Problem
Disney’s Strategic Business Units were generating massive returns from film, streaming, and theme parks, but the company’s gaming strategy remained underdeveloped relative to the IP it owned. As part of the Illinois MBA consulting program, our team was tasked with identifying new revenue streams that could meaningfully move the needle for a company of Disney’s scale. The question was straightforward: where is Disney leaving money on the table?
Constraints
- Working with publicly available information only, no insider access to Disney’s internal strategy or financials
- Recommendations needed to be credible at the CEO level; this wasn’t an academic exercise
- The gaming industry was undergoing rapid shifts (free-to-play, live service models, competitive gaming) that made historical comparisons unreliable
- Disney had a mixed track record with gaming ventures, meaning any recommendation had to address why this time would be different
- Tight timeline, full analysis and deliverable completed in under three months
Approach
- Mapped the competitive landscape: Analyzed how other major IP holders (Sony, Microsoft, Tencent) were monetizing their franchises through gaming, identifying the revenue models and engagement patterns that were working
- Assessed Disney’s IP portfolio through a gaming lens: Evaluated which Disney properties had the strongest fit for gaming based on existing fan engagement, demographic overlap with gaming audiences, and competitive differentiation. Marvel stood out immediately
- Built the Marvel gaming thesis: Argued that Marvel’s roster of characters, existing global brand recognition, and the proven success of hero-based competitive games (Overwatch, League of Legends, Valorant) created a clear opportunity for a Marvel-branded competitive gaming title
- Modeled the revenue opportunity: Estimated the addressable market using comparable titles, projecting revenue from a combination of free-to-play access, cosmetic monetization, and competitive esports ecosystem development
- Addressed the risk factors: Directly confronted Disney’s previous gaming failures (Disney Infinity shutdown, licensing-only approach) and outlined what a partnership-driven model would need to look like to succeed
- Delivered the memo: Distilled the full analysis into a concise, actionable memo sent to Disney’s CEO outlining the strategic rationale for integrating Marvel into the gaming universe
Outcome
- Memo delivered to Disney CEO: The team’s recommendation was formally submitted as part of the Illinois MBA consulting program’s partnership with Disney
- Thesis validated: In 2024, NetEase and Marvel launched Marvel Rivals, a free-to-play hero-based competitive shooter that hit 20 million players in its first 72 hours. The game follows almost exactly the model we outlined: Marvel IP, competitive multiplayer, hero-based gameplay, cosmetic monetization
- I’m not saying we gave them the idea: But I’m also not not saying that. The timeline is right there.
What I’d Do Next
- Extend the analysis to other underutilized Disney IP verticals (Star Wars competitive gaming, Pixar in the cozy/social gaming space)
- Build a framework for evaluating IP-to-gaming fit that could apply to any major media company
- Lobby for a consulting credit in the Marvel Rivals loading screen (still working on this one)