Tag Archives: video games

UK consumer games market hits a record value of £7bn in 2020

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Consumers spent a record amount in the UK video games market in 2020, with the sector valued at £7bn for the year – according to Ukie’s 2020 Consumer Market Valuation.

The result marks a 29.9 per cent increase on 2019, and over £1bn higher than 2018’s previous record total of £5.7bn.

As reported by Licensing.biz’s associate title, MCV UK, game software sales across all categories rose 18.5 per cent, from £3.8bn to £4.5bn, with digital sales encompassing 85 per cent of all software sales. Despite many shops being closed for much of the year due to the pandemic, sales of new boxed games grew 7.1 per cent – reversing the downward trend of recent years.

Games hardware sales had a record year, reaching £2.3bn, a growth of 60.8 per cent year on year, thanks to the launch of the new consoles, as well as accessories and PC component sales.

The launch of the PlayStation 5 and Xbox Series consoles pushed console hardware sales up 74.8 per cent year on year, according to data from GfK Entertainment. Despite the new consoles, it’s actually the Nintendo Switch that generated the largest share of console hardware revenue. The March 2020 release of Animal Crossing: New Horizons has been a major driver of this success.

PC games hardware sales had a good year too, driven by the move to home working. VR hardware sales meanwhile grew by nearly a third to £129m, thanks in no small part to accessible, standalone headsets such as the Oculus Quest 2.

The game culture section of the valuation (revenue from activities associated with games) also grew to £199m, fuelled by a 22.4 per cent increase in toys and merchandising revenue  – countering the COVID-related shortfalls in other categories.

The February release of the Sonic the Hedgehog movie helped defend the movies and soundtracks category from the worst of the pandemic, with an overall decline of just 22.2 per cent.

For the first time, this year’s valuation includes a measurement of streaming and game video content revenues. UK consumers spent £45.6m through donations and subscriptions, making up for the obvious decline in physical event revenues.

“The latest consumer market valuation confirms just how valuable games proved to people across the country during one of the toughest years of our lives,” said Dr Jo Twist OBE, CEO of Ukie.

“The games sector is a growing, resilient and critical part of the UK’s successful creative industries sector. We all know how important entertainment, technology and creativity have been over the last year. The London Games Festival over the next 10 days will showcase and connect the fantastic leading games businesses right here in the UK with global audiences, investors and publishers, and will demonstrate games’ power to connect, entertain and innovate.”

The valuation was announced at the start of this year’s London Games Festival, run in partnership with Film London and Ukie. The digital event runs 19 March to 28 March, supported by Sony Interactive Entertainment, Xsolla, CCP Games, Hiro Capital and Here East.

The 2021 edition of the event features over 100 games, participation from 400 companies from 25 different countries – with over 1,000 professionals connecting online for business meetings, investor pitches and roundtables.

Highlights from the event include the LGF world stage, featuring the festival’s daily videos and premieres. The full schedule of 60+ broadcasts is available from today from the event’s website. A range of content will be made available free to everyone, from music performances and industry panels to special documentaries and launches.

For the first time, the festival will feature an Official Selection of 40 games from around the world, representing quality, innovation and diversity. The selection will highlight creative talent across four categories: Made In London, Narrative Excellence, International Innovators and Pick Up And Play. A dedicated website for the Official Selection is found here, and the festival has created daily videos supporting each game on the World Stage as well as digital retailer promotions.

The festival will also have a focus on mental health, through a partnership with games industry charity Safe In Our World and its Safer Together Campaign. The campaign offers a public Discord, which will launch during the festival and will provide a platform for gamers and the industry to connect, discuss games and be a safe space for all to talk.

The Now Play This programme will feature an additional 25 games and experience. Taking place from March 25th to 28th, the programme centres around the climate crisis, and how interactive experiences can inform and educate. Now Play This includes online talks and workshops, and a number of in-game activities – such as a ‘flight’ to the festival using Hosni Auji’s Airplane Mode.

Overall, this year’s event will include over 400 games businesses, the biggest showing the festival has seen since the festival started as a physical event in 2016.

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This was reported on by Chris Wallace,  MCV/DEVELOP’s staff writer, who joined the team after graduating from Cardiff University with a Master’s degree in Magazine Journalism. He can regrettably be found on Twitter at @wallacec42, where he mostly explores his obsession with the Life is Strange series, for which he refuses to apologise.

Pizza Hut partners with Bandai Namco for AR PAC-MAN campaign

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Pizza Hut has partnered with Bandai Namco’s PAC-MAN for a special campaign that brings the iconic video game character to life through augmented reality when customers scan the printed PAC-MAN game printed directly on their pizza box packaging.

