This week on Brands In Play, Nic Hill and Albane Prioux sit down with Karl Stewart, SVP of Marketing & Head of the Imagine AI platform at IGN, to unpack how 30 years of gaming data is reshaping brand strategy: from Batman, Tomb Raider and Marvel to Roblox, Fortnite and Gen Alpha. 

In the news, Netflix moves to acquire Warner Bros. film, streaming and games business, immersive OOH billboards steal attention, Meta signs multi-year AI content licensing deals with major news publishers, and Roblox launches its own YouTube series?!

For our Real-Time Review, Albane jumps into Crocs Quest on Roblox! Digging into what the experience nails, where it wobbles, and what brands can learn from how it’s built.

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#brandsinplay  #ign

[NEW EPISODE ALERT] 

Episode 44 of Brands In Play Nic Hill and Albane Prioux are joined by Joe Condon, founder of SEG3, where we dig into how sports, entertainment, and gaming collide around next-gen fan experiences. Joe walks through why he built SEG3, how the conference connects IP owners, brands, and developers in the same room, and the three big trends he’s watching across UGC IP, licensing, and fandom-driven ecosystems going into 2026.

In the news this week: Samsung launches its new “Game Break” ad model for connected TVs, Epic introduces a new IP approach on Fortnite, Meta’s stock climbs on reports of major metaverse cuts, and Discord rolls out in-game commerce inside official game servers.

For our Real-Time Review, Nic heads to the SEG3 conference in Los Angeles, sharing takeaways from the show floor IRL!

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#brandsinplay #SEG3

This week on Brands In Play, Albane Prioux and Nic Hill sit down with Christian Lau, Chief Technology Officer at Los Angeles Football Club. Christian takes us inside LAFC’s tech playbook, from autonomous retail and face-based ticketing for faster beer pours, to a full network overhaul ensuring fans can stream, share, and connect without friction. He also breaks down why gaming activations only work when teams commit to maintaining them and when resources truly match ambition.

In the news, Fortnite launches K-Pop Demon Hunter with lightning speed. Meta, OpenAI, and Google DeepMind debut Gen-AI social apps across Vibes, Sora, and YouTube Shorts. Netflix reopens its gaming ambitions with an interesting job posting. And Meta doubles down on automating the advertising industry with new Business AI and Advantage+ tools.

Finally, in our Real Time Review, The Great British Bake Off comes to Roblox! A perfectly replicated tent, chaotic mini-games, and a tidy voting loop.
Watch the full episode  [Link In Comments]

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#brandsinplay  #lafc  

On Episode 34 of Brands In Play, Nic and Albane are joined by Matt Edelman, CEO of Super League. Drawing on decades of experience at Marvel, Endeavor, and Super League’s own NASDAQ journey, Matt breaks down the rise of playable media, why brands need to understand the “state of play,” and what it will take for immersive activations to shift from experimental budgets into the core media mix.

News headlines this week: Fortnite x Daft Punk • AI companies turning to traditional advertising • EA accepts $55B private buyout • Meta Labs retail expansion

Real-Time Review: LEGO’s Expedition Antarctica activation on Roblox. We talk seamless integration, sharp brand alignment, and key lessons in attribution.

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#brandsinplay #superleague #roblox #lego

This week on Brands In Play, Nic Hill and Albane Prioux sit down with Brendan Stock, CEO and Co-Founder of Chartis, one of the top UEFN creator networks. Brendan shares how his team helps creators scale from hobbyists to professionals, why brands should think twice before building their own island, and what really makes Fortnite a premium platform for marketers.

In the news, Fortnite fires back at Roblox with a huge update. Creators can now sell items directly inside their own islands (keeping 100% of revenue through 2026), plus sponsored tiles for discovery and new community tools. We also cover Ubisoft’s Tom Clancy IP heading to Netflix, The Conjuring’s holographic OOH ads, and Amazon x Netflix’s surprise advertising alliance.

And in our Real Time Review, we take you inside Meta Connect, where Meta laid out its Horizon roadmap, new glasses, and bold AI experiments.

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#brandsinplay #meta  #fortnite #uefn  

This week Albane Prioux and Nic Hill break down the latest in immersive marketing, from Meta’s push into AI-powered smart glasses to Kai Cenat’s Fortnite takeover, Nintendo’s unexpected Virtual Boy revival, and Guinness stepping into Netflix with House of Guinness.

The Real Time Review puts Crocs’ branded Roblox world under the microscope, where scavenger hunts, Jibbitz charms, and player surveys blur product marketing with gameplay.

And in our Deep Dive: LEGO’s entertainment empire. From Star Wars sets saving the company to billion-dollar bets with Epic Games, we unpack how the Danish brickmaker became a master of transmedia strategy across film, streaming, and UGC gaming.

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#brandsinplay  #lego

Back from RDC with the stories you can’t miss. In episode 31 of Brands In Play, Nic and Albane discuss what stood out in the room. DevEx rates finally shifted, Roblox’s engine upgrades edging toward AAA, the Kodansha licensing deal, native avatar makeup, and “Moments,” the new in-game social feed that could redefine discovery. 

Albane puts Moments under the microscope with a sharp real-time review: what excites, what’s missing, and where creators still need support.

And the highlight, our live RDC interview with Roblox VP of Product, Ads & Commerce, Louqman Parampath. Hear firsthand how Roblox is rolling out immersive ads and balancing safety and monetization. 

Plus, Hollywood sets its sights on games with Life Is Strange Series and Call of Duty Movie, and lastly, Creator Games lines up investment for 200 Roblox titles over three years.

Tune in now, join the conversation, and tell us what RDC update caught your eye.
Watch the full episode  and hit follow on Brands in Play for weekly insights.

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#brandsinplay  #rdc  #roblox #robloxdevelopers 

In Episode 30 of Brands In Play Colton Dunn pulls no punches. The Superstore star and longtime gamer joins Nic Hill and Albane Prioux to swap stories from Halo nights to Ninja Turtle skins, and to share his take on how brands fit, or don’t in the games we play.

This week’s news spans Balenciaga’s return to Fortnite, Activision turning to Giphy for Call of Duty, “Steal a Brain Rot” breaking records on Fortnite, and SpongeBob opening its IP to UEFN creators.

Finally, we have Colton stepping into our Real Time Review to test AirAsia’s Roblox world firsthand before finishing with Albane’s hit, miss and bet! Do not miss it!

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#brandsinplay  #ColtonDunn 

Albane Prioux is on vacation this week, so Lee Kebler (TechMagic Podcast) jumps in as co-host to join Nic Hill on Episode 29 of Brands In Play.

At the heart of the show is Alex Wechsler, Head of Studios at 100 Thieves. Alex lays out how 100 Thieves went from “just another esports org” to a cultural brand that moves like Supreme but competes like the Lakers. He talks candidly about the esports bubble, the grind of keeping players, brands, and fans happy at the same time, and how live content is becoming the new frontier for sponsorships.

Before diving into our conversation with Alex, we tackled the week’s biggest stories, from serious questions around child safety on Roblox, to Reese’s smart move riding Taylor Swift’s new album announcement wave! This one is for the Swifties. We also tackle Meta’s surprising win with Ray-Ban smart glasses, and yes… even scratch-and-sniff billboards. 

And because no episode is complete without it, Nic jumps into the Real Time Review with a first-hand look at Hi-Chew’s latest Fortnite activation. From vibrant worlds to branded wearables, it’s proof that candy companies can play (and win) in UGC gaming.

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#BrandsInPlay #100Thieves #TechMagic

McDonaldland is so back! This time inside Fortnite, as part of a global campaign spanning TV, influencers, and immersive worlds.

On Episode 28 of Brands In Play, we’re joined by Ryan Norrington, Creative Director at Metavision, to talk about what it takes to bring a campaign of this scale into Fortnite and why the platform was the right fit for McDonald’s.

We also dive into the week’s news with Lady Gaga on Roblox, Tim Sweeney clapping back at the Wall Street Journal, Meta Horizon’s big shift, and anime hitting Delta flights. All this before Albane takes us inside McDonaldland on Fortnite herself for a real-time review.

Vote for the Sawhorse SXSW Panel: https://participate.sxsw.com/flow/sxsw/sxsw26/community-voting-sxsw-auth/page/community-voting/session/1752521122603001ycxd

Watch the full episode  on YouTube and Spotify

Episode 28 is now live.

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#brandsinplay  #metavision  #mcdonalds #mcdonaldland 

Episode 27 of Brands In Play, Albane Prioux sits down with Annette Lee, Head of Global Business Development at Zepeto, to unpack how the platform’s avatar-first model has created a global audience that’s majority Gen Z female. Annette breaks down the four creator types driving the economy and how each opens up a different path for brand activations. 

She explains why Hyundai, a car brand, has unexpectedly become one of Zepeto’s top-selling “fashion” labels, and how features like outlinking to real-world sites give the platform a conversion advantage most virtual worlds can’t match. 
Before the interview, Nic Hill and Albane break down a big week in immersive marketing:

• GTA and Battlefield sending strong signals toward UGC integrations
• Panda Express launching across Roblox and Fortnite simultaneously
• Snapchat, WPP & Lumen measuring attention on ad formats
• Netflix House bringing IP into permanent immersive venues in Philadelphia and Dallas

Before shifting into a real-time review where Nic explores Hyundai’s IONIQ 6 activation, jumping into custom photo and video booths, picking up branded wearables, exploring the Planet Hyundai 3D world, and testing out a mobile-friendly racing mini-game.

