We continue our review of 2024 together with top managers and experts from the games industry (and related fields). Up next is an interview with Patrik Wilkens, Vice President of Business Development at TheSoul Publishing.
What was 2024 like for TheSoul Publishing? What would you like to highlight in terms of achievements?
This year has been transformative for TheSoul Publishing. We successfully completed two major acquisitions, Underscore and MediaCube, which have significantly strengthened our position in the creator economy. Our owned and operated social media properties continued to grow, reaching an impressive 330 billion views and over 2 billion subscribers.
One of our standout collaborations was with Rovio, where we launched a 360-degree campaign. We engaged our social media fans by showing them how to recreate Angry Birds levels in real life, while Rovio incorporated 10 5-Minute Crafts (5MC) branded levels into Angry Birds and Friends. This unique initiative allowed fans to experience the creativity of 5MC directly in the game.
We also made strides in IP licensing, exemplified by our partnership with Qubic. Our Bright Side IP was licensed for a console game that achieved notable success. A second game, set to launch on both console and mobile, is in the final stages of approval.
Additionally, we expanded our AI-driven initiatives with Polar, our virtual AI singer. Polar’s appearances in popular games like Roblox and ByteCity underscored the potential of IPs designed with a 360-degree experience in mind, spanning music, social media, and gaming.
How has the game marketing space changed over the year?
The game marketing landscape has undergone significant changes. The most notable trend has been industry consolidation, with fewer new IPs being introduced as companies prioritize the expansion of established brands. Games are no longer confined to singular platforms; instead, they now span multiple platforms, including mobile, console, and PC. Furthermore, they extend their influence to social media and Hollywood, as seen with franchises like Super Mario, Arcane, and The Last of Us. The 2020s are shaping up to be the decade of gaming IP, much like the 2010s were for Marvel.
Another significant shift is the adoption of a multi-channel content strategy. Without a holistic approach that spans all forms of entertainment, companies risk missing out on audience engagement and fail to maximize IP value. Social media’s role in marketing has also become more pronounced, with brands relying heavily on influencer partnerships to drive engagement and brand affinity.
Has the practice of working with game companies changed? In what ways and how exactly?
Our approach to collaborating with game companies has evolved in three key areas. First, we engage in traditional influencer marketing, promoting gaming IPs to our expansive social media audience. Second, we license our IP to game developers, allowing them to create games or in-game events centered around our properties. Our team then supports these launches with our vast fanbase. Finally, we publish video content from gaming companies that aligns with our audience’s interests, operating on a revenue-sharing model. Additionally, we create and manage social media channels for gaming companies, transforming them into direct-to-consumer marketing tools.
What trends in game marketing do you expect to intensify or emerge in 2025?
Looking ahead to 2025, we expect existing trends to continue, particularly industry consolidation. However, we hope the pace of consolidation slows and that layoffs in the sector stabilize after two challenging years for the gaming community.
Cross-media expansion will also intensify, with more projects emulating successful models like Monopoly Go!, which leveraged a well-known brand across multiple platforms for greater reach. Social media’s influence on marketing strategy will only grow, with influencer partnerships remaining critical for campaign success.
What plans does the company have for 2025?
TheSoul Publishing is poised to continue leading the creator economy. Following our acquisitions of MediaCube and Underscore Talent Management, we’ve established a comprehensive support ecosystem for creators. This ecosystem combines MediaCube’s financial services and MCN expertise, Underscore’s talent management, and TheSoul’s cutting-edge technology, infrastructure, and distribution network, which reaches more than 2 billion followers.
Our teams will remain focused on supporting brands as they build standout social media channels and IP. Our work with Crayola serves as a prime example, and we’re currently working with several other undisclosed partners. Additionally, we’re actively pursuing opportunities to collaborate with gaming companies to integrate our IP into their projects, further cementing TheSoul’s role as a major player in the creator economy.