How does a game evolve from a creative idea into a global franchise that spans platforms, audiences, and industries? This panel brings together perspectives from an independent developer, a publishing and marketing partner, a global entertainment brand, and a live-service ecosystem leader to explore how modern games have become evolving worlds rather than static products. The discussion follows the full lifecycle of a game - from early concept and audience discovery to global launch, scaling, and long-term franchise development. It also examines how ongoing content updates, player communities, and real-time feedback loops are reshaping game design and engagement. Beyond launch success, the panel explores what transforms games into sustainable intellectual property, including marketing, localization, talent partnerships, and cross-media expansion into film and television. Together, the speakers unpack how gaming has become a blueprint for building participatory, continuously evolving entertainment ecosystems in a globally connected marketplace.

Moderated by: