An unexpected return of branding may point to a more open philosophy on licensing.
While it can be easy to forget, there was a very long period of time when the Star Wars franchise was not a Disney property. Up until that faithful sale to the House of Mouse years ago, the controlling entity of the franchise was LucasArts, and on the gaming side old school fans will remember the Lucasfilm Games logo that accompanied older Star Wars titles (and a host of other titles) before it was dissolved. Well, as something of a blast from the past, it’s coming back.
It was announced today that the Lucasfilm Games branding would be making a return. As of now, it seems it will only be attached to Star Wars titles, and the announcement trailer sees it attached to several Star Wars titles, including newer ones such as Fallen Order and Squadrons.
EA has had exclusive rights over video game adaptations of Star Wars for several years, and there is no indication that this will have any direct impact with that, at least as of now. As the announcement on the official website states, this also does not mean Disney is getting back into direct game development, and will continue licensing out the property.
In the past, LucasArts licensed out the IP to multiple publishers and developers of various sizes, but that stopped when Disney bought Stars Wars and cut the deal with EA. Is the return of this brand a precursor to seeing something like that happen again? Only time will tell.