Former Ubisoft licensing head Rob Stevenson believes games publishers and retailers still do not view video games as entertainment brands.
Stevenson, who has just launched his Huge Crate merchandise business, has told MCV that the UK can learn from its US cousins if it wants to build a sizeable video games merchandise market.
“An education job has to be done by the industry to explain the value of gaming," said Stevenson.
"There’s still an old school perception of what a game actually is, they don’t see it as a brand, they just see it as a game. Whereas Star Wars they would see as a brand. Specialist retailers are very much learning about the opportunity of merchandise.”
Head to Licensing.biz's sister title, MCV, to read the full story.