Disney (DIS) is looking to make a quip with a gaming division.

At this week’s E3 conference, a association denounced its Infinity game, that it expects to be a outrageous strike for a company’s interactive division. As Reuters points out, that multiplication has suffered waste in 13 of a final 14 buliding — creation it a rare, unprofitable multiplication for a company.

Infinity draws on Disney’s many renouned characters, with a complicated concentration on Pixar properties like Toy Story and Cars, though also including characters from a live-action Pirates of a Caribbean series. The sandbox diversion allows players to customize a universe and emanate their possess diversion variants. Expect Disney’s selling group to be tough during work showcasing a game’s accessible play sets — total and bases sole separately, to supplement to a diversion experience. Players (or their parents) will be means to buy some-more play sets, figures, and power-ups to “enhance” a game.

Infinity launches Aug 18, 2013.

Adam Benjamin is an Assistant Editor of InvestorPlace. As of this writing, he did not reason a position in any of a aforementioned securities.