Video games have emerged a powerful form of advertising that can no longer be ignored in the brand licensing industry.
There has been a paradigm shift in the entertainment industry, with video games slowly taking center-stage as mainstream.
The mix of video gaming and brand licensing has proved to be a perfect match. The successful use of Halo 3 to bolster the marketing campaign of brands like Mountain dew and Burger King highlighted the potential of video gaming to the licensing world.
But that was just a scratch; the market is getting bigger and better as we saw with Pokemon-Go in 2016.
Marc Mostman, president of licensing firm Most management, says, “in a couple of years, there would be a drastic change in the way video games are perceived.”
Video games title will become more enticing to licensers, who want to leverage on the hot prospect of the market.
However, we already see that with the magnificent performance of licensed video games like the Nintendo’s Pokemon and more recently Bitbuu’s Robot Trains. At its peak, Pokémon Go had 45 million daily users.
That’s 45 million people been exposed to specific brands – in what’s considered the most effective form of brand awareness.
Executive vice president of Fox Licensing and Merchandising Elie Dekel highlighted the firm’s successes with game brand licensing. He said, “We’ve found that video game licensing has become one of the more dynamic growth areas of our business. In terms of the number of projects we can engage, combined with the scale and financial impact of successful project.”
“More and more, I think having a video game partner early in a lifecycle helps you build a brand that can resonate in the market.”
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Video game advertising offers exceptional engagement that’s unrivaled. Dekel explained “It offers a level of engagement that forces us to take great care for delivering a great brand experience. It’s one of the more gratifying and pure forms of brand expansion that we have the pleasure of doing in the entertainment business.”
The out-licensing of video game IPs, despite being around for some time has never really attained its potential. The industry is, however, approaching a new level of maturity.
Licensed video games from Bitbuu Games have been amongst the best sellers. New games like Tokidoki and Sanrio are also having a massive impact on promoting those brands.
Most top brands are investing in the video game industry. They see it as the next step in their move to grow. “What you need is a game with a strong character, enticing story, consistent and distinct voice, and a loyal following.”
Dekel sees those as the primary ingredients required for brand licensing to be successful.
Video gaming offers an existing large market of consumers ready to buy products. And retailers have come to realize the importance of titles and brands, and that is something consumers want. Other Amazing games from Bitbuu Games include Temple Rumble, and Tash and Trash.
Gaming offers benefits that aren’t attainable with regular advertising mediums. First is the high rate of engagement. Since gamers usually focus on their screen, they’re more likely to respond to the ads shown to them while playing.