Disney's games strategy is no dinosaur

February 13, 2008 Walt Disney Co. is looking to expand its video game business with some help from an old strategy that did the same for its film and TV divisions. Gamers accustomed to brand extensions of Disney's roster of kid-friendly franchises will see something quite different this time out: "Turok" is a hardcore gamer's game, filled with plenty of guns, knives, battles and, yes, beautifully rendered blood that warrants its mature rating. Well aware that it's unlikely to appeal to its usual target audience, Disney Interactive decided to bring it out on the Touchstone label as a way of separating "Turok" from the family-friendly fare the studio has made a specialty.

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