Watch the full episode  
#BrandsInPlay #Zepeto

Episode 27 is now live.

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#BrandsInPlay #Zepeto

What are the key strategies for successful media buying in gaming?

This week on Brands In Play, Albane Prioux and Nic Hill are joined by Claire Nance from Activision Blizzard Media to talk about what makes an ad campaign effective inside games. We’ll explore how to build campaigns that players actually love, focusing on mobile's unique challenges and opportunities.

We also dive into a bunch of other cool topics, like the rise of anime-inspired ad campaigns, Roblox hitting over 100 million daily users, and why new data from PwC means marketers should rethink their strategies.

And for our Real-Time Review, we're looking at the awesome move the UEFA Women’s Championship made by turning match highlights into an immersive experience inside Roblox.

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Episode 26 is now live.

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#brandsinplay #ActivisionBlizzard #MobileGaming

[NEW EPISODE ALERT] 

This week on Brands In Play, Albane Prioux and Nic Hill unpack immersive holiday commerce in 2025. They cover everything from Target’s Alpine store makeovers and Walmart’s ambient-room shopping, to Amazon’s 3D “Beyond Rooms,” UGC gaming worlds and AI shopping assistants. We stress-test each one on whether it genuinely makes buying smarter and easier, or is it all gloss? Shop… or drop.

In the news, ChatGPT Goes Shopping, Adidas Enters Minecraft, Quentin Tarantino Reveals a Lost Kill Bill Chapter in Fortnite and Disney Plans a Live Animated NBA Game in Real Time.

And we wrap with a Real-Time Review of Formula 1’s new integration into Fortnite. So, how did one of the biggest sports in the world choose to enter Fortnite?

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#brandsinplay #deepdive 

We’ve teamed up with the Kids Media Club podcast to explore one of the strangest and most viral trends in UGC culture: Italian Brain Rot. Together with Jo, Emily, and Andy, we unpack how a chaotic wave of AI-generated characters and in-jokes became a cultural flashpoint across Roblox and Fortnite, sparking games, fandoms, and serious revenue. 

In the news:
 – Bob Ross quietly makes his Fortnite debut
 – Travis Kelce surprises fans inside Roblox
 – A Fortnite map sells to a publisher for millions
 – Meta reveals a wristband that reads micro-movements straight from your wrist

And in this week’s Real Time Review, Nic reports from Comic Con, where Supercell transformed the San Diego Bay into a life-sized version of Brawl Stars’ Star Park. From LED-rigged monorails to MrBeast x Brawl Stars chocolate bars, it’s one of the boldest immersive campaigns we’ve seen all year.

Watch the full episode  [Link In Comments]

#BrandsInPlay #KidsMediaClubPodcast #ItalianBrainrot #MemeCulture

Charles Hambro built GEEIQ before Meta even had the name. In this episode, he joins us to talk about what brand success in virtual worlds actually looks like, why Roblox shouldn’t be treated as an “innovation play” anymore, and how campaign-based activations are overtaking persistent worlds. It’s the kind of conversation that is data-backed, no fluff, and long overdue.

We also talk about Fortnite's algorithm shift to favor non-shooter creators, Roblox’s IP licensing model and its creative tradeoffs, and why Call of Duty players are rejecting cartoon cameos like American Dad.
Plus, Nic jumps into Venmo’s new Roblox game for a real-time review. It’s slick, smart, and surprisingly generous, but is that enough?

Subscribe, listen, and let us know: what questions should we deep dive into next? 

Episode 24 is now live.

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#brandsinplay #GEEIQ #ImmersiveMarketing #UGCgaming #marketingpodcast 

What platforms make sense for your brand? In this special deep dive episode of Brands In Play, Nic Hill (Sawhorse) and Albane Prioux (GEEIQ) answer the top questions brands keep asking about gaming, virtual worlds, and virtual identity.

On this episode they explore the challenges brands are facing with fragmented audiences in gaming and provide insights on how brands can best plan their strategy to only reach audiences that are relevant to them with content that is relevant to each platform.

They also discuss some most recent case studies from Maybelline’s Roblox experience powered by Amazon Anywhere API., Unilever and Minecraft ice cream partnership. Swarovski’s crystal Minecraft collectibles, and Warner Bros' Superman skin in Fortnite.

Plus, in our Real-Time Review, Nic and Albane compete in an AI-powered ad challenge using Veo 3, creating a fictional KFC x F1 campaign in under 5 min. It’s chaotic, creative, and a sign of how fast content production is changing.

Subscribe, listen, and let us know: what questions should we deep dive into next? 

Episode 23 is now live.

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#brandsinplay  

This week, Nic Hill and Albane Prioux are joined by Joe Pace, VP of ASICS Ventures, to unpack how the legacy fitness brand is building an entirely new virtual sport, from scratch. DISC is now live on MetaQuest, and it's not a one-off campaign, it’s a long-term strategy rooted in movement, community, and real brand equity.

We explore what it means to build a branded game with long-term goals: not just awareness, but community, revenue, and cultural credibility. Joe shares how ASICS involved real players in development from day one through Discord, why DISC fills a gap in the fitness-meets-gaming market, and how the brand aligned innovation with brand authenticity every step of the way.

Plus, we break down the latest moves from YouTube’s AI content crackdown, Meta’s investment in Luxottica, the rise of streamer-led brand identities, and the launch of GodMode, a cosmetic brand targeting female gamers.

And for our Real-Time Review, Nic jumps into the ASICS DISC game to battle renowned capture artist Keric Warton in a live VR face-off. What starts as a friendly match quickly turns into a full-on showdown, highlighting just how competitive and physically demanding this new eSport really is. With Nic out for redemption and Keric bringing pro-level precision, it’s a firsthand look at DISC’s gameplay, intensity, and potential as a real sport in the immersive space.

Episode 22 is now live.

Try DISC on MetaQuest now
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#BrandsInPlay #MetaQuest #ASICS #Disc

In episode 21 of Brands In Play Albane Prioux & Nic Hill put the spotlight on Nate Spell, founder and CEO of Barrier Four. His team rebuilt the entire Squid Game Season 3 recap video inside Roblox shot-for-shot. Every dorm bunk, every merry-go-round frame, every contestant mask, using the platform’s own animation tools. Nate explains why they insist on filming inside the engine, how DevCam and frame-by-frame motion keep trailers honest, and what happens when you give the Roblox audience something that actually looks and feels like the games they play every day.

Nate recalls the staged police chase that made a Roblox trailer go viral and ultimately launched his studio, shares numbers from a Care Bears booth drop that cleared twenty-thousand dollars in its first week, and lays out simple rules for any brand thinking about native content: stay in-platform, respect the blocky aesthetic, and never promise visuals you can’t deliver in-game.

This week’s news roundup kicks off with Puma entering Fortnite with the nostalgic SpeedCat shoe, an iconic silhouette now finding new Gen Z love. KreekCraft, one of Roblox’s biggest influencers, launched IRL plushie merch through Catalog Avatar Creator, backed by Shopify and Lootbloc.

IAB’s new gaming measurement framework also dropped, and we break down why it’s finally giving marketers the KPIs they need to trust platforms like Roblox, Fortnite, and Bitmoji. Oh, and Coca-Cola and Star Wars launched a fan campaign with scannable cans. With an Interesting immersive twist.  

And for our Real-Time Review, Nic and Albane jump into the Squid Game: Final Game Roblox experience, developed by The Gang as a nod to the episode’s guest and a hands-on look at how cinematic and gameplay activations are starting to meet. 

Episode 21 is now live.

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#brandsinplay  #BarrierFour #netflix #squidgame #squidgame2 #squidgame3 #marketingpodcast #marketingdigital #roblox #trailers

In episode 20 of Brands In Play, Nic Hill and Albane Prioux sit down with Gino Roy, Art Director at Sawhorse. He’s behind the visual direction of some of the best-looking branded games on Roblox like Beetlejuice, Wicked, Kung Fu Panda, Tommy Play, and most recently, How to Train Your Dragon. But this conversation goes deeper than art.

We get into how to make cinematic worlds that actually run well on Roblox’s engine across all devices, why performance budgets matter more than showy assets, and what it means to design for “fun” instead of “friction.”

Gino also talks about the jump from traditional visual effects and animation design to interactive gamified design, and what it’s like experiencing your own work in VR.

This one’s packed. Twitch makes a rare move by partnering with Dress to Impress on Roblox. Fortnite quietly dropped Blitz Royale, a new mode designed entirely for mobile players. And then Squid Game. We talk about how Netflix and The Gang dropped the official Roblox experience just as Season 3 arrives. There’s a surprising amount of in-game marketing across UGC gaming platforms like Roblox and Fortnite. We barely saw anything off-platform.

𝗟𝗲𝘁'𝘀 𝗻𝗼𝘁 𝗳𝗼𝗿𝗴𝗲𝘁 𝘁𝗵𝗲 SIDE 𝗤𝗨𝗘𝗦𝗧 𝗳𝗼𝗿 𝘁𝗵𝗲 𝘄𝗲𝗲𝗸. We jump into Universal’s new “How to Train Your Dragon” game on Roblox to experience flying dragons, dodging obstacles mid-air, and spotting where the cinematic world-building really lands. 𝗖𝗵𝗲𝗰𝗸 𝗼𝘂𝘁 𝗼𝘂𝗿 𝗥𝗲𝗮𝗹 𝗧𝗶𝗺𝗲 𝗥𝗲𝘃𝗶𝗲𝘄 𝘀𝗲𝗴𝗺𝗲𝗻𝘁 𝗲𝘃𝗲𝗿𝘆 𝘄𝗲𝗲𝗸 𝘁𝗼 𝘀𝗲𝗲 𝘄𝗵𝗲𝗿𝗲 𝘄𝗲 𝘀𝗲𝗻𝗱 𝗡𝗶𝗰 𝗮𝗻𝗱 𝗔𝗹𝗯𝗮𝗻𝗲 𝗻𝗲𝘅𝘁.

