The distinctions between hardcore games and casual games (the committed enthusiasts versus the broader market fans) are melting away. That’s evident in the strategy of Graham Hopper, president of Disney Interactive Studios. The company puts 70 percent of its investment into titles that support major Disney licenses, but the investment is growing so much that Disney is pouring a lot of money into original titles for hardcore gamers such as “Pure,” a critically-praised off-road ATV racing game that Disney just launched. In a fairly short time, Disney will be tripling the amount of money that it invests in video games. As Disney builds its gamer cred, it will be interesting to see if it can snare hardcore gamers even as it pursues mainstream consumers and girls.

VB: You started your expansion a few years ago and you’ve kept on buying game development companies.

GH: Yes, it’s an outgrowth of our continued investment in this space. This year, we’re spending $175 million to $200 million in development. Last year it was $130 million and the year before it was between $90 million and $100 million. You can expect to see our output continue to increase. We’ve also said we plan to raise that number to $350 million a year in five to seven years’ time. We aren’t done yet. There are a lot of exciting projects we’ll be announcing in the next 12 months.

VB: So “Pure” is going to get you some real cred among hardcore gamers?

GH: I think so. It’s a really fun game. The team at Black Rock Studios was so excited to have an opportunity. We asked them what really turns them on. They had this idea of taking an ATV game into the wilderness. They created this massive environment with vertigo-inducing jumps. The game took shape and moved in a wonderful direction. It’s more like a trick-racing game than the simulation games they had done before. It’s accessible and fun. It lets people with different levels of competence get something out of it.

VB: What are your impressions of the industry?

GH: The industry is in a state where the hardware is [available]. Big software titles have been launched. We’ve been able to show our broadest line-up we have offered to consumers. Everything from younger kids to core gamers. Some is aimed at girls. Some at guys. Some for both. We have a good mix of new intellectual property and existing Disney content. We’ve got a strong line-up of music-related games that taps our music properties. We are feeling comfortable. We are trying to show things that really deliver for us. It’s good to have video games recognized for their contributions on a global basis. Our industry [should promote] enlightened views of video games. We are a major employer. Some people in our industry fear that we’re becoming too mainstream. To me, it’s the last thing you should fear. The fact that more people are playing games, and there is more diversity, is only a good thing. No one will stop playing hardcore games. This broadening is in everyone’s interests.

VB: The music genre itself looks like it is going to keep on gaining market share in the game business.

GH: People are looking at what’s in the top ten. The unit price is so much higher for games like Guitar Hero, where the purchase price includes the toy guitar, and that’s one reason their share of the dollars is high. It looks disproportionately large. Our upcoming Ultimate Band game will sell for a regular retail price and doesn’t require the added cost of an accessory.

VB: You shouldn’t have to buy a new peripheral every time you buy