Focus LICENSING
Maximising your artistic license
Britain’s Got Talent launches as a Cat C and B3 product in the UK thanks to a partnership between FremantleMedia Enterprises (FME), in association with Syco, and Barcrest Group
FME has chosen a different route to market for a big UK licence, Britain’s Got Talent; working jointly with format co- owner Syco and games developer Barcrest Group to create a land-based slot product for this sector. FremantleMedia Enterprises and Barcrest Group have committed to a non-exclusive revenue- sharing partnership, with vested interest in the machine’s ultimate performance. G3 spoke to FremantleMedia Enterprises’s Simon Murphy about the project as Britain’s Got Talent started its new season on UK television.
G3: FME has begun to develop long-term relationships with land-based games developers - what are the strategic goals for FME in creating these relationships?
Our strategy is to become the leading brand owner and distributor of branded content across online, land-based and mobile channels. As such we recognise the requirement to partner with best of breed game developers, marrying our brands with proven development capability, great game-play and quality maths models in order to create the best possible games for Operators and players. Our partnership with Barcrest Group in the land-based space works perfectly within this framework given their proven capabilities and position in this sector.
G3: These aren't traditional licensing deals - non-exclusive and revenue-share - could you explain how they work and why FremantleMedia Enterprises has chosen this particular path?
Whilst we don’t have one pre-defined model, the majority of the partnerships we are developing use non-exclusive revenue sharing agreements. This creates the widest possible audience for our brands in the market. Additionally, we feel that this is the best way to achieve the best possible results with all parties
Simon Murphy joined the FremantleMedia Enterprises team
with more than eight years experience in online, mobile and
land-based gambling. During this time
Simon held key roles with WagerWorks, the remote gaming
arm of IGT and prior to that was the
Commercial Director of Million 2-1, a mobile gaming
specialist acquired by IGT in June 2008.
“Whilst we don’t have one pre-defined
model, the majority of the partnerships we are developing use non-exclusive revenue sharing agreements. This creates the widest
possible audience for our brands in the market.”
Simon Murphy, FremantleMedia.
benefiting from the specialist input that they bring to the partnership.
G3: You're working with Barcrest Group on a very high profile brand - Britain's Got Talent - how did you select Barcrest Group as a partner and what's the criteria you use in choosing the companies you're working with on these deals?
Barcrest Group is regarded as one of a small number of leading players within the market because of their track-record for game development and their proven commercial approach. As such, we implicitly trust the partnership we have created which is crucial when dealing with major brands like Britain’s Got Talent. It was never a case of us ‘selecting’ them as a partner, more about a coming together of two complementary
G3 I JUNE 2011 I PAGE 50
skill sets with a focus on creating compelling content. This like-mindedness is something that we work towards in all our collaborative partnerships.
G3: FME has only to date produced one other land-based game, The X Factor Road to Stardom, which you've stated only scratched the surface of the brand potential. What do you consider are the essential elements in exploiting a brand's full potential?
In order to create a great game we understand that there are a number of ingredients that must be present. From a brand owners’ perspective, we need to provide access to as many relevant assets as possible including visual and audio elements as well as key talent and creative assets. These aspects of the brand
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