So how did they make a Roblox game look like a AAA game? Watch on YouTube and Spotify or listen on your favorite podcast app. 

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#brandsinplay  #roblox  #howtotrainyourdragon 

On Episode 19 of Brands In Play, Albane Prioux and Nic Hill speak with Uri Marchand, CEO of Overwolf, discussing how his company serving 100M+ monthly users is being leveraged by brands to engage with notoriously hard-to-reach gaming communities.

Founded in 2010, Overwolf's mission is to empower creativity in gaming and help in-game creators make the best games even better through user-generated content. The company provides creators with infrastructure, professional support, and tools across multiple UGC platforms, supporting 178,000+ creators across 1,500+ games. For brands struggling to access audiences in games like League of Legends, World of Warcraft, or The Sims, this ecosystem offers an alternative entry point.

The Platform's Scale and Reach

Overwolf's numbers reflect deep engagement with premium gaming audiences:
100M+ monthly active users
178,000+ active creators
Integration across 1,500+ games
Focus on AAA titles where direct brand access is limited

Tune in to this episode to find out more about Overwolf, their audiences, and how brands are already seeing success in engaging with their community.

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https://www.linkedin.com/in/urimarchand/

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Nic Hill -   https://www.linkedin.com/in/nic-hill-6553873/
Albane Prioux -   https://www.linkedin.com/in/albaneprioux/
Edward Regue -   https://www.linkedin.com/in/edward-regue-%C2%A9-44b0421b2/

#brandsinplay  #overwolf  #core #games #marketingpodcast #marketingstrategy #marketingtips 

This week, Nic Hill and Albane Prioux take us to AWE 2025, where Nic hosts a live panel about marketing with augmented reality, joined by three standout voices shaping the spatial future:

🔸 Raag Harshavat, AR Developer Relations at Snapchat. Raag works at the intersection of AR technology and creative enablement at Snapchat, helping developers and brands bring their AR ideas to life through Snap’s Lens Studio and AR platform. With Snap logging over 6 billion AR interactions daily, Raag shares how Snap is building tools for both utility and entertainment.

🔸 Dana Ware, Chief Creative Officer at ARound. Dana is the creative force behind large-scale AR experiences that bring stadiums and live events to life. At @ARound, she’s led immersive brand campaigns for partners like Uber Eats and Disney.

🔸 Brett Perloff, CEO at Prism AR. Brett leads Prism AR, a startup building monetization infrastructure for AR, with a focus on context-aware spatial ads that respect user immersion. His vision draws from mobile gaming economics and applies it to spatial computing, creating seamless in-world advertising models for mobile AR and headworn devices.

From Coca-Cola’s Paris Olympics campaign to Disney’s stadium castle, the panel unpacks the tech stacks, creative risks, and business realities behind meaningful AR marketing. They break down what works, how to measure success (beyond just metrics), and why engagement time in AR crushes traditional ads.

We Also Cover:

– LEGO’s Bluey ice cream shop in Brisbane
– Adidas’ Minecraft UGC world
– JoGo’s record-breaking Fortnite x XXXTentacion activation
– Google Play’s loyalty-driven Roblox game with The Gang

𝗟𝗲𝘁'𝘀 𝗻𝗼𝘁 𝗳𝗼𝗿𝗴𝗲𝘁 𝘁𝗵𝗲 SIDE 𝗤𝗨𝗘𝗦𝗧 𝗳𝗼𝗿 𝘁𝗵𝗲 𝘄𝗲𝗲𝗸 - Nic takes us to the show floor at AWE to review the latest immersive tech . 𝗖𝗵𝗲𝗰𝗸 𝗼𝘂𝘁 𝗼𝘂𝗿 𝗥𝗲𝗮𝗹 𝗧𝗶𝗺𝗲 𝗥𝗲𝘃𝗶𝗲𝘄 𝘀𝗲𝗴𝗺𝗲𝗻𝘁 𝗲𝘃𝗲𝗿𝘆 𝘄𝗲𝗲𝗸 𝘁𝗼 𝘀𝗲𝗲 𝘄𝗵𝗲𝗿𝗲 𝘄𝗲 𝘀𝗲𝗻𝗱 𝗡𝗶𝗰 𝗮𝗻𝗱 𝗔𝗹𝗯𝗮𝗻𝗲 𝗻𝗲𝘅𝘁.

Watch or listen to Episode 18 now and get ready for next week where we speak to Uri Marchand, CEO of Overwolf!


Follow Panelists:
Raag: https://www.linkedin.com/in/raag-harshavat/
Brett: https://www.linkedin.com/in/brettperloff/
Dana: https://www.linkedin.com/in/dana-ware/

Follow Us:

Nic Hill -   https://www.linkedin.com/in/nic-hill-6553873/
Albane Prioux -   https://www.linkedin.com/in/albaneprioux/
Edward Regue -   https://www.linkedin.com/in/edward-regue-%C2%A9-44b0421b2/

#brandsinplay  #AWE2025 #MarketingWithAR

In Episode 17 of Brands in Play, Nic Hill and Albane Prioux sit down with Erik Londré, founder of Karta. His journey? From managing global eSports events at Fnatic to building branded Fortnite maps for Lavazza during the pandemic and eventually launching one of the most creative studios in the space.

Topics Covered:

Why Roblox’s “3D internet of subcultures” is ideal for experimentation and storytelling

“You’re the business  you want to achieve something, and you’ve found out there’s an audience here.” Instead of showing up with “I want a game on Roblox,” Erik urges brands to talk about what they care about, what they stand for, and what they want people to do. From there, it’s about finding the overlap where the brand, the audience, and the platform meet. That’s the bullseye.

The unique creative challenge of making financial literacy games exciting (hint: it involves time travel)

Why Fortnite’s new public data API might be its biggest move yet, unlocking minute plays, peak CCU, D1 and D7 retention, even unique players, all publicly available.

What the new Roblox IP license manager means for creators and brand partners alike

We broke down how Grow a Garden became the fastest-growing game on Roblox, hitting 1 billion visits in under 33 days. As Albane puts it, “it’s nothing special visually,” but it nailed the game loop: your crops grow even when you're not playing, and rare seeds drop for just a short time. It’s simple, sticky, and built on frequency.

Plus: Apple Vision Pro use cases, broken bikes, haunted flights with no WiFi, and why Erik’s dream brief might just be a toilet-cleaning simulator.

𝗟𝗲𝘁'𝘀 𝗻𝗼𝘁 𝗳𝗼𝗿𝗴𝗲𝘁 𝘁𝗵𝗲 SIDE 𝗤𝗨𝗘𝗦𝗧 𝗳𝗼𝗿 𝘁𝗵𝗲 𝘄𝗲𝗲𝗸 - This episode also features a special field report from Unreal Fest, with co-host Albane Prioux reporting live from Orlando. Expect reflections on what Epic is planning next, how it ties into Fortnite’s momentum. 𝗖𝗵𝗲𝗰𝗸 𝗼𝘂𝘁 𝗼𝘂𝗿 𝗥𝗲𝗮𝗹 𝗧𝗶𝗺𝗲 𝗥𝗲𝘃𝗶𝗲𝘄 𝘀𝗲𝗴𝗺𝗲𝗻𝘁 𝗲𝘃𝗲𝗿𝘆 𝘄𝗲𝗲𝗸 𝘁𝗼 𝘀𝗲𝗲 𝘄𝗵𝗲𝗿𝗲 𝘄𝗲 𝘀𝗲𝗻𝗱 𝗡𝗶𝗰 𝗮𝗻𝗱 𝗔𝗹𝗯𝗮𝗻𝗲 𝗻𝗲𝘅𝘁.

For more insightful conversations about where marketing is heading, join Albane and Nic in the full episodes of Brands In Play, where they are constantly  exploring and debating how brands can navigate this space with care, creativity, and impact.

🎧 Give it a watch on YouTube or a listen wherever you prefer to get your podcasts.

#BrandsInPlay #Karta #MarketingPodcast #UnrealFest2025

In this episode, Nic and Albane continue their conversations with experts at the GamesBeat Summit and unpack this week’s top stories in the industry, and what it means for your brand:

Netflix is developing a Clash of Clans animated series, would it be successful? Let us know your thoughts

Google revealed new smart eyewear powered by their Android XR platform and Gemini AI? Is OOH going to see a resurgence? We are keen to hear your thoughts

Fortnite is returning to iOS following Epic’s court win, we unpack what this means for the platforms and how brands should get ready

With our expert this week, you’ll learn more about: 

@Erika - Shares how Lionsgate views UGC platforms from marketing channels to long-term extensions of their IP strategy, with a focus on sustaining fan engagement beyond theatrical releases.

@Angela - Broke down why UGC platforms are now central to their investment approach, giving us a clear picture of the scale, the audiences driving growth on these platforms, and the specific opportunities this unlocks for brands.

