Deloitte has released its 2023 Digital Media Trends report, revealing that younger generations are spending more time socialising in video games and craving more popular IP integration.

There have been plenty of attempts by game studios over the years to overtake Nintendo’s Mario Kart series. We’ve seen licensed games based on a long list of franchises including Angry Birds, South Park, Shrek, Wacky Races and even Hello Kitty, but none have come close to the 173 million worldwide sales generated by the Mario Kart games. 

There have been plenty of attempts by game studios over the years to overtake Nintendo’s Mario Kart series. We’ve seen licensed games based on a long list of franchises including Angry Birds, South Park, Shrek, Wacky Races and even Hello Kitty, but none have come close to the 173 million worldwide sales generated by the Mario Kart games. 

Video games have become one of the hottest places to market new products, and that’s especially true for the fashion industry, according to a recent op-ed in The Guardian. Louis Vuitton, Supreme, Palace, Puma, Uniqlo, Lacoste, Burberry, Balmain, Prada and Gucci are just some of the brands that have collaborated with or featured in video games. In fact, it would probably be quicker to mention the brands that haven’t entered the gaming space yet – so what’s going on? 

The Last of Us is widely regarded as one of the greatest video game series ever created. As a flagship IP for PlayStation, the first game was met with universal praise when it was released on the PS3 in June 2013, with Metacritic users still praising it as one of the best games released on the console. 

f you’re interested in entering the metaverse, Roblox seems to be the easiest way in for most brands. All you need is an idea, the money to pay a Roblox development studio, and you can build your own branded experience in the hope that millions of people on the gaming platform will flock to it. 

While the vast majority of brands looking to license their IP into video games or the metaverse are focusing on integrations and experiences within Fortnite and Roblox, there are some well-established video game franchises with enormous potential. 

EA Sports, the publisher best known for its FIFA, NHL and Madden games, ended its licensing partnership with FIFA last year. This left fans wondering which football leagues would appear in EA’s next football game, EA Sports FC. The potential answer?

10 million downloads, 200k in revenue last month. This is one of the biggest hypercasual mobile games you might not have heard of, and they have just agreed a licensing deal with Disney worth millions.

Fashion is digital. Dior recently announced that its newest collaboration wasn’t another big name fashion brand, but rather a racing game. Gran Turismo.

With EA sports terminating it’s 30-year old deal with FIFA, its monopoly on football games is currently standing on shaky ground. Nearly all of its teams, and player rights have been lost. So what’s EA’s plan? This latest move may have the answers.

Gaming is easily one of the most expansive industries for IP holders. So if you’re heading to Licensing Expo this year, keep an eye out for any new titles. Here’s why. 

Sit down with two experts in the field – the head of foreign investment at Leiting Games in China and an executive at a Chinese gaming analytics firm – to discuss recent events and get their advice on how IP licensors can explore opportunities in Chinese video games.

We’re Layer. And we’ve made it easier, faster, and simpler for both games and IP holders to find the right partner for them. Here’s how.