www.layerlicensing.com Open in urlscan Pro
54.194.170.100  Public Scan

Form analysis
2 forms found in the DOM

Name: wf-form-EmailForm — GET

<form id="wf-form-EmailForm" name="wf-form-EmailForm" data-name="EmailForm" method="get" class="form-2" aria-label="EmailForm" data-hs-cf-bound="true"><input type="email" class="text-field-2 w-input" maxlength="256" name="email-2" data-name="Email 2"
    placeholder="Email" id="email-2" required="">
  <div class="html-embed-7 w-embed"><input type="hidden" id="url" name="url" value=""></div><input type="submit" data-wait="Subscribe" value="Subscribe" class="submit-button w-button">
</form>

Name: wf-form-NewsletterForm — GET

<form id="wf-form-NewsletterForm" name="wf-form-NewsletterForm" data-name="NewsletterForm" method="get" class="form-4" aria-label="NewsletterForm" data-hs-cf-bound="true">
  <h1 class="heading-11">Get the latest from the world of licensed IP in games.<strong class="bold-text-16"> <br></strong><span class="text-span-7"><strong class="bold-text-16">‍</strong>Subscribe to the Layer newsletter.</span></h1>
  <div class="w-embed w-script">
    <script charset="utf-8" type="text/javascript" src="//js.hsforms.net/forms/v2.js?pre=1"></script>
    <script data-hubspot-rendered="true">
      hbspt.forms.create({
        region: "na1",
        portalId: "19573832",
        formId: "b0cf0045-31c1-48d0-8cd9-b86fb17a8794"
      });
    </script>
    <div id="hbspt-form-f1059edd-95ac-41bc-beab-25c14a47f1de" class="hbspt-form" data-hs-forms-root="true"><iframe id="hs-form-iframe-0" class="hs-form-iframe" title="Form 0" scrolling="no" width="100%"
        style="position: static; border: none; display: block; overflow: hidden; width: 100%; height: 154px;" height="154"></iframe></div>
  </div>
  <div class="div-block-151"><input type="email" class="text-field-2 email-blog w-input" maxlength="256" name="Email-newsletter-sign-up" data-name="Email newsletter sign up" placeholder="Email" id="Email-newsletter-sign-up" required=""><input
      type="submit" data-wait="Please wait..." value="Submit" class="submit-button-3 sign-up-blog w-button"></div>
</form>

Text Content




SUBSCRIBE TO THE LAYER NEWSLETTER




GET THE LATEST FROM THE WORLD OF LICENSED IP IN GAMES. SUBSCRIBE TO THE LAYER
NEWSLETTER.

Subscribe To Our Newsletter
Fantastic! Thanks for signing up!
Oops! Something went wrong, please try again.
X
🎉 We’re excited to announce our partnership with Sanlo - making $200M available
for developers to finance IP licensing! 🎉    Read more.
Brands and IP licensors

Games

About Us

Careers

Blog

Log in

Sign Up For Free
For DevelopersFor IP Holders
Publishers & DevelopersBrands & IP LicensorsAboutBlog







Log in
Sign Up For Free
For DevelopersFor IP Holders
Sign up for free


LICENSING IN GAMES: ISSUE 5

Newsletter
·
9 min read



WHAT’S A RICH TEXT ELEMENT? HHHHHHHHHHHHHHHH


SECTION H3 HEADING GGGGGGGGGGGGGGGGGGG

SECTION H4 HEADING DDDDDDDDDDDDDDDDDDDDDDDDDDDDDDD

SECTION H5 HEADING SSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSS

SECTION H6 HEADING SSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSSS

> Importnantrdddddddddddddddddddd dddddddddddddd

The rich text element allows you to create and format headings, paragraphs,
blockquotes, images, and video all in one place instead of having to add and
format them individually. Just double-click and easily create content.

 * yes
 * yes
 * yes "Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod
   tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam,
   quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo
   consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse
   cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non
   proident, sunt in culpa qui officia deserunt mollit anim id est laborum."


husdhjahsdjk


THE BEST EXAMPLES OF IP LICENSING IN VIDEO GAMES, AS WELL AS THE LATEST NEWS ON
COLLABORATIONS, BRAND PARTNERSHIPS AND IN-GAME EVENTS. 

From Ralph Lauren giving its iconic logo a gaming makeover through a partnership
with Fortnite to three of the world’s biggest footballers making their way into
the latest Call of Duty as playable characters, here are the biggest IP deals
and our favorite licensing stories from October. 




