Hasbro Interactive

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Hasbro Interactive was an American video game production and publishing subsidiary of Hasbro, the large game and toy company.

Hasbro Interactive was formed late in 1995 in order to compete in the computer and video game arena. Several Hasbro properties, such as Monopoly and Scrabble, had already been made into successful video games by licensees such as Virgin Interactive. With Hasbro's game experience, computer games seemed like a natural extension of the company and a good opportunity for revenue growth. Hasbro Interactive's objective was to develop and publish games based on Hasbro property and the subsidiary existed for six years.


Strong growth

In 1997 revenues increased 145% going from USD$35 million to $86 million.[1]

Hasbro Interactive embarked on both internal and external development, and acquired some smaller video game developers and publishers such as MicroProse for $70 million[2] and Avalon Hill for $6 million[3] both in 1998. Hasbro acquired the rights for 300 games when it purchased Avalon Hill.[3] With those acquisitions Hasbro Interactive revenues increased 127% in 1998 to $196 million and profits of $23 million.[1] Hasbro Interactive was growing so fast that there was talk of reaching $1 billion in revenues by 2002.[1] They also purchased the remaining brands and other intellectual property rights of Atari Corp. from JTS, and engaged in some other video game licensing, such as Frogger from Konami. They sought to use Hasbro board game brands, MicroProse titles, Avalon Hill and Wizards of the Coast as leverage to increase revenues.

Hasbro Interactive became the #3 computer game publisher within three years of its founding. But in 1999, Hasbro Interactive lost $74 million on revenues of $237 million a growth of just 20% over the previous year.[1] Late in 1999 with several game projects underway and dozens of new employees, many of who moved just to work for the company, Hasbro Interactive shut down several studios in a cost-cutting move. The studios affected included the former MicroProse offices located in Alameda, California and Chapel Hill, North Carolina. In 4 years Hasbro Interactive's revenue increased 577%.

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