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

(Photo credit: Erik Mclean / Unsplash)

Every day, thousands of new apps are announced on the App Store and Google Play – and most of them are mobile games. How do you become known in the phone game world of the unknown? The quickest way is to use something that is already known and trusted: brand intellectual property.

The IP Brand is everywhere, from movies and TV shows to anime, clothing, sports and music. The Simpsons, Kim Kardashian, Fallout, The Walking Dead and Marvel are some of them most popular examples of developers and publishers who create mobile games based on genres and storylines.

And it’s not a blockbuster at times: Some 30% of the top 100 games use the IP brand, compared to 24% of the top 200. up 43%, according to GameRefinery.

Benefits of the IP brand in mobile games

Sales costs are significantly reduced when customers can quickly see the brand and form an association with the game. The stronger the IP or brand engagement with its audience, the stronger the ROI.

Developers have an independent approach and brand growth. They can keep the game fresh and exciting as new stories develop and use branded ads to showcase new features, increasing player engagement.

A good example of this is MGM Studios and Legally Blonde. The game a combination of intricate and selective story mechanics, combined with the themes and memos of the films. It allows users to breathe life into a visual experience and tell their own power of story and, while Here comes Legly Blonde 3 in May, gamers will be able to ride that wave of Hollywood buzz to get more downloads and loyal users.

How mobile games can enhance the IP brand

Brand IP isn’t just about phone games that are about increasing capacity, or increasing revenue. It’s also about growing the brand.

Yes, mobile app developers have a reason to license words and stories that are known to be for their own benefit. But the brand is successful.

It gets newcomers in the most entertaining way – hard play. It also generates a new stream of money or through license fees and finds a way to sell.

It also creates an opportunity to do something new and exciting, in today’s oversaturated entertainment landscape with more options than ever before, it is necessary to bring back those who have completed by daily release.

Examples of commercial branded games

One icon that really led the action at this point was Lego. Their main job continues to be building settings, but they are using the game to strengthen their brand. Before 2018, they teamed up with Warner Bros. start new IP designed for Chinese users.

In addition to the free hand -held racing game, the team has created a variety of cross -country races, buildings, graphics and a board game – as well as an immersive online game and one made for consoles. such as Nintendo and PlayStation. This, to me, represents a perfect implementation of the full range of fun and social options, where there is something for everyone.

Lego sees a huge impact on the digital space double -sided, announcing a new partnership with Fortnite-maker Epic Games.

In the US, we’ve also seen major titles like Marvel, Dragon Ball and Star Wars, to name a few.

An interesting feature of the mobile game that will fuel the growth of the franchise itself is Star Trek Fleet Command. It was released in 2018, based on the JJ Abrams movies, but has since Information entered from the latest TV series Star Trek Discovery and Picard. At the end of 2021, its partners are Scopely and Viacom CBS release the PC powerwith players that can easily switch between PC and mobile.

What does this mean for the brand? Two years ago, Star Trek: Discovery ratings “it’s a disaster.“Today, it’s the first basic design at Paramount + and it’s part of the App series that is highly watched.

Sometimes it works in search, where a new game IP is used for the movie and TV. The last of us, Castlevania, Fallout, League of Legends, Borderlands and Mario are times when IP gaming has moved on to others.

Is this the right activity for your brand?

But what if your brand doesn’t lend itself to borrowing from an existing gaming industry, and doesn’t throw yourself into a game? Mr.’s phone game is going well. Clean, and not in mind? It’s hard to make games, it’s not for every brand, it’s even harder to find the right developer who can handle the core of your brand awareness. Large corporations and businesses cannot find and look for the right producer.

So how do you make the most of this huge market if you can’t easily go and build your own? Advertise in them!

Instead of spending hundreds of dollars on licensing or building your own game, use game ads to drive the levels of interest and engagement that users get from the game. Even if your brand doesn’t have words or gameplay, you can get in the air through simple and playable tools.

Sheeva Bantona a vice president, West Coast, of AdColony.

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