Focus LICENSING


development company to initiate and deliver on this kind of licensing deal?


The relationship between FME and Barcrest Group is very close. Having personal experience of Barcrest Group helps enormously in terms of understanding the process and the way that people work. However, there has almost certainly been a natural fit between the businesses for quite some time and I’m very pleased that we have now unlocked this potential. This is an exciting partnership for both businesses and one that we intend to develop further.


G3: Are the games primarily targeted at the bingo audience in the UK?


Britain’s Got Talent is a wide reaching TV format and a brand that appeals to a broad demographic and we expect the games to be similar. Our initial Operator partners include a major Bingo partner


and a major Licensed Betting Office and we are confident that the games are broad enough to appeal to all types of player.


G3: This is only the second land-based title for FME, you have had a very short timeframe in which to create the games, and you've got a new licensing model to contend with at the same time - what are your expectations of the game?


We have been in discussion with Barcrest Group since before Christmas and game development started in February. Given the hard deadline associated with this product development, as imposed by the timing of the TV series, we had to make sure that development phases and sign-off for key elements were adhered to. This has worked very well and has created a focused way of working with Barcrest Group. We have very positive expectations for the game.


G3 I JUNE 2011 I PAGE 52 “Britain’s Got Talent


is a wide reaching TV format and a brand that appeals to a


broad demographic and we expect the


games to be similar. Our initial Operator partners include a major Bingo partner


and a major Licensed Betting Office and we are confident that


the games are broad enough to appeal to all types of player.” Simon Murphy, FremantleMedia.


The community element to the Cat. C game is very exciting and something that both us and Barcrest wanted to explore from the outset. This is a model that is working very well in the market on other games and the excitement around the community feature is exactly what we are looking to align with the use of the brand.


G3: The longevity of a licensing deal is very important as brand awareness for a TV show is greatly heightened, obviously, during the run of the show. How important is it to get the timing of the launch right and what are FME's and Barcrest Group's expectations of the


G3: Barcrest Group is creating a community game for the Cat. C title, as based on a previously successful formula - how much input into selecting the type of game for the marketplace has FME/yourself had from the outset?


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