This white paper looks at issues involved with licensing IP for games
NOTE: This report is included with a purchase of The Business of Computer and Video Games

Table of Contents:

I. Overview… 6
II. Do Consumers Value Brands Over Product?. 7
III. The Landscape for Licenses. 10
A. Understanding Movie “Peaks” and Television “Plateaus”. 10
B. Movies Create “Peak” Brands. 11
C. TV Develops Extended “Plateaued” Brands. 12
IV. Why Licensing? Rewards & Risks. 13
A. PROS. 13
B. CONS. 15
V. Fields for Licensing.. 17
A. Kids. 17
B. Entertainment. 17
C. Actors/Talent. 17
D. Sports. 18
E. Music. 18
VI. License Acquisition Alternatives. 19
A. Bidding On Individual Properties As Available. 19
B. Developing Long-Term Partnerships With Content Developers. 20
C. Building Own Brands and Establishing a Profit-Driven Internal Licensing Unit 21
VII. Marketing and Launch Timing.. 22
VIII. Licensor Profiles. 24
A. 4Kids Entertainment. 24
B. Case Study: Yu-Gi-Oh! Three-Prong Strategy. 25
C. Case Study: The Failure of Ultimate Muscle. 25
D. Disney. 26
E. Pixar. 26
F. Dreamworks. 27
G. Fox. 27
H. FUNimation. 28
I. Marvel. 28
J. Neopets. 29
K. Nickelodeon. 29
L. Case Study: The Power Of Tak-Building An Entertainment Brand From A Video Game 30
M. Sony Pictures Entertainment. 31
N. Walden Media. 32
O. Warner Bros. Studios. 32
1. Warner Bros. Pictures. 32
2. Cartoon Network. 33
3. Warner Bros. Animation. 34
4. DC Comics. 34
P. Case Study: WB Got Game–Is Warner Bros. Getting Into The Video Game Business? 35
IX. Conclusion

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