Disney: Virtual Magic Kingdom Had No Business Model

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At the EconSM conference today, Steve Wadsworth, president of Walt Disney Co.’s Disney Internet Group, responded to a question from an attendee about the company’s controversial decision to pull the plug in May on an online game called ‘Virtual Magic kingdom.’

Wadsworth said the game, which let players explore a digital version of the Burbank company’s theme parks, was never meant to be permanent.

‘It was built as a promotion’ for the Mouse House’s 50th Anniversary celebration of Disneyland, he said. ‘It had no business model.’

Disney’s decision sparked outcry among its fans, who accuse the company of heartlessly yanking a haven for disabled fans for whom the site is their only way to experience the theme parks. Some have launched a campaign to lobby for a reprieve.

Disney so far is not moved. ‘As dedicated as that audience is, it’s super small,’ Wadsworth.

-- Alex Pham