Behind the Wheel: How Hutch Built Strong Partnerships with Car Manufacturers
For independent game creators, approaching major IP rights holders can feel intimidating. These corporate giants command global recognition for their brands, making it challenging to get their attention or strike a deal.
However, stories of success like Hutch, the studio responsible for hits on mobile such as Top Drives and F1 Clash featuring official partnerships with Formula One and Forza, demonstrate that it's achievable. By prioritizing authentic relationships and showcasing creative concepts with sincerity, developers can navigate this complex terrain.
In a recent podcast, Peter Hansen-Chambers, Hutch's co-CEO, delves deeply into the intricate world of collaborating with licensing teams. Beyond the appeal of tying up with prestigious automobile producers and models, the discussion also explores critical topics such as honesty, authenticity, and discovering your niche.
Peter shares pragmatic insights about maneuvering negotiations with brands big and small, highlighting potential pitfalls to sidestep. Drawing from a decade at Hutch, he underscores the importance of forming strong interpersonal bonds and upholding trust and credibility with IP owners.
Immerse yourself in the full podcast conversation for more, or continue reading below for a few of the key highlights.
Approaching license holders
Let’s start with the fact that each license holder may have different motivations for partnering with developers.
Whether it's expanding their brand's reach, targeting specific audiences, or exploring new platforms like mobile gaming, understanding these motivations can inform and elevate your pitch.
Peter points out that many big license holders, especially car manufacturers, often operate within an established licensing model. If you're willing to adhere to their guidelines and commitments, obtaining a license can be straightforward enough. However, some manufacturers may require more persuasion, especially if they already have a strong presence in other games.
Without a doubt, building relationships with license holders takes time and effort. Peter emphasizes the importance of patience and persistence, citing examples of year-long conversations with Formula One before finalizing a deal. Engaging in open dialogue, sharing insights, and being humble about your understanding of their brand can help foster trust and mutual understanding.
Having a clear strategy
Peter mentions how Hutch focused on growing the pie rather than directly competing with industry giants. By identifying underserved niches, such as racing and cars in mobile gaming, and offering unique experiences tailored to those audiences, Hutch positioned themselves as valuable partners.
To stand out, it's crucial to highlight your game's creative point of difference. Demonstrate why your game offers a unique experience for their brand or product.
For example, in the case of Formula One and Forza, Hutch pitched mobile-first experiences that complemented rather than replicated console gaming. Recognizing the preferences of mobile gamers and aligning their offerings with those preferences proved successful in securing partnerships.
Additionally, showcasing the caliber of your team and their experience with licensed content can instill confidence in potential partners.
"The best executions are the ones where there is respect on both sides for what it is that you're trying to make, rather than it just being a case of the developer sticking the brand on the box or the licensor just taking the money <...> the potential is much bigger than that"
When pitching your company to a key license holder, it's essential to prioritize understanding their objectives and vision before formulating your pitch. This approach allows for more meaningful engagements, such as Hutch's experiences with Formula One and Hot Wheels.
Initially uncertain about the fit with Hot Wheels, deeper conversations revealed synergies that led to successful collaborations.
Ultimately, success hinges on mutual respect and shared goals. By focusing on relationships grounded in shared objectives, developers can maximize their partnerships for long-term success in the world of licensing.
The truth about working with license holders
One of the first things to keep in mind is that not everyone on licensing teams may have a good understanding of the gaming industry.
As Peter puts it,
“A lot of these people might not even care about games, which, you know, might disappoint some people. They could be licensing all sorts of things from bed sheets to very expensive pens”
In their discussion, Peter and Mishka touched briefly on partnerships with entertainment IPs, each bringing its own set of challenges. For example, working with IPs like Disney can be complex, especially when promotions need to sync up with ongoing shows or marketing campaigns, leading to added time pressure. Similarly, the world of car manufacturing companies is incredibly diverse. Hutch's licensing of around a hundred car manufacturers showcases the wide range of experiences they have encountered.
Top Drives is a card collecting game with over 4000 real life cars to collect, compare and compete in racing battles with other players.
Major manufacturers like Ford and GM commonly assign dedicated licensing divisions, supplying detailed CAD models for newest designs while demanding strict approvals. The smaller companies vary in their level of engagement. Some eagerly share valuable insights and backing, while communication challenges may arise for others juggling multiple roles or demanding high involvement.
Moreover, while some manufacturers are keen on ensuring accurate representation of their products in the game, others may prioritize the financial aspect after signing the deal. It's essential to keep all team members informed and maintain open lines of communication to avoid any unforeseen challenges or misunderstandings throughout the process.
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Overall, regardless of the company’s size, Peter emphasizes clear communication's paramount importance. He highlights avoiding surprises by proactively sharing potentially controversial elements or developments in a positive light. This prevents misunderstandings that could arise, as Peter recounts instances where lack of communication led to unexpected issues during approval.
Developers must adapt communication levels to license holders' needs. This flexible approach ensures effectively engaging partners, fostering smoother, more successful collaborations. Whether cars or entertainment, success relies on fostering collaborative relationships upholding IP integrity while delivering engaging experiences for players.