@Corey - Looks back at the evolution of gaming strategies in Hollywood and unpacked the shift toward UGC platforms over expensive AAA tie-ins, a model that better aligns with the faster pace of today’s streaming-driven content cycles.

@Christina - Deep dive into an untapped market for brands: moms in gaming. A unique opportunity for brands to show up where their audience is already active and engaged. But platform and format are critical, and Christina breaks down exactly what that looks like.

@Chris - Explores how gaming content is evolving and how brands can successfully engage with these communities through immersive, experience-led content that aligns with player expectations and behaviours.

Tune in to Episode 16 and join the conversation. Be sure to join us every week for brand new episodes!

Listen now

Follow the team:

Nic Hill -   https://www.linkedin.com/in/nic-hill-6553873/
Albane Prioux -   https://www.linkedin.com/in/albaneprioux/
Edward Regue -  https://www.linkedin.com/in/edward-regue-%C2%A9-44b0421b2/

#GamingMarketing #DigitalMarketing #InGameAdvertising

[NEW EPISODE ALERT] 

This week on Brands In Play, Nic Hill and Albane Prioux sit down with Ron Friedman, VP of Mattel Future Lab. Ron outlines how Future Lab approaches innovation at scale: how Hot Wheels, Barbie, and Monster High are translated into digital environments without compromising brand integrity, and how data, creative instinct, collector behavior, and AI as “amplified imagination” come together inside their product strategy.

In the news, Unity partners with Epic Games, Amazon expands Roblox e-commerce through Amazon Anywhere, Bloomberg spotlights Roblox’s ad model challenges, and Tropicana targets gamers with a data-driven 78-minute behavioral insight.

And in our Real Time Review, we jump into Mattel’s new Monster High launches across Fortnite and Roblox.

This special segment includes short creator interviews with Steve Abeyta, Creative Director at Look North World, who built Paranormal Peril on Fortnite, and Patrick Petersen, Game Designer at Sawhorse, who breaks down the design thinking behind the Roblox experience.


Follow 
Mattel https://www.linkedin.com/company/mattel/

Ron Friedman  https://www.linkedin.com/in/ron-m-friedman/

Follow Us:

Nic Hill -   https://www.linkedin.com/in/nic-hill-6553873/
Albane Prioux -   https://www.linkedin.com/in/albaneprioux/
Edward Regue -   https://www.linkedin.com/in/edward-regue-%C2%A9-44b0421b2/
Dr. Giovanna Casimiro https://www.linkedin.com/in/ggcasimiro/

Website: https://www.brands-in-play.com/

#brandsinplay #mattel #monsterhigh 

Brands have been engaging with gaming since the 90s, but in recent years there’s been a noticeable rise in the number of brand activations, and the models and opportunities have also evolved significantly.

In Episode 15 of Brands in Play, @Nic Hill and @Albane Prioux speak with Dean Takahashi, Editorial Director at GamesBeat. Dean is a long-time expert in the gaming industry, having tracked its evolution since the early days of his career at The Wall Street Journal, where he covered chip companies and video games. He brings a unique perspective on how the industry has developed from the early 90s to today, and what that means for brands looking to engage meaningfully and effectively with gaming audiences.

Dean reflects on how authenticity, understanding player psychology, and clear audience targeting are core to what resonates. He discusses how Roblox and Fortnite give brands a direct window into Gen Z and Gen Alpha attention but emphasizes that most branded games still fall short, either because they don’t offer enough value or feel disconnected from game mechanics.

“You’ve got to meet players where they are. And where they are right now, is gaming.”

Dean also shares his views on some of his favorite UGC gaming activations, as well as how he believes brands will and should be showing up in the upcoming GTA 6 drop. 

Inside the Episode

• The LA Chargers launching in Minecraft and what it signals about how sports franchises are thinking
  
  
  
• The Walking Dead entering Fortnite—and the implications this has for the traditional entertainment model
  
  
  
• LEGO’s F1 build as a new blueprint for what brand scale looks like in the physical–virtual continuum
  
  
  
• A new moment in fan interaction: speaking with Darth Vader, even if it goes wrong…

Let's not forget the MAIN QUEST for the week - Albane and Nic report live from the GamesBeat Summit, where they were able to ask many attendees their opinion on advertising in games. Check out our Real Time Review segment every week to see where we send Nic and Albane next.

Follow Dean - https://www.linkedin.com/in/deantak/

Follow Us:

Nic Hill - https://www.linkedin.com/in/nic-hill-6553873/
Albane Prioux - https://www.linkedin.com/in/albaneprioux/
Edward Regue - https://www.linkedin.com/in/edward-regue-%C2%A9-44b0421b2/

#BrandsInPlay #DeanTakahashi #GamesBeat #ImmersiveMarketing #GamingIndustry #IPStrategy #MinecraftMarketing #FortniteCreative #BrandedExperiences #InteractiveMedia #GamingCommerce #MarketingInnovation #NextGenAudiences #MetaverseMarketing

𝗕𝗿𝗮𝗻𝗱𝘀 𝗶𝗻 𝗣𝗹𝗮𝘆 - 𝗘𝗽𝗶𝘀𝗼𝗱𝗲 𝟭𝟰 | 𝗥𝗼𝗯𝗹𝗼𝘅 𝗔𝗰𝘁𝗶𝘃𝗮𝘁𝗲𝘀 𝗠𝗲𝗿𝗰𝗵𝗮𝗻𝗱𝗶𝘀𝗶𝗻𝗴 𝗳𝘁. 𝗪𝗶𝗻𝗻𝗶𝗲 𝗕𝘂𝗿𝗸𝗲 | 𝗥𝗼𝗯𝗹𝗼𝘅

This week on Brands In Play, Nic Hill and Albane Prioux are joined by Winnie Burke, Global Group Director of Fashion & Retail Partnerships at Roblox and someone who's been shaping brand experiences on the platform for nearly a decade.

𝗜𝗻𝘀𝗶𝗱𝗲 𝘁𝗵𝗲 𝗲𝗽𝗶𝘀𝗼𝗱𝗲:

How Roblox evolved from 2D items to fully immersive brand worlds. 

Why brands are now thinking beyond virtual replicas and designing digital-first fashion collections. 

The Shopify integration and how it enables on-platform commerce that bridges digital and physical items. 

What "value exchange" really means when marketing to Gen Z and Gen Alpha

Why rewarded video and native commerce tools could be game changers for brand ROI

Winnie also breaks down how Roblox helps brands enter the space at different levels, from testing media, building an experience, or launching your own UGC marketplace.

If you're still thinking of Roblox as “just a game,” we have got some news.....

Let's not forget the 𝘀𝗶𝗱𝗲 𝗾𝘂𝗲𝘀𝘁 for the week - Albane and Nic jump into the Fenty Beauty Experience to try out the new commerce feature for themselves. Is it seamless? Check out our 𝗥𝗘𝗔𝗟 𝗧𝗜𝗠𝗘 𝗥𝗘𝗩𝗜𝗘𝗪 segment every week to see where we send Nic and Albane next.

Follow Winnie - https://www.linkedin.com/in/winnie-burke/

Follow Us:

Nic Hill -   / nic-hill-6553873 
Albane Prioux -   / albaneprioux 
Edward Regue -   / edward-regue-%c2%a9-44b0421b2  

#BrandsInPlay #Roblox #Shopify #Commerce #ShopNow #GamingMarketing #GenZ #DigitalFashion #BrandStrategy #CreatorEconomy #ImmersiveMarketing

𝗕𝗿𝗮𝗻𝗱𝘀 𝗶𝗻 𝗣𝗹𝗮𝘆 - 𝗘𝗽𝗶𝘀𝗼𝗱𝗲 𝟭𝟯 | 𝗜𝗻𝘁𝗲𝗴𝗿𝗮𝘁𝗶𝗻𝗴 𝗜𝗻𝘁𝗼 𝗥𝗼𝗯𝗹𝗼𝘅 𝗳𝘁. 𝗝𝗮𝘀𝗼𝗻 𝗦𝘁𝗲𝘆𝗮𝗲𝗿𝘁 | 𝗦𝗸𝘆𝗹𝗶𝗴𝗵𝘁 𝗠𝗲𝗱𝗶𝗮

This week we unpack what integration looks like: from building persistent, data-driven brand placements in top games like LiveTopia, to understanding when not to launch an owned experience.

In episode 13 of Brands In Play, Nic Hill & Albane Prioux sit down with the founder of Skylight Media, one of the influential behind-the-scenes figures in Roblox brand integrations. From roleplay mega-hits to mall-based Sketchers stores, Jason has helped brands embed rather than advertise. We talk integration strategy, LiveTopia secrets, e-commerce potential, and how to spot red flags in a Roblox pitch.

𝗜𝗻𝘀𝗶𝗱𝗲 𝘁𝗵𝗲 𝗲𝗽𝗶𝘀𝗼𝗱𝗲:

- Why integrations beat “owned” for most brands

- MAUs > Impressions: Why CPMs are misunderstood

- Commerce on Roblox (and why it's not like Instagram)

- Building with developers, not over them

- The real strategy behind e-commerce pilots like Walmart + Fandango

- What success really looks like for brands inside games

Jason drops real talk, hard truths, and tactical gems. 

