Impact: In 2006, the Walt Disney Internet Group signed a deal with leading China game company Shanda to bring Disney online games to China. As a large media company, Disney has a very different strategy for its online games. The focus is not so much on pure revenue generation, but instead a key goal is promoting the overall Disney brand. Of course, since so many Chinese consumers in the Disney demographic now play online games it makes sense to use games as a way to build the Disney brand.