Thomas Dodds discovers why licensed products continue to be prominent features of the amusement industry.
Attaching any old, licensed character, film, TV show, artist or band to a game or toy won’t be the sole reason for a product becoming a big hit. However, having that recognisable face or familiar design etched into the side of the cabinet, or featured in the product’s promotional material could give it a decisive edge over its unlicensed competition.
When you put it like that, it’s a no-brainer, every brand-new arcade game or plush toy should be adorned with the most popular licensed name that a company can get their hands on. If it were that easy, then everyone would be doing it.
Read the full article in the June issue of InterGame
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