Disney CEO Bob Iger is sticking with the strategy of a combined interactive games, web and mobile group but splitting the job of president, putting the company’s digital future in the hands of newcomers. John Pleasants, the former EA exec who joined Disney’s executive ranks with the recent acquisition of Playdom, and Jimmy Pitaro, the departing head of Yahoo Media, will serve as co-presidents of the Disney Interactive Media Group, the company announced today.
Pleasants will head gaming, including Playdom, from San Francisco; Pitaro has content—including Disney.com, marketing—including DigiSynd, and advertising. Mobile is being split: gaming to Pleasants, non-gaming content, what there is of it, to Pitaro.
The two are replacing longtime interactive head Steve Wadsworth, whose departure as DIMG president was announced in late September; Wadsworth was head of the Walt Disney Interactive Group when WDIG merged with the gaming unit. In addition to trying to build its own gaming business, Disney has invested roughly a billion dollars in acquisitions, including Playdom, Tapulous and virtual world Club Penguin (acquired before gaming and interactive were combined). The idea behind this move: DIMG has all the pieces but to actually make money from it all requires a different approach.
Iger told Kara Swisher, “I think we’ve built a framework of assets and now is the time to create a structure in a more focused way. In splitting the divisions, we can focus more on them better and in a way they deserve.”
The divisions differ from the pre-DIMG setup, which was primarily video games for consoles in one and everything else coming out of the WDIG group.
With the various major acquisitions, Wadsworth also had been acquiring talent with key executives from each staying on and often increasing in responsibility. Pleasants, the former COO of EA, led online and mobile at EA; his operating background includes president and CEO of Revolution Health and CEO of Ticketmaster. His tenure as CEO of Playdom showcased his ability to create and add value; Disney paid $563.2 million for the company with a potential additional $200 million in earnouts.
Pitaro brings a different kind of expertise—that of successfully managing and growing key content areas for a major portal. Disney is one of the biggest global entertainment brands and the company has invested considerably in revamping its web presence.
Perhaps the biggest asset each brings is that their success comes from outside Disney. Most of Iger’s recent major personnel moves have been internal shuffling—surprising in some cases, but all from within Disney’s ranks. While he had capable execs to choose from for this job, it’s clear he’s looking for something more. It’s also clear Pleasants and Pitaro will need his full support to make that happen.
SAI first reported Pitaro was heading to Disney, while The Hollywood Reporter reported the split job.
1 Comments
October 4, 2010
Wow, putting the social gaming guy in charge of all their interactive titles?
I give them credit for jumping in with both feet, but -10 INT for jumping into a pool filled with hot air and unicorn dreams....
I love the circular reasoning here -- He is qualified to run Disney because he "added value" in convincing the aforementioned Disney to buy his company for $600million.
So now is his goal to add value to Disney by convincing someone ELSE to overpay for THEIR revenue-losing divisions?
Strategy WIN!