SERVICES SPOTLIGHT This month: Iconic Future
ICONIC FUTURE’S goal is to bring together the worlds of licensing rights and video games. Founded in January 2011 by Thomas
Martens, Malte Barth, Ze’ev Rozov and Christian Weddigen, the company has worked with rights holders including Sony, CBS, Hasbro and the BBC. It enables studios to integrate
branded virtual items and licence brands into online, mobile and social games that it believes will increase monetisation, brand engagement and create more value for those properties. Iconic Future provides an online marketplace for rights research, discovery and transaction services for both rights holders and game developers alike. “What makes us unique is our
portfolio of licensable rights, which ranges from top sports organisations like FC Barcelona, Real Madrid or Arsenal FC to characters like Shaun the Sheep and Garfield and top movie properties like Star Trek,” says CEO Weddigen (far right). Iconic Future aims to be a ‘one-stop
shop’ for developers’ games licensing needs. The firm manages all aspects of
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a project under a single framework, which it says avoids time-consuming and expensive legal processes. It dedicates project management resources throughout the entire process to handle launch planning, asset management, product approvals, PR and marketing support, reporting and analytics. “Most importantly, though, we care about the games we work with and make sure that the branded integration makes sense. Besides adding value, it is crucial to add relevant content that the players will enjoy,” adds Weddigen. He explains that the first step in
collaborating with games producers is identifying which intellectual properties or licences would resonate most with the client’s target group. “This has enabled us to provide
several highly engaging campaigns, including My Little Pony in Farmerama (developed by Bigpoint), Premier League football clubs and Wembley Stadium in Goalunited 2013 (Northworks), Star Trek in Galaxy Life (Digital Chocolate) and Ronnie O’Sullivan signed cues in Pool Live Tour (Geewa),” says Weddigen. “During Euro
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Christian Weddigen and one of his team members Arm
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60 | NOVEMBER 2013
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