Hasbro CEO thinks the video game industry needs to "think about things differently"

March 17, 2026 - 08:53

Chris Cocks, the CEO of Hasbro, has issued a direct challenge to the video game sector, urging its leaders to fundamentally rethink their strategies. Speaking from the perspective of a veteran toy and entertainment company with major gaming franchises like Dungeons & Dragons and Magic: The Gathering, Cocks highlighted a need for innovation beyond traditional models.

He pointed to recent industry struggles, including widespread layoffs and project cancellations, as symptoms of a deeper issue. Cocks suggested the market has become overly reliant on familiar sequels and massive, high-budget productions that carry significant financial risk. This approach, he argues, has led to a crowded and volatile environment.

The solution, according to the Hasbro executive, lies in diversification and adaptability. He advocates for exploring new genres, embracing different gameplay formats, and reconsidering development scales to create more sustainable business practices. The core of his message is a push for creative and commercial flexibility, encouraging developers and publishers to break from established norms to foster a healthier, more resilient industry for the future.