Gaming IP is the next big thing in touring entertainment
As immersive producers tap into the world’s most engaged fanbases, the opportunities are just getting started, writes Ben Lee.
Feature By IQ | 13 May 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 end of 2024. That’s a vast, global audience already highly engaged with interactive storytelling and digital worlds. And yet, compared to film and music, gaming IP has only just begun to find its feet in the touring immersive space. But gaming IPs are uniquely positioned…
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