GoldenEye. Star Wars: Knights of the Old Republic. The Witcher 3. What do they have in common? Aside from being absolute classics, they’re all based on an existing IP. It’s no secret that layering in certain IPs can bring your game (or metaverse) to life. But how do you get the permission?
We’re Layer. We help companies find and connect with the IPs around the world, and bring them together. That way, you can create the next childhood memory. So let’s look at exactly what IPs are, how they can help you and how to get started.
What’s a licensed IP?
IP stands for intellectual property. It can be a brand, trademark, characters, story or setting – basically, someone else’s content. That might be a film, like Star Wars, or a consumer brand, like Nike. Even individual actors, like Brad Pitt or Kim Kardashian, can be considered an IP. For example Travis Scott’s concert in Fortnite or Kim Kardashian’s hit mobile game Kim Kardashian: Hollywood.
Getting a license is important
This might seem obvious, but if you want to use someone’s IP, you need permission. (You’d be annoyed if someone used your game’s characters without asking first, afterall.)
Legally, you can get this by asking for a license. This license can cover a whole universe, individual characters, stories, or even just the music.
Grabbing a license for your game or metaverse generates a lot of benefits. Three of the biggest are:
Attract new players (or give them a reason to stay). When you add a brand to a game, it will stick out in the app store. It also helps you market the game, opening the door to all of their fans.
Give your players a community to connect to. You’ll let players find communities based on their interests, and give them a space to connect and express themselves in the game.
Make your game or world more valuable. Working with a brand means you can assign real-world value to your virtual goods.
It used to be hard to work with IP
In the past, only the biggest publishers got licenses for IPs. It’s only recently that we’ve seen more games and worlds featuring our favorite characters, stories, and actors. That was because:
The whole game was based on the IP. Working with an IP generally meant developing an entirely new game from scratch. That was pretty risky for brands, as they had to take a big bet on the game being a success.
Developing the game took too long. Making a new game took years and if you wanted to add content you had to wait for the sequel. These long and sometimes uncertain time periods represented a risk to the IP owner (which had to be priced into the cost of the license).
There was a lot of conflict. Let’s call it ‘creative differences’. Essentially, who had final say and over what? If the whole game is based around the IP, the original creator would usually require a lot of say over the entire game.
That all changed with free-to-play
These days, you don’t need to base an entire game around an IP. We’ve got cosmetics, battlepasses, DLC and in-game purchases. All of these give you new ways to layer in new IPs.
In fact, free-to-play (F2P) games have completely changed the industry. Most revenue comes from ads and in-app purchases (78% of global game revenue now). That means, developers need to keep their players coming back. So they need to keep updating their game with new content. That’s where IPs can come in.
Look at how Fortnite adds Marvel characters, or Dead by Daylight has characters from Saw, Leatherface and even Resident Evil. The result is games that give players reasons to keep coming back, keeping them loyal, even years after release.
It’s not just about AAA titles
Casual and hyper-casual mobile games have skyrocketed in popularity over the last few years. And they represent a part of the market, with virtually no overlap with the traditional ‘hardcore’ game market.
Mobile’s share of the gaming industry has grown to 50%, and off the back of this trend 45% of US gamers are now women. More diversity means new game styles that suit different types of IP. It doesn’t have to just be blockbuster action, sci-fi and fantasy anymore. We can draw on IP from other genres, other countries and other brands. Think celebrities, popstars, fashion, consumer brands and more.
We’re a marketplace for IP licensing
Unless you’re a major publisher, it’s not easy securing the right IP for your game. It’s difficult to know who to speak to, what IP you might be able to afford, and whether they’d even be open to working together in the first place. You can expect to do a lot of cold calling and emailing. (Unless you’re lucky enough to call in a favor from a friend.)
Connecting IP holders to developers
We’ve found both IP holders and game creators struggle to find the right partners, especially when it comes to emerging platforms like Web 3.0, XR and the metaverse. So we help creators find IPs to work with and help brands find the best games to host their properties in. Knowing and being able to communicate exactly what a rights holder or publisher needs from a partner is also a challenge which is why we adapt the proposal process to qualify each opportunity for both sides.
Make it all fairer
The largest companies and publishers still have a leg up when it comes to intellectual property. They have the resources, teams, and connections in this space, whereas other smaller companies don’t. But in gaming, it gets a bit complicated (compared to making a toy, for example). Neither side really knows how much to charge or even how to get started.
That’s not fair to anybody. Getting a license for a game should be as easy as getting one for a consumer product. So we give you the tools to find and compare opportunities. And make sure both sides know who they should work with, how much it costs and how to get started.
We’re here to help. Both sides.
We don’t just list games and IPs. We listen, help, and guide.
Popular IP holders can be on the receiving end of hundreds of pitches, most of which aren’t going to be right for them. We help qualify each opportunity before sharing. We review credible games and introduce you only if we reckon it’s a match made in heaven.
And for game creators, we give you a step in the door. We’ll help you find the perfect IP that’ll work with your budget and vision.
We’d love to have a chat. So if you’ve got a game or an IP you want to share, then get in touch.
March 14, 2022
What’s a Rich Text element?
What’s a Rich Text element?
The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.
A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!
Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.