Archive | Interactive gaming

Snacking While Streaming

Food and beverage-related brands have represented one of the key sectors involved in e-sports promotions over the past year and a half, partnering with e-sports teams and organizations for live events, streamed content, and sometimes merchandise sales or giveaways. Some examples: E-sports organization FaZe Clan paired with General Mills’ Totino’s brand to create special flavors […]

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Breaking Out of the Metaverse

New deals are revealed almost every day to bring licensed IP into the metaverse, with the partners creating branded virtual goods, storefronts, events, or other implementations, especially in popular gaming worlds such as Roblox. Conversely, several games that originated in Roblox have lately started to break out as licensed properties in their own right. They […]

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A Good Game for Beauty Brands

Beauty companies have been among the most active of corporate marketers when it comes to entering the virtual worlds of gaming and the metaverse. Many have been creating promotions and/or offering digital palettes to be used within the games, for example. Conversely, owners of video game properties have increasingly been dipping their toes into physical […]

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Playing Dress-Up

When esports teams, leagues, and other organizations first entered the apparel licensing game, they started by working with specialty companies dedicated to esports. As awareness levels among mainstream consumers rose, they began pairing with the big sportswear companies, especially those that were licensees of traditional sports IP owners such as the U.S. major leagues or […]

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Déjà Vu All Over Again

Activision Blizzard, the video game maker behind Call of Duty, World of Warcraft, and Overwatch, is being sued by the state of California for its culture of sexual harassment. This is just the latest such news in a two-plus-year period of Me-Too moments in the interactive gaming industry. Consumer, sponsor, and employee backlash to this […]

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Playing Games

Many entertainment/character licensors have had difficulty extending their properties into branded video games successfully. But they increasingly need to be in the video game space, since that is where their fans, of all ages, spend a lot of their time. One way to achieve this goal without as much risk is to integrate their properties […]

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FMX 2021: Insights on AR, VR, and LBE

FMX 2021, a conference focusing on animation, visual effects, games, and immersive media, was held May 4-6, 2021. The digital event featured three case studies of interest to the licensing community: the Star Wars: Galaxy’s Edge theme park land; Wallace & Gromit: The Big Fix-Up, an app-centric augmented-reality, multiuser, multimedia experience with a live community […]

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Gender Equity and Esports

Video gaming is a popular activity among females, who represent 41% of gamers, according to the Entertainment Software Association, and 35% of professional esports players, according to Interpret. But the world of professional esports has been a notoriously unwelcoming space for women. They experience discrimination and harassment and lack the opportunities offered to the male […]

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Game Play

Three leading toy companies recently signed renewals of existing licensing deals tied to mainstream video game properties, or otherwise expanded their current assortments. This is a reminder of how the toy-licensing landscape has changed over time from almost entirely TV- and film-based to an environment where video games, one of today’s major leisure-time activities, play […]

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