Gaming Brands Push Beyond Screens with Licensing Strategies
Event summary
- Licensing Expo 2026 will host a panel on May 20 discussing how gaming brands are expanding into mainstream entertainment through licensing.
- The global gaming market is projected to reach $505.17 billion by 2030, driven by innovations like cloud gaming and AR/VR.
- Ubisoft’s Assassin’s Creed franchise is extending into novels, graphic novels, apparel, and collectibles to reach broader audiences.
- Think Influence is helping Roblox experiences like 'Steal a Brainrot' and 'Blox Fruits' expand into consumer products and fashion.
- Licensing Expo 2026 will feature over 5,000 brands, including Angry Birds, Minecraft, and The Witcher.
The big picture
The gaming industry is transitioning from a niche market to a mainstream cultural force, with licensing playing a pivotal role in this expansion. As brands like Ubisoft and Roblox extend their reach into consumer products and entertainment, they are reshaping the dynamics of the broader licensing market. The $505.17 billion projection for the global gaming market by 2030 underscores the scale of this shift, driven by technological advancements and evolving consumer behaviors.
What we're watching
- Market Expansion
- How gaming brands will balance fan loyalty with mainstream appeal through licensing.
- Strategic Partnerships
- Whether community-driven IP like Roblox can sustain growth beyond digital platforms.
- Cultural Relevance
- The pace at which gaming brands will redefine their role in broader entertainment ecosystems.
Related topics