AT New Media has launched a new joint-ventured development services division that can deliver apps and games on multiple platforms.
The division is aimed at agents and licensors who want to control and own more of the commercial upside of their properties. AT can now integrate an interactive digital offering directly into marketing activity, dovetailing it with the firm's licensing strategy.
"It is a common misconception in the industry that the only option available to a licensor is to licence out rights," explained Simon Kay, CEO of AT New Media. "That is no longer the case. With development costs for some platforms now being substantially lower than in the past, forward looking licensors should be considering developing, controlling and offering their own interactive component.
"This also means the digital interactive component can integrate directly into the marketing and cross-merchandising plans, as well as retaining, where generated, a high revenue share."
Kay continued: "Having a development capacity is a natural evolution for AT New Media, and whilst we will continue to offer our existing licensing services, we can now offer a significant additional service for all those in the industry."