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Marvel, Activision Renew Licensing Deal Until 2017

Activision, Inc. and Marvel Entertainment, Inc. have jointly announced that the companies have expanded their long-term, broad-based strategic alliance, and signed a mult...
Activision, Inc. and Marvel Entertainment, Inc. have jointly announced that the companies have expanded their long-term, broad-based strategic alliance, and signed a multi-year extension to their current video game licensing agreements for the Spider-Man and X-Men franchises through 2017. This newly announced deal is apparently the previously mentioned $50 million "landmark, long-term license agreement in the video game category" referenced in Marvel's recent financial results, and is one of the longest-term character license details ever signed in the video game industry. Rights to make a game based on the forthcoming Spider-Man 3 feature film are reportedly included in the deal. Under the terms of the agreement, Activision has extended its exclusive worldwide publishing rights to the properties for interactive entertainment software products for console, PC and handheld platforms. The original agreements were set to expire in 2009. Activision's Spider-Man and the X-Men video games rank among the company's most successful franchises, having sold more than 25 million units across all platforms to date. "This announcement further underscores the strength of our relationship with Marvel and reinforces our leadership position in the superhero genre," states Mike Griffith, President and CEO, Activision Publishing, Inc. "Spider-Man and the X-Men are two of the most popular entertainment franchises today and some of the most coveted characters in interactive entertainment. This agreement will allow us to continue developing exceptional games based on these legendary characters well into the future." Tim Rothwell, Worldwide President, Consumer Media Group, Marvel Entertainment, added, "The interactive entertainment category continues to be one of Marvel's key strategic categories. Expanding our partnership with Activision, a leader in the video game industry, further ensures that our characters will continue to be among the elite and dominant interactive franchises for the next decade and beyond."

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