Gaming Keeps Growing

License Global’s recent Gamescom 2024 story is more evidence of the large part video games play in global licensing. According to Licensing International’s 2024 Global Licensing Industry Study, anime, video games and social media properties now make up 38% of licensed revenues in the Entertainment category. The report also found the Video Game segment rebounded with strong growth, much of which was tied to the successful launch of new mobile games like “Monopoly Go.” The power of gaming lies within its immersive experience and resulting fandoms. According to License Global, “time spent” is a crucial piece in the video game market, with gaming titles garnering anywhere from double to as much as 100 times the time spent on any television show or movie in its lifespan.  

Meanwhile, new games are being announced almost every week. Earlier this month, Miraculous Corp., the new joint venture from Mediawan and ZAG, announced it was partnering with GameMill Entertainment on a second game for consoles and PC. The new title, “Miraculous: Paris Under Siege,” will launch in October on Nintendo Switch, PlayStation 4 and 5, Xbox Series X|S, Xbox One and PC via Steam. 

Mattel, no stranger to play, games and video games, has announced three games set to launch in October. “Barbie Project Friendship” will be available Oct. 25 on Nintendo Switch, PlayStation 4 and 5, Xbox One, Xbox Series X|S and PC through Steam and the Microsoft Store. “Hot Wheels Monster Trucks: Stunt Mayhem” will launch in October for major platforms, including Nintendo Switch, PlayStation 4 and 5, Xbox Series X|S, Xbox One and PC via Steam. And the first Monster High video game for the current generation of consoles, “Monster High: Skulltimate Secrets,” developed by Petoons Studio, will be available Oct. 29 in time for Halloween for Nintendo Switch, PlayStation 4 and 5, Xbox One, Xbox Series X|S and PC available on Steam and the Microsoft Store. Even the Professional Pickleball Association (PPA Tour) has launched a video game, “PPA Pickleball Tour 2025,” which is available for Xbox, PlayStation 4 and 5, Steam and Nintendo Switch. 

Related:The View from Gamescom 2024

With all these game choices and only so many hours in the day (and night) what are gamers playing? According to Statista, the most popular games fall into two categories: sports and shooter games. The two major gaming franchises are always featured in the bestseller lists regardless of the platform – EA Sports FC (formerly known as FIFA) and Call of Duty. Like clockwork, Electronic Arts publishes an EA Sports FC title in early fall, and the titles enter the bestseller rankings until the successor is released. “EA Sports FC 24” was the most downloaded PlayStation 4 game in Europe in 2023, with “FIFA 2023” still reaching a respectable 5th place.  

Related:Brands at Play: More Than Just a Game

As Ben Roberts, content director and gaming guru here at License Global, shared in his “Brands at Play” series in LG’s August issue, the EA Sports FIFA video game series allows fans to experience the thrill of the sport virtually, showcasing the leagues and teams and driving engagement beyond the stadium. Other popular sports gaming franchises, like NBA 2K, MLB and Madden NFL also populate the bestseller rankings. 

In the other top-selling genre for gaming consoles – shooter games – the “Call of Duty” series, published by Activision Blizzard, is the most prominent example. Every November, a new Call of Duty title is published, and the series has surpassed 400 million lifetime unit sales.  

In December 2023, Roberts shared his prediction for video game titles and franchise expansions set to make waves across player communities this year. High on his list was “Star Wars Outlaws.” Now that the game is on the cusp of release (the expected release date is Aug. 30), it’s gaining even more buzz. Rust unboxing site, RustClash, examined average monthly search volume data for several popular video game releases, including “Grand Theft Auto VI” and “Fallout 5.”  

When RustClash unveiled the ten most anticipated video game releases, “Star Wars Outlaws” led the list. This game accumulates 191,183 monthly searches and is 49 states’ top-searched release. 

With this kind of interest and enthusiasm, it’s unsurprising that Licensing International’s report found the video game/software product segment experienced a bounce-back year after a slowdown in 2022, with well-above-market growth of +11.0%. 

Those wishing to learn more about gaming need look no further than Brand Licensing Europe. License Global recently announced John Friend, head of Xbox gaming consumer products at Microsoft, had been confirmed as the Day One keynote speaker at this year’s BLE on Sept. 24 in London.