Hasbro is launching a new game subscription service across the US this summer, becoming the first big toy maker to try the business model.
Hasbro Gaming Crate will ship three new curated games to subscribers, costing $49.99 per crate for buying in to two different categories: party or family themed.
Crates will be shipped out four times a year.
“We have seen the subscription trend and how strong it has become outside of our industry and we thought ‘Gamers are into their games and they want to try new games all the time,’” said Jonathan Berkowitz, senior vice president of marketing for Hasbro Gaming.
“It is a perfect marriage for the gaming category.”
The party themed boxes will incorporate more edgy games ideal for adults, while the family crate is for all different ages and more inclusive.
Hasbro recently built a new team within the broader Hasbro Gaming segment that will focus exclusively on the Hasbro Gaming Crate service.
Hasbro’s games business has been a strong performer in recent years as revenue for the category increased nine per cent to $1.39 billion in 2016, helping to push the toy maker’ overall haul above $5 billion for the first time in the company’s 94 year history.