The initiative is the first part of a wider campaign at Pizza Hut to take customers on a nostalgia-driven journey down memory lane. Fans who play the AR PAC-MAN game can enter a competition for a chance to win their own custom Arcade1UP PAC-MAN game cabinet.

Rolling out across the US, the campaign encourages fans to simply order a large pizza from Pizza Hut, scan the QR code on limited edition PAC-MAN boxes, and play the AR PAC-MAN game, From here, they can enter the online sweepstakes to be in with a chance of winning the top prize.

On April 3, Pizza Hut will select one winner from all eligible entries properly submitted to receive the custom PAC-MAN arcade game cabinet for their home.

“PAC-MAN’s design and creation was inspired by the shape of a pizza with a slice taken out of it, making this partnership so appropriate for the PAC-MAN brand,” said Yutaka Fuse, head of licensing and branding at Bandai Namco Entertainment Inc. “PAC-MAN games and Pizza Hut pizzas occupy a special place in many people’s memories; we’re excited to have the opportunity to create fun memories for a new generation of PAC-MAN and Pizza Hut fans through this collaboration.”

“There aren’t many brands with more iconic elements than us, whether it’s the red cups, checkered tablecloths, connection to pop culture and entertainment – like PAC-MAN – or our iconic Pan Pizza,” said George Felix, chief marketing officer, Pizza Hut.

“As we look to connect with a new generation of pizza lovers, we are tapping into those things that make Pizza Hut great in a modern and relevant way.”

The PAC-MAN box, AR game and TV spot are just the beginning. Throughout the year, Pizza Hut says it will be fueling pizza lovers with new innovation, bringing back iconic pizzas and tapping into entertainment and pop culture in new and unexpected ways.

Jazwares extends Epic Games partnership for Fortnite toys and collectables through to 2025

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Jazwares has signed a new licensing partnership with Epic Games, extending the toy company’s current Fortnite deal through to 2025 and expanding upon its range of toys and collectables.

The deal, brokered by licensing agency IMG, will start from January 2022 and will see Jazwares become the exclusive toy partner for Fortnite four-inches and under action figures and their compatible play-sets, vehicles, accessories and more.

Jazwares will also continue to produce new R/C vehicles, all of which will be compatible with its full four-inch action figure line, and plush in varying sizes. Also in 2022, fans can expect a new lineup of highly detailed two-inch action figures with multiple points of articulation and accompanying play-sets, vehicles and accessories to build out their world of Fortnite in miniature scale.

The multi-year deal extends Epic Games and Jazwares’ successful three-year partnership.

Since 2018, Jazwares and Epic Games have worked together to bring the Fortnite universe into the real world for fans in over 50 countries, launching more than 350 toys and collectibles at retail that allow fans to interact with their favorite characters and experiences from the game in a brand new way.

“These toys and collectables have opened up the action-packed world of Fortnite, adding a whole new level of detail that fans can connect to like never before,” said Laura Zebersky, president, Jazwares.

“Through the continually evolving four-inch action figure universe and now the new two-inch range, we are expanding collectability to help fans build out the world of Fortnite. We are thrilled to be bringing these new, detailed micro scales to life for the first time, and look forward to working closely with Epic Games to continue growing fans’ Fortnite collections.”

In addition to the new items being released in 2022, Jazwares has unveiled new action figures, R/C vehicles and more, set to rollout at retail through 2021.

Lisle Licensing lands slate of new partners for video gaming’s iconic Tetris brand

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Lisle Licensing has detailed a slate of new partners and product launches for the iconic puzzle game Tetris, as the nearly 40 year old brand continues to celebrate an expanding fan-base driven by global consumer success.

Kicking off the year like so many of us did, Tetris got straight into the fitness scene through an athleisure apparel collaboration with the tikiboo.co.uk. More recently, Trademark Productions has signed to develop an apparel daywear range that will land on shelves this autumn/winter.

In line with the brand’s bold colours, Trademark Products will focus on soft lines which appeal to the Tetris fanbase who want to embrace their support for the brand beyond traditional gameplay. Meanwhile, Fizz Creations will launch a Tetris AW 21 giftware range that will include a Tetris Tetrimino waffle maker that creates waffles in the game’s iconic shapes. 

In the gaming space, John Adams – a long-standing UK board game licensee of the Tetris brand – has renewed its agreement with the brand for a further three years.

