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The Impact of Licensing in Interactive Entertainment
DFC Intelligence, March 2004, Pages: 35
The report examines the increasing importance of licensing in the video game market and provides new insight into how entertainment companies develop and create attractive properties. In addition to weighing the pros and cons of licensing for video games, the report provides a guide for publishers to build their licensing relationships, as well as identifies areas for licensing development and explores the importance of marketing a licensed brand.
Case studies and profiles of leading licensors serve as examples for success and failure as this new interactive entertainment model evolves.
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