Hasbro's Digital Transformation: Blending Physical and Virtual Experiences

Hasbro, the iconic toy company, is embracing the digital age with a renewed focus on integrating its physical products with innovative digital experiences. In a recent interview, the company's senior vice president of digital licensing, Eugene Evans, provided insights into Hasbro's strategic shift towards a more holistic approach to gaming and entertainment.

Unlocking the Synergy Between Physical and Digital Realms

Embracing the Digital Landscape

Hasbro, a company with over a century of history, is recognizing the importance of adapting to the digital landscape. As Evans explains, "None of us can escape digital in our daily lives, right? Digital is an expression of almost everything we do." The company is exploring ways to leverage digital platforms to enhance the experience of its physical products, blending the tangible and the virtual.

Augmenting the Physical Experience

Hasbro's approach is not about abandoning its physical roots, but rather about finding ways to complement them. As Evans illustrates, "Dungeons and Dragons is still ultimately about that expression of a group of friends sitting around the table, having a good time, trying to solve problems and tell stories together. But if we can augment that with tools and systems digitally, whether it's on their laptop, phone, iPad or TV, then hopefully it only embellishes the experience."

Embracing Diverse Digital Offerings

Hasbro's digital strategy encompasses a wide range of initiatives, from video games to mobile applications. The company's recent successes, such as the acclaimed Baldur's Gate 3 and the mobile hit Monopoly Go, demonstrate its ability to adapt its iconic brands to different digital platforms. Evans emphasizes that these projects, despite their surface-level differences, share a common thread – a deep understanding of the target audience and a commitment to delivering an authentic and engaging experience.

Fostering Partnerships and Expertise

Hasbro recognizes that it cannot single-handedly create every digital expression of its vast intellectual property (IP) portfolio. Instead, the company is embracing a collaborative approach, partnering with domain experts and development studios to bring its IPs to life in the digital realm. As Evans states, "We couldn't possibly build every expression that we think is possible with every IP we own, but we've started a small number of studios that are focused on building AAA PC and console games, and are really building titles that are strategically important to us."

Driving Innovation and Audience Engagement

Hasbro's digital strategy is not just about replicating its physical products in the virtual world. The company is actively seeking to innovate and create new experiences that resonate with its audience. Evans emphasizes the importance of having a "reason for being" for each digital product, ensuring that it offers a unique value proposition and captures the essence of the brand. The success of Monopoly Go, which has redefined the mobile gaming landscape, is a testament to Hasbro's ability to adapt its iconic brands to emerging digital trends.

Embracing the Future of Gaming and Entertainment

Hasbro's digital transformation is not just about keeping up with the times; it's about positioning the company at the forefront of the evolving gaming and entertainment landscape. By leveraging its rich IP portfolio, fostering strategic partnerships, and embracing a holistic approach to physical and digital experiences, Hasbro is poised to deliver innovative and engaging offerings that captivate both longtime fans and new audiences alike.