Let's not forget the 𝘀𝗶𝗱𝗲 𝗾𝘂𝗲𝘀𝘁 for the week - Nic and Albane try out Dress To Impress on Roblox. Check out our 𝗥𝗘𝗔𝗟 𝗧𝗜𝗠𝗘 𝗥𝗘𝗩𝗜𝗘𝗪 segment every week to see where we send Nic and Albane next.

#BrandsInPlay #RobloxMarketing #ImmersiveCommerce #UGCgaming #ImmersiveMarketing #LiveTopia #BRATZ #RainbowHigh #SkylightMedia

𝗕𝗿𝗮𝗻𝗱𝘀 𝗶𝗻 𝗣𝗹𝗮𝘆 - 𝗘𝗽𝗶𝘀𝗼𝗱𝗲 𝟭𝟮 | 𝗡𝗔𝗦𝗖𝗔𝗥 𝗜𝗻𝘀𝗶𝗱𝗲 𝗗𝗿𝗶𝘃𝗶𝗻𝗴 𝗘𝗺𝗽𝗶𝗿𝗲 𝗳𝘁. 𝗛𝗮𝗿𝗿𝘆 𝗕𝗶𝗲𝗻𝗲𝗻𝘀𝘁𝗼𝗰𝗸 | 𝗩𝗼𝗹𝗱𝗲𝘅

In this episode of Brands In Play, Nic Hill and Albane Prioux are joined by Harry Bienenstock, Head of Growth at Voldex, the powerhouse behind some of Roblox’s top games including Driving Empire, NFL Universe, and most recently, Brookhaven, one of the most played games in Roblox history.

We unpack Voldex’s unique strategy of acquiring and scaling games rather than building from scratch, and what it means to operate at the center of user-generated content (UGC), cultural relevance, and brand partnerships. From NASCAR to Lamborghini, from NFL activations to the nuances of performance marketing in gaming, Harry shares a masterclass in how to do brand integration right.

Learn why authenticity isn’t just a buzzword but the backbone of successful in-game activations.

𝗜𝗻𝘀𝗶𝗱𝗲 𝘁𝗵𝗲 𝗲𝗽𝗶𝘀𝗼𝗱𝗲:

• Why Voldex acquired Brookhaven (and what comes next)
• How Roblox audiences are aging up — and what brands are still getting wrong
• The secret to integrating brands without player backlash
• Performance marketing metrics in immersive gaming
• What makes a brand actually welcome in a UGC environment
  
  

Let's not forget the 𝘀𝗶𝗱𝗲 𝗾𝘂𝗲𝘀𝘁 for the week - Nic and Albane try out Driving Empire for themselves to check out the NASCAR integration. Check out our 𝗥𝗘𝗔𝗟 𝗧𝗜𝗠𝗘 𝗥𝗘𝗩𝗜𝗘𝗪 segment every week to see where we send Nic and Albane next.

 #Roblox #UGCGaming #BrandsInPlay #Brookhaven #Voldex #GamingMarketing #RobloxBrookhaven #NFLUniverse #DrivingEmpire #Gamification #NASCARRoblox #MarketingStrategy #Web3Gaming #BrandedWorlds #UserGeneratedContent #GamingPodcast 

𝗕𝗿𝗮𝗻𝗱𝘀 𝗜𝗻 𝗣𝗹𝗮𝘆 𝗘𝗽𝗶𝘀𝗼𝗱𝗲 𝟭𝟭 | 𝗔𝘀𝘀𝗮𝘀𝘀𝗶𝗻’𝘀 𝗖𝗿𝗲𝗲𝗱 𝗦𝗵𝗮𝗱𝗼𝘄𝘀 𝗨𝗻𝗹𝗼𝗰𝗸𝗲𝗱 | 𝗕𝗿𝘂𝗻𝗮 𝗦𝗼𝗮𝗿𝗲𝘀 𝗼𝗻 𝗚𝗹𝗼𝗯𝗮𝗹 𝗕𝗿𝗮𝗻𝗱 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝘆 𝗮𝘁 𝗨𝗯𝗶𝘀𝗼𝗳𝘁

What does it take to bring brands into a universe as iconic and narratively rich as Assassin’s Creed, without breaking immersion?

In Episode 11 of Brands In Play, Nic Hill and Albane Prioux sit down with Bruna Soares, Director of Global Brand Partnerships at Ubisoft, to unpack the strategy behind Assassin’s Creed Shadows, Ubisoft’s highly anticipated title set in feudal Japan.

𝗜𝗻𝘀𝗶𝗱𝗲 𝘁𝗵𝗲 𝗲𝗽𝗶𝘀𝗼𝗱𝗲:

How Ubisoft aligns brand partnerships two years in advance to respect game lore and enhance player experience.

Why Assassin’s Creed remains a global cultural force and how its transmedia presence (from Netflix to comics) fuels fandom.

The dos and don’ts of authentic brand integration in AAA games vs. UGC platforms like Roblox and Fortnite.

What success looks like when partnerships go beyond product placement and deliver meaning, community, and cultural relevance. 

From a reality show with Coca-Cola and Just Dance, to in-game leap-of-faiths with Red Bull athletes, Bruna shares powerful case studies and best practices on how brands can show up. 

Let's not forget the 𝘀𝗶𝗱𝗲 𝗾𝘂𝗲𝘀𝘁 for the week - Nic and Albane venture into Assassins Creed Shadows and experience the lore for themselves. Check out our 𝗥𝗘𝗔𝗟 𝗧𝗜𝗠𝗘 𝗥𝗘𝗩𝗜𝗘𝗪 segment every week to see where we send Nic and Albane next.

About the Podcast:
Brands In Play is where immersive marketing gets real. Hosted by Nic Hill (Sawhorse) and Albane Prioux (GEEIQ), we talk to the pioneers shaping brand experiences across Roblox, Fortnite, AR, UGC gaming, and more.

Subscribe, listen, and join the movement with new episodes every week.

💡 Join the conversation → Use #BrandsInPlay and let us know what you think!

🔔 Subscribe & Follow for More:
New episodes every week, don’t miss out!
Available wherever you get your podcasts.

Follow: 
Bruna Soares https://www.linkedin.com/in/bruna-soares-ba003037/
Nic Hill  https://www.linkedin.com/in/nic-hill-%F0%9F%94%9C-gdc-6553873/ 
Albane Prioux  https://www.linkedin.com/in/albaneprioux/ 

Produced by: Edward Regue https://www.linkedin.com/in/edward-regue-%C2%A9-44b0421b2/ 
Creative Direction: Javid Kazmi & Joe Jeter
Audio Engineering: Somrung Keo
Additional Editing: Joana Pinto

YouTube: https://www.youtube.com/@BrandsInPlay

LinkedIn: https://www.linkedin.com/company/brandsinplay/

Spotify: https://open.spotify.com/show/3Fk2t5Z78wtTGD7dtH8ZEk?si=6ef87999dbac4c04

Apple Podcasts: https://podcasts.apple.com/us/podcast/brands-in-plays-podcast/id1796275878

📌 Subscribe for expert insights on gaming, branding, and the future of interactive media.

#BrandsInPlay #ImmersiveMarketing #GamingCulture #AAAgames #BrandPartnerships #AssassinsCreedShadows #Ubisoft

How BBH Turned a Childhood Experiment Into a Fortnite Icon | The Fizzooka Campaign with Mentos

What happens when a classic science experiment meets the chaotic brilliance of Fortnite? In this episode of Brands In Play, we’re joined by Stu Royall and Phil Holbrook, Creative Directors at BBH London and the minds behind the viral Fizzooka campaign for Mentos.

We unpack how the agency transformed the iconic Mentos and Coke reaction into a non-lethal, anti-build Fortnite launcher designed with authenticity, humor, and utility in mind. From streamer takeovers and Comic Con activations to real-world Fizzookas getting held up in Brazilian customs, this episode dives deep into how bold creativity, cultural insight, and gaming-native execution brought the campaign to life.

🔹 Topics Covered:

The origin of the Fizzooka idea and BBH’s creative process

Why Fortnite was the perfect fit for Mentos' playful brand tone

Collaborating with Metavision and top map creators for in-game integration

The role of real-world inventors (Hacksmith) in building a working Fizzooka

How authenticity and utility won over the gaming community

Campaign metrics: 12M+ shots fired, 76 years of gameplay in two weeks

Lessons learned and advice for creative teams entering gaming

Credits:
Campaign by BBH London
Creative Team: Luke Till & Lawrence Bushell
In partnership with Metavision, Beyond Creative, and We Make Stuff Happen

About the Podcast:
Brands In Play is where immersive marketing gets real. Hosted by Nic Hill (Sawhorse) and Albane Prioux (GEEIQ), we talk to the pioneers shaping brand experiences across Roblox, Fortnite, AR, UGC gaming, and more.

Subscribe, listen, and join the movement with new episodes every week.

💡 Join the conversation → Use #BrandsInPlay and let us know what you think!

🔔 Subscribe & Follow for More:
New episodes every week, don’t miss out!
Available wherever you get your podcasts.

Follow: 
Stu Royall https://www.linkedin.com/in/stu-royall-73921763/
Phil Holbrook https://www.linkedin.com/in/phil-holbrook-0883977/
Nic Hill  https://www.linkedin.com/in/nic-hill-%F0%9F%94%9C-gdc-6553873/ 
Albane Prioux  https://www.linkedin.com/in/albaneprioux/ 

Produced by: Edward Regue https://www.linkedin.com/in/edward-regue-%C2%A9-44b0421b2/ 
Creative Direction: Javid Kazmi & Joe Jeter
Audio Engineering: Somrung Keo
Additional Editing: Joana Pinto

YouTube: https://www.youtube.com/@BrandsInPlay

LinkedIn: https://www.linkedin.com/company/brandsinplay/

Spotify: https://open.spotify.com/show/3Fk2t5Z78wtTGD7dtH8ZEk?si=6ef87999dbac4c04

Apple Podcasts: https://podcasts.apple.com/us/podcast/brands-in-plays-podcast/id1796275878

📌 Subscribe for expert insights on gaming, branding, and the future of interactive media.

