AT Content Case Studies

PARTYGAMING

Objectives:

PartyGaming is the worldwide market leader in online casino games and is a FTSE Top 250 company with a valuation over £1 billion
the company owns websites such as PartyCasino, Party Poker and Party Bingo. Despite this, it had never published a branded game and lacked licensing expertise
AT New Media was chosen as the expert interactive licensing agency, following a competitive pitch

Results:

AT New Media has brokered licences to date with Paramount Pictures, Canal+, Warner Bros and CAPCOM for great titles including Mission Impossible, The Godfather, Top Gun, Resident Evil and Terminator
The first games launched in Q2 2008 and helped PartyCasino’s monthly revenue to increase by 45% over the previous year
As well as convincing sceptical Hollywood studios to enter this controversial category, AT New Media has also navigated the complex path to secure movie theme music rights

PLAYER X

Objectives:

Player X is a dynamic young company, beating older competitors in the mobile phone games market
They rely upon branded licensed games, to win distribution and sales via network operators
AT New Media worked with them from the time they had 4 staff in 2004 until 2007, to seek and secure licensing agreements from major brand owners

Results

Licences signed included Miami Vice, Wallace & Gromit and Family Fortunes, from Universal Studios, Aardman & DreamWorks and Fremantle Media
The licensed games opened new sales channels for Player X, which by the end of 2007 had received 2 rounds of investor funding and employed 50 staff across 5 continents, supplying mobile content to over 100 customers
Player X has beaten larger companies to retain its direct supply agreements, during a period of harsh consolidation, with 02, Vodafone and T-Mobile

GAMES MEDIA

Objectives

Games Media was set up by industry veterans, to maximise opportunities presented by digital technology to the coin-operated amusements games market
Licensed games command dominant market share every year, yet Games Media needed to win licences ahead of longer-established competitors
Despite having excellent licensing knowledge and contacts already, Games Media appointed AT New Media because of its digital rights expertise and contacts

Results

Licences signed include The Crystal Maze, Ant & Dec’s Pokerface and Carol Vorderman, plus a major strategic partnership for Hasbro-owned brands
Games Media is the market leader for modern, digital skill-with-prizes and amusement-with-prizes coin-operated games (colloquially ‘quiz machines’ and ‘fruit machines or slots’)
Games Media was acquired in 2006 by NASDAQ listed Scientific Games Inc.

OXYGEN GAMES

Objectives

Oxygen Games boasts a broad range of fun & sociable titles to capture the imagination of the emerging games audience. With the focus on all major console platforms.
Games are based on mainstream lifestyles and interests, whilst delivering contemporary content featuring sports, music & well known personalities acquired through strategic licensing.
Oxygen often needs to be creative or communicate very specific opportunities to the licensing fraternity in order to win licences ahead of longer-established competitors and at competitive prices
Despite having excellent licensing knowledge and contacts already, Oxygen appointed AT New Media’s Content Division because of its experience and contacts in the console games licensing space

Results

Licences signed include Alan Hansen for Sports Challenge games and Keith Chegwin for Party Quiz games
Oxygen is now looking to broaden its license portfolio in emerging genres
AT New Media’s Content Division is now looking at additional opportunities to exploit licenses in additional sectors.