This year, Brand Licensing Europe (BLE) is marking its 25th anniversary. At the same time, a number of properties are also celebrating major milestones. In this ongoing series, we examine the role in-person events and tradeshows have played in supporting the decades-long growth of these brands.

This week, we speak with Aâdil Tayouga, Director of Licensing & Business Strategy at Bandai Namco Europe, to discuss the 30th anniversary of Tekken.  

What is the significance of this anniversary?
The 30th anniversary of Tekken marks a historic milestone for the franchise, reflecting its enduring popularity and impact on the fighting game genre. Over the past three decades, the series sold more than 58 million copies and Tekken has captivated players worldwide with its thrilling battles, beloved characters, and groundbreaking gameplay.

How are you celebrating this milestone?
To commemorate the 30th anniversary, Tekken has launched a series of exciting initiatives. The year began with the highly anticipated release of Tekken 8, selling over two million copies in its first month. Beyond the game, Tekken has formed strategic partnerships with industry leaders like Nike Inc, Uniqlo, and Venum for exclusive apparel and sneaker collaborations. Additionally, the franchise is collaborating with Chipotle for exciting promotions.

On the eSport front, Tekken has been present in the most prestigious tournaments like EVO in Las Vegas and Japan, the eSports World Cup, and Tekken World Tour 2024. To engage with fans, Tekken is hosting the “EXCELLENT TEKKEN FESTIVAL” in Tokyo, featuring the Tekken World Tour 2024 final and various fan activities.

What are the keys to maintaining a property for so many years?
The key is to evolve and adapt to changing trends while staying true to its core values. We continuously listen to feedback from our dedicated community to refine the gameplay experience and introduce fresh elements, such as guest characters from other video games or pop culture franchises, such as Negan from The Walking Dead in Tekken 7.

The Tekken community has played a vital role in the franchise’s long-term success. By maintaining a strong presence in the eSports landscape and engaging with our fans, we’ve been able to keep the brand active and relevant for many years. Tekken has also expanded beyond the gaming area, exploring new areas like licensing, anime, comics, and movies. This diversification has helped us reach a wider audience and keep the brand relevant.  

How has the brand evolved over time?
Since its arcade debut in 1994, Tekken has undergone a remarkable transformation, constantly delivering cutting-edge experiences, both in terms of graphics and gameplay.

The rise of eSports has been a significant aspect for Tekken’s growth. By creating more touchpoints with fans through competitive events and engaging content, we’ve been able to deepen our connection with our community and offer exciting new ways to experience the Tekken universe.

What role have in-person events played in the ongoing growth of your brand?
eSports tournaments have been important for Tekken’s success. From the early days of community tournaments in local arcades to the big competitions of EVO and the eSports World Cup, Tekken  has been one of the driving forces in the eSports industry. These events create a strong sense of community among players and fans. By providing opportunities for players to connect, compete, and celebrate their shared passion, in-person events have helped solidify Tekken’s position as a leading fighting game franchise.

Do you have any memories at BLE, specifically, that illustrate the show’s significance in the story of your brand?
BLE has always been a valuable event for connecting with partners from the licensing industry. We have formed many lasting relationships, and we look forward to continuing to participate in this prestigious event.