Raport Bieżący Nr 60/2018
Ultimate Games, a subsidiary of PlayWay S.A., entered into a strategic licensing agreement with Discovery Licensing Inc. in November 2018 to develop and publish a video game based on the popular survival television series Naked and Afraid. This partnership grants the developer rights to utilize the show’s trademarks, musical scores, sound assets, voice recordings, and character likenesses. The project, titled Naked and Afraid: The Game, was scheduled for a release in early 2020, targeting a global audience familiar with the long-running reality franchise that has aired since 2013.
The agreement outlines an extensive marketing collaboration where Discovery commits to large-scale promotional efforts across its media ecosystem. These activities include television advertisements on Discovery-owned channels, product placement within the show itself, and endorsements from the series’ prominent survivalists. Furthermore, the marketing strategy encompasses social media promotion, public relations campaigns, and direct mailing to Discovery’s audience. A critical component of the deal involves Discovery leveraging its relationships with major digital storefronts, such as the App Store, to secure premium visibility and featuring for the game during its launch window.
PlayWay S.A. maintains an active role in the project by supporting marketing initiatives and exploring crowdfunding options via Kickstarter to bolster the game's development and community engagement. The survival mechanics of the game are intended to mirror the core premise of the television series, which challenges participants to survive 21 days in extreme wilderness conditions without food, water, or clothing. This collaboration represents a significant integration of traditional media intellectual property into the gaming sector, utilizing established television reach to drive digital software sales.
