BradentonHerald.com reports on the formation of mPlay, a licensing and merchandising company formed by former Microsoft Xbox exec to focus on the world of video games. Word is their first product is Realtime Worlds' upcoming All Points Bulletin, so don't be surprised when the APB Happy Meals show up at Mickey Ds. "Anyone in the interactive entertainment industry knows how costly it is to develop a videogame let alone make it profitable, yet few companies realize how impactful a licensing and merchandising program can be directly to the bottom line when approached strategically and as an integral part of a game’s business plan," says Ed Ventura, a partner in the project. "Most companies consider licensing only after a game’s release and then without proper approach, which can hurt the brand and leave potential revenue on the table."