#BrandsInPlay #MentosFizzooka #BBHLondon #FortniteCampaign #GamingMarketing #Fizzooka #Metavision #UGC #GenZMarketing #CreativeCampaigns #ImmersiveMarketing #BrandSafeGaming

EPISODE 9 — Tom Emrich: The Next Dimension

What if your next marketing edge wasn’t a new channel, but a new dimension?

In this episode of Brands In Play, we sit down with Tom Emrich, one of the world’s most respected voices in augmented reality and spatial computing. He’s a journalist, investor, product leader and now the author of The Next Dimension, the definitive guide to using AR for business growth.

This isn’t just a conversation about hype cycles or headsets. It’s a masterclass in how brands can build real value today using smartphone-based AR, while preparing for a wearable-first future.

Inside the episode:

Why Tom wrote The Next Dimension and how it became the first book to fuse immersive strategy with AI-powered chat and live AR demos

The marketing proof points: Dior, Avon, and other brands driving measurable ROI across try-ons, portals, and camera-based storytelling

Why Gen Z’s AR behavior signals a deeper shift in how people want to engage with brands and what Gen Alpha and Beta mean for what’s next

The overlooked power of presence and how AR creates a level of brand attention traditional ads can’t compete with

Why waiting for wearable mass adoption is a mistake and how to start building your spatial strategy now

Tom breaks down the hard data, the consumer behavior shifts, and the tech roadmaps that are shaping the next decade of marketing and gives a practical framework for brands to start playing smart in the immersive space.

📘 Get the book: https://thenextdimensionbook.com
Available everywhere you get your books: Amazon, Target, Barnes & Noble, Spotify & more.

Vote for Sawhorse at the Webby Awards:
Walmart Realm in the AI, Immersive & Games - Immersive General category: Official listing
Wicked RP: The Official Experience on Roblox in the Advertising, Media & PR - Game or Application category: Official listing
[BEETLEJUICE] Escape the Afterlife in the AI, Immersive & Games - Entertainment, Sports & Music category: Official listing

About the Podcast:
Brands In Play is where immersive marketing gets real. Hosted by Nic Hill (Sawhorse) and Albane Prioux (GEEIQ), we talk to the pioneers shaping brand experiences across Roblox, Fortnite, AR, UGC gaming, and more.

Subscribe, listen, and join the movement with new episodes every week.

💡 Join the conversation → Use #BrandsInPlay and let us know what you think!

🔔 Subscribe & Follow for More:
New episodes every week, don’t miss out!
Available wherever you get your podcasts.

Follow: 
Tom Emrich  https://www.linkedin.com/in/thomasemrich/
Nic Hill  https://www.linkedin.com/in/nic-hill-%F0%9F%94%9C-gdc-6553873/ 
Albane Prioux  https://www.linkedin.com/in/albaneprioux/ 

Produced by: Edward Regue https://www.linkedin.com/in/edward-regue-%C2%A9-44b0421b2/ 
Creative Direction: Javid Kazmi & Joe Jeter
Audio Engineering: Somrung Keo
Additional Editing: Christian-James Oshesky

YouTube: https://www.youtube.com/@BrandsInPlay

LinkedIn: https://www.linkedin.com/company/brandsinplay/

Spotify: https://open.spotify.com/show/3Fk2t5Z78wtTGD7dtH8ZEk?si=6ef87999dbac4c04

Apple Podcasts: https://podcasts.apple.com/us/podcast/brands-in-plays-podcast/id1796275878

📌 Subscribe for expert insights on gaming, branding, and the future of interactive media.

#BrandsInPlay #thenextdimension #GamingMarketing #bookrelease  #minecraftmovie  #UGCGaming #GameBasedStorytelling

𝗕𝗿𝗮𝗻𝗱𝘀 𝗜𝗻 𝗣𝗹𝗮𝘆 – 𝗘𝗽𝗶𝘀𝗼𝗱𝗲 𝟴: 𝗠𝗲𝗻𝘁𝗮𝗹 𝗛𝗲𝗮𝗹𝘁𝗵 𝗜𝗻 𝗚𝗮𝗺𝗶𝗻𝗴 𝗳𝘁. 𝗟𝗮𝘂𝗿𝗶𝗲 𝗞𝗲𝗶𝘁𝗵 (𝗔𝗱 𝗖𝗼𝘂𝗻𝗰𝗶𝗹)

In this episode of Brands In Play, Albane Prioux and Nic Hill are joined by Laurie Keith, Senior Vice President of Emerging Media & Technology at the Ad Council – the nonprofit behind some of the most iconic public service campaigns in history, from Smokey Bear to “Friends Don’t Let Friends Drive Drunk.”

This time, the Ad Council has entered the world of immersive gaming with their Love Your Mind campaign on Roblox, designed to support teen mental health through interactive storytelling and gamified learning.

𝗪𝗲 𝘁𝗮𝗹𝗸 𝗮𝗯𝗼𝘂𝘁:

Why the Ad Council chose Roblox as a platform for their first immersive activation

How mental health experts helped shape every step of the in-game experience

The phased design approach behind “Love Your Mind World,” including three unique obbys:

 • Friendship Forest (asking for help)

 • Mindfulness Mountain (managing stress)

 • Resilience Ridge (emotional strength)

The power of game design thinking in social impact campaigns. 

Working with developers like The Gang, creative partners like dentsu, and brands like ALF, Walmart, Headspace, and PacSun to co-create meaningful UGC items and build awareness

How brands can integrate into social causes in ways that feel authentic and additive to the user experience. What marketers need to know before launching on Roblox, and Laurie’s advice for getting started.

Subscribe for more behind-the-scenes insight into how brands, platforms, and creatives are embracing immersive marketing.

Let's not forget the side quest for the week - Nic and Albane jump into the Love Your Mind Experience on Roblox First Hand! Check out our REAL TIME REVIEW segment every week to see where we send Nic and Albane next.

AND 𝗪𝗲 𝗚𝗼 𝗙𝘂𝗹𝗹 𝗚𝗵𝗶𝗯𝗹𝗶 

🎧 Available on all podcast platforms – don’t forget to like, comment, and subscribe for more on the future of immersive brand experiences.

#BrandsInPlay #Roblox #MentalHealth #LoveYourMind #AdCouncil #ImmersiveMarketing #GamingForGood #LaurieKeith #NicHill #AlbanePrioux #TheGang #Dentsu #Headspace #Walmart #PacSun #ALFBeauty #UGCgaming

In this episode of Brands In Play, Albane Prioux and Nic Hill are joined by Alvaro G. Velilla, Senior Vice President of New Business at Universal Music Group, the world’s largest music company, to explore UMGs strategy for music in gaming. 

Alvaro has spent two decades working at the intersection of music, tech, and innovation. Today, he’s helping shape UMG’s immersive, gaming, and blockchain strategies globally. Well, he is here to unpack the ongoing transformation happening in the space

From early-stage licensing deals to full-blown artist activations in UGC platforms like Roblox and Fortnite, Universal Music Group is building infrastructure for the future. Alvaro discusses why they are moving from passive listening to interactive experiences, and what this means for labels, artists, developers, and platforms alike.

𝐖𝐞 𝐭𝐚𝐥𝐤 𝐚𝐛𝐨𝐮𝐭:

The evolution of music in gaming, from sync licenses to real-time artist  interaction

Why UMG created Beat Galaxy to support both global icons and up-and-coming artists in Roblox

The Hit Tech partnership: Motion data + emotes + music = a new creative frontier

The challenges of music licensing in UGC gaming (spoiler: it’s five rights, not one)

Why gaming is the creator economy and how music is adapting to this shift

What platforms need to understand about music’s real value: it's not a cost, it's retention. 

Advice for artists, platforms, and brands on how to show up in UGC environments

𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐪𝐮𝐨𝐭𝐞:

"𝘞𝘦'𝘳𝘦 𝘮𝘰𝘷𝘪𝘯𝘨 𝘧𝘳𝘰𝘮 𝘢𝘥𝘮𝘪𝘳𝘢𝘵𝘪𝘰𝘯 𝘢𝘯𝘥 𝘧𝘰𝘭𝘭𝘰𝘸𝘦𝘳𝘴𝘩𝘪𝘱 𝘵𝘰 𝘪𝘯𝘵𝘦𝘳𝘢𝘤𝘵𝘪𝘰𝘯—𝘢𝘯𝘥 𝘵𝘩𝘢𝘵 𝘮𝘦𝘢𝘯𝘴 𝘥𝘦𝘦𝘱𝘦𝘳 𝘦𝘯𝘨𝘢𝘨𝘦𝘮𝘦𝘯𝘵, 𝘦𝘷𝘢𝘯𝘨𝘦𝘭𝘪𝘴𝘮, 𝘢𝘯𝘥 𝘮𝘰𝘯𝘦𝘵𝘪𝘻𝘢𝘵𝘪𝘰𝘯." – Alvaro Velilla

Subscribe for more behind-the-scenes insight into how brands, platforms, and creatives are embracing immersive marketing.

