Licenses help Konami maximize its sales efforts
BUFFALO GROVE, Ill - Aware that licensed products can be a "ticket to ensuring successful toy sales," Konami Inc., a leading third-party supplier of video games for the Nintendo Entertainment System, is aiming to maximize its sales success with hot, licensed video game titles.
"Ours is a title-driven industry, and licensing is key to increased sales for any product," said Emil Heidkamp, senior vice president for Konami's Consumer Division. "A recognizable character, movie title, or sports league gives the video game extra visibility and credibility," he added.
Teenage Mutant Ninja Turtles, one of Konami's major licenses, has been at the center of one of the most successful cross-licensing campaigns in recent history, supported by movies, cartoons, comic books, stage appearances, toy products, soft goods and houseware products. Konami/ Ultra's Teenage Mutant Ninja Turtle video games, LCD hand held games, coin-op and computer software games are four of the company's strongest retail volume and profit gainers.
Turtle sales skyrocket
The company's wholly owned subsidiary, Ultra Software Corporation, first introduced these cowabunga dudes to the video game market in June, 1989. Combined sales for Konami games featuring the Turtles is estimated at $250 million.
However, Ninja Turtles are not the only successful licensed video game products in Konami's library. The company also is the official licensee of the National Football League for a Game Boy game and LCD hand held game, and of Major League Baseball for an LCD hand held game.
Konami also introduced other licenses for its NES, Game Boy and LCD hand held games at the recent 1991 Summer Consumer Electronics Show. These include Star Trek, Garfield, Tiny Toon Adventures, Bucky O'Hare, and the Teenage Mutant Ninja Turtles.
Features NASCAR license
Konami's stock car racing games are the only titles officially licensed by NASCAR. The range of games includes Bill Elliott's NASCAR Challenge for the NES, Bill Elliott's challenge racing simulation for computer software, Bill Elliott's NASCAR Fast Tracks for Game Boy, and Bill Elliott's NASCAR Racing LCD hand held game.
Another successful Konami license is based on the hit movie "Top Gun." The company's two NES video games, Top Gun and Top Gun: The Second Mission, coupled with the LCD hand held game, have sold more than three million units. A new Top Gun II "talking" LCD hand held game will be released in the fall.
To help Konami obtain attractive new licenses, the company recently hired Judy Steele as its licensing manager. "We'll continue to seek strong licenses for new video games, and also look to license products ourselves based on the popular characters from Konami games," said Steele.
High quality a key
Konami has been able to maximize sales by assuring high quality programming for its popular licensed titles.
"It takes a combination of excellent graphics, sound and game play, combined with a great storyline, to earn licensing rights and help maintain market longevity," said Heidkamp. "Our success with licensed titles proves to the consumer that we blend quality with the name, to produce top-notch, quality video games."
For example, noted Heidkamp, in Top Gun: The Second Mission sophisticated jet fighters can roll, loop and launch an arsenal of missiles on a split screen. Teenage Mutant Ninja Turtles features adventurous levels of challenging game play, and was rated "best overall game" by Nintendo Power magazine.
"Lots of licensed products come and go, based on the popularity of a character or quality of a game, but we design our video games to last, which keeps gamers coming back to play," said Heidkamp. "For example, we involved Bill Elliott, himself, in the development of our NASCAR racing game to ensure that the racing action was authentic and realistic. This dedication to providing the consumer with superior programming and appealing titles is what keeps us on top."
Konami Inc., and its wholly owned subsidiary, Ultra Software Corporation, are wholly owned subsidiaries of Konami Co., Lld. Konami's annual sales for fiscal 1991 exceeded $325 million, and its sales for fiscal 1992 are expected to exceed $280 million.
PHOTO : Four Konami licensed NES titles.
PHOTO : Two talking LCD hand held games - Star Trek 25th Anniversary and Top Gun - The Second Mission - are new from Konami.