THE EVOLUTION OF GAMING IN THE LICENSING INDUSTRY

Licensing Magazine recently interviewed Michelle Perez Barruos, General Manager of Feenix Group, Madrid. The conversation explored the latest developments of gaming in licensing, emphasizing its growing role as a key asset in shaping content strategies and expanding fan engagement across various properties.

How has gaming evolved into a strategic asset for content development and fandom building, beyond its traditional role in brand strategies?

Michelle Perez Barruos

Consider this: the gaming industry surpassed $239 billion in revenue in 2024, and more importantly, over 3.3 billion people worldwide play games, and for players, gaming has evolved from niche entertainment to a mainstream social activity, with over 45% of players citing “spending time with family” as key motivation. 

This shift has led to gaming experiences that act as both entertainment hubs and marketing platforms. A great example is Paddington: Mission Marmalade, developed by Feenix Group in collaboration with Studiocanal and Sony. In this Roblox experience, we integrated an in-game cinema where players could watch the trailer, creating a seamless link between the digital world and the film’s marketing campaign. Instead of simply promoting the movie, we built an immersive world where fans could interact with Paddington, reinforcing their connection with the character in a meaningful way. With a user base of 89 M Daily Active Users, Roblox has emerged as the new virtual playground where many Gen A and Gen Z are spending their time – with the average Roblox Daily Active user spending 16-17 hours per week on it!

This type of integration is a testament to how gaming now plays a strategic role in fandom building, offering not just engagement but also new distribution channels for content. Brands that recognize this shift are finding new ways to extend their IPs into interactive storytelling and social experiences, making gaming an essential part of their long-term strategy.

What opportunities does transforming IPs into gaming experiences offer for engaging kids, teens, and young adults?

Gaming has revolutionized how younger audiences engage with content, offering interactive, social, and immersive experiences that go beyond passive entertainment. Gen Alpha and Gen Z spend more time gaming than watching traditional TV. For them, gaming is not just a pastime—it’s a core part of their social life and digital identity.

For example, I’ve been working with the French animation company Millimages in licensing their upcoming Molang mobile game, which will be the first of its kind for the IP. The game represents a significant step in bringing the brand into the interactive space, allowing fans to engage with Molang in a way that extends beyond traditional content formats. By integrating gameplay elements that align with Molang’s core themes of positivity, friendship, and creativity, we’re creating an experience that doesn’t just appeal to existing fans but also introduces the character to new audiences.

This type of expansion is critical for IPs looking to remain relevant across generations. Younger audiences are drawn to brands that offer interactive, evolving experiences rather than static content. Mobile gaming, which accounts for more than 60% of all gaming revenue, provides continuous engagement through updates, seasonal content, and social interactions, making it one of the most effective ways to keep a brand top of mind.

Beyond engagement, gaming also unlocks new monetization and licensing opportunities, from in-game purchases, digital collectibles, and brand collaborations to live in-game events. With platforms like Roblox, Fortnite Creative, and other UGC-driven ecosystems, kids and teens are not just consumers—they are content creators themselves. This shift means that brands must embrace interactivity as a core strategy rather than an afterthought. Ultimately, transforming IPs into gaming experiences is not just about reaching younger audiences—it’s about building long-term brand relationships that grow and evolve alongside them.

How do changes in storytelling approaches enhance the adaptation of iconic brands into the gaming space?

Storytelling in gaming is no longer a one-way narrative—it’s interactive, player-driven, and constantly evolving. This shift has reshaped how iconic brands enter the gaming space, requiring them to move beyond linear storytelling and embrace experiences where fans have agency and ownership over the narrative.

Unlike traditional media, where audiences consume a story from start to finish, gaming allows for non-linear exploration, world-building, and emergent storytelling. This is particularly relevant for sports franchises, where fans expect to play an active role—whether it’s managing a team, customizing their experience, or participating in digital collectibles and esports events. The shift toward live-service gaming and season-based storytelling has also given brands the ability to maintain long-term engagement, ensuring their stories continue evolving rather than being confined to a single launch.

Moreover, historical and educational IPs are finding new life in gaming, demonstrating that interactive storytelling can be applied beyond entertainment. For instance, my work with Leonardo da Vinci Codex explores how historical content can be reimagined in the gaming world, making centuries-old knowledge accessible and engaging for modern audiences. These types of projects showcase how gaming is expanding the boundaries of storytelling, allowing brands and cultural assets to remain relevant in new and innovative ways.

The key to successfully adapting brands into gaming is understanding that players are not passive consumers—they are co-creators of the experience. This mindset shift is what makes gaming one of the most powerful storytelling platforms available today.

Read the complete interview with Michelle Perez Barruos in the new issue of Licensing Magazine, pages 20 – 22.