Advertisers pay for the rights to a player’s name or image.
When they use them, they get to place ads.
For games, the ad dollars can be substantial.
But what about the mascots themselves?
According to a recent study by research firm Empirical Marketing Research, there is a wide range in the cost of mascots.
In some cases, the cost is quite small.
A game like Football Italian, for example, costs €6,800, while a similar game like World of Tanks, which has a similar gameplay to Football Italo, costs between €20,000 and €30,000.
So why does the cost vary?
It is due to a number of factors, not least the nature of the game.
First of all, mascots can change over time.
The most recent version of the mascot was revealed in 2006, and it is a relatively new concept.
It was the work of a Japanese developer, Takashi Iwata.
He was able to secure the rights in time for the new game to launch in Japan, but the Japanese media still didn’t fully appreciate the significance of the idea, until recently when the Japanese Ministry of Health and Welfare (MOHW) began an investigation into how the mascot is being used.
“I have seen many mascots on the Internet that are clearly not a product of the Japanese company,” says Iwata, “and this has made it very difficult for us to understand how the mascot is being sold.”