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Wednesday, July 28, 2010

Disney In Talks to Buy Playdom

The Walt Disney Corporation is in talks to buy Playdom – a profitable firm which creates games for online social media platforms like Facebook. Playdom bought online virtual world Club Penguin in 2007 for $350 million and runs other successful online games such as Sorority Life, Social City and Tiki Farm. The deal is likely to be between $400 million and $750 million.

The consequence of this acquisition could be that Disney develops new ‘casual’ games incorporating some of its timeless characters such as Mickey Mouse and Donald Duck. Disney is likely to be able to expand the reach of Playdom’s own games, perhaps by introducing consumer products themed around them. This would be a key step in the leap from virtual gaming to real-world products.

While Playdom is profitable, many firms struggle in the online gaming market as most users don’t bring in any revenue. This forces firms to rely on a few users who pay real money to buy virtual goods that enhance their virtual experience. With more and more firms entering the market due to the relative ease of setting up and publicising a game (eg. through social networking sites), profits will be squeezed for most. However, small failing firms with only one or two games could represent opportunities for larger competitors like Playdom who will be able to aquire them – increasing their dominance of the market. Hence, the outlook looks good for Playdom (and Disney) – the online social gaming market could be worth $1.5 billion in three years.

Labels: disney, online games, playdom

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