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The Smiley Company taps into gaming trend

“Video gaming companies and licensed brands are benefiting enormously from collaboration” says ceo.

The Smiley Company is reaping the benefits from its recent collaborations with video games brands, with further partnerships due to be revealed in 2020.

As video games companies continue to seek new ways to drive market growth, the licensing industry is offering a route for them to create compelling content which enhances the gamer’s experiences at lifestyle touchpoints.

Nicolas Loufrani, ceo of The Smiley Company, explained: “In this competitive and rapidly changing market, video gaming companies and licensed brands are benefiting enormously from collaboration. By creating rich, connected, and personalised experiences, brand collaborations keep gamers engaged, as part of a broader franchise development strategy.

“This is not just increasing the financial rewards for video gaming companies, but also creating the captivating content that is enhancing the gamer lifestyle.”

Recent partnerships have included Pacman x Rubik’s and Rabbids x SmileyWorld, which saw The Smiley Company working with Bandai Namco and Ubisoft.

“We are seeing more opportunities coming our way, which is driven by demand from our licensees and retailers,” continued Nicolas. “But as with all our collaborations, you have to ensure there is a natural community fit for both brand and game to create the authenticity with the consumer.”

The Pacman x Rubik’s partnership has already seen deals secured with JCorp, Fashion UK and Brisco Apparel, while the style guide for Rabbids x SmileyWorld was well received at BLE last month.

Smiley has also just signed a global licensing deal with Microids, which is developing a new Rubik’s game on PC, PlayStation, Nintendo and Xbox in 2020.

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