[From the industry] Layer wants to change the way brands and game companies make licensing deals – Business News

This is a press release posted online in addition to our usual editorial content.

australian start-up Layer launched its dedicated digital licensing marketplace to revolutionize the management of licensing agreements between brands and game companies.

Layer acts as a matchmaking platform between intellectual property owners looking to expand their licensing business in the games industry, and game developers and publishers looking to license intellectual property to include in their games. With major titles like Fortnite Leading the way and leveraging well-known brands to attract and retain gamers, securing IP addresses has become an essential part of the gaming business. On the other hand, IP owners are realizing its value and are increasingly exploring opportunities in games. The idea behind Layer is to make the process of finding the right chord and getting it so easy that anyone can do it.

The concept of Layer was born after one of the company’s founders, Rachit Moti, managed to incorporate a song by his now-defunct band into a NASCAR racing game. Chris was struck by the legal complexity and opaque nature of the licensing process. In 2021, Rachit, along with Chris Illuk, founded Layer to democratize IP licensing by streamlining and simplifying the entire process. Part of that ambition is to allow as many game creators around the world to work with their favorite brands and characters.

Layer matches game developers with IP holder profiles based on business requirements, audience overlap, and thematic fit. For example, a developer working on a new game aimed at children can join the platform and be connected with popular children’s characters according to the parameters they set. Once two businesses are happy with a match, they can move on to the negotiation stage to agree on trading terms, all of which are handled within the platform.

“With character skins, themed seasons or co-branded DLCs and other in-game purchases, there are many more ways these days for well-known IPs to enter the gaming space. Although interconnected metaverses are potentially years away, we are already seeing big brands taking their first steps into these virtual worlds, and this trend will only accelerate.Historically, securing an intellectual property was a very legal process. complex and labor-intensive that was normally reserved for large publishers with the capital and the right know-how – something I think is antiquated and no longer suitable for use in the entertainment landscape “We’re here to change that and give developers of all sizes a place at the table,” said Rachit Moti, CEO and co-founder of Layer.

Registration to the platform is free. Additionally, the Layer team also offers licensing guidance for companies that may not be familiar with the licensing process.

Layer Market is already home to over 50 game companies and over 150 well-known brands spanning automotive, celebrity, children’s books, comics, fashion, film & TV, and toys. Signing up is free and only takes a few minutes, while Layer’s onboarding team delivers a premium experience by setting up each new profile to ensure the highest quality matches for game creators and owners. of intellectual property.

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