Hasbro CEO Explains Why Brand Avoids Live-Service Game Model
Hasbro CEO Chris Cocks revealed that the company has invested nearly $1 billion in its video game business over the past decade, with a strategic focus on traditional, premium AAA games rather than live-service titles. The company has established six internal game studios and a publishing organization to compete with major industry players.
According to Cocks, the decision to avoid live-service games is rooted in return-on-investment calculations. While competitors might spend $100 million developing live-service games, the financial returns are often uncertain and risky. In contrast, traditional game models offer more predictable demand and lower risk profiles, making them the more prudent business choice.
Hasbro’s gaming strategy will debut with Exodus, developed by Archetype Entertainment and set for release in 2027. The game will be published by Wizards of the Coast, Hasbro’s gaming division. The project is being led by industry veterans including James Ohlen, Chris King, and Jesse Sky, many of whom have backgrounds at BioWare.
This approach represents a deliberate divergence from industry trends, positioning Hasbro as committed to quality-focused game development over the volatile live-service model that has seen mixed results across the industry.