Benefits of Licensing with Mobile Game IPs

Everyone’s a gamer – Gamers are in every region and demographic group. 51% of mobile gamers are women, and half of all mobile gamers spend money on their games.

Highly targetable – Licensees can choose games with large audiences in their target regions, or by a combination of factors to find the ideal customers.

Gamers are loyal – Everyone has a favorite game, and some people show off their passion by collecting merchandise of that brand. Gamers offer lower customer acquisition cost (CAC) and greater lifetime value (LTV) compared to other audiences.

Easy to activate – Many mobile games utilize premium in-game currency and items which players highly value. Gamers are happy to take a desired action to acquire premium rewards.

Uniquely understandable – Every game attracts a core audience that shares certain personality types. Players can be meaningfully profiled by their personality to find the ideal audience.

Mobile gamers play 5 different games per week on average. For brand licensees, this means that getting into one popular brand makes it easier to find other popular brands to work with.

Some gamers stick with one genre, such as RPG. Licensees can work within the RPG sector to target the network of RPG games that players love.

Alternatively, some gamers really love specific studios, and will play games of any genre that they release. So licensees can work within the top studios with several of their IPs.

Licensees often choose to work with a specialized firm to best understand the network of mobile game titles and how to translate one successful campaign into several simultaneous collaborations.

Beyond standard licensing arrangements, mobile games offer unique collaborative opportunities due to their interactive nature. This can work in a variety of ways.

Cross-platform promotion – Branded merch or media can be advertised inside the game itself, and alongside social media. A simple one-click link can take gamers to the licensee’s product pages.

Unique in-game content – Sponsoring in-game content, such as new levels, equipment, or events, brings greater levels of trust and brand equity to the licensee. Some gamers will check out the sponsor to support a positive experience. Other players may take desired actions to acquire promotional gifts as well.

Promo codes with merch – Adding promo codes to branded merchandise that can be redeemed for premium or exclusive in-game rewards. This will attract existing players to the webstore and will help convert cart abandoners into purchasers.

Finding an ideal game for a licensing arrangement can be difficult; it requires significant research and insider information. An ideal partner will align in regional popularity, brand image, and target demographics. Beyond that, the game should have an established player base rather than a mere spike in popularity.

Play Management Company (PlayMGT) connects licensees with popular, time-tested mobile games from the top publishers around the world. Our industry expertise ensures that licensees find the ideal partner and the scale of collaboration desired. Contact the team today to find out what mobile game suits your brand best.