Video games are an essential part of Hasbro's strategy for the next 100 years, and we need to make sure everything we put out there is of the highest quality, authentic, and what we can build on. “There is,” Ayoub explained in an interview with Game Industry. .biz at the March Game Developers Conference “Because we're talking about some games with some studios right now, but we have bigger ambitions for it. .”
Hasbro's intellectual property licensing strategy has been extremely profitable for the toymaker in recent years, with Larian Studios' blockbuster Baldur's Gate 3 selling for a whopping $90 million for Hasbro alone upon release in 2023. is generating significant profits. Despite this success, the multinational conglomerate invested huge sums of money to create an in-house game development studio to handle its large number of IPs and create entirely new IPs.
“The biggest takeaway, which is honestly a little surprising to a lot of people, is that Hasbro actually makes video games,” Ayoub explained. “And we have made significant investments in our studio structure, with over $1 billion in games currently in development.”
Industry veterans say Hasbro's $1 billion investment in its four existing AAA studios is part of a “very deliberate plan” to incorporate aspects of the company beyond game development.
Not just Dungeons & Dragons
Hasbro's current AAA stable includes North Carolina-based studio Atomic Arcade, which is developing the GI Joe Snake Eyes games. Invoke Studios is working on another title rooted in the world of Dungeons & Dragons. Skeleton His Key and Texas-based studio Archetype Entertainment round out this quartet, with the latter developing an all-new He IP starring Matthew McConaughey. Exodus takes inspiration from both Mass Effect and Knights of the Old Republic.
“What we're trying to do there is let the dog wag its tail a little bit and take things in a different direction for the company. It's something new. We're creating new IP through video games and “Given the size and scale of Hasbro, we can do other things as well,'' Ayoub said.
He also emphasized Hasbro's focus on quality and reliability when it comes to its game development approach, and praised the example set by Larian Studios' hit RPG Baldur's Gate 3.
“One of the great things we took away from the success of Baldur's Gate 3 is that people really, really like a great, well-made D&D game, so we're excited to bring something like that to you. “We did,” Ayub said. While this isn't a new IP, we're hoping to shake up the GI Joe series by doing some new things and presenting it in a non-traditional way in a video game. ”
Back in March, Larian founder Swen Vincke revealed that the developer had no plans to release any expansions or DLC for Baldur's Gate 3, and was instead moving away from the D&D setting to exploring something new. He made a shocking announcement. In Larian's absence, Hasbro is patiently searching for a new partner to help shape the future of the franchise.
In a recent interview with GIBiz, Ayoub highlighted Hasbro's deep well of IP, stressing that it's “much bigger than what we're talking about right now,” and that games developed by in-house studios are being rushed. It assured that “everything will be done” and will not be developed. Leave it in the oven for as long as needed. ”
In December last year, Hasbro said it needed to “modernize” and “lean down” the company for future growth, but said the move would affect more than 1,000 staff, about 20 percent of its workforce. announced mass layoffs. . The layoffs come as Hasbro seeks to pivot its focus to “fewer, larger brands” and save $300 million a year by 2025.
Anthony is a freelance contributor covering science and video game news for IGN. He has over 8 years of experience covering groundbreaking developments in multiple scientific fields and has absolutely no time for your pranks. Follow him on Twitter @BeardConGamer
