ABOUT
playlife co.
A licensing agency that works with
brand holders, digital developers, manufacturers and distributors
to connect and create strategies that maximizes their potential
in the on and offline world.
What we do
We represent brands, digital developers, and manufacturers with a full suite of services, including:
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Strategic research and business development planning
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Creative project ideation
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Global tradeshow support and roadshow execution
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Targeted partner introductions and relationship-building
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Licensing contract negotiation and consulting
Our focus
We specialize in interactive integration—helping brands break into console, PC, and mobile games; live events; arcade games, casinos, and other dynamic platforms. The great brands we represent aren’t just clients; they’re potential partners for incoming brands looking to amplify reach and explode audience engagement.
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From branded games across platforms to lifestyle merchandise across categories, Playlife Co. ensures that fans everywhere can play what they love in life.
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the founder
Germaine Gioia is a veteran business development executive with a demonstrated 25+ year history of success in the interactive and licensing industries, specializing in premier sports, video game, and entertainment brand integrations. As the founder of Playlife Co., a licensing agency that represents premier sports, game, and entertainment brands, Germaine delivers a proven track record in negotiating and overseeing the evolution of lifestyle trends across game platforms and merchandise categories. Her expertise includes creating branded mobile, console, PC, and arcade games; developing licensed properties across media and merchandise categories; and cultivating strategic partnerships.
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Playlife Co. property representation currently includes Dorna Sports’ MotoGP; UIM E1 World Championships; Play Mechanix’ classic arcade game, Big Buck Hunter; Major League Wrestling (MLW); the premier Mexican luchadores and luchadoras of Masked Republic; Bruce Lee’s Masters of One original IP; KESS Co. board game and outdoor toy manufacturer; and more.
Before founding Playlife Co., Germaine led licensing and business development efforts for THQ and Capcom Entertainment, securing renowned IPs for game development, managing merchandising partnerships, and developing the companies’ owned, original properties across consumer product categories.
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Germaine holds a bachelor’s degree from Vanderbilt University and is a current advisory board member of Women in Games International (WIGI), Women in Toys (WIT), and the Licensing International Industry Merchandisers Association (LIMA). She also advises several emerging technology platforms, supporting branded game partnerships.
