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The Speakeasy

SEG3

Business & Entrepreneuriat

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Sport

Fréquence : 1 épisode/19j. Total Éps: 21

The Speakeasy is a podcast that takes you behind-the-scenes at your favourite sports, entertainment and gaming brands - giving you a glimpse into the deals, strategies & innovations that are helping to keep you entertained. Whether you’re a die-hard fan, part of the industry, or just curious about how the biggest brands in sport, entertainment and gaming do what they do, The Speakeasy is your all-access pass to the stories behind the moments that are defining pop culture.

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Données mises à jour le 10/09/2026

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Fun, Audience, and Franchise: How Subway Surfers Made it to the Oscars

Saison 1 · Épisode 20

jeudi 27 août 2026 • Durée 59:36

0:35 – Introduction: how Mathias Gredal Nørvig became CEO of SYBO

3:20 – Unpacking almost 5 billion downloads: what gave Subway Surfers its "lightning in a bottle" spark

6:25 – The moment Subway Surfers stopped feeling like a hit game and started feeling like a franchise

8:30 – How SYBO knows when an IP has broken into the wider cultural conversation

11:15 – Why Easter eggs and cultural nods were built into Subway Surfers from day one

14:00 – Defining SYBO today: game studio, IP owner, or entertainment company?

16:15 – How SYBO finds the right tone for IP expansion and measures success beyond game metrics

19:40 – How platform mechanics, from TikTok to Instagram, shape the way SYBO tells stories

22:35 – Why balancing UGC freedom with protecting the Subway Surfers DNA is key to fan engagement

25:00 – Where overexploitation begins: lessons from SYBO's licensing journey

30:50 – How SYBO manages one breakout IP alongside new bets like Blades of Brim and Subway Surfers Cities

38:00 – Inside the Brawl Stars x Subway Surfers collaboration

41:10 – How SYBO turns a viral spike into lasting retention once the crossover hype fades

43:40 – What Mathias would advise to anyone starting a new mobile-first IP today

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From Bluey to Doctor Who: How BBC Studios Grows its Iconic IP

Saison 1 · Épisode 19

jeudi 20 août 2026 • Durée 59:36

0:00 – Who is Shelley Macintyre, and what does BBC Studios' Brands & Licensing division actually do?

1:10 – What does "show to shelf" mean in practice?

3:00 – How did a career at Unilever, Coca-Cola, and SipSmith prepare Shelley to build entertainment franchises?

12:10 – With such a wide catalogue of IP, how does BBC Studios decide what fits where?

12:45 – What's the three-step journey from cultural relevance to fan demand to commercial conversion?

15:00 – What makes Bluey's storytelling work for toddlers and their exhausted parents at the same time?

18:00 – How does a 60-year-old IP like Doctor Who stay relevant to new fans and nostalgic ones alike?

21:25 – What does it mean for a brand to have "permission" to stretch into new territory?

26:20 – What were the earliest signals that Bluey was becoming a global franchise, not just a hit show?

30:00 – How does BBC Studios think about fan-made content it doesn't control?

34:10 – Beyond sales, what actually signals a franchise is healthy?

36:50 – How different is the platform strategy for Doctor Who's core fans versus Bluey's stretch audiences?

40:35 – How do you localise a global franchise like Bluey without losing what makes it "Bluey"?

43:45 – With the Bluey movie landing in 2027, how do you keep a franchise from becoming overexposed?

47:55 – What are the first questions Shelley asks when a new IP shows franchise potential?

53:20 – What can traditional media learn from creators building their own IP — and what can creators learn back?

59:00 – Where is Shelley least confident the industry is getting it right?

Racing, Roblox, and Building Fandom of Formula E

Saison 1 · Épisode 18

jeudi 13 août 2026 • Durée 56:13

00:00 – Introduction

00:30 – From strategy consulting to Formula E: how does that background shape building a commercial operation inside a sports series?

07:45 – Fans regularly ask for a standalone Formula E game. What's the thinking behind not building one?

09:10 – What did the NFT racing game in Season 7 teach the team about evaluating new opportunities?

11:35 – Without revenue pressure on the gaming side, how does that change who Formula E chooses to partner with?

19:00 – Why the team baked creative flexibility into their Roblox IP activation from day one

20:25 – What is Brainrot, and what made it the right fit for Formula E's Roblox audience?

22:20 – What did the response to the Brainrot trailer teach the team about which channels suit which content?

23:15 – How a brand can actually get discovered on Roblox

27:50 – Beyond player numbers, what does a gaming partnership deliver for a team or sponsor's media value?

