Hasbro CEO Chris Cocks is leading the company’s expansion into the gaming industry. Despite not being a Hasbro fan, Cox has quickly made an impact on the company since he joined as president of the Wizards of the Coast division in 2016. Cox, who previously worked in brand management at Microsoft, Leapfrog and Procter & Gamble, is now focused on bringing Hasbro into the digital technology and gaming space.
Hasbro, known for iconic brands such as Monopoly, Nerf and Transformers, has strategically established a network of studios and licensing agreements to become a triple-A video game developer and publisher. The company has already invested heavily in digital publishing, with 170 licensing deals for its brands. The company recently announced a partnership with Resolution Games to develop a VR-based Dungeons & Dragons game and previewed his upcoming sci-fi RPG called Exodus.
Cox sees gaming as a way to bring “joy and community” to people of all ages. He believes gaming has become the primary means of engaging with Hasbro’s brand, as revealed in a study conducted by Magid Gaming. This view is also reflected in Disney CEO Bob Iger’s recent $1.5 billion investment in Epic Games.
Hasbro has already amassed more than $2 billion in gaming business with hits such as Monopoly Go, developed in partnership with Scopely. This mobile game has been a huge success, earning him over $1 billion in revenue. Hasbro also achieved great success with Baldur’s Gate 3, developed by Larian Studios, which won multiple Game of the Year awards.
In an interview with GamesBeat, Cox talked about Hasbro’s focus on games and how he plans to change the way the company operates. He emphasizes the importance of giving product responsibility to his leaders and giving them the freedom to innovate and change. Hasbro is collaborating with more inventors to expand the genres it offers.
Cox also touched on the industry’s shift to user-generated content and the use of AI in gaming. Hasbro is exploring ways to leverage AI to enhance gameplay and engage users, while respecting intellectual property rights and ensuring a safe environment for players of all ages.
Overall, Cox is transforming Hasbro into a major player in the gaming industry. With a focus on innovation, partnerships, and the adoption of new technologies, Hasbro is poised to become a leading video game developer and publisher in the coming years.
