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News Releases

  • New Gaming Activation Area mapping the journey of gaming IP from screen to store 
  • Sony Interactive Entertainment Europe confirmed as key gaming partner
  • Gaming keynote confirmed
  • Sega, Capcom, Ubisoft among confirmed BLE gaming exhibitors
  • Brand Licensing Europe, 10-12 October, Olympia London

7 August 2017: Brand Licensing Europe (BLE) organiser UBM today reveals that in recognition of the many opportunities the gaming industry affords, it will be a significant theme at this year’s event.

New for this year comes a dedicated Gaming Activation Area, which will provide attendees with the chance to gain an insight into just some of the many ways popular gaming IPs can be taken from screen to store.

“Gaming has been a feature of BLE for many years but, this year, we are seriously ramping up our content. Despite being one of the most creative, exiting, forward-looking and lucrative entertainment markets in the world worth just shy of $100bn*, when it comes to licensing it remains largely untapped thanks in part to a lack of understanding about the end user, the products and the potential. At BLE we hope to change this by educating our visitors about the industry and the opportunities it offers them,” explained Anna Knight, brand director, BLE.

At the event to explain first-hand how gaming can help reach a broader audience with examples from PlayStation 4’s back catalogue, Sony Interactive Entertainment Europe will be the theme’s headline partner, with Mark Howsen, Commercial Development Director, revealed as the first keynote participant.

Commenting on Sony Interactive Entertainment Europe’s involvement with the show, Mark Howsen said: “Games have such a broad fan base today. Of course, there are those who have been playing for years and grown up with certain characters who provide an opportunity to brand holders, but there are alsonewcomers to the field attracted by technological advancements such as smart phones and AR.

“Playing games is accessible to all and we’ve discovered there are lots of different ways to appeal to players of all styles and walks of life.  We are looking forward to discussing the opportunities our industry offers.”

BLE’s new Gaming Activation Area is a showcase and demonstration area, which aims to educate visitors on the journey of a video game IP from screen to store, including a mock retail environment where a range of IPs will be featured.

"We are looking forward to talking to retailers, licensees and manufacturers about the expanding appeal of gaming to consumers,” added Mark.

Sega, Capcom, Ubisoft, King, Activision Blizzard and Rovio are also among the 190 exhibitors confirmed for this BLE 2017, which takes place from 10-12 October at Olympia London.

The video gaming keynote will take place on Tuesday 10 October at 12:00 pm.

BLE is the largest and most prestigious licensing event in Europe attracting more than 7,500 visitors and 280 exhibitors. The show is organised by UBM and sponsored by the International Licensing Industry Merchandisers’ Association (LIMA). This year, it takes place from 10-12 October at Olympia London.

Visitors can register for a free pass at


* UKIE 2016 UK Games Industry Consumer Spend

About Brand Licensing Europe, part of UBM’s Global Licensing Group

Brand Licensing Europe 2017 ( takes place from 10 – 12th October 2017 at Olympia London. It is the only pan-European event dedicated to licensing and brand extension. Now in its 19th year, BLE 2017 will feature over 280 exhibitors showcasing over 2,500 brands, characters and images. A free educational programme runs alongside the show featuring advice and sector-specific sessions, workshops and panel discussions along with keynotes from industry trailblazers.

Brand Licensing Europe is owned by UBM and is sponsored by the international Licensing Industry Merchandisers' Association (LIMA). License Global is the official publication.

About UBM’s Global Licensing Group (

The Global Licensing Group at UBM is the global licensing industry’s leading tradeshow organizer and media partner. Its mission is to provide opportunities around the world to bring brands and products together to explore and cement licensing partnerships. The following events and information products are produced for the licensing industry by the Global Licensing Group: Licensing Expo (May 23-25, 2017), Brand Licensing Europe (October 10-12, 2017), Licensing Expo Japan (April 25-27, 2018), Licensing Expo China (July 18-20, 2017), NYC Summit (March 1-2, 2018), License Global magazine, License Global Daily E-news and License TV.


Brand Licensing Europe is organised by UBM plc.  UBM is the largest pure-play B2B Events organiser in the world. Our 3,750+ people, based in more than 20 countries, serve more than 50 different sectors. Our deep knowledge and passion for these sectors allow us to create valuable experiences which enable our customers to succeed.  Please visit for the latest news and information about UBM.

For further information: Charlie Le Rougetel at BIGTOP, 07736 330676/