Francesca Lisle, MD at Lisle Licensing, said: “As the video gaming industry continues to surge, and particularly retro gaming, so does the popularity of Tetris which will celebrate its 40th year in 2024. We are delighted to kick-off 2021 with two new licensees in categories which will further strengthen the brand’s position in the UK, as well as continue the Tetris partnership with John Adams.”

Zoe Ryan, marketing manager at Fizz Creations, added: “We’re all about fun and novelty at Fizz Creations, so are excited to partner with Tetris to launch the waffle maker – Tetrimino shaped waffles… what’s not to love?”

The Tetris brand is recognised as one of the leading and most distinctive video game brands and franchises in the world. Now after more than 35 years, the brand continues to be enjoyed by audiences of all ages and all cultures. Billions of Tetris games are played online every year, and over 500 million Tetris mobile games have been downloaded to date.

The Tetris brand’s global licensee network includes major video game publishers, including Nintendo and SEGA, as well as many partners in electronics, toys, apparel, lifestyle goods, entertainment and more. 

Mattel teams with game developer Milestone to launch Hot Wheels Unleashed across PlayStation, Xbox, Nintendo, and PC

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Mattel has partnered with the global racing game developer, Milestone, to launch Hot Wheels Unleashed, an arcade-style racing game scheduled to launch across PlayStation, Xbox, Nintendo Switch, and PC.

The new title will see players drift, boost, jump, and crash on Hot Wheels’ recognisable orange tracks in various single player game modes. Gamers can also challenge friends in multiplayer races, both online and offline.

“We continue to focus on engaging consumers with our brands through gaming platforms,” said Andrew Chan, head of digital gaming, Mattel. “Hot Wheels is all about encouraging the challenger spirit and Hot Wheels Unleashed brings that mission to life for gamers of all ages.

“Milestone’s expertise in racing game development has enabled us to transform the Hot Wheels brand into a compelling console and PC gaming experience for both current Hot Wheels fans and gamers who may be rediscovering the iconic brand.”

Michele Caletti, executive producer at Milestone, added: “Like many other team members who worked on the game, I’ve been playing with Hot Wheels since I was a child, and today I’m still a hungry Hot Wheels fan and collector.

“This is the reason why we’re all so committed in delivering the purest and most authentic Hot Wheels gameplay experience ever in a videogame. We owe it to the Hot Wheels community and to our inner children.”

Hot Wheels Unleashed offers players the opportunity to drive the cars as if they were playing with the die-cast toys. The gameplay includes adrenaline-filled races, an extended choice of Hot Wheels vehicles with different attributes and rarity levels that players can customize with different skins.

Tracks in the game are also set within everyday life locations, with special track pieces and interactive items. The game also features a Track Editor, enabling players to customize tracks in any game environment and share them with the game’s community.

Hot Wheels Singles assortment was recently recognized as the 2020 Global Top-Selling Toy of the Year, according to the NPD Group. Fans can experience the brand, which originally debuted in 1968, through toys, consumer products, content, and both virtual and live events.

Mattel and Milestone are introducing a variety of different versions of Hot Wheels Unleashed globally.

Ubisoft’s Assassin’s Creed swings into location-based entertainment through Osool partnership

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WildBrain CPLG has secured a new partnership with Osool Entertainment to develop location-based entertainment attractions for the blockbuster video game franchise, Assassin’s Creed.

Brokered by WildBrain CPLG MENA on behalf of Ubisoft, the new deal will see Osool Entertainment create three new Assassin’s Creed indoor attractions in Saudi Arabia, targeting fans of the game aged between eight and 40 years old.

Scheduled to open in spring this year, the Assassin’s Creed attractions will be situated within Osool Entertainment’s indoor Fizz Adventure parks and consist of a branded parkour course including a rope and ninja course. The immersive experience will bring to life themes and elements from the video game franchise’s first instalment.

Assassin’s Creed is quite the success story within the video game industry. Since the first release in 2007, Ubisoft has launched 16 different video games for the franchise across a wide variety of platforms, most recently Assassin’s Creed Valhalla. The Assassin’s Creed series has sold more than 155 million games worldwide and the franchise is now established as one of the best-selling series in video game history.

The Assassin’s Creed franchise has branched well beyond video games in recent years, including into the cinematic realms via its 2016 feature film starring Michael Fassbender, and a new live-action series currently in development at Netflix.

Neesha Law, commercial director at WildBrain CPLG Middle East, said: “The combination of the rich world of Assassin’s Creed with the game’s cross-demographic appeal and its impressive international fan-base, makes this brand ideally positioned for location-based entertainment partnerships.