Let's not forget the side quest for the week - Nic and Albane check out and react to the most successful artist activations since 2020! Check out our REAL TIME REVIEW segment every week to see where we send Nic and Albane next.

Join the conversation → Use #BrandsInPlay and let us know what you think!

🔔 Subscribe & Follow for More:
New episodes every week—don’t miss out!
Available wherever you get your podcasts.

Follow: 
Alvaro G. Velilla  https://www.linkedin.com/in/alvarovelilla/
Nic Hill  https://www.linkedin.com/in/nic-hill-%F0%9F%94%9C-gdc-6553873/ 
Albane Prioux  https://www.linkedin.com/in/albaneprioux/ 

Produced by: Edward Regue https://www.linkedin.com/in/edward-regue-%C2%A9-44b0421b2/ 
Creative Direction: Javid Kazmi & Joe Jeter
Audio Engineering: Somrung Keo
Additional Editing: Christian-James Oshesky

YouTube: https://www.youtube.com/@BrandsInPlay

LinkedIn: https://www.linkedin.com/company/brandsinplay/

Spotify: https://open.spotify.com/show/3Fk2t5Z78wtTGD7dtH8ZEk?si=6ef87999dbac4c04

Apple Podcasts: https://podcasts.apple.com/us/podcast/brands-in-plays-podcast/id1796275878

📌 Subscribe for expert insights on gaming, branding, and the future of interactive media.

#BrandsInPlay #UniversalMusicGroup #MusicInGaming #UGCPlatforms #RobloxMusic #BeatGalaxy #Emotes #GamingIndustry #MusicLicensing #SoundtrackOfGaming #AlvaroVelilla #HitTech #CreatorEconomy #InteractiveMusic #FutureOfMusic #VirtualExperiences #ImmersiveMarketing #GamingxMusic

What does it mean for a global retailer to go from brick-and-mortar to immersive commerce?

In our latest episode of Brands In Play, we sat down with Justin Breton, Director of Brand Experiences & Strategic Partnerships at Walmart, to unpack how one of the world’s largest retailers is pushing into the future of immersive storytelling, platform-native experiences, and what he calls “adaptive retail.”

Justin does more than just talk about launching games. He breaks down Walmart’s strategy across Roblox, Spatial, NAVER Z (ZEPETO), and now.......Minecraft, where the brand is showing up differently on each platform with community-led design, full-funnel engagement, and real-time co-creation.

It’s about understanding each community on its own terms.

We talked about:

- Why commerce needs to feel intentional, not disruptive

- The shift from e-commerce → social commerce → immersive commerce 

- How native integrations through Unity APIs could reshape retail media

- What works, what doesn’t, and why brands must test and learn

Let's not forget the side quest for the week - Walmart Skyward!!! Yes, we got the inside scoop and are here to give you your first taste of the experience. Check out our REAL TIME REVIEW segment every week to see where we send Nic and Albane next.

Join Albane Prioux & Nic Hill as they dive into the world of brand storytelling, cultural marketing, and the future of engagement.

💡 Join the conversation → Use #BrandsInPlay and let us know what you think!

🔔 Subscribe & Follow for More:
New episodes every week—don’t miss out!
Available wherever you get your podcasts.

Follow: 
Justin Breton  https://www.linkedin.com/in/justinbreton/
Nic Hill  https://www.linkedin.com/in/nic-hill-%F0%9F%94%9C-gdc-6553873/ 
Albane Prioux  https://www.linkedin.com/in/albaneprioux/ 

Produced by: Edward Regue https://www.linkedin.com/in/edward-regue-%C2%A9-44b0421b2/ 
Creative Direction: Javid Kazmi & Joe Jeter
Audio Engineering: Somrung Keo
Additional Editing: Christian-James Oshesky

YouTube: https://www.youtube.com/@BrandsInPlay

LinkedIn: https://www.linkedin.com/company/brandsinplay/

Spotify: https://open.spotify.com/show/3Fk2t5Z78wtTGD7dtH8ZEk?si=6ef87999dbac4c04

Apple Podcasts: https://podcasts.apple.com/us/podcast/brands-in-plays-podcast/id1796275878

📌 Subscribe for expert insights on gaming, branding, and the future of interactive media.

#Spatial #BrandsInPlay #WalmartUnlimited #GamingMarketing #ImmersiveCommerce #KasamaTheAwakening #UGCGaming #GameBasedStorytelling

[NEW EPISODE ALERT] 

This week on Brands In Play, Nic Hill and Albane Prioux sit down with Matt Kidd and Lex Alexander from GETREKT Labs. They've carved out a rare niche, building tools, formats, mini-games, and interactive overlays that help brands show up natively inside livestream gaming culture. We unpack how they think about creator freedom, audience participation, API-driven outcomes, and what publishers are doing behind the scenes to get more value out of sponsored streams.

In the news, Balenciaga drops couture-grade armour inside PUBG, QR Codes might become a thing of the past, Paramount revives The Running Man, and Netflix officially launches Netflix House.

And in our Real Time Review, we take you into Takis’ Summer of Intensity Campaign on Twitch, done by our friends at GETREKT Labs. Expect different games, different formats, interactive overlays, polls that shape the challenges, and a full look at how this campaign pulled the community into every moment.

Follow 
GETREKT https://www.linkedin.com/company/getrekt-labs/posts/?feedView=all
Matt Kidd  https://www.linkedin.com/in/matt-kidd-live-stream-design/
Lex Alexander https://www.linkedin.com/in/lex-alexander-media-and-beards/

Follow Us:

Nic Hill -   https://www.linkedin.com/in/nic-hill-6553873/
Albane Prioux -   https://www.linkedin.com/in/albaneprioux/
Edward Regue -   https://www.linkedin.com/in/edward-regue-%C2%A9-44b0421b2/
Dr. Giovanna Casimiro https://www.linkedin.com/in/ggcasimiro/

Website: https://www.brands-in-play.com/

#brandsinplay

In Episode 5 of Brands In Play (yes, already!), Albane Prioux and Nic Hill 🔜 GDC sit down with Gianna Valintina, Global Head of Strategic Partnerships at Spatial, to discuss how brands are using Spatial’s  creative freedom to build immersive and interactive experiences.

Spatial empowers brands and developers to create entirely unique interactive worlds, from high-fidelity gaming experiences to story-driven commerce activations. This is true for Walmart’s RPG-inspired Unlimited experience, Vogue’s digital fashion activations, or Hugo Boss’s successful e-commerce integration, Spatial is proving that immersive spaces are about participation.

INSIDE THE EPISODE:

- Spatial’s Evolution: From Enterprise to Gaming 

Once a collaboration tool for businesses, Spatial has expanded into a full-fledged gaming platform that supports everything from cinematic storytelling to multiplayer experiences. All accessible with a simple web link, no downloads required!

- Building Your Own IP

Forget following trends! Spatial gives brands complete control over their virtual identity. Instead of fitting into someone else’s ecosystem, brands can now create bespoke experiences that feel authentic and immersive.

- How Walmart is Changing the Game with Unlimited

Walmart’s anime-inspired RPG adventure on Spatial is a blueprint for the future of interactive commerce. By combining cinematic storytelling, gameplay, and seamless retail integration, Walmart is proving that gaming can be a direct path to brand engagement and sales.

What else ?

- The Future of Immersive Marketing & UGC Gaming

- Gaming as a Commerce Channel 

- From Passive Ads to Active Engagement

- The Role of Developers in Brand Success 

Yes, we cover it all! 

Let's not forget the side quest for the week - Kasama The Awakening. Shoutout to the developers, PIGIAMA KASAMA! Check out our REAL TIME REVIEW segment every week to see where we send Nic and Albane next.

📌 Subscribe for expert insights on gaming, branding, and the future of interactive media.

#Spatial #BrandsInPlay #WalmartUnlimited #GamingMarketing #ImmersiveCommerce #KasamaTheAwakening #UGCGaming #GameBasedStorytelling

How Brands Are Embracing Gamer Culture: Walmart, DoorDash & L’Oréal in Gaming | Brands In Play Ep. 4

Description:
Gaming is no longer just an entertainment industry. It’s a cultural powerhouse, shaping how people connect, play, and even shop. In Episode 4 of Brands In Play, Nic Hill and Albane Prioux sit down with Pete Basgen, Head of Global Gaming at Wavemaker, to explore how brands are finding their place in this ever-expanding world.

From DoorDash’s integration into Fortnite to L’Oréal’s ongoing gaming initiatives, Pete shares insights into what it takes for brands to engage with gamers in ways that feel authentic, valuable, and culturally relevant. We explore the difference between activations that build lasting engagement vs. one-time experiments. 

What’s Inside:
🎮 Gaming’s influence on modern culture and why brands are investing in it

🎮 How non-endemic brands like L’Oréal and DoorDash are making gaming a long-term strategy

🎮 The global reach of gaming—why it’s now a key pillar in brand marketing

🎮 The evolution of branded experiences: One-off activations vs. always-on engagement

🛍 Real-Time Review: Walmart’s Discovery Game on Spatial
For the first time on the show, Nic and Albane go hands-on and test Walmart’s latest foray into virtual retail gaming. Is this the future of shopping? Or just another gimmick? We break it all down.

🎧 Subscribe for more insights from industry leaders shaping the future of gaming and interactive experiences.

