Eisner: Hollywood's IP Blind Spot is Gaming

Michael Eisner, former CEO of The Walt Disney Company, stated that Hollywood's core challenge has consistently been the inability to effectively extend valuable intellectual property (IP) into new formats and technologies. He highlighted gaming as a prime example, recalling early industry failures like Warner Bros.' 1983 Atari venture, which succumbed to technological illiteracy rather than creative shortcomings. Eisner noted that the industry has since shifted, with gaming now being both story and IP-driven.

The executive drew parallels between the gaming sector and Hollywood's broader approach to IP, contrasting licensing with original development. Eisner, who once favored original projects, eventually recognized the power of established brands, referencing Disney's acquisition of Star Wars as a highly successful strategic move. This approach is now influencing the gaming industry, where companies like Delphi Interactive focus on building games for fans of recognized franchises, such as James Bond and FIFA.

As development costs rise and competition for consumer attention intensifies, prominent IPs are increasingly seen as essential for breaking through. However, Eisner cautioned against over-reliance on existing brands, suggesting that companies risk audience fatigue with excessive sequels, citing potential over-saturation in the Star Wars franchise. He proposed that the ultimate goal should be to use established IPs as a stepping stone to creating successful original games.