OP-ED

Puzzle games are among the most popular with mobile players, and for good reason. They appeal to a wide range of fans, don't require huge investments of time from users, and can be played over and over. But in this very crowded, highly competitive market, it's increasingly difficult to make your puzzle game stand out, no matter how fun, clever, or engaging it is.

That's why many game studios acquire the rights to use third-party characters, logos, and assets within their games. Investing in intellectual property (IP) — including beloved cartoons, well-known sports figures, film or TV stars, and the like — can raise the profile of your game and make it more appealing to a broader audience. It's an effective way to rise above the noise.

Games are a form of media, just like television, movies, and music. All of these genres use relatable characters to take people on a journey of discovery. Using famous figures (a beloved cartoon character or a masked superhero) is another way to create a compelling narrative around the gameplay that will engage players and keep them coming back.

It can also boost in-game revenue through the sale of skins and accessories. Our research shows that among puzzle mobile players that have spent money in-game over the last six months, a third of them spend to unlock new collectibles or characters for their mobile games.

Having familiar characters with a well-known storyline also makes it easier to generate sequels if a game is successful. Employing instantly recognizable IP can also offer an immediate boost to user acquisition efforts due to reduced cost-per-install and improved conversion rates. It can also be critical if you’re launching globally and need to generate appeal across diverse languages and cultures.

Do your homework

Licensing the rights to these assets can also be expensive, however. IP owners may request a share of revenues with high guaranteed minimums, which can reduce developers’ profits and add to their risk if the game is not successful. Some IP owners also exert high levels of control over their assets, which may limit how these can be deployed within the game. Therefore, it’s a decision that requires careful thought.

As you weigh whether licensing IP is a good strategy for your game, consider the following:

Understand your audience. It’s vital to choose an IP that fans of your game connect with. Characters that are iconic to one generation might be nearly unknown to another. But just knowing your fanbase’s age, gender, and geography is not enough. You need to understand the types of videos they watch, the books they read, the websites they like to frequent, and so on. Looking at the YouTube analytics for your channels can help give you a sense of what people are interested in.

Think through your game mechanics. Is the IP you're thinking about licensing conducive to the rapid gameplay and multiple levels typical of puzzle games? Does the quality of the game’s graphics or the tone of the narrative align with that of the character? The IP needs to be an integral part of the game design; otherwise, it may look like it was simply bolted on for marketing purposes.

Look beyond the usual suspects. There are now more potential sources and types of IP than any time in history. Popular influencers on YouTube or social media have millions of followers and fans. Streaming services and webtoons are other potential sources for IP. There’s huge potential for licensing third-party content outside of the usual suspects that will appeal to the next generation of puzzle solvers.

Lean on your partners

If you decide to license IP, you'll likely want to work closely with your third-party partners in terms of promotion. If your game is a spin-off from a movie, for example, you’ll want to time your marketing campaign to be in sync with the movie’s release. You’ll also need to have your own well-thought-out promotion strategy in place. This is where App campaigns and other tools can help.

Of course, even the most popular IP isn’t enough to make a game successful. You need to get all the other elements of the game right: design, gameplay, liveops, monetization strategy, and so on. The game should be fun and engaging on its own, but adding the right IP can turn a good game into a great one.