Disney Harnesses Video Games to Bolster Streaming Revenue

Walt Disney Co. is tapping into the booming video-game industry to shore up its streaming business, offering exclusive in-game rewards to Disney+ subscribers in a bid to increase the service's value proposition and stem subscriber churn.

The entertainment conglomerate's streaming platform has partnered with NetEase Inc.'s free-to-play shooter Marvel Rivals to provide Disney+ Perks members with exclusive content, including a limited-edition "Aurora Twilight" Daredevil character skin available through January 2026. The arrangement directly ties Disney's streaming service to one of the year's breakout gaming hits. The costume isn't available for separate purchase within the game, functioning as a timed exclusive for U.S. subscribers.

The strategy appears to be paying dividends. In Disney's fiscal second-quarter earnings, the company cited Marvel Rivals as a significant driver of growth in its Consumer Products division. Licensing revenue from the game helped push operating income in the segment up 14% year-over-year to $443 million from $387 million, cushioning softer performance in theatrical releases. Disney's overall quarterly revenue reached $23.6 billion, up roughly 2% to 7% over prior quarters.

How Disney+ Perks and Gaming Partnerships Drive Subscriber Retention

The move reflects a broader shift among legacy media companies seeking new revenue streams as traditional entertainment models face mounting pressure. Disney expanded its Disney+ Perks loyalty program in 2025 to encompass gaming, retail, travel and events. The program offers benefits across titles including Marvel Rivals, Star Wars: TIE Fighter mobile and Monopoly Go, alongside sweepstakes and merchandise discounts.

By embedding streaming perks within popular games, Disney is betting it can reduce subscription cancellations while extracting additional value from its vast library of intellectual property. The push comes as the company implements regular price increases, with the ad-supported Disney+ plan set at $11.99 monthly as of October 2025.

Disney's approach tracks with an emerging playbook across the entertainment industry. Netflix Inc. has struck deals with Roblox Corp. to create experiences around hits like "Stranger Things" and "Squid Game." Meanwhile, indie publisher Devolver Digital launched Big Fan Games, a label dedicated to licensed titles including "Reigns: Game of Thrones" and "John Wick Hex." Disney itself has invested in Epic Games to build a Disney universe inside Fortnite, though the Marvel Rivals promotion represents one of the company's first direct streaming-to-game content tie-ins at this scale.

For Disney, Marvel Rivals represents more than just another licensing deal. It demonstrates how the company can leverage its characters across multiple platforms simultaneously, driving engagement with its streaming service while collecting licensing fees from game publishers. The approach effectively turns video games into a marketing channel for Disney+ while generating direct revenue through licensing agreements.

Such cross-platform strategies will become increasingly critical as streaming growth plateaus and companies search for ways to differentiate their services. By offering tangible benefits that extend beyond video content, Disney is working to make its subscription stickier in an increasingly crowded marketplace.

The success of Marvel Rivals, which Disney described as a "massive success for the company" in investor communications, underscores the entertainment industry's recognition that gaming is no longer an adjacent business but a core pillar of franchise management and audience engagement in the digital era.