Leverage is a team of four individuals based in Sweden, dedicated to assisting game studios and publishers in creating enduring concepts and brands.
With over seven years of experience, the company has collaborated with more than 40 clients and projects, ranging from industry giants like Bandai Namco to smaller independent developers, as mentioned by Christian Fonnesbech, the CEO and head of IP at Leverage, in an interview with GamesBeat.
They work with studios at various stages of development, providing consultancy services to help them navigate the intricacies of game creation and intellectual property.
One notable example is the success story of IO Interactive, a Danish studio that achieved great success with the Hitman franchise, emphasizing the importance of building a strong IP alongside gameplay mechanics.
Fonnesbech highlights the significance of building an emotional connection with players through the IP, ensuring lasting impact and brand recognition in the market.
The process involves strategic positioning and effective communication to resonate with the target audience and differentiate from competitors.
Origins
Christian Fonnesbech is CEO and head of IP at Leverage.
Having previously worked with Nordisk Games, Fonnesbech’s extensive experience in various entertainment industries has shaped his understanding of the value of intellectual property.
The team at Leverage, consisting of four core members, collaborates with external partners as needed to deliver comprehensive IP solutions.
Their mission is to guide studios in developing sustainable IPs, focusing on character development, emotional storytelling, and legal protection.
By emphasizing the importance of pre-production on the IP, Leverage aims to address a common industry oversight and elevate the significance of IP creation alongside gameplay development.
The Leverage team
Through early engagement and strategic planning, Leverage assists studios in standing out in a crowded market, where memorable IPs are essential for success.
As the industry evolves with thousands of new games released annually, emotional resonance and unique storytelling become critical factors in capturing audience attention.
By analyzing emotional competitors and crafting distinct narratives, studios can create lasting connections with players beyond just gameplay mechanics.
Getting buy-in
Leverage has worked with 40 companies in seven years.
Fonnesbech stresses the importance of involving the entire leadership team in IP development, highlighting successful examples from companies like Riot Games and Sega that have effectively built emotional connections with their audiences.
Recommendations from industry experts like Remedy, CD Projekt Red, and Naughty Dog underscore the value of creating compelling characters and immersive worlds to establish a sustainable and recognizable IP.
Building on these principles can lead to long-term success and audience loyalty, as seen in renowned franchises like The Walking Dead and League of Legends.
When it works well
