Transforming Game Development: The Impact of Leverage’s Expertise
Leverage is a dynamic team of four in Sweden, dedicated to assisting game developers and publishers in establishing enduring concepts and strong brands within the gaming industry.
A Seven-Year Journey with Over 40 Collaborations
Founded seven years ago, Leverage has collaborated with more than 40 clients spanning various projects. Their impressive portfolio features prominent names like Bandai Namco and Plaion, alongside smaller independent studios. Christian Fonnesbech, the CEO and head of Intellectual Property (IP) at Leverage, shared insights during an interview with GamesBeat.
Diverse Engagement Strategies: Early vs. Late Involvement
The consulting approach of the team varies; sometimes they engage with studios at the conception stage while other times they join later in development. “We’ve encountered teams brimming with confidence and others that are genuinely modest,” Fonnesbech noted. “Our challenge lies in understanding how best to connect with each studio—differentiating between game mechanics and IP creation.”
A Case Study: IO Interactive’s Hitman Franchise
An apt illustration is IO Interactive from Denmark—a studio that expanded to 200 individuals while nurturing the beloved Hitman series among four different franchises it developed over time.
The Value of IP
“Hitman constituted approximately 65% of IO Interactive’s company value,” Fonnesbech explained. “While focusing on gameplay mechanics and technology is crucial, it’s equally important to cultivate affection for your IP. As players immerse themselves in your game, their emotional connection grows—these characters become part of their experiences.” He emphasized that effective market communication plays a pivotal role as well.
Navigating Market Positioning
“What strategies can you employ to stand out while attracting your target audience?” he questioned rhetorically.
The Origins of Leverage’s Mission
Fonnesbech’s journey began as he previously led IP initiatives at Nordisk Games—a subsidiary influenced by large corporate dynamics—where his extensive experience across gaming sectors enlightened him about leveraging intellectual properties effectively after contributing to approximately thirty games throughout his career.
A Gap Identified: Building Sustainable IP Strategies
“I truly understand what it means being hands-on within challenging environments,” he remarked on his background. He recalled realizing during his tenure at Nordisk that an appropriate vocabulary for discussing IP was sorely lacking within the industry itself.
This small yet impactful team recognizes a significant gap—they noted a widespread lack of understanding regarding how to create long-lasting intellectual properties or determine appropriate levels for executing leverage strategies effectively. “Many studios focus solely on completing their games without acknowledging their potential for enduring relevance,” stressed Fonnesbech.
The Emotional Connection Matters
A thriving product requires engaging players emotionally through compelling characters navigating universal themes such as vengeance or reconciliation—all elements integral when considering ownership rights or legal protection surrounding an IP concept, similar inquiries often posed while consuming narratives via literature or cinema: What draws me into this story?
The Need for Pre-production Focus on IP Development
The problem identified extends across the industry; conventional practices have sidelined pre-production efforts related specifically to developing impactful intellectual properties—previously considered secondary compared to gameplay emphasis largely dominated by existing paradigms within most organizations today informs this trend where typical development durations average three-to-four years focused primarily solely on content production followed only briefly by three months devoted exclusively toward addressing brand-building issues post-hoc instead early enough during actual realization stages leading instead often culminating panic concerning positioning objectives very late into development cycles instead enabled reengagement opportunities leveraged proactively earlier rather than reactively therein managing overall results until almost far too late potentially prevent issues down line thus maximizing chances success rate up foundational behind why good visionary leadership vital every aspect gaming realm respectively ongoing!
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Dedicating resources upfront helps avoid confusion surrounding branding endeavors entering subsequent phases especially available avenues processing insights accrued along way so less depending outside guidance late eventualities lessen possible panic setting undefined yet better prepared facing changing uncertainties adaptively reacting strategically overriding faltering implementations gross miscalculations pressures overwhelming situations likely create detrimental ultimately fleeting successes elsewhere arising fathomably had approached matters differently earlier paving smoother paths ahead ensuring continuity resilience outputs empower rarely ventures rely neglected absence purposeful groundwork instilled before hitting marketplace could thus substantially alter proverbial face craft discover empowered mindset embrace progressive approaches yield beneficial ties pave fresh commissions wherever journeys took place inventive scales leading ultimately transform world creative rendering modern interactivity possibilities awaiting exploration endless possibilities our collaborative engagement seeking refinement grow inspiring greater audiences together forge ahead nothing shall steer passions once committed enhancing them future await magnificently entertaining stories attain endure audiences’ hearts minds onward!
Creating Unique IPs in the Competitive Gaming Landscape
In the saturated gaming market, particularly with approximately 17,000 new titles releasing on Steam annually, it is essential to differentiate your game beyond just gameplay mechanics.
“To truly stand out,” states industry expert Fonnesbech, “a memorable intellectual property (IP) is crucial.” Today’s game developers must not only consider their play style rivals but also understand their emotional competitors. Simply mimicking a successful franchise like Batman won’t guarantee success. What resonates with audiences about Batman? His journey as an orphan battling corruption in a sprawling city serves as an emotional foundation that engages players on multiple levels.
The Importance of Leadership Collaboration
Achieving buy-in for a viable IP requires collective effort from the leadership team—not just isolated creative minds. Fonnesbech notes that the composition and dynamics of these teams can vary greatly, where some studios are orchestrated by singular creative visionaries while others balance multiple influences or struggle with differing priorities between creatives and financial overseers.
A notable instance of this approach can be observed with Riot Games’ flagship title League of Legends. Initially launched without substantial narrative elements—focusing primarily on multiplayer combat—the studio later invested $250 million into developing its story through two seasons of Arcane on Netflix. This initiative has subsequently forged deeper emotional connections among fans evident during championship events. Similarly, Sega’s Sonic the Hedgehog transitioned from speedy platforming to establishing an emotional core through recent film adaptations.
The Element of Emotional Resonance
Fonnesbech emphasizes that sustainable value in an IP may not directly correlate to immediate hits in popularity but is integral for long-term success. “Characters are vital,” he asserts—serving as anchors in storytelling and providing templates for emotional journeys within franchises. The ongoing quests experienced by recognizable figures like Lara Croft or Geralt of Rivia anchor players to cherished memories tied to their adventures.
ADVERTISEMENTA recurring theme forms when considering iconic worlds—players return expecting familiar tones and atmospheres reminiscent of previous encounters across various franchises, leading to stronger connections between player experience and brand loyalty.
Successful Strategies for Testing New IPs
Innovative practitioners like Skybound Entertainment utilize narrative formats such as comic books to gauge audience interest before broader media launches en masse; if initial responses are promising, they expand production accordingly while remaining cautious about learning from past missteps regarding simultaneous transmedia deployment—the “transmedia fallacy,” as articulated by Fonnesbech stresses focusing efforts into one medium efficiently rather than spreading resources thinly across numerous platforms at once—as creating quality content remains immensely challenging inherently within any single format.
Navigating Economic Challenges
The gaming industry has recently faced considerable upheaval; nearly 34,000 layoffs have punctuated its landscape over recent years amidst fluctuating market demands.” According to Fonnesbech,” while larger firms encountered challenges sooner than his consultancy did responding appropriately until early spring 2024 following significant releases.”
“With renewed energy emerging now amidst evolving expectations towards sustained investments,” he adds thoughtfully.”It appears resources directed toward tried-and-true ideas garner more appreciation than speculative ones lacking proven reliability moving forward.”
