In mobile gaming, it’s a race for the best brand IP

(Photo credit: Erik Mclean/Unsplash)

Thousands of new apps are launched every day in the App Store and Google Play – and most of them are mobile games. How to become “known” in the mobile game world that is full of many unknowns? The quickest way is to take advantage of what is already known and trusted: the brand’s intellectual property.

The brand’s IP address is everywhere, from movies and TV shows to animation, fashion, sports and music. The Simpsons, Kim Kardashian, Fallout, Walking Dead and Marvel are some of the Most common examples From developers and publishers who create mobile games based on the characters and stories of existing brands.

And it’s not just a popular casual game: about 30% of the top 100 earning games use a brand IP, as do 24% of the top 200. If you include existing game titles like PC, console, and well-known arcade games, that number goes up to 43%, According to GameRefinery.

Advantages of brand IP in mobile games

Customer acquisition costs drop dramatically when consumers can instantly recognize a brand and form an association with the game. The stronger the IP address or connection of the brand to its audience, the stronger the return on investment.

Developers also benefit from the independent path and growth of the brand. They can keep the game fresh and exciting while developing new stories and use branded campaigns to highlight new features, and increase player retention.

A good example is MGM Studios and Legally Blonde. the game It is a mixture of puzzle-based and choice-based narrative mechanics, mixed with the themes and messages of the films. It enables users to breathe life into a distinct character and tell their own version of the story and when Legally Blonde 3 Comes Out In May, game makers can ride that wave of Hollywood hype to get more downloads and loyal users.

How mobile games boost a brand’s IP address

Brand IP in mobile games is not just about expanding reach or expanding money. It is also about brand expansion.

Yes, mobile app developers have good reason to license well-known characters and stories for their own benefit. But the brand also benefits.

Reach new audiences in the most engaging entertainment format – Active Play. It also generates a new or additional revenue stream through licensing fees and earns another marketing channel.

It also creates an opportunity to create something new and exciting, which is essential in today’s hyper-saturated entertainment landscape with more options than ever before, to restore lapsed audiences who are distracted by the bright and shining versions that happen every day.

Examples of successful branded games

One of the brands that really led the charge in this area is Lego. Their primary business is still building collections, but they use games to boost their brand. As early as 2018, they were in a partnership with Warner Bros. to New IP launch Specially designed for Chinese users.

In addition to the free mobile racing game, the company has produced a range of obstacle courses, building sets, action figures, and a board game – as well as immersive online and one designed for consoles like Nintendo and PlayStation. This, to me, is a great implementation of a full range of entertainment and interactive options, where there really is something for everyone.

Lego is experiencing great success in the connected digital space and is multiplying, recently announced All-new partnership with Epic Games, maker of Fortnite.

Within the United States, we’ve also seen massive successes like Marvel, Dragon Ball, and Star Wars, to name a few.

One interesting example of a mobile game fueling the growth of the franchise itself was Star Trek Fleet Command. It was released in 2018, based on the JJ Abrams movies, but since then Submit Content From the latest Star Trek TV series Discovery and Picard. In late 2021, invented by Scopely and Viacom CBS Release the PC versionWith players able to seamlessly switch between PC and mobile.

What does this mean for the brand? Two years ago, Star Trek: Discovery reviews were “Disaster.Today, it is the leading original programming on Paramount+ and is one of the apps Most watched series.

Sometimes, it also works in reverse, taking advantage of a new game’s IP address for movies and TV. The Last of Us, Castlevania, Fallout, League of Legends, Borderlands, and Mario are cases where a game’s IP has moved to other media.

Is this the right tactic for your brand?

But what if your brand isn’t apt to either borrow from an existing mobile game or push your own into a game? Will you achieve Mr. Clean Portable performs well, not to mention what sense? Making games is challenging, and not for every brand, especially with the added challenge of finding the right developer who can maintain the core of your brand identity. Even major brands and agencies fail to identify and screen the right publisher.

So how can you take advantage of this huge market if you can’t easily go out and build your own? It was announced!

Instead of investing hundreds of thousands of dollars to license or create your own game, use playable ads to replicate the levels of interest and engagement your users get from playing. Even if your brand doesn’t have explicit characters or gameplay, you can still share the space with simple, playable creatives.

shiva pantone He is the West Coast Vice President of AdColony.

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