Brand Licensing Europe Announces Major Gaming Focus for 2017

by The Editor 0

Brand Licensing Europe (BLE) organiser UBM has revealed that in recognition of the many opportunities the gaming industry affords, it will be a significant theme at this year’s event.

New for this year comes a dedicated Gaming Activation Area, which will provide attendees with the chance to gain an insight into just some of the many ways popular gaming IPs can be taken from screen to store.

“Gaming has been a feature of BLE for many years but, this year, we are seriously ramping up our content. Despite being one of the most creative, exiting, forward-looking and lucrative entertainment markets in the world worth just shy of $100bn*, when it comes to licensing it remains largely untapped thanks in part to a lack of understanding about the end user, the products and the potential. At BLE we hope to change this by educating our visitors about the industry and the opportunities it offers them,” explained Anna Knight, brand director, BLE.


At the event to explain first-hand how gaming can help reach a broader audience with examples from PlayStation 4’s back catalogue, Sony Interactive Entertainment Europe will be the theme’s headline partner, with Mark Howsen, Commercial Development Director, revealed as the first keynote participant.

Commenting on Sony Interactive Entertainment Europe’s involvement with the show, Mark Howsen said: “Games have such a broad fan base today. Of course, there are those who have been playing for years and grown up with certain characters who provide an opportunity to brand holders, but there are also newcomers to the field attracted by technological advancements such as smart phones and AR.

“Playing games is accessible to all and we’ve discovered there are lots of different ways to appeal to players of all styles and walks of life. We are looking forward to discussing the opportunities our industry offers.”

BLE’s new Gaming Activation Area is a showcase and demonstration area, which aims to educate visitors on the journey of a video game IP from screen to store, including a mock retail environment where a range of IPs will be featured.

“We are looking forward to talking to retailers, licensees and manufacturers about the expanding appeal of gaming to consumers,” added Mark.

Sega, Capcom, Ubisoft, King, Activision Blizzard and Rovio are also among the 190 exhibitors confirmed for this BLE 2017, which takes place from 10-12 October at Olympia London.

The video gaming keynote will take place on Tuesday 10th October at 12:00pm.

BLE is the largest and most prestigious licensing event in Europe attracting more than 7,500 visitors and 280 exhibitors. The show is organised by UBM and sponsored by the International Licensing Industry Merchandisers’ Association (LIMA). This year, it takes place from 10-12 October at Olympia London.

Visitors can register for a free pass at