31:10 – Why does the physical Gaming Arena remain Formula E's most popular fan village activation?

35:45 – Is gaming simply another distribution channel for Formula E's IP, or something fundamentally different from broadcast?

40:05 – Where does Sanjay see the biggest untapped opportunity for Formula E's IP right now?

47:10 – How well do brands currently understand the value of a gaming audience?

53:25 – What's the mindset shift that separates sports properties building lasting IP ecosystems from those simply accumulating licensing deals?

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How Ubisoft turns Video Games into Transmedia Franchises

Saison 1 · Épisode 17

jeudi 6 août 2026 • Durée 49:20

EPISODE NOTES

0:00 – Introduction

0:40 – 28 years at Ubisoft: from assistant brand manager to running Film & Television

2:55 – Why there's never really been a "playbook", and why one would be obsolete within six months anyway

6:00 – What The Last of Us as can teach about timing that you just can't manufacture

7:55 – Why Assassin's Creed on Netflix and Five Nights at Freddy's require completely different playbooks

10:20 – What really makes a game IP "cinematic"

13:25 – 4 Million views on TikTok: how the Rabbids clips overtook the game as the entry point to the IP

19:45 – Why sometimes ignoring fan backlash is the right move.

20:36 – Why creator passion for the IP matters more than industry pedigree

23:11 – The current gold rush of game adaptations, and why "movie number two" is where the real franchise test happens

26:49 – Fandom over format: why book, game and creator-economy audiences are all the same asset

27:56 – How Ubisoft keeps its own creative talent, and audiences, from franchise fatigue

34:26 – How a local-first strategy can help beat over-saturation

35:15 – What actually separates a franchise from a one-hit wonder

37:40 – Managing fan expectations (and leaks) on IP that's always "in development"

42:00 – Where games and entertainment convergence goes next

44:52 – Why turning fans into co-creators is the key to keeping them for life

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Storytelling as Strategy: Inside Banijay Branded Entertainment

Saison 1 · Épisode 16

jeudi 30 juillet 2026 • Durée 48:36

EPISODE NOTES

00:00 – Introduction

02:45 – What did it take to build Banijay Branded Entertainment from scratch?

03:50 – Just how big is Banijay, and where does branded content sit within that scale?

05:35 – How does sport fit into Banijay's storytelling strategy?

07:15 – What's the real difference between branded entertainment and advertising?

09:45 – How branded entertainment plays the long game when younger audiences are choosing brands based on values.

11:55 – How do you find the right genre match for a brand?

12:35 – Why telling a values-led story always trumps selling a product.

15:40 – How do you actually measure success in branded entertainment?

17:00 – What did Changing Rooms x Dulux prove about branded content driving real sales?

19:40 – Are more brands building branded entertainment into their strategy from day one?

23:40 – Why does timing matter so much, and why is coming in early the key to a natural, non-invasive integration?

26:00 – Why is branded entertainment becoming more important as commissioning budgets shrink?

32:55 – How do you extend content into live experiences without losing the heart of your IP?

43:30 – What are the two biggest misconceptions brands have about branded entertainment?

45:00 – Where is branded entertainment heading next, and will it become a standard line in every brand's marketing mix?

47:55 – Closing thoughts

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Behind the Scenes of the World’s Largest Marathon

Saison 1 · Épisode 15

jeudi 23 juillet 2026 • Durée 56:22

0:00 – Introduction

0:15 – The numbers behind the ballot: 1.3 million entries and counting

2:00 – Why "inspiring activity" is the mission, not just running a race

3:15 – The enduring power of broadcast in a declining-audience world

7:40 – What London Marathon Events actually does for the other days of the year

8:45 – Inside the year-round product and tech cycle behind race day

12:45 – How LME approached building its app: from blank page to tracking thousands of runners

15:00 – How to choose vendors, and the red flag that ends a pitch

16:50 – How to turn ballot rejections into on-ramps for engagement

20:00 – Why it’s key to build products for every kind of runner

24:55 – Where AI actually will disrupt the most

32:35 – What happens when organisations bet everything on AI

37:25 – How LME builds a roadmap in a fast-moving world

45:35 – What dwell-time data really proves

47:00 – What's next: fusion events and expanding LME's reach

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💬 Got a question or guest idea? Email us at: info@seg3.com

The AI Innovation Bringing Hasbro's Characters to Life

Saison 1 · Épisode 14

jeudi 9 juillet 2026 • Durée 45:48

0:00 – Introduction

1:35 – Why Trivial Pursuit Infinite was the experiment that changed everything

3:00 – Inside the moment that led to an AI Ouija board with 250,000 interactions in 72 hours

4:20 – Why iconic IP lands completely differently with AI voices

5:00 – Why traditional licensing isn't built for characters that speak in real time

5:40 – What is the character operating system — and what is the golden record?

