Report: How IP and brand co-operations add value to games

There’s news from Newzoo. Our colleagues have published a free report on the impact of IP and brand collaborations on games.

The report utilises data from Newzoo to examine how such collaborations can increase engagement and revenue for games. It provides insights into the average engagement growth for games that utilise collaboration strategies and presents several key examples that demonstrate the power of partnerships with IP owners and brands.

NewZoo Report


Publishers are constantly looking for new ways to increase the reach of their live service games. IP and brand collaborations can play a crucial role in this. For example, releasing limited edition, branded cosmetic items and partnering with brands and IP owners has proven to be an effective strategy for increasing engagement and revenue.

The latest Newzoo report covers more than 470 IP and brand collaborations between January 2021 and June 2023. The report examines how these collaborations are driving player engagement and shaping strategies for pay-to-play and free-to-play games. Several “cases” are also examined, including “Dead by Daylight” and “Top Gun: Maverick”.

Key points of the report:

  • Game publishers frequently use IP and brand co-operations. Although there were fewer collaborations in the games market between 2021 and the first half of 2023, this strategy remains very valuable for PC and console manufacturers.
  • The most common type of cooperation is between game publishers. Of the 477 collaborations analysed, 158 originated from another games IP.
    IP and brand collaborations increase player engagement.
  • On average, the number of average daily users (DAU) increases by +11% in the first seven days after the start of a cooperation. For premium games, this increase is +19%.

The report contains the recommendation to utilise Newzoo’s data even more intensively. The games industry is (and has always been) evolving so quickly that detailed data and insights are helpful in staying ahead of the competition. The Newzoo platform offers extensive resources to support business-critical decisions in the games industry.

>> The free report can be requested and downloaded directly by e-mail here.