Game News

The Power of Brand Licensing in a Game

Brand Licensing is one of choice that we can pick to increase our sales, like it or not, we are a culture that embraces brands. People look to brands as a way to identify with others as well as to show the world who they are. Brands represent values, and each brand stands for something.

In a world that is changing so quickly as a result of new technology, brand values and how they relate to consumers has become that much more important, and brands that are known and trusted can lend an added sense of comfort or excitement.

In the video game world, branded content is ubiquitous—whether it be with movie and TV properties, like Star Wars or The Walking Dead, or brands like Madden NFL, Lego, and Pokémon.

As a game developer, how can you possibly know who to approach to license content or what licensed content is even available for use in a game? Take a look at this very brief case study on Pokémon Go, as it will help you understand why licensing works as well as help you shop for brands for your game development.

The power of brand licensing

When you couple that emotional appeal of a multi-generational brand like Pokémon with the technological innovation of a mobile game that utilizes geolocation and augmented reality, you have a pop culture phenomenon that caught on like wildfire.

What Pokémon Go teaches us is that marrying a strong brand to a new technology is a way for millions of consumers to adopt new technological concepts. Niantic Labs, the game company that created Pokémon Go has had a similar AR game in the market since 2012 called Ingress, which has more than 8 million downloads between 2012-2015. In comparison, after only 26 days since launch, Pokémon Go achieved 100 million downloads, with estimated revenue in its first 30 days topping $200 million.

Pokémon Go clearly shows the power of attaching the right brand to a product

This can shows us the mainstreaming of new technology in the consumer product business. Nintendo rightly understood that the Pokémon brand equity is key to successful product marketing and in keeping a 20-year-old brand fresh.

To learn more about licensing, watch this short video.