NBCUniversal eyes video games as it preps for life after Comcast

July 1, 2026 - 01:52

A spinoff clock is forcing the media giant to find growth on its own, and the answer might not look like television at all. NBCUniversal is quietly ramping up its presence in the video game industry, signaling a strategic pivot as it prepares to separate from parent company Comcast. The move comes as traditional media companies face shrinking cable audiences and a relentless shift toward digital entertainment.

Sources familiar with the company's plans say NBCUniversal is exploring ways to turn its film and television properties into interactive experiences, rather than just licensing them out. The goal is to build a dedicated games division that can generate recurring revenue, similar to how Netflix and Disney have expanded into gaming. Executives believe that owning the game development process, rather than simply selling rights, could unlock a new stream of income that is less dependent on box office hits or advertising.

The timing is critical. Comcast announced last year that it would spin off NBCUniversal's cable networks into a separate entity, leaving the remaining company to stand on its own. Without the financial cushion of Comcast's broadband business, NBCUniversal needs to prove it can grow without relying on traditional TV. Video games, which generated more revenue than movies and music combined in 2023, offer a logical path forward.

NBCUniversal is not starting from scratch. It already has deep ties to the gaming world through franchises like Jurassic World, Fast & Furious, and The Office. But instead of just licensing these brands to outside developers, the company is now considering in-house studios or acquisitions. Industry analysts note that the move mirrors what Warner Bros. Discovery attempted with its own games division, though with more caution.

The challenge will be execution. Building a successful games unit takes years and significant investment, and the market is crowded with established players. Still, for a media giant facing a future without its corporate parent, rolling the dice on interactive entertainment might be the safest bet it can make.