Disney Is Betting on ‘Infinity’ to Be a Gaming Hit

by Adam Benjamin | June 11, 2013 11:59 am

Disney (DIS[1]) is looking to make a comeback with its gaming division.

At this week’s E3 conference, the company unveiled its Infinity game, which it expects to be a huge hit for the company’s interactive division. As Reuters points out[2], that division has suffered losses in 13 of the last 14 quarters — making it a rare, unprofitable division for the company.

Infinity draws on Disney’s most popular characters, with a heavy focus on Pixar properties like Toy Story and Cars, but also including characters from the live-action Pirates of the Caribbean series. The sandbox game allows players to customize the world and create their own game variants. Expect Disney’s marketing team to be hard at work showcasing the game’s available play sets — figures and bases sold separately, to add to the game experience. Players (or their parents) will be able to buy more play sets, figures, and power-ups to “enhance” the game.

Infinity launches August 18, 2013.

Adam Benjamin is an Assistant Editor of InvestorPlace. As of this writing, he did not hold a position in any of the aforementioned securities.

Endnotes:
  1. DIS: http://studio-5.financialcontent.com/investplace/quote?Symbol=DIS
  2. As Reuters points out: http://www.reuters.com/article/2013/06/11/entertainment-us-disney-infinity-analysi-idUSBRE95A0FE20130611

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