Expect more convergence of the real and virtual worlds as game and software developers invite partnerships and expand licensing
agreements. "Customers really respond to having real brands within the game, players actually prefer this to advertising,"
said Rod Humble, head of the Sims Studio. "It's a fascinating avenue for our partners." And it's a trend that provides powerful exposure. Nearly a million Ford Mustangs have been "bought" by Sims players and 2
million have viewed the H&M fashions available in the game. On July 30, an ensemble of H&M apparel put together by one of
these players went on sale at stores in the physical world. Majesco Entertainment is open to licensing out bits of its newest games including Cooking Mama (due this holiday season) and
Our House, where players take on remodeling projects and shop for supplies at a yet-unnamed home improvement store. "We are
talking to license partners [for Our House]," said Kevin Brannan, senior product manager at Majesco.
Perhaps the most interesting licensing arrangement at the show was on display at an unassuming booth in the showcase pavilion.
Novint Technologies turns the virtual into solid matter with its Falcon game controller. The Falcon works with computers and
when used with software encoded by the company, lets the user feel objects inside the game. The controller has been on the
market for several years but Novint lacked a critical mass of big name games to get the attention of retailers. Founder and chief executive officer Tom Anderson hit on some creative licensing. "Instead of asking for support from the game
publishers, we acquired the 3D touch rights for the game," he said. "They get incremental revenue from something they didn't
even know they had." Novint codes the game to work with the controller, pays royalties to the publishers and now players of Tiger Woods PGA Tour
08 can differentiate between the weight of a nine iron and driver. The controller currently works only with PC games. Novint
adds the code to create texture and mass, and the games are downloaded from its Web site.
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