Virtual World Licensing and AT New Media look at what makes certain apps ideal for merchandising.
If you're an app owner and want to transform the brand into merchandise, or a licensee who wants a powerful new brand to work with, there are several fundamentals you should consider:
1. Massive Metrics
If you just launched your app and have about seven downloads, it clearly won’t be credible for merchandising. Even if you have a couple of hundred thousand it is unlikely to particularly influence anyone.
You need to be talking about millions, and ideally tens of millions, if not hundreds of millions. Clearly only so many achieve these metrics, but if you expect big merchandising success without millions of app downloads – sorry, but experience suggests you’re probably dreaming.
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