GamesCom: Bethesda outlines big licensing push for Fallout franchise

“Publishers are taking it more seriously, consumers are taking it more seriously, so this is a conscious effort from Bethesda to mature its consumer products and merchandising operations.”
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Video game publisher Bethesda has outlined a conscious and redoubled approach to its licensing and consumer products output across its portfolio of gaming IP.

The firm is home to a large number of iconic video game franchises, including DOOM and Fallout which is about to see the launch of the next title in its ongoing video game series, Fallout 76.

Speaking to Licensing.biz at this year’s GamesCom in Cologne, David Evans, senior European licensing and merchandise manager said that while there is no defining trigger point for video game licensing, publishers like Bethesda are now taking the opportunities a lot more seriously in order to present more rounded gaming franchises at retail.

The former Playstation executive was brought on in February this year to head up Bethesda’s European licensing operations, building out a consumer product portfolio for the company’s tranche of hit video game titles such as the Fallout franchise.

“The video game merchandise market has matured and the video game market has matured, with more gamers out there in an industry worth more than it ever has done,” Evans told Licensing.biz.

“Publishers are taking it more seriously, consumers are taking it more seriously, so this is a conscious effort from Bethesda to mature its consumer products and merchandising operations.”

Bethesda’s merchandise business was set up four years ago, led from its US office.

“They brought me on board to fly the flag for Bethesda’s licensing business in the European market and develop the business to maturity.

“So, with the Fallout franchise for example, we have over 1,000 SKUs. Fallout 76 is a very licensable property with all of the various elements we have in the game. Making people aware of the SKUs at retail has been my main focus.

It is so important to retail to have the extra margin opportunities available, and presenting a franchise - like Fallout - to them means heightening that for retailers.”

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