Not too many years ago, studios would have fought tooth and nail for the licensing rights to an upcoming film that had hit potential. Today, it’s a much less crowded field.

THQ, which has made millions making games from the Pixar films, recently struck a deal with Dreamworks to makes games based on their upcoming properties. For THQ, it’s a chance to appeal to the younger segment of the gaming world, a demographic it has been solidly in control of for years. For Dreamworks, it’s a chance to expand its properties beyond the theater screen—with minimal financial risk.

Read more at CNBC.com