Hasbro CEO calls for a rethink of game development amid rising costs

Hasbro CEO Chris Cocks says the video game industry must rethink development and talent strategy as content costs outpace growth, suggesting global outsourcing (Southeast Asia, China, Eastern Europe) and exploring AI to improve quality. He notes a typical game has a 20-30% chance of success and outlines Hasbro’s traditional, price-for-content model—40 to 50 hours of play—driven by brand extensions, Magic: The Gathering Arena, and digital licensing, rather than heavy free-to-play or battle-pass economics, with a goal to deliver standout titles and future sequels.