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:
-
Strategic research and business development planning
-
Creative project ideation
-
Global tradeshow support and roadshow execution
-
Targeted partner introductions and relationship-building
-
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.
​
From branded games across platforms to lifestyle merchandise across categories, Playlife Co. ensures that fans everywhere can play what they love in life.
_logo.png){kind=logo}
the founder
Germaine Gioia is a business development executive with 25+ years in the interactive and licensing industries, specializing in premier sports, video game, and entertainment brand integrations. As President and Founder of Playlife Co., she represents premier sports, game, and entertainment brands, and has a proven track record negotiating and guiding the evolution of lifestyle trends across game platforms and merchandise categories — from branded mobile, console, PC, and arcade games to licensed properties across media and consumer products.
Current and recent Playlife clients include Revelyst, makers of outdoor performance gear and precision technologies; Dorna Sports' MotoGP; Masked Republic's top Mexican luchadores and luchadoras; Major League Wrestling (MLW); Bruce Lee's Masters of One; Play Mechanix's Big Buck Hunter; Pure Imagination Studios; Gamers.bet, in-game real money wagering technology; and Chinese game distribution partnerships through Playlife China.​​
​
Before founding Playlife Co., Germaine led licensing and business development for THQ and Capcom Entertainment — securing renowned IPs for game development, managing merchandising partnerships, and building each company’s owned, original properties across consumer product categories.
​
Germaine holds a bachelor’s degree from Vanderbilt University and serves on the advisory boards of Women in Games International (WIGI), Women in Toys (WIT), and Licensing International. She also advises several emerging technology platforms on branded game partnerships.
