Brand and content licensing plays a crucial role in the mobile games industry. From games based on major movies, through to sports simulation games and extensions of console games, brand and content licensing deals underpin many of the most commercially successful mobile games of our age. This talk identifies the 10 most important deal points in brand or content licensing deals, including the licensors approval rights over the game; the practical assistance required from the licensor during game production; and how to value the licence in the first place.

Using real-world examples taken from the videogames industry, the lecture and associated white paper examine how these 10 points should be negotiated to promote a long term successful relationship with a licensor, and how they can cause the failure of a games project when ignored. It also addresses how the licensing relationship has to be managed constantly, long after the original negotiation has been forgotten.