Imagine captivating audiences with your IP—whether it’s a Game, Film, TV series, or Comic—and then expanding their experience across different mediums to build lasting loyalty to your brand. Achieving this isn't easy, but the rewards are immense.
If this is your goal, this guide is for you.
The 10 Keys
Over the past 15+ years, we’ve worked on over 100 projects across Games, Film, TV, Animation, and Comics. From this extensive experience, we’ve created a guide with 10 essential keys to building successful entertainment IPs that are grounded in our Core Principles of Capturing Attention, Deepening Engagement, and Driving Growth.
Basically, if I owned an IP or ran a studio, these are the things I'd be thinking about.
These aren’t rigid rules but a flexible framework that focus on the conceptual foundations of IP, and don't dive too deeply into formal aspects like visuals and sound (that's a piece for another time). Instead, they provide the bedrock upon which those elements are built.
If large-scale, transmedia IPs are what you’re aiming to build, keep reading!
Key #1 - Mission Statement
At the core of any great IP is a deep understanding of the human condition.
This isn't just important—it’s absolutely crucial. And yet, it’s where so many IPs fall short. What’s your IP really about? What big, thought-provoking question is it asking? Is it relevant to the current cultural moment? A clear, compelling mission statement doesn’t just guide your IP’s development—it gives it emotional depth and lasting meaning.
Take Game of Thrones, for example. It’s a story that isn’t just about swords and dragons; it’s about the pursuit of power and asks the big question: "Can a good person rule, or does ruling in Westeros require moral compromise?"
This theme isn’t just a backdrop—it’s woven into every part of the story. The great houses each have their own take on power, and the characters we love (and love to hate) all have different approaches to leadership. Think about it: Ned Stark had the integrity to rule but not the cunning. Littlefinger had the cunning to climb the ladder but was universally despised. Daenerys Targaryen had the charisma to lead a movement but stumbled in managing it.
This rich, complex take on power is what kept audiences hooked and deeply invested in the world of Westeros. It’s why Game of Thrones became more than just a show—it became a defining story of our time.
Key #2 - Genre Innovation
Whether your IP is rooted in Sci-Fi, Fantasy, or Film Noir, it needs a fresh twist on its genre to truly stand out in a crowded market.
So, how does your IP subvert the usual expectations of its genre? How does it play with the conventions that audiences are used to? What exciting genre mashups does your IP use to tell its story in a way that feels new and engaging?
Let's take a look at how three different IPs put their own spin on the Fantasy genre. Destiny blends sleek sci-fi with the grandeur of knights from historical epics like Kingdom of Heaven, crafting a unique "Space-Magic" take on Fantasy. Game of Thrones flips the genre on its head with a gritty, grounded approach that feels more like historical fiction than the traditional High Fantasy of Tolkien. Then there's League of Legends, which brings a modern twist to Fantasy by mixing magic with Sci-Fi elements, contemporary fashion, and even KPOP girl bands.
These IPs didn’t just follow the rules of their genres—they broke them in ways that delighted audiences and kept them engaged for the long haul.
Key #3 - Accessibility
In a crowded marketplace, an IP needs to be easily accessible—both in its core premise and in its entry points—to capture an audience and grow.
Take Pokémon, for instance. Its premise is instantly understandable: kids traveling the world to capture monsters. And its mission—"I want to be the very best"—is something anyone, anywhere, can relate to, no matter their age. Visit the Pokémon website, and you’ll find countless easy ways for both new and longtime fans to engage, from Games and Trading Cards to Animation and even Legos.
It’s this simple, relatable premise and the ease of access across various global platforms that helped make Pokémon a beloved and enduring phenomenon.
Key #4 - Brand Hooks
In a crowded marketplace, it’s crucial to distill your IP down to a hook that’s instantly memorable—whether it’s an icon, an image, a place, or even a sound. This hook is part of your IP’s DNA, an element that audiences can recognize and instantly associate with your brand.
Think about it: it could be the object that drives your entire story, like the One Ring in The Lord of the Rings or the Iron Throne in Game of Thrones. It might be a weapon like the lightsaber in Star Wars or a tool like the Poké Ball in Pokémon. Think of Hogwarts and Harry’s lightning-shaped scar in Harry Potter, the unforgettable “BRAAAM!” from Inception, or Homelander’s chilling grin in The Boys. Sometimes, it’s as simple as a color—like the blue of James Cameron’s Avatar saga or the yellow of Illumination’s Minions.
