- The global brand licensing industry is estimated 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 it to be bigger than ever.
Stay Informed
Get Industry News In Your Inbox…
Sign Up Today
Brand licensing, along with mobile gaming, is a thriving industry. Recent statistics from Licensing International show that the global brand licensing industry is valued at $356.5 billion in 2023, with the UK holding the second spot at $16.9 billion.
Of this total, 9% falls under the category of video games, software, and apps, amounting to $31.5 billion. This represents a 2.2% increase from 2022 figures.
To gain more insights into how brands are capitalizing on gaming IP, we spoke with Ben Roberts, the content director for License Global.
The Gateway to Licensing Success
Licence Global, a trade publication under the Global Licensing Group, delves into all aspects of brand licensing. They host events like Brand Licensing Europe, Licensing Expo Las Vegas, and the new platform Licensing Unlocked, among others.
This year’s Brand Licensing Europe event, taking place from September 24th to 26th, will showcase a wide array of gaming IP. Exhibitors include renowned brands like Capcom, Sega, Pokémon, and more.
With visitor numbers up 28% and retail numbers up 31% in 2023, the 2024 show is anticipated to be the biggest yet at London’s ExCel event space.
Next Level Licensing
“Brand licensing is the world’s biggest ‘behind the scenes’ business ever.”
Ben Roberts
Roberts emphasizes the evolving landscape of brand licensing and how it goes beyond mere logo placement. The industry is focused on creating authentic experiences for fans through collaborations between manufacturers and IP owners.
IP and Fandom Flows Both Ways
Roberts highlights the trend of in-game licensing, where popular IPs crossover into gaming platforms. He mentions successful collaborations like Pokémon and Puma, showcasing the integration of fan-centric design.
He also discusses the trend of real-world IPs entering gaming spaces, citing examples like Monopoly GO! and Stumble Guys.
This Is Just the Beginning
“The trend within gaming is that it’s getting more authentic, more fan driven, more innovative.”
Ben Roberts
Roberts anticipates an increase in creative collaborations within mobile gaming, opening up new opportunities for brand licensing and revenue streams.
How to Grab a Piece of the Branding Dollar
Roberts suggests that developers focus on creating authentic experiences for players, leveraging their IPs to build strong connections with fans. Attending industry events like Brand Licensing Europe can help developers forge valuable partnerships and gain insights into upcoming trends.
To learn more about Brand Licensing Europe and secure your spot at the event, click here.
