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INTERVIEW
FEENIX GROUP
The Evolution of Gaming in the Licensing Industry Licensing Magazine recently interviewed Michelle Perez Barruos, General Manager of Feenix Group, Madrid. The conversation explored the latest developments of gaming in licensing, emphasizing its growing role as a key asset in shaping content strategies and expanding fan engagement across various properties. Michelle Perez Barruos
How has gaming evolved into a strategic asset for content development and fandom building, beyond its traditional role in brand strategies? Consider this: the gaming industry surpassed $239 billion in revenue in 2024, and more importantly, over 3.3 billion people worldwide play games, and for players, gaming has evolved from niche entertainment to a mainstream social activity, with over 45% of players citing “spending time with family” as key motivation. This shift has led to gaming experiences that act as both entertainment hubs and marketing platforms. A great example is Paddington: Mission Marmalade, developed by Feenix Group in collaboration with Studiocanal and Sony. In this Roblox experience, we integrated an in-game cinema where players could watch the trailer, creating a seamless link between the digital world and the film’s marketing campaign. Instead of simply promoting