Getting Into Bed With an IP Licensor
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Marvel, DC, Disney, Transformers – what do all of these big names have in common? ASSETS! No, we’re not talking about money here… it’s their IP licenses that we love. These large companies are pumping out new material all the time… tv shows, movies, toys, but not games!Indie game studios are brought on to develop, create, and transform these licenses into new games. As a game developer, what does it mean to work with IP license holders and integrate their assets into your game? Originally presented at Yetizen Innovation Lab September 10, 2013
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Getting Into Bed With an IP Licensor
- 1. Getting Into Bed with an IP Licensor Margaret Wallace CEO, Playmatics Originally Presented at Yetizen Innovation Lab, September 10,
- 2. Digital and Real-World Experiences. Creators of Award-Winning Games, @margaretwallace CEO
- 3. Production New York City San Francisco Business
- 6. Institutional Partners “Made in NY” Media Center
- 7. Brands We’ve Worked With
- 8. Breaking Bad: Cost of Doing Business http://www.amctv.com/shows/breaking-bad/cost-of-doing-business 1 Million Players in the First Month!
- 9. Awards: WINNER: CableFAX Best of the Web award in the contest/online games category. Nominated: SXSWi Interactive Award http://sxsw.com/node/6415 Game: http://www.amctv.com/originals/breakingbad/inter rogation Breaking Bad: The Interrogation
- 10. The Walking Dead
- 13. Licensor Content PartnerBrand Rep Original IP Brand Strategy
- 15. It’s fun and rewarding to work with high profile IP.
- 16. It’s just as “hard” to make your own IP as branded IP…
- 17. …with just as much variability in the upside.
- 18. Relationships are key. Can make or break you.
- 19. There are more licensing deals out there than ever.
- 20. “Dead” licenses & “Living” licenses -- sometimes for little or no money down.
- 21. It can take a long time to find a brand decision-maker or to close a deal.
- 22. Licensors will prefer to offload as much risk onto you as possible – e.g., development costs.
- 23. Brand recognition may help in user acquisition, especially on mobile...
- 24. …but only if the IP and the delivery channels reach the right audiences.
- 25. Popular brands are being leveraged across many kinds of digital media, including educational gaming.
- 27. Marketing efforts made by the licensee may have limited value
- 28. Marketing Efforts Made By the Licensor May Have Limited Value
- 29. Try to avoid one-off approvals around things like distribution, territory, art, etc.
- 30. Verify and Re-Verify everything – just because you have approvals doesn’t mean you do.
- 31. Depending on the brand – “Talent” might be eligible for a cut of any revenues.
- 32. Licensors might have restrictions over their own brands – e.g., cable show but not comic book rights.
- 33. Surprised more people don’t work with brands…
- 34. …but then again maybe not…
- 35. Even though there are a lot of derivative products out there…
- 36. …there’s a lot of experimentation and excitement out there.
- 37. Still potential in niche brands as well as mainstream brands.
Editor's Notes
- Margaret Wallace, CEO Playmatics www.playmatics.com Originally Presented at Yetizen Innovation Lab – September 10, 2013
- Margaret Wallace – CEO of Playmatics. Twitter @margaretwallace
- Ties to lots of brands….
- Site of the IF Made in New York Media Center, where @Playmatics is a partner.
- PlayComix Cross-Platform Storytelling Engine – Exclusive platform from Playmatics
- PlayComix Cross-Platform Storytelling Engine – Exclusive platform from Playmatics
- Ways we work with brands
- Some truths and observations about working with brands….