8:20 – How Behavioural licensing came to be, and why it didn't exist before Sixth Wall

8:45 – Why infringement at scale is actually a signal, not just a problem

9:40 – What happens when you ask an LLM "Peppa, do you like bacon?"

15:15 – What happens when your characters run their own 24-hour station, and how it informs character deployment

18:50 – Why Hasbro got talent compensation right before going to market

23:35 – 12 characters live now, vaults full of IP to come — what's the roadmap?

28:40 – How inbound and outbound moderation keeps characters in canon and safe

31:30 – Why CEO buy-in and a culture of experimentation are so important

38:01 – Sixth Wall is open for business: character-as-a-service, and what that actually means

40:40 – What is the vision for the future of Hasbro's AI characters?

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How Wimbledon Balances Heritage and Innovation

Saison 1 · Épisode 13

jeudi 2 juillet 2026 • Durée 01:02:31

00:00 – Introduction

02:20 – How Wimbledon is serving their 750 million global fanbase

05:30 – The shifting media landscape, and Wimbledon's distribution strategy

08:15 – Wimbledon's 35-year partnership with IBM, and how its helping them drive innovation

11:10 – Wimbledon's AI journey

12:10 – Match Chat, Live Likelihood to Win, and the AI features redefining the on-court experience

17:35 – Why a multi-year delivery cycle is key to fan retention

21:00 – How Wimbledon is leveraging data, fan research and pilot programs to decide on where to place their bets

28:00 – Why ticket accessibility is so fundamental to the Wimbledon Brand

32:30 – The 100+ year partnership with the BBC, and their new launches for the 2026 Championships

43:10 – Wimbledon's gaming strategy, and their new launches on Roblox for the 2026 Championships.

44:00 – Wimbledon's approach to storytelling and entertainment

52:10 – The KPI's that Wimbledon are judging success in gaming around

58:00 – The vision for the next 5 years, and how they plan to serve every type fan a relevant, curated experience at scale

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The Era of Immersive Marketing

Saison 1 · Épisode 12

jeudi 16 avril 2026 • Durée 35:57

00:00 – Introduction

03:00 – Nic's journey from indie filmmaking to Fortnite builds

06:00 – Why meeting players inside the experience itself matters most.

08:30 – The real benefit that today's biggest platforms offer to brands.

10:00 – Why certain brands should opt for owned, always-on experiences vs integrations

13:00 – Inside Sawhorse’s biggest brand partnerships.

15:45 – What made the How to Train Your Dragon activation a success?

18:45 – What can gaming learn from music when it comes to fan relationships?

24:00 – The pitfalls of building for your brand, not your audience.

28:40 – What does the future of in-game advertising look like?

33:00 – Why the gamification of entertainment matters for brands trying to reach younger generations.

35:00 — Closing thoughts.

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Investment, Innovation & Growing Bandai Namco’s Franchises

Saison 1 · Épisode 11

jeudi 2 avril 2026 • Durée 45:02

00:00 – How connecting with fans leads to monetisation.

03:00 – What does a winning IP strategy look like with legacy franchises?

10:30 – What does a typical day look like across partnerships, licensing, and venture investing?

13:50 – How the Zero to One Fund helps Bandai Namco to keep ahead of the industry.

16:40 – Should gaming companies invest in content or technology?

19:50 – Where does the best deal flow come from in gaming?

21:40 – How to decide whether to build, buy, invest, or partner?

25:00 – What gives a company a competitive edge in gaming in 2026?

27:30 – Where is the next generation of gamers playing?

30:45 – The strategy to generating long-term success in a hit-driven entertainment and games business.

35:00 – How is the industry adapting to UGC and shifting platform models?

39:00 – Why fandom and community engagement more important than ever.

42:30 – How do legacy IPs like Pac-Man and Gundam stay relevant for decades?

44:30 – Closing thoughts.

--

🎧 Subscribe to The Speakeasy

🌐 Visit our website: www.seg3.com

📩 Join our newsletter for weekly deep dives into culture & technology: https://seg3.beehiiv.com/

📱 Follow us on LinkedIn: @SEG3

💬 Got a question or guest idea? Email us at: info@seg3.com

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The Speakeasy – Détails, épisodes et analyse

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