A new episode of The Licensing Mixtape is here.

Robert Schwartz of CAA-GBG talks to Patricia DeLuca and Ben Roberts of License Global to explore the "League of Legends" universe's depths, how gaming is facing a meteoric rise in terms of fandom, and what exactly Brand Extension means for the future of retail and consumer engagement.

The Licensing Mixtape · S2 E5: "League of Legends" and Brand Extensions with CAA-GBG

Gaming faces an astronomical rise in popularity and increases creativity and engagement through technical capabilities, next-generation consoles, and a growing gaming community.

"There's an amazing group of people creating these products from the coding side to the animators, it's just an amazing universe of talents, and that's exciting," says Schwartz. "We're seeing more female gamers getting involved – the platforms are all consoles, so you have PC games, you have mobile – so games are now everywhere and on all different devices. It's interesting watching the fans and how they play. 'League of Legends and their championships, these ratings rival the NFL Super Bowl."

To find out how CAA-GBG explores genuine brand extensions for the world's most popular esports PC game and how those extensions translate to retail, stream the episode now.