Inside the Game Industry with Tom Dusenberry

What do Monopoly, Magic: The Gathering, drone soccer, and interactive magic have in common?

They’ve all been touched by the creative hand of Tom Dusenberry, a seasoned leader in the gaming world with decades of experience building brands, acquiring iconic IPs, and pushing the boundaries of fun through emerging technologies.

In this episode of Boston Leaders Voices, we sat down with Tom to talk about the resilience of the gaming industry, where it's headed, and what startups can learn from both big wins and painful failures.

Tom’s Path from Loading Dock to CEO

Tom’s career began at Parker Brothers, where he literally started on the loading dock. Twenty-two years later, he was running the company, having touched everything from Monopoly to Star Wars and Nerf. Later, as CEO of Hasbro Interactive, he led major acquisitions, most notably Wizards of the Coast, home of Magic: The Gathering and Dungeons & Dragons.

In 2001, Tom left the corporate world to launch Dusenberry Entertainment, where he’s since been involved in mobile games, toy drones, augmented reality, and even building out NASCAR's digital gaming presence.

Why Tom Partnered with VAIRIX

As someone deeply embedded in gaming innovation, Tom was drawn to VAIRIX not just for our technical capabilities, but for something less tangible, what he calls “quality and authenticity.”

“With VAIRIX, I saw a client-focused culture, strong technical output, and a team rooted in Uruguay: a place that clearly values education and global thinking,” Tom said.

Together, we’re now working on expanding gaming initiatives across Boston and beyond.

A Conversation on the Past, Present, and Future of Games

In our conversation, Tom touched on several key themes shaping the gaming industry today.

🎧 If you’d rather listen to the full discussion, the podcast episode is available below. Otherwise, read on for a recap of the highlights.

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1. Gaming’s Growth, Explained

The gaming industry has grown from a $50 million board game market to a $250 billion global force. According to Tom, the biggest driver of that growth has been technology, all from PCs and consoles to mobile platforms and now immersive A|R/VR.

But the key, he insists, is making it fun.

“It has to be fun the first time you play, but also social and replayable. That’s what keeps people coming back.”

He sees today’s major franchises like Fortnite not just as games, but as media ecosystems - combining gameplay, social interaction, and even music and events into a single experience.

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2. Monetization Without Ruining the Fun

Tom didn’t hold back on one of his biggest frustrations: intrusive ads and bad monetization strategies.

“If you're asking players to watch three minutes of ads to play a free game, they’ll leave. Worse is when ads inside a game try to pull players into a competitor’s game.”

His advice is to align advertisers with the game’s tone and audience. Make ads feel integrated, not disruptive.

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3. What Makes a Game Iconic?

We asked Tom what turns a game into a franchise that lasts decades. Tom says it's a combination of:

• A resonant theme
• Positive, replayable gameplay
• Multi-generational appeal

Think Mario. It’s 40 years old, and still fresh because it’s designed for everyone, and families can enjoy it together.

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4. Advice for Gaming Startups

In a crowded market, the biggest trap is being a copycat.

“If one shooter does well, suddenly there are 600 more. But there’s already too much competition in those categories.”

Instead, Tom urges startups to find untapped audiences by trying new play patterns or storytelling formats.

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5. The Future of Gaming

Looking ahead, Tom shared three bold predictions:

1. AI will be a game-changer, but also a risk. It can heighten player experience, but must be used thoughtfully.
   
   
2. VR will finally become mainstream within the next 10 years, once the tech catches up.
   
   
3. Mobile gaming will rival traditional consoles and not just for casual games, but for AAA experiences too.

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