Chris Cocks, the CEO of Hasbro, is leading the company’s expansion into the gaming industry. Despite not being a Hasbro lifer, Cocks has quickly made an impact on the company since joining in 2016 as president of the Wizards of the Coast division. With a background in managing brands at Microsoft, Leapfrog, and Procter & Gamble, Cocks is now focused on taking Hasbro into the digital tech and gaming space.
Hasbro, known for its iconic brands like Monopoly, Nerf, and Transformers, is strategically establishing a network of studios and licensing arrangements to become a triple-A video game developer and publisher. The company has already made significant investments in digital publishing and has done 170 licensing deals for its brands. It recently announced a partnership with Resolution Games to develop a VR-based Dungeons & Dragons game and teased an upcoming sci-fi RPG called Exodus.
Cocks sees gaming as a way to bring “joy and community” to people of all ages. He believes that gaming has become the primary path to engaging with Hasbro’s brands, as highlighted by a study conducted by Magid Gaming. This observation is also reflected in the recent $1.5 billion investment by Disney CEO Bob Iger in Epic Games.
Hasbro already has a successful $2 billion-plus game business, with hits like Monopoly Go, developed in partnership with Scopely. The mobile game crossed $1 billion in revenue and has been a massive success. Hasbro also scored big with Baldur’s Gate 3, developed by Larian Studios, which won multiple game of the year awards.
In an interview with GamesBeat, Cocks discussed Hasbro’s gaming focus and how he is changing the way the company operates. He emphasizes the importance of putting product leaders in charge and giving them the freedom to innovate and shake things up. Hasbro is also working with more inventors and expanding its genre offerings.
Cocks also touched on the industry’s shift towards user-generated content and the use of AI in gaming. Hasbro is exploring ways to leverage AI to enhance gameplay and engage users, while also respecting IP rights and ensuring a safe environment for players of all ages.
Overall, Cocks is leading Hasbro’s transformation into a major player in the gaming industry. With a focus on innovation, partnerships, and embracing new technologies, Hasbro is poised to become a leading video game developer and publisher in the coming years.