Editor’s Choice: The Biggest Gaming Movements of 2024

With our trends in gaming outlined for 2025 in the latest edition of License Global Magazine, we outline some of the key movements across the video game market that have allowed brand licensing, collaborations, partnerships and transmedia initiatives to thrive across the global player base.

The Last-Minute Landmarks of 2024

This year brought an impressive array of licensed video games, from "Star Wars: Outlaws" to the latest Hot Wheels entries and Game of the Year contender "Warhammer 40,000: Space Marine 2." However, "Marvel Rivals" may have claimed the crown as the biggest hit of 2024 with just weeks to spare.

Launched on Dec. 6, this six-versus-six hero shooter pits Marvel characters against one another in high-stakes tactical battles. With each character boasting unique abilities, the game takes the gameplay foundations of titles such as "Overwatch" and forges its own path with new takes on classic comic-book characters and fast-paced gameplay. Within just three days of release, "Marvel Rivals" surpassed 10 million players according to developers NetEase Games, cementing its position as one of the most popular cross-platform games in history.

The title’s early success with “Season 0” signals its potential for dominance in 2025 while also highlighting the increasing importance of brand licensing in gaming. Whether "Indiana Jones and the Great Circle" – a first-person adventure placing players in Dr. Jones’s iconic fedora – can match expectations when it launches on Dec. 9 remains to be seen, but the year is ending with undeniable momentum.

Related:'Marvel Rivals’ Celebrates Successful Launch with 10 Million Players in 72 Hours

Bringing Digital Icons to the Physical World

Experiential gaming collaborations surged in recent years, with Games Workshop’s partnership with Zero Latency introducing “Warhammer 40,000” as a virtual reality experience and Little Lion Entertainment’s Tomb Raider experience in London drawing fans to the capital.

This trend gained more traction with “PAC-Man Live” in Manchester, “Sonic the Hedgehog” games at TopGolf, and new “Minecraft” attractions debuting globally. Mojang Studios’ collaboration with Merlin Entertainments, along with the new interactive touring experience due for launch in Dallas, promises to set a new standard for immersive gaming experiences.

“This is a significant milestone for Merlin,” says Scott O’Neil, chief executive officer, Merlin Entertainments. “It reinforces our commitment to reaching new audiences through bold and captivating concepts and directly supports our growth ambitions. 'Minecraft' is the best-selling video game of all time, and this world-first will allow fans to experience its thrill and creativity in real life.”

Related:State of Play: The Licensed Gaming Landscape

Merlin plans to expand this venture into theme parks and city-center attractions worldwide, blending cross-reality experiences with themed accommodations and activities. This approach mirrors its successful collaborations with brands like LEGO, “Peppa Pig” and Sony Pictures.

Roblox as a Brand Awareness Powerhouse

Roblox has solidified its role as a key platform for brand engagement, with a growing number of IPs using its expansive reach to connect with millions of players. In 2024, brands–such as Monster Jam, Paddington, “Shrek,” “Puffin Rock,” Care Bears and “Cobra Kai” to name a few–continued to introduce interactive experiences that celebrated key moments, such as new shows, movies and product launches.

This success stems from Roblox’s dual appeal: as a space for brands to meet Gen Z and Alpha audiences where they are, and as a user-generated content (UGC) platform. Roblox is a brand built on community and innovation, empowering players to create and monetize games, which ultimately fosters a vibrant ecosystem that deepens connections between fans and brands. What’s more is the potential for this unique platform and its loyal community of players and content creators, not to mention its growing role as a brand awareness platform, could very well become a new avenue of innovation for licensed consumer products.

Related:Editor's Choice: Film, TV and Streaming Licensing

Transmedia Adaptations: The Storytelling Renaissance

Video game adaptations continued to thrive in 2024, building on the success of series like "Fallout," "Halo," "The Last of Us" and "Arcane." These adaptations allow for deep dives into immersive storytelling, making streaming platforms an ideal medium for expanding beloved game narratives.

Amazon’s "Secret Level," an anthology series from the creators of "Love, Death + Robots," exemplifies this trend. The show explores gaming IPs like "Ghost of Tsushima," "PAC-Man," "Mega Man" and "Warhammer 40,000," delivering short-form stories that capture the essence of their respective worlds.

Meanwhile, the upcoming movie slate for 2025 and 2026 continues to blur the lines between gaming and traditional entertainment. Titles like "The Minecraft Movie," "Five Nights at Freddy’s 2," "Ghost of Tsushima," and "The Super Mario Bros. Movie 2" demonstrate the potential for cinematic adaptations to engage both loyal fans and new audiences.

In-Game Licensing Innovations

In-game licensing reached new heights in 2024, demonstrating its capacity to enhance gameplay experiences while driving engagement with well-loved brands. "Sky: Children of the Light" partnered with Moomin characters, offering players exclusive story-driven quests and themed rewards that seamlessly blended the serene gameplay of "Sky" with the charm of Moomin’s storytelling.

Meanwhile, "Call of Duty: Black Ops 6" pushed the boundaries of in-game branding by integrating cosmetics tied directly to real-world merchandise. Players could unlock exclusive in-game skins by purchasing products like themed glasses from GUNNAR or limited-edition apparel from Fashion UK, effectively merging digital rewards with tangible goods. In addition to its, now famous, in-game collaborations with horror icons or “Godzilla Versus Kong,” the introduction of physical goods in-game could be a new era for player engagement and direct revenue streams through licensing.

Other franchises, like "Monster High," leaned into their origins as toy lines. The game "Monster High: Skulltimate Secrets" incorporated a unique collectible system inspired by its physical dolls, encouraging players to engage deeply with the digital iteration of a beloved IP. These mechanics blurred the lines between digital and physical play, fostering a sense of nostalgia while introducing the brand to a younger demographic.

Consumer Products and Retail Collaborations

Video game IPs continued to dominate consumer product markets in 2024, with partnerships spanning fashion, beauty and home goods. Riot Games’ partnership with Fenty Beauty marked one of the year’s most innovative crossovers, tying the success of "Arcane" to a luxury cosmetics collection. The collaboration allowed fans to interact with the "League of Legends" universe in new, tactile ways while showcasing how gaming brands can penetrate traditionally non-gaming markets with unparalleled creativity.

On the fashion front, "Call of Duty" and Fashion UK released a series of urban wear inspired by the game’s aesthetic, ranging from tactical-style jackets to graphic tees. This line, launched in conjunction with "Black Ops 6," featured items tied to in-game perks, incentivizing fans to make purchases that extended their gaming experience into their wardrobe. PUMA also launched a line of “Rocket League” footwear as well as a Manchester City collaboration in line with “Fortnite;” just one brand in many serving the global fan base with well-designed apparel and accessories inspired by major gaming titles.

Of course, toys continue to inspire games and vice-versa, with Funko proudly launching “Funko Fusion” to fans worldwide and toys continuing to produce pieces based on emerging fandom and nostalgia, from LEGO’s Mario Kart set to

These developments underscore the evolving potential of gaming as a licensing powerhouse, capable of influencing not just entertainment but also consumer behavior across industries. The seamless integration of real-world products into digital ecosystems not only enhances player engagement but also opens up lucrative avenues for brands to deepen their reach and relevance.

For a complete insight into the trends behind gaming, the innovation at play and the reasoning as to why gaming is so significant within the brand licensing market, watch the playback of Brand Licensing Europe 2024’s keynote by John Friend, Head, Xbox Gaming Consumer Products.