|
|
Hot off the back of an exciting E3 last week in Los Angeles, AT New Media has sent out an innovative message to the licensing market... AT has joint-ventured a development services division that can deliver apps and games on multiple platforms. This services division is squarely aimed at agents and licensors who want to control and own more of the commercial upside of their properties and integrate the interactive digital offering directly into their marketing activity whilst also dovetailing this component with their licensing strategy. Simon Kay, AT New Media CEO says, “It is a common misconception in the industry that the only option available to a licensor is to license out rights. That is no longer the case. With development costs for some platforms now being substantially lower than in the past, forward-looking licensors should be considering developing, controlling and offering their own interactive component. This also means the digital interactive component can integrate directly into the marketing and cross-merchandising plans as well as retaining, where generated, a higher revenue share.” Simon continues, “For over 15 years I have been involved with interactive games and the console gaming business with a predominant licensing focus where the development platform options were limited and expensive. With other options increasingly available such as Android/iOS apps, handheld devices, and social games, now is the right time to offer support to licensors and agents who want to look at enhancing their brand with control of their own direct development. We are a company that understands the important position such projects could take in both their licensing and marketing strategies and through the joint-venture can now deliver that option for them”. With production services also available and with an eye for strategic opportunities in this space, as witnessed by the recent project AT undertook with Carte Blanche Greetings where AT assisted with the project that has seen the brand span an integrated approach to music, apps, gaming, and connected retail concepts, there are other options that can be reviewed with AT. “Having a development capacity is a natural evolution for AT New Media, and whilst we will continue to offer our existing licensing services we can now offer a significant additional service for all those in the industry. Helping licensors and agents navigate the complex business of code development is the next logical step in the growth of AT New Media.” AT is actively seeking to work with companies who are unsure about how to approach the ever expanding and very significant digital interactive component of their brand/property and can now offer their in-house interactive development option as well as the traditional licensing route. |