Disney targets connected interactive universe as games drive next wave of fan discovery

Disney set a strategy to make games a core entry point for new audiences, shifting from passive viewing to interactive participation.

The plan centers on original game-first storytelling, not adaptations, to build new franchises across Disney Entertainment, Marvel, Lucasfilm, Disney, Pixar.

The focus is on social, immersive platforms targeting Gen Z, Gen Alpha, positioning games as primary discovery channels for characters, worlds, stories.

A strategic partnership with Epic Games aims to build a persistent entertainment universe blending gaming, storytelling, creator tools in one connected Disney ecosystem.

The interactive push targets scale, with consumer spend guided above USD 4 billion annually, reinforcing games as a long-term growth engine.