--- title: 'Press Start: The Rise of Video Game IP' url: 'https://alliedglobalmarketing.com/knowledge/press-start-the-rise-of-video-game-ip' markdown: 'https://alliedglobalmarketing.com/knowledge/press-start-the-rise-of-video-game-ip.md' date: '2023-04-14' description: "Gaming-based content is reaching new heights It's hard to miss the ongoing convergence of gaming within mainstream video entertainment. Though game adaptations within Western-made entertainment aren't a new thing (consider blockbusters like Tomb Raider from the early 2000s), there's been a definiti…" taxonomy: category: - 'Creative Solutions' - 'Strategy & Innovation' - 'Paid Media' - EMEA --- ![](https://alliedglobalmarketing.com/images/0/3/3/e/f/033ef47dba74b1d44aefc8b2e4ce3fc4f9a2becb-cover.webp) Knowledge: Creative Solutions # Press Start: The Rise of Video Game IP Lucy Goddard, Senior Director, Client Solutions 04.14.23 ## Gaming-based content is reaching new heights It's hard to miss the ongoing convergence of gaming within mainstream video entertainment. Though game adaptations within Western-made entertainment aren't a new thing (consider blockbusters like Tomb Raider from the early 2000s), **there's been a definitive spike in recent years**, with Halo, Mortal Kombat, and, more recently, the highly-anticipated Super Mario Bros. hitting the big screen. With adaptations like HBO's The Last Of Us drawing in 8.1MM viewers of the finale, it's important to ask, **what is driving this growth and how should brands be reacting?** ## Unique IP has never been more important, and games are inspiration The recent explosion of game adaptations has occurred during a time of **high TV and film production costs and, for the most part, low revenue.** Especially at the box office, content revenues are recently mostly attributed to a few existing franchises. Given these franchises are owned by major studios, SVOD platforms **look outward for new unique IP to monetize - and they're finding games appealing.** ## Quality improvement has also helped fuel popularity According to Ampere Analysis, since 2017, game adaptation titles have been both higher-rated overall and critics' ratings have reached parity with audience ratings, **indicating simultaneous increases in both quality and audience enjoyment.** Quality has been a recent driver of game adaptation popularity, and it's reciprocal. **As popularity increases, so does quality.** ## How should brands be reacting? Brands are and should continue to look for ways to boost consumer loyalty through IP extensions, and game adaptations are certainly a way to do that. However, the **approach to gaming adaptations is just as important.** HBO achieved great success with The Last of Us, and much of that can be attributed to its approach - both in its creation and promotion of the show. It made a decision to put gamers first and stay true to the game. Which is fitting, considering [**74% of UK gamers**](https://www.telecompaper.com/news/uk-gamers-keen-to-see-more-tv-adaptations-of-popular-games-talktalk--1453518) **said they would watch the TV adaptation of The Last of Us each week** to see how well it follows the original storyline. The Last of Us was 1:1 with the game in regards to cinematography, dialogue and writing, and gamers found this especially appealing. In promoting the show, **HBO engaged the gamer audience to establish authenticity with the existing fan base**. It created key fandom events and immersive experiences to bring the video game to life. In these experiences, they paid special attention to gamers by leaving breadcrumbs throughout. **Brands must know their audience and stay true to the games they adapt.** By remaining authentic and adding value where possible, gamers are likely to be on board with content and so is the wider audience. ## Knowing the audience is the first step Allied takes an audience-centric approach - we **understand our target audience** by conducting thorough research on their demographics, online behavior, and discovery preferences. This informs **how and where we reach consumers** through multiple touchpoints - including Paid Media, Earned Media, Experiential, and Partnerships - **engaging them** ***authentically*** [through creative](https://alliedglobalmarketing.com/knowledge/the-art-of-authenticity-in-advertising#). Our teams in EMEA have used these audience insights **to push IP in various activations**, from in-theater viewing parties and on-pack promotions, to rewards integrated in-game. 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