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It’s confirmed once again by stories in our news section this month that licensed properties, from Al Murray to Shaun the Sheep, are potent ways to drive players to a game. Of course, the gameplay still has to deliver if they’re going to stick with it, but licences do help a product stick out from the crowd – and in a prominent, highly visible position they should even help with acquiring new customers.
For operators, then, licences are almost unalloyed good news. For manufacturers, however, they’re a double-edged sword. In a business where consumer recognition is much higher for individual games than for supplier brands, they further diminish the strength of the manufacturer name. For example, it’s a fair bet that a player of Al Murray’s Big Nite Out will take away with them a memory of the game brand, and quite possibly of the venue too, while remaining entirely oblivious to JPM’s role as creator.
I don’t know that there’s an easy solution...or, indeed, if it’s a problem that needs “solving” as such, so long as consumers’ coins are going into the licensed titles. Perhaps brand overshadowing is an inevitable and acceptable price to pay for high-profile licences. What do you think?
Barnaby Page, editor
