Namco Networks may be known for big mobile hits, like Pac-Man, which has been downloaded to the iPhone 23 million times, but overall it hasn’t relied too heavily on licensing big brands for mobile.
Namco said that’s changing. It has hired Chris Lucero, formerly of United Talent Agency, to head up licensing for the company, and the company is kicking things off with the big February feature-film release The Wolfman from Universal Pictures. Why now? Lucero said they have to keep up with the competition. “If you look at Gameloft (EPA: GFT), EA and even Glu (NSDQ: GLUU), there’s a tremendous history of licensing from film and TV, and major sports franchises. We have to do those games, too.”
The game is already available on the four largest U.S. carriers and on many feature phones. It’s also available on Windows Mobile and Blackberry devices. Namco said Android and Sidekick will be coming soon. However, it will not launch on the iPhone. Lucero: “There’s a number of reasons why. As great as the iPhone is, it’s one handset. It’s growing, but other mobile phones are still more pervasive, and we want everyone to play it.” The game typically costs $6.99.
The licensing game has been tricky for many game developers that have promised certain returns, and then ended up with losses when the titles didn’t perform as well as they would have liked. Lucero would not quantify how many licenses the company will try to acquire this year. “It’s about what feels appropriate. There’s countless opportunities out there.” For him, the Wolfman game was a no-brainer. “The Universal monsters go back to the 30s. To be a part of this relaunch is an incredible honor.”
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