Hasbro Ventures Into Video Games: A New Era of Fan Engagement

In a radical move set to reshape the landscape of fan engagement, entertainment giant Hasbro will start developing its own video games in 2026. The announcement was made by Hasbro’s CMO, Jason Bunge, at the Brandweek conference in Atlanta, marking a new chapter in the company’s illustrious history. While further details are anticipated to be unveiled during the Game Awards ceremony on December 11, the revelation hints at a groundbreaking approach to how brands communicate with their audiences.

Embracing Change and Innovation

As consumer attention becomes increasingly fragmented, brands are compelled to rethink their strategies. Hasbro is doing just that by transitioning from traditional marketing methods to more interactive and personalized experiences. The move to create their own video games represents not just an expansion in their entertainment repertoire but a deliberate shift in brand philosophy.

Hasbro’s Game-Plan: A New Corporate Strategy

Hasbro’s intellectual properties such as Magic: The Gathering and Dungeons & Dragons have long influenced the gaming world. However, the decision to internally develop video games signals a profound strategy shift aimed at deeper audience connectivity and sustained engagement. This transformative approach, as explained by Bunge, aligns with the corporate strategy introduced earlier this year.

Influencer Engagement and Scaling Community Interaction

For Hasbro, it’s not just about creating games but connecting with diverse communities associated with each unique brand identity. Whether it be Monopoly enthusiasts or Transformers fans, Hasbro intends to engage with both niche influencers and larger communities. These efforts embody their new engagement mantra: “We have to be both bespoke, but then we also have to scale.”

Leadership Insights from Twitch: A Symbiotic Relationship with Fans

Echoing Hasbro’s sentiment, Rachel Delphin, CMO of Twitch, highlighted the importance of brand and fan symbiosis. Twitch aims to democratize its platform further by fostering spaces where brands are seen as fellow fans, participating equally in the dialogues and communities. “We’ll see that more and more,” Delphin explained, underscoring a fundamental alteration in fan engagement paradigms.

Creating New Cultural Touchpoints

In a world where media avenues continue to diversify, brands like Hasbro must become creators rather than mere participants in established cultural narratives. According to ADWEEK, ensuring alignment with multiple cultural touchpoints is crucial for scalable audience connection and lasting impact.

As Hasbro embarks on this ambitious journey into the gaming sector, it sets a precedent for other brands to follow. By becoming pioneers in their creative pursuits, they set themselves apart in the competitive landscape, charting a course towards an innovative and engaging future for fans worldwide.