The BLE’25 event underscored the growing convergence of licensing, media, and location-based entertainment (LBE), highlighting key trends for investors. The show revealed the expanding influence of transmedia properties, with major brands like Universal, Warner Bros., and Netflix showcasing immersive experiences and new venue concepts, including Netflix’s upcoming themed venues and the global proliferation of their streaming content into physical spaces. Licensing partnerships, notably between Licensing International and IAAPA, signal deeper collaboration across IP and attractions sectors, driven by media, gaming, and merchandise. Notably, Japanese IP giants like SEGA, Capcom, and Konami reinforced the importance of gaming-driven properties in LBE. Additionally, sports franchises and brands are increasingly integrating into LBE through immersive activations and partnerships, while new ventures such as Monopoly Lifesized and Dungeons & Dragons immersive quests exemplify the transmedia shift. Overall, the event indicates a robust move towards “phygital” hybrid experiences, with consolidation and innovative licensing models shaping the future landscape.
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