Essential Licensing Tips from Collaborations with Major Brands

Collaborating on a licensed property can be a dream come true, especially when it involves a beloved franchise. At ClockStone Studio, I have been fortunate enough to work on titles such as Bridge Constructor: Portal, Bridge Constructor: The Walking Dead, and Lego Bricktales. Working on a licensed game, however, is not without its challenges. These partnerships are difficult to establish and require significant effort to maintain. Throughout my time at ClockStone, I have learned valuable lessons on how to keep our corporate partners satisfied while ensuring a enjoyable experience. Here are some key takeaways from my experiences. Finding the right license for your game is crucial. To achieve this, it is essential to stay informed about the gaming industry and beyond. Being inwardly focused on your studio's work can lead to missed opportunities. Encouraging an ongoing process of idea generation for potential partners is vital. When evaluating a potential collaboration, identify a conceptual connection between the license and your offering. For instance, with Portal and Bridge Constructor, we combined physics-based puzzles with the Aperture Science setting, creating a unique experience. Prototyping is also essential. Before pitching, we dedicated around 60 hours to prototyping, which helped us determine whether the license was suitable in practice. Having an experienced publisher or partner can be instrumental in establishing connections for licensing collaborations. Our licensed projects were initiated by our publisher, Headup Games, which is now part of Thunderful. A publisher's long-term relationships and industry connections can facilitate communication with potential license partners. If you lack contacts or the capacity to build them, consider partnering with a publisher or a consultancy company that can provide valuable connections. When creating your pitch, focus on what you are selling and ensure it aligns with the license. For example, if the license is humorous, your pitch should convey that. Show that you understand the IP and its emotional quality. Our pitch video for Bridge Constructor: Portal was created in the style of an Aperture Science video, showcasing our understanding of the IP. Prototyping can significantly strengthen your pitch by providing playable proof of your concept. Research is also critical. With Lego Bricktales, we analyzed existing Lego games to identify what had been done and what was missing. We approached the project from our understanding of what makes Lego appealing, which is building. Research should be an ongoing, immersive process. As you work with your partner, be open to adjusting your understanding of the license and its representation. With every decision, consider whether it aligns with your partner's values. Request additional materials from your partner to help you better understand the IP. Ensure you check your progress with your partner, using playable builds or other means, to guarantee you are on the same page. Understanding the appeal of a franchise is vital. Strip away marketing and focus on the core aspects that engage the audience. When working with a license holder, be aware of the moving parts involved. Plan your timeline realistically, considering the time required for reviews and approvals. Maintain open communication with the license holders through regular check-ins, transparency, and adherence to brand guidelines. Communication should be interpreted broadly, including sharing screenshots, builds, and other materials. Preparation is key to effective communication. Allocate time to collect and organize information before meetings, ensuring clear communication of progress, issues, and challenges. Collaborating with a major license can be intimidating but also exciting. It requires research, attention to detail, and the ability to work with a large corporate structure, but the results can be rewarding.