“Osool Entertainment has an exciting portfolio of top-class adventure courses and we look forward to seeing visitors live out their own action-packed, stealthy Assassin’s Creed-themed adventures when the attractions open their doors this Spring.”

Mohammed Al Shethry, CEO and co-founder of Osool Entertainment Investment Company, added: “At Osool, we are constantly engaged in developing world-class entertainment venues locally. Inspired by international standards, we endeavor to deliver a fulfilling experience to our visitors. Safety, combined with creativity and innovation, is at the heart of Osool’s vision. This empowering partnership with Ubisoft and WildBrain CPLG allows us to excel in our mission to provide quality entertainment in Saudi Arabia.”

LEGO and SEGA partner to bring Sonic the Hedgehog to brick form

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The LEGO Group has detailed a new partnership with SEGA to bring Sonic the Hedgehog into brick form, thanks to a concept design submitted to the Danish toy maker’s invention platform, LEGO Ideas.

Created by a 24-year-old LEGO superfan, Viv Grannell, the design was inspired by SEGA’s critically acclaimed 2017 platformer experience Sonic Mania and features iconic characters and environments from the game’s Green Hill Zone level.

The design achieved its pre-requisite 10,000 votes from LEGO fans worldwide and has now been given the green light to enter production through a partnership between LEGO and SEGA.

Talking about the winning idea, Viv Grannell, said: “I’ve been invested in the world of Sonic for almost my entire life, and it’s such a perfect fit for the LEGO system that I spent about a year rallying support for it to happen.

“Having 10,000 people back my design was overwhelming enough, even with friends and family behind me, but having it be selected for further development was the most exciting secret I have ever had to keep.”

The Sonic Mania Green Hill Zone LEGO Ideas design will now go into the product development phase, in partnership with SEGA and once finalised will be available worldwide.

Talking about the collaboration, Jason Rice, director of brand licensing, SEGA Europe Ltd, said: “At SEGA, we’ve always encouraged fans to take part in the legacy of the Sonic franchise through their own creations and it’s wonderful to see the tradition continued through the LEGO Ideas program.

“We’re thrilled to partner with Viv and the LEGO Group, and hope to inspire fans to continue creating their own unique Sonic the Hedgehog experiences for generations to come.”

The Sonic Mania Green Hill Zone LEGO Ideas design is the ultimate embodiment of Sonic the Hedgehog’s past and future as the franchise celebrates its 30th anniversary this June. Featuring a wide variety of elements inspired by Classic Sonic, the set will provide LEGO collectors and Sonic fans alike a truly supersonic LEGO experience.

Levi’s celebrates 25th anniversary of Pokémon with ’90s inspired clothing collection

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Celebrating the 25th anniversary of one of the biggest anime entertainment franchises of all time, the international fashion brand Levi’s has partnered with the Pokémon Company to launch a 90s-inspired Levi’s x Pokémon collection 

Inspired by the first season of the original Pokémon animated series, the collection includes a range of Levi’s denim, tops, bottoms, fleece, tees, and accessories all of which feature graphics and prints of both the popular characters and the woodland settings of the Kanto region.

Notable pieces include the ’90s style Vintage Fit Trucker Jacket and 551 Z Authentic Straight jean in stonewash indigo, both featuring oversized embroidered Pikachu and lightning bolt patches for the Electric-type Pokémon.

“It’s so fun to hear people talk about their love of Pokémon. Everyone has their favorite. So the fact that we had this  ability to play and create with so many iconic Pokémon and characters, was really a special experience,” said Karyn Hillman, chief product officer at Levi Strauss & Co.

“It’s such  a thoughtful collection that respects and celebrates the  world of Pokémon, and it was so cool mixing our icons  and history with theirs – it’s nostalgic and optimistic, with  a little bit of escapism.”

Amy Sachtleben, direcotr of licensing at The Pokémon Company International, added: “In its 25th anniversary year, the Pokémon brand  is celebrating its enduring legacy in pop culture  with fans around the world. Our friends at Levi’s have developed a collection featuring icons of the  franchise that blends the spirit of the era when Pokémon first launched with the style sensibilities of today in a way only Levi’s could.

“This has been a  tremendously fun collaboration with Levi’s® to look  back at Pokémon’s origins and offer fans who grew  up with the brand and today’s trendsetters a way to  infuse cute and clever Pokémon nostalgia into their  style.”

Also included is a range of graphic tees that features  throwback character art, such as Ash, Misty and Pokémon from that classic first season. And, for  fans of Misty, there’s even the Levi’s Misty Short and Misty Tank, an homage to the iconic outfit she  wears in the series. 

