Remember when Sonic appeared in a Progressive Auto Insurance commercial? Or when Sonic was pushing LifeSavers candies and cans of pasta in the 1990s? Well, expect to see more ads like this in the near future. Reported by MediaPost comes the news that SEGA as well as Capcom have joined up with a new agency that licenses video game characters for ad campaigns. The agency, named GameBridge, was founded by Billy Bell and the agency’s goal is, in his words, “to make it much easier and more efficient for both advertisers and game publishers to connect their respective characters and brands”. The name GameBridge refers to a ‘bridge’ for brands and gaming characters to connect for cross promotional opportunities.

GameBridge will act as SEGA’s agent for licensing partners, serving as the middle man for advertisers and agencies and IP holders of video game characters. For now, the New York based agency is acting as SEGA and Capcom’s agent, but in the future they could expand to represent other game companies and characters. Also announced is that GameBridge has partnered with video game music digital download service Sumthing Else, providing clients a music licensing service. Additional GameBridge partnerships will provide production services, including film and video production, post-production resources, and animation and effects.

While Sonic was specifically called out as a likely character SEGA would utilize in future marketing opportunities, GameBridge could utilize other characters from the company. How about Jet Set Radio‘s Beat selling cans of Krylon?