Intangible rights will play an increasingly important role in the value creation of companies in the future, especially if it is done in a structured manner. The international licensing business in 2014 amounted to USD 241 billion. In Finland, the value of copyright-based business in 2008 was EUR 25 billion and value added amounted to 7 % of the national product (sources: Licensing Industry merchandisers’ Association; StatFin). These are therefore important activities both nationally and internationally. Properly exploited intangibles can increase the company’s turnover significantly, especially in the creative sectors, as shown by Rovio and Angry Birds, for example. In the entertainment industry, characters and licences are not seen as separate individual objects, but as part of a comprehensive, multi-channel approach to marketing. The use of multiple channels and platforms simultaneously utilises multiple parties and creates synergies when, for example, a game or animation character gets more visibility in several media and products. From an economic point of view, this approach maximises the benefits to be achieved and reduces the risk of an individual operator. This multi-channel approach of 360° is becoming more and more common. However, at present, the potential of intangible rights is not always exploited, as creators and SMEs in the creative sector lack the know-how, resources and the right tools, and business developers do not have the practical know-how or experience to provide this. The aim of the LicenseUp project is to improve the operating conditions and turnover of the creative industries, in particular the audiovisual and gaming industries, by developing their skills to capitalise on their intangible capital. For example, brand building and management, licensing principles and business model will be dismantled in order to lower the threshold for such a trade and to be able to think more fully as part of the business of licensing and exploitation of intellectual property rights. In order to avoid leaving the expertise to a limited number of experts, it is also intended to familiarise representatives of regional developer organisations with the theme and thus reach out to businesses across the country. In addition to raising skills, the project will provide companies in the creative and other industries with concrete opportunities to meet and plan cooperation.LicenseUp will target two key target groups: 1) SMEs in the AV and gaming sectors (and, in the alternative, other industries) — the aim is to make companies in the audiovisual and gaming sectors in particular identify the intangible assets generated by their work — be it technical or artistic — and recognise their economic potential. Thanks to the project, creative companies will know how to exploit their intangible capital, who are potential business partners within creative industries and other industries, and know how and where to meet these partners. Successful cooperation is of significant economic and marketing importance to all parties involved in the cooperation. As a concrete measure, the project organises a roadhow for coaching and matchmaking events, which circulates in different locations. The coaching section informs companies about the possibilities of intellectual property rights and provides guidance on how to exercise their intellectual property rights firsthand. In the matchmaking section, license owners and seekers can meet each other to find new partners and business opportunities. The last matchmaking event will be made international.2) Business Development Organisations — In order to avoid regionalisation of the information and events produced and conveyed by the project or to forget about the project, the aim is also to familiarise representatives of regional business development organisations with the theme. By participating in project events and other activities, the representatives learn more about the exploitation of intangible capital, especially in the creative sectors, and better recognise the potential of local companies to exploit intellectual property rights. This expertise can be shared regionally, e.g. in the sparring of start-ups and those seeking advice. If they so wish, developer organisations can also independently continue the series of events piloted during the project in their area based on the materials provided by the project. As a concrete measure, LicenseUp creates a concept that can be used throughout Finland to activate the exploitation of intellectual property rights. The project will activate cooperation between business development organisations around intellectual property rights. A more effective measurement of the effectiveness of intellectual property rights will also be explored.