These hooks aren’t just visual or auditory cues; they’re woven into the very fabric of the IP. They make your brand stand out and stick in the minds of your audience, making it easier for them to recall your IP in a sea of competitors.
Key #5 - Story-Driven Worldbuilding
Worldbuilding in IPs becomes truly compelling when it unfolds through the tough decisions that characters we care about are forced to make.
Both How to Train Your Dragon and Black Panther are prime examples of this approach. In How to Train Your Dragon, humans and dragons are on opposite sides of a war, making the friendship between Hiccup and Toothless an act of high treason. This relationship doesn’t just challenge Hiccup's loyalty to his people; it also deepens the rift between him and his father, Stoick the Vast, who harbors a deep fear and hatred of dragons. Here, the worldbuilding isn’t just a backdrop—it actively drives the conflict between the main characters, shaping their relationships in profound ways.
In Black Panther, Wakanda’s secrecy about its vibranium wealth forces T’Challa, Killmonger, Nakia, and T’Chaka to grapple with complex, emotionally charged decisions about how to protect the source of their nation’s power. Nakia believes Wakanda’s resources should be used to help others, while Killmonger wants to use them to conquer. T’Challa starts with an isolationist stance but ultimately decides to reveal Wakanda to the world.
In both How to Train Your Dragon and Black Panther, the rich, intricate worldbuilding doesn’t just set the scene—it drives characters to make difficult choices that resonate on both a macro and micro level. This is what makes their storytelling so captivating and impactful for audiences.
Key #6 - Transferability
An IP’s conceptual foundations should be rich enough to inspire multiple fantasies, driving engagement across different mediums and keeping the audience hooked over time.
Star Wars is a prime example of this kind of transferability. The IP is built on multiple fantasies that seamlessly migrate into various experiences. Think about it: Star Wars offers a classic coming-of-age adventure, the thrill of fighting with laser swords (lightsabers), the exhilaration of flying fighter jets (X-Wings), the intrigue of navigating a dangerous intergalactic underworld (Mos Eisley), and the wonder of using magic (the Force). Each of these elements can stand alone as the foundation for a product or combine to create a rich, multi-layered experience.
The creative foundations of Star Wars are so deep and versatile that they fuel fantasies which are captivating to watch in passive mediums like film and TV and exhilarating to enact in active formats like video games and toys. This versatility is key to maintaining brand loyalty and driving growth across diverse revenue streams.
Key #7 - Characters
In successful franchises, the cast of characters often represents a diverse range of fantasies and viewpoints, serving as gateways into the world of the IP and appealing to various audience tastes.
Take Game of Thrones, for example. It features iconic characters like Mother of Dragons, The King in the North, The Mountain that Rides, and The Three-Eyed Raven—each larger-than-life and fitting for a high-stakes fantasy epic (and wouldn’t be out of place in the WWE). But beyond their dramatic personas, each character represents a unique perspective on the central theme of power. Ned Stark, Daenerys Targaryen, Robert Baratheon, Littlefinger, and the Lannisters each have distinct approaches to wielding power, whether for personal gain or the greater good. This variety not only brings the central theme to life but also helps to unite the sprawling cast with a conceptual anchor.
By embodying larger-than-life fantasies and offering sophisticated takes on a central theme, the characters in Game of Thrones provide multiple entry points into the franchise. This richness in character perspectives helps sustain long-term engagement and deepens the audience’s connection to the IP.
Key #8 - Strategic Storytelling
The kind of story you tell and when you tell it within your franchise lifecycle plays a crucial role in determining your IP's growth trajectory.
It's important to program your IP so that audiences understand the rhythm of content releases and the purpose behind each one. Take Marvel's Infinity Saga as a prime example. They kicked off the franchise with Iron Man, a broad, crowd-pleasing film that introduced the Marvel Universe to the general audience. Marvel then established a cadence of 3-4 movies a year, strategically expanding the universe with key releases leading up to major Avengers team-up films every 1-3 years, culminating in the epic Avengers: Endgame.
While the films focused on major, status-quo-changing events, the Disney Plus series explored the aftermath of these events. For instance, WandaVision built on the events of Avengers: Infinity War, enriching the story for fans who were already invested. Marvel not only dominated the box office but also used shows like WandaVision to launch the Disney Plus service, establish its brand in streaming, and deepen audience engagement.
