If you’re planning to launch a game platform, add interactive content to your website, or simply monetize through browser-based games, HTML5 games are a great choice. But before you make a purchase, there’s an important decision to make: Should you license a ready-made game or go for custom development?
Both options have their pros and cons. In this blog, we’ll explore Licensing vs. Custom Development of HTML5 games so you can make an informed choice that suits your budget, timeline, and goals.
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What Are HTML5 Games?
HTML5 games are browser-based games that work across different devices – desktops, smartphones, and tablets – without the need for extra plugins or downloads. They’re lightweight, fast-loading, and ideal for cross-platform use.
Whether it’s for entertainment, e-learning, marketing, or skill development, HTML5 games are a popular choice due to their flexibility.
What Is Game Licensing?
Licensing HTML5 games means purchasing the rights to use an already developed game. It’s like renting a house instead of building one from scratch.
There are typically two kinds of licenses:
- Non-exclusive License: Multiple businesses can buy and use the same game.
- Exclusive License: You get exclusive rights – the game won’t be sold to anyone else.
Pros of Licensing HTML5 Games
- Faster Deployment: You can go live within days.
- Lower Cost: Much cheaper than building a custom game.
- Proven Quality: The game has likely been tested and refined.
- Easy Integration: Often comes ready with documentation and support.
Cons of Licensing
- Limited Customization: You can only modify certain elements like branding or UI.
- Not Unique: If it’s non-exclusive, others may be using the same game.
- Less Control: You might not get full access to the source code or make deep changes.
What Is Custom Game Development?
Custom development means building a game from scratch according to your vision. This involves hiring a development team (in-house or outsourced) to create a unique product based on your ideas.
Pros of Custom Development
- Complete Control: From visuals to gameplay, everything can be tailored to your needs.
- Unique Product: Your game will stand out in the market.
- Scalability: You can plan future updates, features, or monetization methods.
- Better Integration: Custom-built games can fit perfectly with your business ecosystem.
Cons of Custom Development
- Higher Costs: More time, more effort – which means higher investment.
- Longer Time to Launch: Development can take weeks to months.
- More Involvement Needed: You’ll need to collaborate closely with the developers.
Licensing vs. Custom Development: Key Comparison
| Feature | Licensing | Custom Development |
|---|---|---|
| Time to Market | Fast (few days) | Slow (weeks to months) |
| Cost | Low | High |
| Customization | Limited | Fully customizable |
| Uniqueness | Non-exclusive/exclusive | 100% unique |
| Maintenance | Usually vendor-supported | Responsibility on you |
| Ideal For | Quick projects, MVPs | Long-term, brand-specific games |
When to Choose Licensing
- You need a game urgently for an event or campaign.
- Your budget is limited.
- You’re testing the waters or launching a prototype.
- You want a low-risk investment with proven games.
When to Choose Custom Development
- You have a unique idea or brand story to tell.
- You want to stand out in a crowded market.
- You need advanced features or integrations.
- You’re building a long-term product with regular updates.
Hybrid Approach: Best of Both Worlds
Some businesses start with licensed games and later invest in custom development as they grow. This phased approach helps test market response while keeping initial investment low.
You can also license a game and customize it moderately – a middle-ground option that works for many companies.
Final Thoughts
Both licensing and custom development of HTML5 games have their place in the market. The right choice depends on your goals, timeline, and budget.
- If you want to launch quickly and affordably, go for licensing.
- If you want a unique and tailored experience, opt for custom development.
Still unsure which path to choose? At Juego Studios, we offer both licensing and custom game development services. Our experts can guide you in selecting the best solution based on your project needs.
Looking to buy HTML5 games? Check out Genieee – a trusted provider of high-quality, engaging HTML5 games. Visit Genieee to explore our collection and find the perfect games for your business.
Licensing vs. Custom Development: What to Know Before You Buy HTML5 Games – FAQ
1. What’s the difference between licensing and custom development of HTML5 games?
Licensing means buying the rights to use an existing HTML5 game. You don’t own the game code but can use it based on the terms set by the developer.
Custom development means hiring a team to build a unique HTML5 game from scratch, tailored to your specific needs and goals.
2. When should I choose game licensing?
You should choose game licensing if:
- You want a ready-made game to launch quickly.
- Your budget is limited.
- You don’t need unique features or branding.
- You want to test the market before investing in a custom game.
It’s ideal for marketing campaigns, education, casual gaming portals, and short-term promotions.
3. When is custom development the better option?
Go for custom development if:
- You need a unique game idea brought to life.
- You want full control over design, features, and functionality.
- You aim for long-term monetization or brand integration.
- You require backend integration, user management, or advanced features.
Custom-built games are ideal for startups, IP-based games, enterprise solutions, and serious games.
4. Is licensing cheaper than custom development?
Yes. Licensing is more affordable because you’re paying for an already developed game. Custom development involves design, coding, testing, and iterations, which increases the cost.
However, licensing may have limitations in branding, features, and user rights compared to custom development.
5. Which one takes less time to go live?
Licensed games can be deployed in a few days or weeks, depending on the level of customization (e.g., branding, ads).
Custom games may take several weeks to months to complete, based on complexity and scope.
6. Can I customize a licensed HTML5 game?
Usually, yes. Many developers offer reskinning or light customization for licensed games—like changing logos, colors, characters, or music. But deeper changes (like adding features or altering gameplay) may be limited.
Always check the terms of the license before buying.
7. What types of licenses are available?
There are different license types:
- Non-exclusive license – Others can buy the same game too.
- Exclusive license – Only you can use it; usually more expensive.
- White-label license – Lets you rebrand the game as your own.
- One-time purchase or subscription-based licenses – Depends on the seller’s model.
Always confirm usage rights, hosting options, and source code access before purchasing.
8. Do I get the source code with a licensed game?
Not always. Some licenses include the source code, while others don’t. If you need to make advanced changes, make sure the license includes full access to the source code.
Custom development always includes the source code as per your agreement.
9. Which is better for startups?
If you’re testing the market or have a tight budget, licensing is a great way to start fast.
If your business model relies heavily on a unique game experience or monetization features, custom development is a better long-term investment.
10. Is SEO important for HTML5 games?
Yes! If you’re embedding HTML5 games on a website or using them for marketing, SEO can help drive organic traffic. Use SEO-friendly game titles, meta tags, and include descriptive game text on your site.
This applies to both licensed and custom-built games.
11. Who owns the game in each model?
- Licensing: The original developer owns the game. You’re just buying the right to use it.
- Custom Development: You (the client) own the game, assets, and code—depending on your contract.
12. Can I monetize a licensed HTML5 game?
Yes, but it depends on the license. Many licensed games support:
- Ads (via AdMob or other networks)
- In-game purchases
- Pay-per-play models
Make sure your license covers commercial use and monetization.