Brand Licensing Europe is embracing the European interactive entertainment industry with the launch of the Interactive Game Zone: a new exhibition zone dedicated to promoting video games licensing opportunities and introducing retailers and licensors to the market’s profit potential.

Brand Licensing Europe, the leading event in Europe for the licensing industry, takes place in London on 30 September and 1 October 2009. The event attracts in excess of 4,000 high quality retailers, licensees, manufacturers, distributors and sales promotion agents. 15 per cent of those visited in 2008 with a specific interest in the games market.

“The introduction of the Interactive Game Zone acknowledges the growing importance, role and value of video games within the global licensing industry and reflects our visitors’ curiosity to find out more,” explained event director Jessica Blue.

“In past years, video games publishers have attended as licensees on the hunt for IPs to license from our film, TV, entertainment and sports exhibitors. But, increasingly, publishers and developers are recognising the licensing potential of their own IPs and are becoming licensors in their own right. The Interactive Game Zone reflects this evolution and also complements the Interactive Showcase at Licensing International, out North American sister show, where EA, Nintendo of America, CAPCOM and Konami were among those exhibiting.”

In 2008, the interactive entertainment industry was a stellar performer with an apparent disregard for the current economic downturn. Worldwide retail sales of interactive licensed products were estimated at $6.1 bn: an increase of 8.9 per cent on 2007. Global video game sales climbed 20 per cent to reach $32bn**. 82.8 million games with a revenue of£1.9 billion were sold in the UK alone, with the total software and hardware market valued at an all time high of£4.03bn* ($5.61 bn)– a rise of 23 per cent year on year. It is also predicted to overtake Japan this year for the first time.

Participants in the Interactive Game Zone wishing to promote the licensing potential of their own IP can book a demonstration area for the duration of the show, whilst also having access to a main central meeting area.

Brand Licensing Europe 2009 takes place from 30 September– 1 October 2009 at Olympia’s Grand Hall in London.

For more information:

- Companies interested in exhibiting in the Interactive Gaming Zone, please contact Jon Gibson on +44 (0) 20 8956 2663 or

- For a list of exhibitors and properties featuring at Brand Licensing Europe, please keep an eye on

Notes to editors:

* Source: License! Global

** Source: ELSPA/GFK Chart-Track

*** Source: Media Control GFK International

Video games sales: 2008 North American video market is worth $21.33 billion: a 19 per cent increase year on year (NPD)

About Brand Licensing Europe:

Brand Licensing Europe (– organised by Advanstar Communications UK– is the only pan-European event dedicated to licensing and brand extension. Brand Licensing Europe 2008 was held on October 1-2 at Olympia’s Grand Hall in London attracting 4279 visitors from all over Europe.

About Advanstar Communications:

Advanstar Communications Inc. ( is a leading worldwide media company with a portfolio of portfolio of 147 events, 68 publications and directories, 267 electronic products and web sites, as well as educational and direct marketing products and services. Its events include Licensing International and Brand Licensing Europe: both leading events in their markets. Brand Licensing Europe is organised by Advanstar Communications UK.

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