Josh D’Amaro’s vision for a Disney+ super app is taking shape — but comes with clear risks

Josh D'Amaro, who's been Disney's CEO since mid-March, has big ambitions for Disney+.

Ricardo Moreira/Getty Images for Disney; Illustration by Jaque Silva/NurPhoto via Getty Images Disney is adopting an all-in-one strategy for its namesake streaming app.

Disney+ may soon be home to games and merchandise, CEO Josh D'Amaro told staffers.

One analyst warned that a super app could lead to "a whole lot of mediocrity." Disney CEO Josh D'Amaro's dream of building a streaming "super app" is coming into focus, but big questions remain about whether it can juice revenue and engagement.

"Disney+ will continue to evolve, bringing together games, merchandise, and other experiences, while offering increased personalization, exclusivity, and benefits for subscribers," D'Amaro told employees in a post-earnings memo last week, first reported on by Business Insider.

The supercharged Disney+ would "deepen engagement, improve the value proposition, lower churn, and — most importantly — increase lifetime fan value," D'Amaro said to staffers.

The memo said these updates could come starting next spring.

Some media analysts are skeptical that fans are eager to play games or buy merch in between streaming shows and movies.

"When you have a 'super app,' you wind up with a whole lot of mediocrity," said Alan Wolk, a media industry analyst at TVREV.

Folding games and shopping into Disney+ could create a confusing and annoying experience, Wolk said.

However, if executed properly, a more comprehensive Disney+ app could drive higher revenue while growing engagement and loyalty.

Hernan Lopez, founder of the media consulting firm Owl & Co., said that upselling experiences through Disney+ would help D'Amaro's company make more money from its most passionate fans.

"The potential revenue of a single day of a theme park visit can be higher than a year's worth of a Disney+ subscription," Lopez said.

Selling tickets to parks and cruises is enticing for Disney since its Experiences business drives the bulk of its profits.