The purchase of game maker Playdom may help Disney’s brands with the Facebook generation
Four years ago, Bob Iger, the chief executive officer of Walt Disney, tried to build a cell-phone business. Disney created a family-oriented mobile service that included a global positioning system so parents could track their kids. Too few consumers signed up, and the company killed the operation after 15 months. Disney Interactive, the division that ran the ill-fated cell service, is still unprofitable. It lost $55 million last quarter.
Iger retains his enthusiasm for digital business and has switched strategies to buying rather than building. He wants to acquire social games and other online services that come with established customers and talented creators—and can help sell Disney’s famous brands.
“You don’t get the kind of growth we want by building from the inside,” he says.
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