This is the presentation I gave at GDC 18 in San Francisco on March 22nd, 18. The presentation starts with an analysis of the current state of the gaming 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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