RALPH LAUREN X FORTNITE: ARE VIDEO GAMES AND METAVERSE PLATFORMS THE FUTURE OF
FASHION? 


Ralph Lauren 

It’s not unusual for well-established companies to make changes to their logos
and branding. This is usually done every five years to reflect business changes
while remaining relevant to wider trends, but Ralph Lauren hasn’t made a single
change to its iconic Polo Pony logo since the company’s inception in 1974. Until
now, that is, and it’s all because of the company’s recent partnership with the
video game, Fortnite. 

The press release announcing the news says the redesign is “testament to the
company’s belief in the power of the metaverse.” Whether you agree or disagree
with Fortnite being called a metaverse platform, Epic Games has been making a
concentrated push to position Fortnite as a massive social platform and creative
hub, rather than just being a video game. 

With 400 million registered users worldwide and growing support for
user-generated content, Fortnite is perfectly positioned to help global brands
reach a massive Gen Z audience who will undoubtedly make up the biggest
population of Metaverse users when the time comes. This logo redesign and
collaboration by Ralph Lauren is essentially the brand telling gamers (and
potential future collaborators): ‘We’re here and we’re here to stay.’

There are so many fashion and lifestyle brands licensing IP into video games and
metaverse platforms that it’s becoming hard to keep up with. If luxury fashion
brands aren’t hitting the digital catwalk at Metaverse Fashion Week, they’re
selling virtual items in Roblox and Fortnite or partnering with video game
companies to push their products, whether that’s Tiffany & Co. designing the
League of Legends World Championship Trophy or Burberry’s latest partnership
with Minecraft. 

‍


Ralph Lauren  

So, while Ralph Lauren isn’t exactly breaking new ground with its Fortnite
collaboration, the fact that a brand with a company logo this timeless is moving
into games is pretty remarkable. This collaboration is also a great example of
how to properly execute a campaign so both brands benefit, with Ralph Lauren’s
horse being swapped out in perfect style for the llama from Fortnite – one of
the game’s most recognizable characters. 

In addition to the launch of a physical capsule collection featuring Fortnite
imagery printed on Ralph Lauren attire, the collaboration introduced two bundles
of digital cosmetic items into the game. The total cost for both bundles is over
3500 V-Bucks (in-game currency), the equivalent of around $25, although the
prizes could be won by players that earned enough points in the Polo Stadium Cup
(a special solo tournament). 

Fortnite and Ralph Lauren aren’t two brands that you’d normally associate with
each other, but you could say the same thing about Balenciaga and Fortnite or
Louis Vuitton and Final Fantasy. The key to success for collaborations such as
these is putting enough time and effort into the concept and activation to make
sure they’re authentic to your core target audience, in this case, gamers. 

We’d wager good money that a lot of Fortnite players who weren’t previously
aware of Ralph Lauren now have a positive impression of the brand because of
this collaboration, and Ralph Lauren’s decision to update its timeless logo with
Fortnite imagery definitely won the brand some major gaming points. 




‍


HOW BRANDS ARE USING VIDEO GAMES TO MAKE A POSITIVE SOCIAL IMPACT / VIDEO GAMES
AND CORPORATE SOCIAL RESPONSIBILITY 


DOVE

There have been plenty of great campaigns utilising video games to inspire
positive social change over the years. In 2019, Space Ape Games added an in-app
purchase donation button to its mobile games that raised over $120,000 for
wildlife and humanitarian charities fighting the Australian Wildfires. Most
recently, 343 Studios expanded its partnership with Limbitless Solutions, a
nonprofit that creates bespoke 3D prosthetics for children with limb loss, to
offer more Halo-based prosthetics. 

Similarly, there’s a long list of video games that have been created to educate
players and raise awareness of important issues such as environmentalism,
healthcare, poverty and social inequality. The Life is Strange series tackles
difficult topics such as bullying and suicide while wrapping them around
coming-of-age themes, while the creator of Papa & Yo uses the fantasy adventure
game to explore themes of addiction and abuse from his own lived experience. 

Seeing video games being used as a force for the greater good is great but you
don’t need to be a video game company to use video games in your corporate
social responsibility plans. The recent launch of Dove’s Real Virtual Beauty
campaign is part of the brand’s mission to ‘challenge and change female
representation within video games’, with the end goal of ‘making gaming a more
space for women and girls.’ 

