Gaming IP: The next big thing in touring entertainment
Game worlds are stepping off screens and into real life — and the opportunities are just getting started, writes Ben Lee
Feature By IQ | 27 November 2025
We’re all familiar with the power of film and TV IPs in the touring entertainment space. Franchises like Harry Potter, Jurassic Park, and Friends have long proven their ability to transition from screen to sell-out immersive experiences.
But as the market matures, another medium is rising – and it’s one that’s both deeply embedded in global popular culture and still largely under-leveraged: video games.
Market research and analytics firm Newzoo estimated there were 3.24bn gamers worldwide by the…
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