We look at the latest developments across licensed gaming in the online world. INTERGAMINGi spoke with a host of industry experts on the development of branded content in the current era.
iNTERGAMINGi: What are the specific elements when it comes to working with a consumer-facing brand to create a game?
John Quinn, director of content strategy at Microgaming: “The first step is selecting a brand that you believe, based on all your available data, research, experience and instinct, will resonate well with players. Forming a close working relationship with the licensor throughout the game development process is essential to keep the content on brand.
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