Accessories and sundries also get the Pokémon treatment, like a red and white trucker hat similar to the hat worn by Ash Ketchum in the series. Or the Pikachu knit beanie with yellow three dimensional Pikachu ears.

There’s also an all over floral Pokémon print gym bag, a Poké Ball crossbody bag and clip-on pouches with Pokémon characters embroidered on the front. And, on the sundries, the collection features Pokémon branding  on Levi’s back patches, Red Tabs that mimic red and white Poké Balls, and buttons stamped with  Pikachu and Poké Balls. 

The Levi’s x Pokémon collection will be available worldwide on Levi.com, the Levi’s App, in Levi’s stores, and in select wholesalers on 15th February 2021. 

Sonic the Hedgehog will charge onto Netflix in new animated series in 2022

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A new animated series of Sonic the Hedgehog called Sonic Prime will be tearing onto Netflix with a worldwide premiere scheduled for 2022.

The 24-episode animated adventure is the product of a triple-threat deal between Netflix, SEGA of America, and WildBrain. Aimed at kids, families, and long-time fans of the franchise, Sonic Prime promises to draw upon the keystones of the brand as it follows Sonic on a new adventure in both a race to save the universe and find redemption.

The series will be animated at WildBrain’s Vancouver studio, and SEGA and WildBrain will jointly participate across production, distribution and licensing. Man of Action Entertainment, creators of Ben 10 and the characters and team in the Academy Award-winning feature Big Hero 6, have been brought on as showrunners and executive producers for the series.

Dominique Bazay, director of original animation, Netflix, said: “Sonic is a beloved character and holds a special place in everyone’s heart including my own. I spent many hours with the blue blur as a kid and it’s a privilege to be able to bring this character everyone knows and loves on a brand new adventure with Netflix – one that a generation of loyal fans and brand new fans around the world can enjoy.”

Ivo Gerscovich, chief brand officer at SEGA, added: “Sonic the Hedgehog is a global entertainment icon that has captivated audiences since its video game debut in 1991. With over 1.14 billion game units sold and downloaded to date, an exciting feature film, a robust licensing program and more, SEGA’s iconic hedgehog continues to surprise and delight audiences worldwide.

“We’re thrilled to partner with WildBrain, Man of Action Entertainment and Netflix to speed into this new, animated chapter in the Sonic franchise.”

Josh Scherba, President, WildBrain, said:”With generations of devoted fans around the world, Sonic the Hedgehog is more popular today than ever before, and we’re thrilled to be partnering with Netflix, SEGA and Man of Action to deliver all new Sonic adventures for audiences worldwide.

“This premium franchise is ideally suited to WildBrain’s capabilities and it’s already inspiring great things from our talented creative teams. We’ve witnessed first-hand the enduring popularity of this brand from the strong and steady global demand for our library of legacy Sonic series. We look forward now to bringing fresh and exciting Sonic content to fans both new and old.”

Building on the momentum generated for Sonic in 2020 – and as the brand celebrates its 30th anniversary in 2021 – Sonic Prime aims to captivate the imaginations of audiences ages six to 11, as well as legacy Sonic fans of all ages, and will match the scale and scope of the epic adventures synonymous with the Sonic franchise.

In 2020, the theatrical feature Sonic the Hedgehog, took the number one spot worldwide on opening weekend and remained on top globally for weeks while breaking domestic box office records. Producers SEGA Sammy and Paramount Pictures have announced a sequel to the feature is in development.

British headwear firm Tokyo Time signs collaboration deal with Misfits Gaming

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Misfits Gaming Group has signed a multi-year deal with the British premium headwear brand, Tokyo Time, to become the official headwear provider of Misfits Gaming. Under the partnership, Tokyo Time will produce licensed Misfits Gaming headwear, as well as collaborate on co-branded items.

A creator of Japanese-inspired headwear, Tokyo Time launched digitally in 2018 and has continued to expand its reach through traditional sports partnerships, including with the British Basketball League, 24h Le Mans, and Prema. The latest partnership will be the company’s first collaboration on the esports industry.

“We’re excited to partner with an exciting new brand to create new products for our fans and players,” said Vas Roberts, VP, partnerships at Misfits Gaming Group. “Tokyo Time have partnered with exciting traditional sports leagues and we’re proud to be their first partner in esports.”

Paul Davison, CEO of Tokyo Time, added: “Tokyo Time is absolutely thrilled to partner up with exciting Esports team Misfits Gaming. We are looking forward to producing some exciting collaborations that will excite fans over the next few years.”