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“Immersive experiences increase fans’ engagement with the brand”

The Copyrights Group’s Sophie Kopaczynski on why the industry should seek experiential opportunities in both physical and digital spaces.

LicensingSource asks some key licensors and licensing agents for what they think will be some of the biggest opportunities for the UK licensing industry in 2022.

Today: Sophie Kopaczynski, ceo, The Copyrights Group.

“In 2022, we should definitely seek for experiential opportunities in both physical and digital spaces.

Immersive experiences increase fans’ engagement with the brand. These branded experiences result in strong brand affinity which tends to accentuate ‘word of mouth’ social media coverage and the desire for fans to purchase licensed products. These elements thus improve the brand’s notoriety organically, which in turn makes it possible to use the concept as blueprint to develop other experiential partnerships thereafter.

Beyond offering a memorable piece of entertainment, experiential offerings allow brand owners to generate a virtuous circle, which is scalable and ensures the longevity of their brands. And it works both in physical and digital: NFTs, metaverse and live streaming shows are and will be of huge potential for brands to bring to life new experiences, and new licensing opportunities.”

This feature originally appeared in the spring 2022 edition of Licensing Source Book. To read the full publication, click on this link.

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