Dean Takahashi moderates a new IP panel with Shawn Layden, Ante Odic, and Marty O'Donnell.
Dean Takahashi moderates a new IP panel with Shawn Layden, Ante Odic, and Marty O'Donnell.
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The best way to launch a new game intellectual property

  • Posted byby Dean Takahashi
  • Updated
  • 8 min

Creating sequels or updates for live-operation games makes a lot of money for game companies. But over time, the revenues can trail off, and the need to create an original game becomes evident. At GamesBeat Summit 2021, I asked a panel of experts how to do this right.

Our panelists included Shawn Layden, the former chairman of Sony Worldwide Studios; Marty O’Donnell, cofounder of Highwire Games and a former leader at Bungie (the maker of Halo and Destiny); and Ante Odic, the senior vice president of product development at Outfit7, the maker of Talking Tom and Friends. Outfit7 has more than 15 billion downloads and more than 400 million monthly active users. Clearly, Talking Tom has had a tremendous run, but even Outfit7 is trying to invest in new intellectual property as well.

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Written by

Dean Takahashi

Dean Takahashi is editorial director for GamesBeat. He has been a tech journalist since 1988, and he has covered games as a beat since 1996. He was lead writer for GamesBeat at VentureBeat from 2008 to April 2025. Prior to that, he wrote for the San Jose Mercury News, the Red Herring, the Wall Street Journal, the Los Angeles Times, and the Dallas Times-Herald. He is the author of two books, "Opening the Xbox" and "The Xbox 360 Uncloaked." He organizes the annual GamesBeat Next, GamesBeat Summit and GamesBeat Insider Series: Hollywood and Games conferences and is a frequent speaker at gaming and tech events. He lives in the San Francisco Bay Area.