Per Welander

Birdhouse gave its boards to THPS for free, then sales went ballistic

Birdhouse struggled for years and only turned profitable around 1997–98. When the game came out, Tony's partner Per Welander wanted Activision to pay for including Birdhouse boards. Tony argued for free placement as the 'ultimate marketing tool.' Sales exploded, and roughly 1999–2005 was Birdhouse's peak.

“I said, you know, we got to include our skateboards in the game as options. And he said, well, they should be paying us. And I was like, they don't have any money. You know, they weren't throwing money around at the time. And also, I disagree because I feel like this could be the ultimate marketing tool. Once this gets out there, people will know what Birdhouse is. And a lot of, you know, some of the skaters in the game were Birdhouse riders. Of course, but also because I believe they were some of the best at the time. And that is what happened. When that game got released, our sales went ballistic.”

Steal thisGive your product away for placement inside a partner's breakout product. The distribution is worth more than a licensing fee.