Industry

Interactive Media

Interactive Media: Legal Counsel for Esports, Gaming and Digital Platforms

Sheppard’s Interactive Media Industry team is a dynamic partner for pioneers shaping the future of media.

We help brands and creators bring immersive experiences to life that captivate audiences worldwide. 

Strategic Guidance for Dynamic Digital Experiences 

At Sheppard, we don’t just adapt to industry change—we drive it. Our team shapes the future of interactive media, helping clients not only keep pace with, but exceed, the evolving demands of this dynamic sector. 


Combining deep legal knowledge with a practical understanding of commercial models, deal structures and the realities of the interactive media ecosystem, we support clients working across a vast range of technologies, including: 

  • Digital content (music, video, gaming) 
  • Social media platforms 
  • Virtual, augmented and mixed reality 
  • Interactive and programmatic advertising 
  • Advanced data visualization 
  • Artificial intelligence and machine learning 

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Areas of Focus

Games
We counsel publishers, developers, platform owners and ecosystem partners on the full lifecycle of interactive entertainment. Our team supports clients through every stage—from development and publishing agreements, in-game monetization, user-generated content, esports operations, cross-platform distribution, and creator-ecosystem strategy to rights management for music and audio, voice talent engagement, and labor and employment issues. With deep experience in blockchain and digital asset business models, virtual goods and secondary markets, IP and content licensing, consumer protection matters, and evolving regulatory and technological landscapes, we help clients navigate the unique legal architecture of today’s global gaming economy.
Music and Audio
Few industries have been more profoundly shaped—or continuously reshaped—by technology than music. We help clients navigate this evolution, advising at the intersection of creative rights, data, and emerging technologies to ensure that innovation, monetization, and compliance remain in harmony. Our team advises rights holders, artists, platforms, collection societies, and brands on all facets of music and audio exploitation: synchronization and master licensing, recording and publishing catalog acquisitions and sales, valuation and administration, spatial and interactive sound experiences, social media use, and global rights clearance across digital, metaverse and immersive environments.
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Film and TV
From scripted and unscripted content to streaming, broadcast, and hybrid distribution, we represent studios, producers, platforms, and talent across development, production, financing, rights clearance, licensing, talent agreements, and global distribution. With an international vantage, we guide clients through evolving release windows, format innovation (including digital-first, multiplatform and immersive formats), territorial rights, and exploitation in traditional and new media outlets.
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Virtual, Augmented and Mixed Reality
We partner with innovators building immersive worlds and experiences across AR, VR, and MR technologies. Our work spans hardware and software development, volumetric and spatial capture, 3D asset and digital twin licensing, metaverse and virtual environment architecture, interactive content monetization and platform strategy and the licensing and regulatory frameworks that underpin immersive experiences across formats. We are on the cutting edge of defining new modes of engagement and value creation.
Artificial Intelligence and Machine Learning
As artificial intelligence and machine learning reshape creative, enterprise, and consumer ecosystems, we advise clients on the legal foundations of data governance, training data and model asset rights, generative and synthetic content, algorithmic transparency and accountability, and the commercialization of AI-enabled systems and services. Drawing on experience in landmark training and retrieval-augmented generation (RAG) licenses, M&A and strategic investments, global regulatory compliance, and IP/privacy risk mitigation, we help media, technology, and enterprise clients operationalize innovation while managing complex intellectual property, privacy and regulatory exposures.
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Social Media and Creator Platforms
We guide platforms, creators, brands, and agencies through the evolving ecosystem of social-first content, monetization, influencer activations and creator economy business models. Our services include structuring creator, influencer, and platform agreements; user-generated content moderation and liability frameworks; brand and platform collaborations; platform policy and terms-of-service compliance; rights clearance; and monetization in a fast-moving social and digital media landscape.
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Marketing, Advertising and Sponsorships
In an era of programmatic, personalized, interactive, and data-driven campaigns, we advise on the full spectrum of marketing and advertising initiatives—from ad tech strategy, data licensing, and privacy compliance to influencer collaborations, sponsorships, brand integrations and loyalty/reward programs. We partner with brands, agencies and platforms to manage risk and maximize impact. 
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Live Events, Broadcasting and Experiential Production
We represent producers, promoters, venues, streaming platforms and brands in the production, licensing, distribution and monetization of live and hybrid experiences. Whether for music festivals, esports tournaments, immersive brand activations or broadcast events, we address performance rights, talent deals, sponsorships, streaming rights and physical-to-digital integration. 
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Software, Applications and Platform Transactions

We assist technology companies, developer platforms, mobile app providers and enterprise software businesses with SaaS, PaaS and consumer app licensing, open-source governance, API agreements, data integration frameworks and cross-border platform deployment. We understand how to craft transaction structures and contractual frameworks that align with fast-moving tech markets.

