What have been the most successful licensing arrangements in games industry history? It’s easy to pick out individual success stories – Rare’s GoldenEye is the classic example, and some licenses like Lord of the Rings or Star Wars have produced a solid number of hits alongside various misses.
For a really consistent success story, though, you generally have to turn to sports licenses. EA’s long-running but now defunct partnership with FIFA certainly takes the crown, spanning as it did almost 30 years and hundreds of millions of games sold – but a tip of the hat is due to Mario & Sonic at the Olympic Games, a six-game series spanning Summer and Winter Olympic Games from Beijing in 2008 to Tokyo’s delayed 2020 games.
Using a license from the International Olympic Committee, and developed and published by a once-unlikely partnership between Sega and Nintendo, the games were by no means a challenger to the commercial success of something like FIFA, but they sold pretty handsomely nonetheless, and were remarkably successful and well-received given how tricky this license is to work with.
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