Driving Hasbro's Digital Strategy: The Success of Baldur's Gate 3 and Monopoly Go

Hasbro's CEO recently stated that the company is fully committed to its digital play strategy. When speaking with Eugene Evans, Senior Vice President of Digital Licensing, it becomes clear that this approach encompasses more than just video games, as the 101-year-old toy company explores innovative ways to integrate its physical and digital products. Evans notes that in today's world, digital technology is omnipresent and influences nearly every aspect of life. As a result, Hasbro aims to leverage this reality to enhance its core business. For instance, while Dungeons and Dragons is fundamentally about social interaction and collaborative storytelling, digital tools can augment the experience, making it more engaging and accessible. The success of Baldur's Gate 3 and Monopoly Go, two vastly different games, has significantly contributed to Hasbro's confidence in its digital strategy. Despite their differences, both games share commonalities, such as extensive development periods, large teams, and a deep understanding of their respective domains. Furthermore, both development teams demonstrated a genuine passion for the intellectual properties they worked with, which Evans believes is essential for creating authentic and resonant products. Evans emphasizes that every product must have a compelling reason for existing, particularly in a crowded and competitive market. He highlights that even a well-known brand like Monopoly requires more than just name recognition to succeed; it needs to capture the essence of what makes the brand great. In the case of Monopoly Go, the game has not only become a top-grossing mobile title but has also redefined the standards for success in the mobile gaming sector. Hasbro is currently working on numerous licensed projects with various development partners, ranging from in-game collaborations to standalone titles. While the company is building its own studios, such as Archetype Entertainment and Atomic Arcade, licensing will remain a crucial component of its digital strategy. The success of Baldur's Gate 3 and Monopoly Go serves as proof that Hasbro's intellectual properties can find an audience and generate significant returns, thereby validating the company's approach to digital play.