- The global brand licensing industry is projected to be worth $356.5 billion in 2023, with the UK ranking as the second biggest market valued at $16.9 billion
- This year marks the silver jubilee of the BLE event, and organizers are expecting the show to be bigger than ever
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Brand licensing, along with mobile gaming, is an industry on the rise.
Recent statistics from Licensing International revealed that the global brand licensing industry is set to reach $356.5 billion in 2023, with the UK as the second largest market at $16.9 billion.
In 2023, 9% of this amount was attributed to the video games, software, and apps category, equating to $31.5 billion in licensing revenue. This marks a 2.2% increase from the figures in 2022.
To delve deeper into how brands are capitalizing on beloved video game intellectual properties, we sat down with Ben Roberts, the content director for Licence Global.
The Gateway to Licensing Success
Licence Global, a leading trade publication, covers various aspects of brand licensing within the Global Licensing Group. They oversee major events such as Brand Licensing Europe, Licensing Expo Las Vegas, and the newly launched Licensing Unlocked platform.
This year’s Brand Licensing Europe event, scheduled for September 24th to 26th, will showcase a plethora of gaming IP. Exhibitors include prominent video game brands like Capcom, Sega, Pokémon, and many more.
With a 28% increase in visitor numbers and a 31% rise in retail numbers in 2023, this year’s show, celebrating its silver jubilee, is poised to be the biggest yet at London’s ExCel event space.
Next-Level Licensing
“Brand licensing is not just about logo slapping. It is the world's largest 'behind-the-scenes' business.”
Ben Roberts
Roberts highlights the evolution of brand licensing, emphasizing collaboration and authenticity in creating consumer products and experiences. Video games serve as a fascinating case study due to their ability to leverage intellectual property to produce authentic merchandise.
“Video games offer a unique opportunity to create authentic merchandise by leveraging intellectual property.”
Ben Roberts
IP and Fandom Flow
Roberts discusses the intersection of gaming IP with real-world brands and vice versa, showcasing examples of successful collaborations that resonate with fans.
This is Just the Beginning
Roberts foresees more innovative collaborations in the brand licensing space, driven by mobile gaming and the power of authentic experiences for players.
How to Grab a Piece of the Branding Dollar
“The trend within gaming is towards authenticity, fan-driven experiences, and innovation.”
Ben Roberts
