PERSPECTIVES Expanding IP: The Opportunity and the Risk

Gaming, film, and beyond: expanding IP across media can breathe new life into worlds and characters. But why do some IPs grow stronger with every extension, while others gradually lose what made them valuable? Drawing on more than a decade of helping game studios and publishers build lasting franchises, Christian Fonnesbech, CEO and Head of IP at Leverage Partnership, will define how to protect an IP’s emotional core and artistry, and how early creative decisions and later extension choices can shape its long-term value. What must be preserved? What can change? What do existing fans expect? And what must different creative industries understand before working together?