Freelance strategist Christian Fonnesbech - who works as Nordisk Film Games' head of IP development - took to the stage at PC Connects London 2019's State of Play to discuss how to build an IP that lasts.
He shared what needs to be baked in and considered right from the very start in order to build a successful IP; both on the business side of things and the creative aspects of the puzzle, too.
"Passion is the No.1 killer of game developers so make sure that you have balance - that there is business as well as creativity at founder level," he said.
"If it's just creativity you're in trouble; if you're all business you may make it but you probably won't."
Fonnesbech also said that IP needs to be original as well as sincere.
"The next thing you need is sinecrity of the craftsmanship. You do need something that is inherently true and original. I'm in no way saying that you can live without that; all great IPs come from an honest creative process. When it gets a little bit dangerous is when that's the only thing that you have at your company.
"The next thing you need is at least one memorable character. I'm sure there are IP out there that aren't based on characters, but most of them are centered on characters; these are what we remember, what we invest our emotions in and they are really what brands are all about.
"That's really central because if you go ten years down the line and you have a successful game and you decide: 'Now I want to make an IP because I have a billion users, but I made it about triangles and squares' - I'm sorry, but you can't progress at that point. Get those characters at the start. Have the discusion about whether your character is cool enough to be on a T-shirt because one day that's going to be really important."
It's not just character and a eye for business that's vital for creating IP; Fonnesbech went on to say that the world the IP is set in is equally important.
"You need a world that is built to last," he explained. "Worlds need to travel between media. We know that from Harry Potter, Lord of the Rings, Star Wars and so on. Many stories need to be able to happen in that world. You need more games in that world or more books, TV series or whatever."