Hasbro is moving deeper into gaming by building and publishing its own video games. As reported by Adweek, the company announced the plan on stage at Brandweek 2025. Instead of relying on outside studios, Hasbro wants full creative control over how its franchises come to life in digital play.
Why Hasbro Is Taking Gaming In-House
Hasbro’s brands already have strong gaming footprints. Dungeons & Dragons, Magic: The Gathering, Transformers, and G.I. Joe appear in everything from mobile games to AAA console titles. Until now, most development came through licensing agreements with external studios. That model generates revenue, but it limits direct creative influence, production speed, and long-term content strategy.
By shifting to internal development, Hasbro says it can align gameplay, storytelling, and long-term world-building with the direction of each franchise. The company wants narrative consistency and a deeper connection between toys, shows, comics, and games.
Building a New Gaming Division
Executives said Hasbro will invest in talent, production technology, and partnerships to build a full publishing arm. This includes hiring developers, producers, and live-ops teams to support ongoing content. The company is studying successful models from major studios that run long-term live service titles with regular updates.
The shift also positions Hasbro to better engage players directly. Owning the platform and publishing pipeline means access to data and player behavior, which can improve game design, monetization, and cross-franchise engagement.
Existing Success Shows Potential
Hasbro already owns Wizards of the Coast, which runs Dungeons & Dragons and Magic: The Gathering. Both are major revenue drivers and have deep digital ecosystems. Their success helped prove that Hasbro can manage storytelling across play formats and build engaged fan communities that stretch across decades.
Hasbro sees a similar opportunity in digital games built around Transformers, G.I. Joe, My Little Pony, and other franchises.
What Comes Next
Upcoming titles have not been named, but Hasbro said early efforts will prioritize its most established brands. Analysts expect the company to develop mobile and PC titles first because they offer faster release cycles and stronger recurring revenue. Console development may follow for larger franchises.
Industry observers say the move could change how entertainment brands treat gaming. Instead of licensing content and stepping back, franchise owners may increasingly build in-house studios to control quality, fandom, and long-term storytelling.
Executives plan to share more details in 2026 as projects advance. If successful, Hasbro could shift from being a partner in gaming to a formidable publisher competing with major studios.