Marvel’s approach created a powerful cycle of expectations, rewards, and surprises that fueled long-term brand loyalty and engagement across various platforms. For more insights on this, check out 6 Stages of the Media Franchise Lifecycle.
Key #9 - Evolution
Great IPs are "dynamic" and evolve with the times, keeping existing fans engaged while drawing in new ones. On the other hand, "static" IPs remain in a single form and can’t adapt to changing trends.
This dynamism can take many forms. Take The Teenage Mutant Ninja Turtles (TMNT), for example. TMNT started as a black-and-white, hyper-violent indie comic. It then transformed into a popular Saturday morning cartoon, shifted to a more action-oriented CG film, became a family-friendly feature, and is now seeing success with a hit graphic novel. Each version has brought something new to the table while staying true to its roots.
Similarly, Star Wars, despite being tethered to the Skywalker family, has continuously evolved since 1977. The Prequels, including Star Wars: The Clone Wars and Star Wars: Rebels, were aimed at younger audiences. In contrast, Rogue One and Andor explore war and politics, catering to older viewers and delving into parts of the galaxy that don’t focus on the Jedi.
Enduring franchises master the art of evolution across different formats, keeping them relevant and exciting for both new and existing fans over time.
Key #10 - The Human Heart
Beneath all the spectacle and thrills, it’s the relatable human heart of a property that truly connects with audiences.
Take The Lord of the Rings, for example. It has epic worldbuilding, thrilling action, and larger-than-life characters. But at its core, the story is about the four Hobbits, especially Sam and Frodo. For me, that intimate scene at the Green Dragon before they leave the Shire in The Fellowship of the Ring Extended Edition is where the story really hits home.
In that moment, Merry and Pippin sing a song while Sam nervously tries to gather the courage to talk to Rosie. It’s a scene that could easily fit into a show like Friday Night Lights—there’s just something so deeply human about it. I’ve had my own versions of nights out with friends that feel just like that scene. These small, intimate character moments are what create deep connections and drive the emotional impact of the entire trilogy, leading to powerful payoffs in The Return of the King.
When developing an IP, focusing on these relatable moments of human connection is essential. They often leave the strongest impression and make the story truly memorable. I explore this idea in more depth in The Moment Most Blockbusters Don't Have.
(BONUS!) Key #11 - "Vibe"
Audiences are clearly bored with the same old thing and are craving something fresh—something that grabs their attention as they scroll through their feeds. It’s usually not just one key factor that makes an IP stand out; it’s the unique blend of all the keys above that creates that elusive “vibe” which sets an IP apart in a crowded market.
Let’s break it down with a few examples: Despicable Me, The Boys, and Arcane: League of Legends.
Despicable Me nails it with a low-friction high concept of a supervillain adopting kids, a universally relatable heart, subversive humor, and the sheer manic anarchy of the Minions. Steve Carell’s performance as Gru also adds an extra layer of charm and warmth. All these elements combined helped Despicable Me break through in the crowded world of feature animation.
The Boys takes a bold approach by mixing political satire with a gritty, cynical twist on the superhero genre. It introduces a level of ultraviolence and gore not often seen in the genre, and Homelander is a truly unique character—a blend of charisma and menace that tackles contemporary issues like power abuse and media manipulation.
Arcane delivers a deep, character-driven story about sisters that explores complex themes like class struggle and inequality that starred charismatic and angsty characters like Vi, Jinx, Ekko, and Caitlyn. The show’s stunning animation, blending 2D and 3D elements, and its killer soundtrack make it visually and emotionally compelling.
While difficult to define, a distinct “vibe” is easily felt and needed if an IP is to cut through the noise and build a long-term relationship with audiences.
Conclusion
That wraps up the 10 Keys to Creating Great Entertainment IPs—plus a bonus insight! Developing an IP can feel like assembling a jigsaw puzzle with half the pieces face down, so I hope this guide brings some clarity. It’s the same framework I’ve successfully used when developing IPs for Riot Games, Bungie, and others.
If these ideas resonate with you and you’re interested in discussing a project, contact us at hello@magnusrex.com.
Thanks for reading!
Derick Tsai
Founder, CEO
Magnus Rex: An IP Development Studio
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