Licensing a Brand Into Video Games and Esports

26 Sep Licensing a Brand Into Video Games and Esports

Games have become one of the most influential places a brand can appear. Players spend hours with the
vehicles they drive, the gear they wear and the logos they see in game. For brand owners, a game license can
build affinity with a new generation. It also raises questions a traditional product license does not.

What gets licensed

Game licenses can cover vehicles, apparel and equipment, logos, real locations, and characters. Each comes
with its own concerns. A vehicle maker cares how its cars handle and whether they can be wrecked. An apparel
brand cares how its products look on a character. A sports brand cares about the athletes and teams it appears
beside.

Integration rules

A game agreement should describe how the brand may appear and what players can do with it: whether items can
be customized, damaged or combined with other brands, which modes include them, and whether the brand can
appear in paid downloadable content. Approval rights for art, marketing and trailers should be clear.

Platforms, regions and term

Games ship across consoles, PC and mobile, and live service games update for years. The license should state
which platforms and regions are covered, how long the brand stays in the game, and what happens to content
players have already bought when the license ends.

How payment works

Deals range from flat license fees to royalties on sales of the game or on specific in game items. Some
integrations are cross promotional, with value flowing through exposure rather than money. The right model
depends on how central the brand is to the game and how sales are tracked.

Esports

Esports partnerships blend sponsorship and licensing: team and league marks on merchandise, branded in game
items and event activations. Clear lists of rights, deliverables and payments keep these deals from becoming
disputes.

From game to product

Licensing also works in the other direction. Studios license their characters and worlds into apparel, toys
and collectibles, and need partners who respect the look and feel of the game.

Experience that matters

Bruce Garfield has worked with Sony, Microsoft Gaming, EA, Bandai Namco, Activision Blizzard, Capcom, Sega,
Take-Two, Ubisoft and others, and Garfield Agency’s gaming advisor Austin Yuen doubled the licensed catalog of
the mobile game Racing Rivals.

Thinking about licensing a brand into video games and esports? Start a conversation with Garfield Agency or read more in our licensing FAQ.

Garfield Agency provides licensing strategy and business services. It is not a law firm and does not give legal advice. For trademark filings, clearance opinions and disputes, work with a licensed attorney.