AT New Media has created a joint-ventured development services division that will deliver apps and games on multiple platforms. This services division is aimed at agents and licensors who want to control and own more of the commercial upside of their properties, and integrate the interactive digital offering directly into their marketing activity and licensing strategy.
Simon Kay, AT New Media CEO, said in a press release, “It is a common misconception in the industry that the only option available to a licensor is to license out rights. That is no longer the case. With development costs for some platforms now being substantially lower than in the past, forward-looking licensors should be considering developing, controlling, and offering their own interactive component.”
AT is actively seeking to work with companies who are unsure about how to approach digital interactive components of their brand/property and can now offer an in-house interactive development option as well as the traditional licensing route.