What Layer does

Layer is a managed two-sided marketplace that connects video game developers and publishers with intellectual property owners and brand licensors to facilitate IP licensing deals. The platform, accessible via app.layerlicensing.com, allows free registration, profile creation, browsing of an IP catalogue that includes properties such as Narcos, Hell's Kitchen, Care Bears, and Doja Cat, and submission of proposals that route through a structured approval workflow. Core products include the Layer Marketplace, the Proposals Platform (a matching and deal-management inbox), and the Collab Tracker (an industry-wide database of IP collaborations across mobile, PC, console, and VR). The company complements the marketplace with content resources: a blog, a podcast, newsletters, and educational ebooks covering licensing guides, Web3 and blockchain in games, and AI's impact on brand licensing.

The business operates a marketplace commission revenue model on closed licensing deals, with a freemium entry tier for platform access. Layer monetizes primarily by facilitating introductions and supporting the close of pre-qualified partner proposals between licensors and licensees, and has extended its commercial stack through a partnership with Sanlo that gives developers access to a $200M pool of non-dilutive, revenue-based financing to cover IP licensing costs. Its go-to-market combines self-serve product-led registration with content-led demand generation (blog, podcast, newsletter, ebooks) targeting enterprise game studios and brand-side IP holders globally.

The company was founded in 2021 in Brisbane, Australia, and is led by CEO and Founder Rachit Moti alongside co-founder Chris Illuk (CPO). Layer raised AU$3.8 million in seed financing in 2022 led by Carthona Capital with participation from Aura Ventures, Black Sheep Capital, Common Sense Ventures, Flying Fox Ventures, LUXEM Ventures, TEN13, and Tribe Capital. In late 2025, AT New Media, a licensing agency led by Simon Kay, acquired the Layer brand and Marketplace, making Layer a subsidiary of AT New Media with its legal entity listed as AT New Media Limited.

Name

Layer

Legal name

AT New Media Limited

Website

https://layerlicensing.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

Layer is a managed marketplace platform that connects video game developers and publishers with IP owners and brand licensors to facilitate IP licensing deals, offering proposal management, a Collab Tracker, and financing via Sanlo.

Ownership category

akta.pro rank

Product category

IP Licensing Marketplace

akta.pro primary industry

Digital Game Distribution Platforms & Storefronts (PC/Mobile/Console) (MPAFABAB)

Keywords

• IP licensing marketplace
• Gaming brand partnerships
• Video game licensing
• Game developer platform
• IP collaboration tracking

Headquarters

HQ city

Brisbane

HQ country

Australia

HQ region

Oceania

Markets served

GTM type

B2B

Offering type

Digital Commerce or Content

Cost components

Technology or R&D, Personnel, Marketing or Sales, Operations

Revenue model

1. Platform/ Marketplace Commission: Layer operates as a managed marketplace facilitating IP licensing deals between game developers and IP owners. The platform charges for facilitating these connections and deals, though specific fee structures are not publicly disclosed.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

Layer operates a managed IP licensing marketplace for video games that connects game developers and publishers (licensees) with IP owners, brands, and celebrities (licensors). The platform enables matching, proposal generation, and deal facilitation for content integrations, branded events, skins, and full licensed games, supported by a collaboration tracking database.

Product overview

Layer is a managed IP licensing marketplace platform for video games that connects game developers and publishers (licensees) with IP owners and brand licensors. The core product is the Layer Marketplace platform, which is complemented by a Collab Tracker for monitoring industry collaborations, a Proposals Platform for managing licensing negotiations, and content resources including newsletters, podcasts, articles, and eBooks. The platform supports various collaboration types including content integrations and licensed games, and has partnered with Sanlo to provide financing options for developers licensing IP.

Differentiator

Problem solved

Functional benefit

Products and services

• Layer Marketplace A managed marketplace connecting game developers and publishers (licensees) with IP owners and brand licensors to facilitate IP licensing deals for video game integrations, including content integrations, branded events, and full licensed games. Features hundreds of IP properties such as Narcos, Hell's Kitchen, Care Bears, and Doja Cat.
• Collab Tracker A comprehensive database tracking licensing collaborations and partnerships in the gaming industry, allowing users to browse, filter, and stay updated on brand partnerships and in-game events across mobile, PC, console, and VR platforms.
• Layer Proposals Platform A matching and proposal management system where developers and IP owners can review proposals, manage the proposal inbox, and facilitate licensing deal negotiations through the platform. Generates proposals with all information needed for sign-off and approval.

Quantifiable outcome

• Hundreds of IP properties available on the marketplace
• +1 more outcomes

Named customers10 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• AT New MediacoreStrategic or Co-development PartnerAT New Media, a licensing industry stalwart led by Simon Kay, acquired the Layer brand and Marketplace in late 2025. AT New Media brings extensive experience in gaming licensing to the platform.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Beanstalk: Beanstalk is a global brand licensing agency representing major consumer brands and IP owners across categories including gaming. As an established incumbent in brand licensing, it represents the traditional agency model Layer is disrupting with a tech-enabled marketplace.
• LMCA: LMCA (Licensing Management Corporation Associates) is a long-established global licensing representation firm representing IP owners across multiple verticals including entertainment and gaming. Comparable as a competing intermediation layer for IP licensing deals.
• Hasbro: Hasbro is a major IP owner (Transformers, GI Joe, Monopoly, Magic: The Gathering) that licenses its brands directly into video games through internal BD teams. It represents the incumbent alternative to using Layer for brand-game collaborations.
• Mattel: Mattel owns iconic IPs like Barbie, Hot Wheels, and Masters of the Universe and operates an internal licensing program into video games. Its direct IP-licensing operations overlap with the supply side Layer aggregates.
• Crunchyroll (Sony): Crunchyroll, owned by Sony, licenses anime IP extensively into mobile games (e.g., collaborations with popular mobile titles). It is a major direct competitor on the IP-supply side for anime and Japanese entertainment licensing into games.
• Corus Entertainment: Corus Entertainment owns children's entertainment IP (e.g., properties aired on its networks) and licenses into games and consumer products. Comparable as an IP owner with active gaming licensing programs competing for the same developer demand.

Direct peers

• WildBrain: WildBrain is a major children's entertainment IP owner and licensing agent that licenses properties like Care Bears and Teletubbies into games and consumer products. It competes directly with Layer on the supply side of IP licensing into gaming and represents a comparable gaming-IP intermediation business.
• RightsTrade: RightsTrade operates a B2B marketplace connecting rights holders with licensees for music and media IP. While content-vertical-adjacent rather than gaming-specific, it shares Layer's core model of a managed marketplace intermediating IP licensing transactions.

Emerging players

• Surge Licensing: Surge Licensing is a boutique licensing agency representing emerging brands and entertainment IP for licensing into products and games. Comparable as a smaller, more nimble intermediation alternative to Layer's marketplace approach.

Others

• Licensing International: Licensing International is the leading global trade association for the brand licensing industry. While not a competitor, it operates adjacent trade shows (e.g., Licensing Expo), research, and networking infrastructure that overlaps with Layer's industry-development role.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/layer-licensing

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds3 records

Investors9 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Layer