"mPlay," is a new company started by former Microsoft managers Ed Ventura and Sandy Ting, is looking to help video game publishers diversify their revenue streams. It plans to do this by opening doors on lucrative licensing and merchandising agreements, turning characters and story lines from the video games into action figures, sticker books, TV shows and more.
And mPlay isn't the only company in the video game business that's thinking more seriously about these opportunities. Blue Planet Software -- which manages licensing rights for Tetris -- said it'll be expanding the merchandise licensing agreements for the hit game.
mPlay has already partnered with Realtime Worlds on an exclusive licensing and merchandising agreement fro All Points Bulletin, a new action game from Dave Jones.