As part of this mission, Dove says it's building a global character art
collection with appropriate representations of female characters in gaming that
can be accessed by developers for free. And to support it, Dove is launching an
online course designed to educate developers, creators and artists about beauty
and diversity in gaming. 

The global launch of Dove’s campaign comes at a time when brands are making a
concentrated effort to grow their presence in video games and metaverse
platforms. But as Dove’s campaign proves, there are ways of building brand
awareness in the gaming space outside of licensed IP plays in the likes of
Fortnite and Roblox that are proving so popular. 

Of course, you can always raise awareness and make a positive social impact by
integrating CSR initiatives into any licensing gaming activation you’re
planning. Philips Norelco launched a branded experience in Roblox called
Shavetopia where visitors can purchase unique facial styles for their avatars,
with any proceeds generated by these purchases going ‘directly to bolster
Movember's work in supporting mental health and suicide prevention, as well as
prostate and testicular cancer awareness,’ according to a press release. 

If you’re a brand considering a move into video games and/or the metaverse, have
you considered how any such moves could be integrated into your CSR initiatives?
There are plenty of great gaming charities out there, from Playing for the
Planet Alliance to SpecialEffect. Alternatively, you can always explore
licensing opportunities with video game studios whose values align with your
brand. Not only will such partnerships lead to more organic collaborations, but
they’ll also achieve a lot of good in the process. 




MESSI, NEYMAR AND POGBA ARE IN CALL OF DUTY: MODERN WARFARE II – HOW FOOTBALLERS
ARE USING VIDEO GAMES TO BUILD BRAND AWARENESS 


ACTIVISION BLIZZARD 

Never in our wildest dreams could we have imagined we'd be running around in a
Call of Duty game as Lionel Messi armed with an AK47 and a rocket launcher, but
that’s the world of video games for you. Call of Duty: Modern Warfare II
launched at the end of October while its battle royale mode, Warzone 2.0, was
released just before the opening of the World Cup. Activision capitalised on the
convenient timing by introducing Neymar, Lionel Messi, and Paul Pogba into the
game as playable characters (operators). 

This collaboration might seem wild, and we appreciate there are plenty of PR
professionals scratching their heads at the corporate positioning of giving guns
to professional athletes. But you’d struggle to find a bigger boost for brand
awareness than appearing in one of the most popular first-person-shooter
franchises of all time. Not only that, but Modern Warfare II is the
fastest-selling entry in the entire series and it’s only been out for just over
a month. 

What we’re seeing here is essentially influencer marketing 101. Footballers are
arguably some of the biggest influencers in the world, and attract millions in
sponsorships every year. By positioning themselves at the very centre of one of
the world’s most popular video games, Messi, Neymar and Pogba are sitting in the
spotlight of youth culture. This is a collaboration that no one’s going to
forget any time soon. 

You could also argue that guns and themes of violence aside, this collaboration
is a natural fit for the three footballers. Professional footballers spend a lot
of time playing video games in their downtime. While we’re not suggesting that
Neymar, Messi and Pogba are planning to launch Twitch gaming channels after they
retire, partnerships such as these do align their brands with gaming audiences
and open them up for more deals in the future; all of this exposure will
inevitably lead to more money in the future. 

Of course, this isn’t the first time that professional footballers have appeared
in video games. Harry Kane and Marco Reus’s skins were made available in
Fortnite, PUBG Mobile, another first-person-shooter battle royale, has just
announced a partnership with Messi too (we wonder who paid the most) to
celebrate the arrival of the World Cup. 

If you’re wondering what Activision gets out of the deal with the three
footballers, players can only choose them as Operators if they purchase their
limited-time Operator Packs, which cost $19.99 each. Given that Warzone 2.0 is
free to download, parting with a bit of cash to play as one of the trio (or all
three) won’t put off many football fanatics. 

The quest for footballers to gain brand recognition goes beyond the monetary
factor. It is well documented that elite football players rank amongst the top
earners for athletes worldwide. Yet, they are still actively pursuing licensing
deals to achieve a legendary status in society that money can not buy. By
allowing fans to interact with football players in unique ways, the exposure
ensures they are not only well-known in the football industry but worldwide. 