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News, Publishing and Journalism
We advise traditional and digital media companies on content licensing, syndication, archive rights, data licensing for AI training, subscription models, platform distribution, defamation/privacy issues and the transformation of publishing business models. Our focus is on helping clients adapt to changing consumption patterns, new formats and emerging legal regimes.
Gambling and Sports Betting
We counsel operators, platform providers, event organizers, leagues and brands in the regulated, comprehensive area of sports betting and interactive gaming, covering licensing, platform partnerships, data rights monetization, content licensing for live sports and esports wagering, compliance with state and international gaming laws and responsible gaming frameworks.
Connected Fitness, Health and IoT Experiences
At the intersection of entertainment, wellness, fitness, and consumer technology, we guide hardware and software providers, app developers, content licensors and platform operators through regulatory, licensing and data governance issues. From connected fitness platforms to IoT-enabled experiences, we help clients capitalize on next-generation consumer engagement while safeguarding privacy, IP and regulatory risk.
Payments, Privacy and Consumer Protection for Interactive Platforms 
As interactive platforms increasingly integrate seamless payments, virtual economies, digital wallets, subscriptions, in-app purchases, and creator payout systems, we counsel publishers, platforms, fintech companies, and payment processors on the regulatory, transactional, and consumer protection issues that shape monetization in digital environments. Our work spans federal and state money transmission and payments law, card network rules, UDAAP and advertising disclosures, privacy and cybersecurity compliance, age-appropriate design and COPPA/teen safety, and risk-mitigation frameworks for real-time, user-driven commerce. We help clients design and launch compliant payment products, structure processor and bank partnership agreements, implement scalable compliance and data governance programs, and respond to regulatory inquiries from the FTC, CFPB, state agencies, and global authorities. With deep experience across fintech, consumer tech, and emerging media platforms, we ensure that monetization strategies and interactive experiences are commercially effective, legally compliant, and aligned with evolving regulatory expectations.
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Experience

Representative Matters

  • Represented Vindex LLC in its acquisition of the Belong Gaming Arenas Brand and Partnership with Game Digital.

  • Represented Vindex LLC in its simultaneous $80+ million capital raise, acquisition of Next Generation Esports (NGE) and the launch of Esports Engine—both industry-leading companies in esports operations, production and technology.

  • Represented Ready at Dawn, the studio and veteran game developer behind Lone Echo and The Order: 1886, in its acquisition by Facebook.

  • Represented GAN Limited, a UK-based maker of gambling software, in its $62.4 million initial public offering in the U.S.

  • Represented entrepreneur and philanthropist Nick Gross as the lead investor, in a multimillion-dollar Series A investment in ReKTGlobal, including to finance Rogue’s franchise participation in the League of Legends European Championship.

  • Represented Mastercard in the negotiation of a multi-year sponsorship agreement with Riot Games making Mastercard the first global sponsor of the studio’s online multiplayer game League of Legends.

  • Represented global leader in consumer audio products on a multi-year, multimillion-dollar deal to become the exclusive audio partner of a prominent lifestyle brand and gaming organization. Represented Sony Interactive Entertainment in its acquisition of Insomniac Games.

  • Represented AmazeVR in matters related to artist, label and publishing deals for the VR content and bus tour.

  • Represented Allied Esports on its lease of the 30,000 square-foot HyperX Gaming Arena at the Luxor hotel in Las Vegas.

  • Advise Turtle Beach on its patent, trademark and other intellectual property matters.

  • Represented Machine Zone and defeated putative class action seeking to convert Game of War into an unlawful gambling enterprise.

  • Represented Seismic Games, developer of mobile games including "Marvel Strike Force," and "Blade Runner: Revelations," in its acquisition by Niantic, the creator of Pokémon Go.

  • Represented financial investor in private equity investment in Probably Monsters, a builder of AAA video game studios.

  • Represented world-renowned esports athlete and influencer, Matt Haag (Nadeshot), in the formation of 100 Thieves esports company in partnership with Dan Gilbert and the Cleveland Cavaliers.

  • Represented FunPlus Phoenix with its formation and the acquisition of its franchise spot in the League of Legends Pro League.

  • Represented Activision regarding $100M acquisition of the Guitar Hero franchise from Red Octane.

  • Represented Oculus and Oculus Story Studios in various entertainment, licensing and production related transactions, including the production of a promotional video featuring founder Palmer Lucky and the band DragonForce to announce the launch of the VR version of Harmonix’s Rock Band.

  • Represented Activision Blizzard Studios in negotiation of license agreement with Netflix for two seasons of the animated Skylanders Academy series based on one of Activision’s most recognizable video game franchises: Skylanders.

  • Represented Supermassive Games in connection with several cutting-edge videogames, including “The Quarry” to be launched on Google’s new Stadia platform, and “House of Ashes.”

  • Represented Dynamic Social Gaming in negotiating celebrity endorsement agreements for its gaming properties.

  • Represented Sky Union (IGG) in a successful defense of class action concerning whether micro-transactions involving virtual currencies violate state anti-gambling laws.