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Games using licensed IP are a steady presence in the top-grossing ranks of iOS games. Finding the correct IP for your genre and market can significantly differentiate your game’s player acquisition, especially in the post-IDFA era. A good IP supports a game’s subgenre, player demographic and game feature set and should be knitted together from an early stage to ensure an optimal playing experience. Let’s look into some of the IP utilization trends and how they differ significantly across three of the major iOS markets