How Gaming Became Licensing's Biggest Opportunity

Simon Kay has spent 30 years at the forefront of digital licensing, watching it evolve from simple console games to today's complex ecosystem of Roblox, Fortnite, Web3, and beyond.

In this comprehensive conversation, Simon reveals:

The Evolution Journey:

How he became one of the first to focus on gaming licensing 30 years ago
The progression from full game development to content integrations
Why mobile gaming changed everything for IP owners

Current Opportunities:

Platform breakdown: Roblox, Fortnite, Minecraft, and emerging spaces
The gambling gaming goldmine (and its jurisdictional challenges)
Telegram gaming and micro-content opportunities
How brands are making millions without developing games

Strategic Insights:

Why IP recognition drives 3X more downloads
The difference between promotional vs. paid licensing models
How to navigate cross-territorial licensing complexities
Building authentic gaming partnerships vs. forced integrations

Future Predictions:

The UGC and Web3 revolution in licensing
How AI will transform IP management
The "reverse merchandising" opportunity
Why waiting means missing out entirely

Simon shares candid insights about working with major studios, the mistakes brands make entering gaming, and why the next 5 years will be more transformative than the last 30.

Essential listening for brand managers, licensing professionals, game developers, and anyone interested in the intersection of IP and interactive entertainment.


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