Hasbro Ushers In a New Era: Launching Its First In-House Video Game Development in 2026
Hasbro to Begin In-House Video Game Development in 2026
A Paradigm Shift in Fan Engagement Strategies for Brands in the Age of Fragmented Consumer Attention
Global toy and game giant Hasbro announced, through Chief Marketing Officer Jason Bunge at the ADWEEK Brandweek Conference in Atlanta, that the company will embark on in-house video game development for the first time starting next year. While Bunge declined to reveal specific game titles or genres, he stated that more details would be disclosed at the Game Awards ceremony on December 11.
Previously, Hasbro’s major intellectual properties (IP) like Magic: The Gathering and Dungeons & Dragons were developed into video games by external game studios. This announcement is the company’s first concrete move toward the in-house development strategy it hinted at earlier this year.
Hasbro’s Strategic Turning Point
At Brandweek, Bunge signaled a major shift: “As we expand the influence of the company across different forms of play, we are thrilled to be introducing our first ever in-house video game.”
This transition goes beyond simply expanding product lines. Hasbro, traditionally a toy and board game manufacturer, has long maintained a business model of licensing its IP to external developers. The decision to develop titles directly signals Hasbro’s intent to strengthen its foothold in the digital entertainment market.
Fan Engagement: Fundamental Reshaping
Hasbro’s move is seen as an aggressive, preemptive strategy to expand participation and influence in a media landscape where capturing and retaining consumer attention is increasingly difficult.
For years, traditional brands like Hasbro have tried to tie themselves to major cultural moments—films, TV programs, or sports events—to reach wide audiences. But Bunge asserted that the era of broad, one-to-many marketing is over:
“In the past, you could reach millions by hopping on a big campaign or a cultural moment. But now, consumers’ attention is fragmented into thousands of niche communities. We have to completely rethink our strategy to fit this new reality.”
Paradigm Shift in Influencer Strategy
Hasbro’s influencer marketing has also fundamentally changed. Surprisingly, the company has chosen to focus less on mega-influencers with tens of millions of followers like MrBeast, and more on collaborating with micro-influencers who have just 1,000–2,000 followers.
“The Monopoly community is completely different from the Transformers community, and the Magic community is different from the video game community,” Bunge emphasized. “Each IP has its own fan culture and mode of engagement.”
He continued, “We need a bespoke approach for each community, but it must be scalable across the company.” The key is that the more communities Hasbro engages with, the larger its overall reach and influence.
Bunge cited recent successful collaborations with Disney, the hit Japanese franchise Final Fantasy, and Netflix’s “Kpop Demon Hunters.” These diverse partnerships reflect Hasbro’s bid to connect with various fandoms and cultural nodes.
The Sims: 25 Years as a Symbol of Comfort
The video game industry’s focus on long-lasting franchises is also being highlighted. The Sims, for example, has provided fun, distraction, and comfort to players for 25 years, illustrating the importance of building and sustaining long-term fan relationships.
Twitch: “Brand as a Fan” Strategy
Twitch, the leading video game live streaming platform, is also undergoing a fundamental shift in fan engagement, according to CMO Rachel Delphin.
“For a long time, Twitch served as a gathering place for fans,” Delphin explained. “But now, what we’re really striving for is the idea of ‘brand as a fan’.”
This approach means Twitch is no longer just a platform provider, but actively participates as a member of the fan community. Delphin stated, “How Twitch interacts in streamers’ chats, presents itself at esports arenas, and engages with fans will all evolve.”
She posed the question: “How can we show up as equals, and display our own fandom to the community?” Moving forward, Delphin said, Twitch will increasingly be seen acting as a true member within its communities.
This strategy aims to dismantle hierarchical relationships between brands and consumers, building a more horizontal, participatory dynamic. Brands are moving from simply providing products and services to being active participants and passionate fans within cultures.
New Survival Strategies in a Fragmented Media Era
With media growing ever more fragmented, brands can no longer rely on a single franchise or cultural phenomenon to guarantee their success. Previously, a Super Bowl ad or a blockbuster film tie-in could capture millions of eyeballs at once.
Today, audiences are scattered across Netflix, YouTube, TikTok, Twitch, Discord, and myriad other platforms and communities, each with its own culture, language, and participation rules. One-size-fits-all messaging no longer resonates.
Therefore, brands must now pursue two key strategies:
First, create compelling proprietary content and experiences to build their own dedicated fandoms—exemplified by Hasbro’s forthcoming first-party video game.
Second, maximize audience engagement by building multiple touchpoints through strategic collaborations with franchises, creators, and platforms simultaneously, instead of betting everything on a single partnership.
Ultimately, Hasbro’s 2026 in-house video game debut is expected to be more than just a new product launch—it will be a litmus test for how legacy brands can survive and thrive in the fragmented digital era. All eyes are now on the details to be unveiled at December’s Game Awards.
하스브로, 2026년 자체 비디오 게임 개발 본격 착수
소비자 관심 분산 시대, 브랜드들의 팬 참여 전략 대전환
글로벌 완구 및 게임 대기업 하스브로(Hasbro)가 내년부터 처음으로 자체 비디오 게임 개발에 나선다고 제이슨 번지(Jason Bunge) 최고마케팅책임자(CMO)가 애틀랜타에서 열린 ADWEEK의 브랜드위크 컨퍼런스 무대에서 공식 발표했다.
번지 CMO는 구체적인 게임 타이틀이나 장르에 대해서는 함구했으며, 보다 상세한 내용은 오는 12월 11일 열리는 게임 어워즈(Game Awards) 시상식에서 공개될 예정이라고 밝혔다.
그동안 매직: 더 개더링(Magic: The Gathering)과 던전 앤 드래곤(Dungeons & Dragons) 같은 하스브로의 유명 지식재산권(IP)은 그동안 다른 게임 개발사들에 의해 비디오 게임으로 제작되어 왔다. 하스브로는 올해 초 발표한 새로운 기업 전략에서 자체 비디오 게임 개발 계획을 시사한 바 있으며, 이번 발표는 그 구체적인 실행 계획의 첫 공개다.