Licensing Mixtape: How Video Games Became A Major Driver for Licensing

Sarah Buzby, vice president, consumer products, Ubisoft shares how the power of fandom is changing video game like never before.

License Global

September 14, 2020


According to Newzoo, 2.7 billion play video games. From action games like the "Assassins Creed" series or the light-hearted "Raving Rabbids" franchise, consumers come from all demographics to play all kinds of video games. This vast and diverse fanbase provides ample opportunity for those in the licensing to latch onto the next great brand.

On a recent episode of Licensing Mixtape podcastLicense Global spoke to Sarah Buzby, vice president, consumer products, Ubisoft. Buzby shared what makes gaming such fertile ground for licensing and how companies can leverage a growing gaming fanbase to create compelling consumer products.

During her far-ranging discussion with Steven Ekstract, brand director, Global Licensing Group, Informa, Buzby highlighted Ubisoft's approach to video game licensing and shared how the industry quickly is realizing the vast potential of gaming partnerships.

"When you look at the consumer base for video games, it's everyone – whether it's mobile or online," says Buzby. "I mean it permeates every demographic: it's children, it's adults, it's older people, it's everyone. So, I think it's taken a while to get to the point where we realize, 'oh my gosh, you know, the world is our consumer and our fan.'"

Hear more from Buzby in the latest episode of the Licensing Mixtape and be sure to subscribe to the podcast on iTunesStitcherGoogle PlaySoundCloud or Spotify

The Licensing Mixtape · Episode 3: The Essentials of Video Game Licensing with Ubisoft


About the Author(s)

License Global

License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.

Through its print edition, website, daily e-newsletter and event publications, License Global reaches more than 150,000 executives and professionals in all major markets. The magazine also serves as the official publication for the sector’s trade events, which include Licensing Expo, Brand Licensing Europe, Licensing Expo Japan, Licensing Expo Shanghai and the Licensing Leadership Summit.

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