This is the presentation I gave at GDC in San Francisco on March 2nd, . The presentation starts with an analysis of the current state of the gaming market and an explanation of how can (or should) be leveraged to improve a game’s commercial performance — primarily as a tool to amplify the effects of marketing spend. The presentation then provides a framework for evaluating the utility of a licensed as applied to a game, and it concludes with some guidance around negotiating specific terms in an IP licensing agreement.

The presentation has been very slightly edited from its original form.

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