AT targets niche licences

Interactive entertainment licensing agent getting results with smaller properties, with new darts video game latest success.
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Looking beyond the blockbuster licences, many companies are now experiencing the benefits of smarter, cost effective, niche licences to boost their content's profile and sales, according to AT New Media which has been responsible for a number of recent deals.

The firm is currently at Mobile World Congress in Barcelona offering a wide range of licensing opportunities to mobile publishers through its AT Brands division.

It has recently been involved with the release of Oxygen Games' PDC World Championship Darts for Nintendo's Wii system. With the continued rising popularity of darts, AT is now eyeing other areas to move the brand into.

In addition, new mobile game publisher Sports Pro Games has worked with AT New Media on the acquisition of a UK-based licence in the football sector. Further details are due to be announced soon.

"With the market evolving, consolidating and maturing, we anticipate some very clear direction to come from publishers, who understand their market better year-on-year and know the type of licences they need to enhance their product roadmaps and portfolios," said Simon Kay, business development director at AT Brands.

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