Piers Morgan’s famous interview with the most recognisable footballer on the
planet, Cristiano Ronaldo, recently highlighted footballers’ pursuit of status
is equal to their desire for money. Where Ronaldo admitted difficulty in
deciding what he would prefer from Morgan’s question of ‘More money in the bank’
or ‘More Instagram followers’. 

Footballers have always led the way when it comes to high-value influencer
partnerships with entertainment brands, but we’ll be interested to see if the
growing number of professional athletes making their way into video games
encourages celebrities and influencers in other sectors of the entertainment
industry to follow suit. 




IN BRIEF 

Here are some of our other favourite brand collaborations, licensing deals and
partnerships from October:


 * The Transformers have made their way into the collectable card game, Magic:
   The Gathering, with the addition of six double-sided cards. 
 * Clothing brand, Rowing Blazers, launched a Sonic The Hedgehog capsule
   collection featuring some retro Sonic designs.
 * Not sure on Crocs? This latest collaboration with Pokemon might sway you.
 * Overwatch is the latest gaming brand to land at McDonald's, with a new
   promotion featuring Overwatch packaging and exclusive skins. 
 * Nicki Minaj and Lil Baby are just two of the star-studded celebs to feature
   in an advertisement for the latest Call of Duty game.
 * Funrise and Psyonix have teamed up to launch a line of remote-controlled
   Rocket League replica cars.
 * GQ is billing this Mario Kart-inspired TAG Heuer watch as their favourite
   collaboration of 2022.
 * PlayStation launched a collection of clothing inspired by Horizon Forbidden
   West you can snap up at ASOS. 
 * Burberry’s capsule collection with Minecraft is one of the best things we’ve
   seen in a long time – but it ain't’ cheap…
 * We’re in Luffy with this colourful collaboration between VANS and One Piece. 

And in other news… 

 * The studio behind the yet-to-be-released indie horror, Store is Closed, got
   the shock of their lives when IKEA’s lawyers sent a cease and desist demand
   due to comparisons being made between the game’s setting and IKEA stores.
 * Frontier has put the brakes on F1 Manager 2022 after ending support for the
   game less than two months after its release.
 * If you still get nostalgic about the golden days of IP-based video games,
   check out this deep dive into the history of Die Hard and Alien on the NES.
 * Activision is promoting the release of its latest Call of Duty through as
   many channels as possible, which means gamers can now get a Burger King COD
   skin and double XP.
 * And if you’re a fan of COD but whoppers aren’t your thing, you’ll be pleased
   to hear there’s another food chain getting in on the double XP action: Little
   Caesars.
 * Final food story, we promise, and this one is really cool: an Oblivion mod
   now makes it possible to place a Domino’s Pizza order by chatting to an NPC.
 * Mobile games based on the Harry Potter franchise have topped more than $1
   billion in player spending worldwide, according to SensorTower.
 * The VR rhythm game Beatsaber’s latest music pack features a collection of
   songs from Lizzo and costs $12.  
 * There’s no shortage of Roblox activations right now, but this Clarie’s
   Accessories experience should be a great fit for the platform’s demographic
   of young players.
 * It don’t mean a thing if it ain't got that sword swing: Jazz legend Kenny
   Garrett is performing the music from Elden Ring – yes, the fantasy RPG with
   the epic symphony soundtrack – at Hollywood’s Bourbon Room on 3rd December. 

·



WHAT’S A RICH TEXT ELEMENT?

WHAT’S A RICH TEXT ELEMENT?


HELLO

HELLO 2

The rich text element allows you to create and format headings, paragraphs,
blockquotes, images, and video all in one place instead of having to add and
format them individually. Just double-click and easily create content.



A rich text element can be used with static or dynamic content. For static
content, just drop it into any page and begin editing. For dynamic content, add
a rich text field to any collection and then connect a rich text element to that
field in the settings panel. Voila!

Headings, paragraphs, blockquotes, figures, images, and figure captions can all
be styled after a class is added to the rich text element using the "When inside
of" nested selector system.

 * Hello My name is joe


GET THE LATEST FROM THE WORLD OF LICENSED IP IN GAMES.
‍SUBSCRIBE TO THE LAYER NEWSLETTER.



Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
hello@layerlicensing.com
Brands, characters, and stories that audiences love. In game.
 * How does it work?
 * Privacy Policy
 * Game Terms
 * Listing Terms
 * About Us
 * Contact us
 * Careers
 * Blog


Copyright © 2022 Layer Labs Pty Ltd. All rights reserved.