The Walt Disney Company (NYSE:DIS) is set to launch a new game system called Infinity that is very similar to Activision Blizzard, Inc. (NASDAQ:ATVI)‘s popular Skylanders product. Is the Disney cast of characters enough to make this effort a success?
A Game “System”
Infinity and Skylanders aren’t exactly game systems in the vein of a Wii or Xbox, but they do require special add-ons in order to work. In addition, characters are loaded into the games by placing separately sold figurines. The need for such “hardware” means these systems are more than just a video game since the initial buy in and ongoing costs are more material.
However, at the end of the day, the two games are just that–games. Skylanders has been a big success for Activision Blizzard, Inc. (NASDAQ:ATVI), with total sales of more than $1 billion dollars since its launch. That includes that sale of over 100 million figures.
Me Too!
It isn’t surprising, then, that Disney would be interested in creating a similar product. The most obvious benefit is the vast array of characters that Disney owns. From Mickey Mouse to Jack Sparrow, Disney won’t run short of new, often beloved, figures to add to the game any time soon.
In fact, with so many rabid fans, Disney is likely to find many people are buying figures without ever intending to play the video game. The adults in that fan base can also rest assured that letting their children play a Disney inspired game will keep them in a safe environment.
Subtle Differences
One small but material difference between Skylanders and Disney’s Infinity is modularity. Infinity games are basically stored in the figures. This allows Disney to create varied story lines for its games around the figurine being used. Skylanders is more traditional in that the characters are added to an existing game story.
This makes Infinity more like a game system than Skylanders. It also gives the game a far broader appeal. For example, the company could launch different versions of Jack Sparrow that provide games tailored to children from toddlers to teens. It could also create different games around the same characters, much like a movie and a sequel, each with its own set of figures.
In addition to this, Disney’s version of the game concept will include a “Toy Box” mode. This will allow customers to create their own worlds that can be shared with others. A nice feature for the more intense gamers out there.
Reaching the Boys
While Disney’s core characters will make Infinity an interesting experiment, the real benefit is likely to come from expanding its recently added Marvel and Star Wars franchises. For a long time Disney had lacked compelling content for boys. These two purchases quickly changed that.
However, how the company would make use of the acquisitions has been a big question mark. Video games seems like the perfect extension. The market is predominantly male and games involving super heros and the Star Wars franchise have been popular for years. For example, Electronic Arts Inc. (NASDAQ:EA) launched its Stars Wars Old Republic game in December of 2011 and reported selling more than two million copies in about a month. It remains a popular title.
Existing relationships for video games such as that one, and Activision Blizzard, Inc. (NASDAQ:ATVI) with Spider Man, among many others, could make Disney look more like a competitor than a partner. However, Disney has so many characters in its stable, from X-Men to Goofy, that the two dominant game companies would be foolish to stop working with the media giant. Electronic Arts Inc. (NASDAQ:EA), then, isn’t going to kill Old Republic unless the customer base wanes.
Does Disney have what it takes?
The big question is if Disney can make this into a long-term success story. While it brings a great brand image and tons of content to the picture, it still needs to run with the big boys if it wants to succeed. Activision Blizzard, Inc. (NASDAQ:ATVI) and Electronic Arts Inc. (NASDAQ:EA) are fierce competitors in a very challenging market, and Infinity is going to look like a copycat offering to many potential customers.
Skylanders is also launching a new game at about the same time as Infinity is set to launch. It won’t be easy taking on an existing product with an installed customer base. That said, Disney has plenty of money to support its effort. And reaching the male market would greatly expand its business and allow it to make full use of its new media properties.
In the end, this could be a big release for the company. Shareholders should monitor the game’s initial results, as it could add notably to the top line over time if it gains traction with customers.
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