How Russell Binder sees game intellectual properties as a hub-and-spoke system
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Russell Binder has been an entertainment and gaming licensing agent in Hollywood for more than two decades.
As founding partner at Striker Entertainment, Binder’s latest success is the Five Nights at Freddy’s film, based on the games by Scott Cawthorn. Binder was executive producer on the film, which came out from Blumhouse on Peacock’s Universal Studios in October and has generated $299 million at the worldwide box office — even though the game itself first debuted back in 2014.
That kind of success with a game property adapted into a movie is an example of what Binder calls the hub-and-spoke system of entertainment licensing. And it’s also why he’s a speaker on a panel about behind-the-scenes work on IP deals at our upcoming GamesBeat at The Game Awards event at the Grammy Museum in LA Live on the morning of December 7. (Nick Tuosto of Liontree/Griffin Gaming Partners and Jordan Fragen of GamesBeat will also be on the session).
Binder’s licensing and merchandising work generates a lot of money for an entertainment intellectual property, like a game universe, which serves as the center of an IP hub. The spokes are different brand extensions of the universe in other media such as comics, toys, movies and television. It’s what used to be called “transmedia” during the hype phase in Hollywood. Only now, instead of movies, games are at the center of the hub.
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