Licensing deals central to Sega’s iconic mascot by Michael French
MERCHANDISING deals can make Sonic the Hedgehog as iconic as Hello Kitty. Sega is knuckling down on its four major IPs as part of its recent restructure, with priorities to push into digital and licensing. For Sonic, the latter means signing up more third parties to make associated toys, clothing and other gear. And the famous company mascot could be as ubiquitous as Sanrio’s cute cat, explained Jurgen Post, COO of Sega Europe. “Sonic is a well-known character, but we’ve got a lot of room to grow in merchandising,” he told MCV. “We dream of Hello Kitty.
We’re still far off from that but we can see that our
LEADER ODE TO COLOGNE
profits are growing year on year in the US and Europe [on merchandising]. “We’ve got a licensing team on the ground in the UK who are focusing on that and that team will expand. We’ve got a team in the US and which will also expand. We used to run it all out of Sega of Japan, but having people on the ground is making a big difference. “We will always do the computer game but the merchandising is a very important aspect to Sonic.” Read the full interview with Post on page 14
7. Dead or Alive 5: Collector’s Edition Tecmo Koei......................................................................................................360
ONCE upon a time, lack of support from the likes of Microsoft and Nintendo could kill a video games industry event. But when it comes to next month’s Gamescom, the absence of key games firms says more about their own identity crises than the show’s. With 300 ‘premieres’, the usual Sony circus plus Call of Duty, and potential (if unlikely) GTA Vnews, this still seems like Europe’s big show. Whether two console manufacturers have ducked out or not. In fact, the recent additions of Samsung and Gree, increasingly important firms in games, is just the last laugh on Koelnmesse’s part. A talking point last month was if E3 was still relevant – and in June it proved itself as a massive media platform, no different than ever. Gamescom, though, has over the last three years risen to the task of offering something relevant in a different way. It addresses the expanded market, it addresses the larger pool of developers. Most importantly it addresses all of Europe.
I’m sure its organisers would welcome the hold-outs back next
year. But for now, Gamescom doesn’t need them. HEARING THE CALL
HOPES WERE raised last week when eager headlines announced Call of Dutyas the first game from Activision’s Leeds mobile studio. The reasons why this is exciting are well known – the biggest franchise in the world is being made for the biggest games market, and it’s being done here on home turf no less. However, astute MCVuk.comreaders will know that the reality is not as clear cut. Activision’s new UK outfit might be making CoDin future, but it’s got other owned IPs on its to do list first. That makes it a UK team to watch, but for reasons more important than some Brits getting to play with some good IP. There’s a lot of talk about ‘triple-A mobile’ at the moment – games more advanced than Angry Birds, but pale in comparison to a Beyondor Heavy Rain. Yet they are good enough for the audience of pocket gamers out there – and there are masses of them. A lot of people lament the loss of the Wii market – but that phenomena never went away, it just moved. They have different expectations and are easier to please. Activision likely sees which way the wind is blowing: these games are as good as a PS3 game, but can be sold to a bigger market swifter, and often cheaper, than their boxed counterparts. Michael.French@intentmedia.co.uk