Join Albane Prioux & Nic Hill as they dive into the dynamic world of brand storytelling, cultural marketing, and the future of engagement.

💡 Join the conversation → Use #BrandsInPlay and let us know what you think!

🔔 Subscribe & Follow for More:
New episodes every week—don’t miss out!
Available wherever you get your podcasts.

Follow: 
Pete Basgen  https://www.linkedin.com/in/petebasgen/
Nic Hill  https://www.linkedin.com/in/nic-hill-%F0%9F%94%9C-gdc-6553873/ 
Albane Prioux  https://www.linkedin.com/in/albaneprioux/ 

Produced by: Edward Regue
Creative Direction: Javid Kazmi & Joe Jeter
Audio Engineering: Somrung Keo


YouTube: https://www.youtube.com/@BrandsInPlay

LinkedIn: https://www.linkedin.com/company/brandsinplay/

Spotify: https://open.spotify.com/show/3Fk2t5Z78wtTGD7dtH8ZEk?si=6ef87999dbac4c04

Apple Podcasts: https://podcasts.apple.com/us/podcast/brands-in-plays-podcast/id1796275878

📢 Subscribe for more deep dives into gaming, marketing, and immersive media.

#BrandsInPlay #GamerCulture #GamingMarketing #BrandIntegration #Metaverse #UGCGaming #Wavemaker #SpatialGaming #WalmartGaming

What’s the state of VR gaming today? How should brands be thinking about immersive experiences? And what’s the real difference between VR, AR, XR, and all the other Rs?

In this episode of Brands In Play, Nic Hill and Albane Prioux sit down with Arturo Perez, CEO of Kluge, the immersive game studio behind Synth Riders and the upcoming Final Fury. Arturo breaks down the evolving landscape of virtual reality, the rise of UGC gaming in platforms like Rec Room, Horizon Worlds, and Roblox, and what it all means for brands looking to activate in this space.

🔹 How VR, AR, and MR fit into the bigger picture
🔹 The intersection of music, gaming, and immersive storytelling
🔹 Why UGC platforms are reshaping how we experience virtual worlds


🎧 Subscribe for more insights from industry leaders shaping the future of gaming and interactive experiences.

Join Albane Prioux & Nic Hill as they dive into the dynamic world of brand storytelling, cultural marketing, and the future of engagement.

💡 Join the conversation → Use #BrandsInPlay and let us know what you think!

🔔 Subscribe & Follow for More:
📌 New episodes every week—don’t miss out!
🎧 Available wherever you get your podcasts.

Follow: 
Arturo Perez Linkedin: https://www.linkedin.com/in/arturoperez/
Nic Hill LinkedIn: https://www.linkedin.com/in/nic-hill-%F0%9F%94%9C-gdc-6553873/ 
Albane Prioux LinkedIn: https://www.linkedin.com/in/albaneprioux/ 

Produced by: Edward Regue
Creative Direction: Javid Kazmi
Audio Engineering: Somrung Keo

YouTube: https://www.youtube.com/@BrandsInPlay

LinkedIn: https://www.linkedin.com/company/brandsinplay/

Spotify: https://open.spotify.com/show/3Fk2t5Z78wtTGD7dtH8ZEk?si=6ef87999dbac4c04

Apple Podcasts: https://podcasts.apple.com/us/podcast/brands-in-plays-podcast/id1796275878

#Marketing #SynthRiders #Kludge #BrandsInPlay #VR #Gaming #BrandsInPlay #UGC #Metaverse #ImmersiveExperiences

In this episode of Brands In Play, we sit down with Manon Cardiel, Global Director of Entertainment & Innovation at L’Oréal Group, to explore the fine line marketers must walk between performance-driven strategies and entertainment-led branding.

Manon shares insights from her entrepreneurial journey, her experience launching groundbreaking projects at L’Oréal, and the evolving role of entertainment in marketing. From legacy brands like L’Oréal Paris to community-driven brands like NYX, we discuss how brands can remain culturally relevant while navigating fragmented audiences.

💡 Topics Covered:

- The evolution of entertainment marketing
- Challenges of cross-generational branding
- Leveraging entertainment to unify audiences
- The role of sports, music, and gaming in marketing strategies

Join Albane Prioux & Nic Hill as they dive into the dynamic world of brand storytelling, cultural marketing, and the future of engagement.

💡 Join the conversation → Use #BrandsInPlay and let us know what you think!

🔔 Subscribe & Follow for More:
📌 New episodes every week—don’t miss out!
🎧 Available wherever you get your podcasts.

Follow: 
Manon Cardiel Linkedin: https://www.linkedin.com/in/manoncardiel/
Nic Hill LinkedIn: https://www.linkedin.com/in/nic-hill-%F0%9F%94%9C-gdc-6553873/ 
Albane Prioux LinkedIn: https://www.linkedin.com/in/albaneprioux/ 

Produced by: Edward Regue
Creative Direction: Javid Kazmi
Audio Engineering: Somrung Keo

YouTube: https://www.youtube.com/@BrandsInPlay

LinkedIn: https://www.linkedin.com/company/brandsinplay/

Spotify: https://open.spotify.com/show/3Fk2t5Z78wtTGD7dtH8ZEk?si=6ef87999dbac4c04

Apple Podcasts: https://podcasts.apple.com/us/podcast/brands-in-plays-podcast/id1796275878

#Marketing #EntertainmentMarketing #LOréal #BrandsInPlay #PerformanceMarketing #Advertising #CulturalMarketing#UGCGaming

Welcome to the very first episode of Brands in Play! This is the show where we dive into the intersection of brands, gaming, and immersive experiences. Hosted by Nic Hill and Albane Prioux , we’ll be breaking down the latest industry trends, epic brand activations, and what’s working (or not) in the world of Immersive Marketing and UGC gaming.

This Episode: Cinema Meets UGC Gaming

In this pilot episode, we unpack Legendary Entertainment’s epic Fortnite activation for Godzilla x Kong: The New Empire with special guest Sam Rappaport, VP of Interactive Media at Legendary. How is Hollywood making moves in gaming, and what does this mean for brands? We’ll get into it.

 What’s Inside:
🔹 From Infinite Reality’s major acquisition to Minecraft’s Hello Kitty DLC                              
🔹 Why Fortnite is the place for blockbuster activations
🔹 The strategy behind Legendary’s Monsterverse in Fortnite
🔹 How brands can build engaging experiences in UGC gaming

[NEW EPISODE ALERT] 

This week on Brands In Play, Nic Hill and Albane Prioux sit down with Rick Hack, Founder of Empire House, an advisory company driving digital transformation and innovation in the Media & Ent industry.  From The Meg’s VFX breakthrough to virtual production, cloud studios, autonomous vehicles, and why human-made, empathy-driven stories will become a premium in an AI-saturated world.

In the news, Disneyland debuts on Fortnite • Walmart rolls out AI audio summaries for beauty products • New study shows in-game ads outperform traditional digital ads • Australia moves to ban social media for under-16s.

And in our Real Time Review, Nic jumps into ParaNorman Tower Defense on Roblox. Expect a great-looking experience with smart use of the tower-defense genre. 

Follow Rick Hack https://www.linkedin.com/in/rickhack/

Follow Us:

Nic Hill -   https://www.linkedin.com/in/nic-hill-6553873/
Albane Prioux -   https://www.linkedin.com/in/albaneprioux/
Edward Regue -   https://www.linkedin.com/in/edward-regue-%C2%A9-44b0421b2/

Website: https://www.brands-in-play.com/

#brandsinplay  

[NEW EPISODE ALERT] 
This week on Brands In Play, Albane Prioux and Nic Hill sit down with Margot Rodde, Founder & CEO of Creators Corp. We unpack the crucial split between Fortnite BR and UEFN, and why studios are going platform agnostic. Margot argues platforms must “pick a lane” (ad platform vs. creator-first game platform), and makes the case for brands to work directly with specialized studios. 

In the news, eMarketer flags puzzle and shooter titles as the current sweet spot for mobile game ad opportunities, marketers are using Reddit as an AI-era SEO lever and the Roblox Q3 readout is punchy: DAU at ~151M with the biggest growth in 13+, and rising creator/safety spend signaling a long-term growth push over short-term profit.

And in our Real Time Review, Albane jumps into the The Simpsons x Fortnite takeover. Expect a Springfield map reskin, Battle Pass track, and Disney+ tie-ins. 

Follow Anne-Margot Rodde https://www.linkedin.com/in/anne-margot-rodde/

Follow Creators Corp https://www.linkedin.com/company/creators-corp/posts/?feedView=all&viewAsMember=true

Follow Us:

Nic Hill -   https://www.linkedin.com/in/nic-hill-6553873/
Albane Prioux -   https://www.linkedin.com/in/albaneprioux/
Edward Regue -   https://www.linkedin.com/in/edward-regue-%C2%A9-44b0421b2/

Website: https://www.brands-in-play.com/

#brandsinplay  #CreatosCorp  #fortnite  

[NEW EPISODE ALERT] 

This week on Brands In Play, we sit down with Ross Crump, founder of Ardent Social. Ross explains why “influencer” ≠ influence. From leading campaigns with the Sidemen and John Cena’s Overwatch 2 launch to founding Ardent, Ross breaks down why the real power lies in micro-communities and the creators who shape them not simply through influencers with massive followings.

In the news, ad spend climbs but impact drops according to Shutterstock’s Creative Impact Report. Toyota launches a ten-minute anime film, Bored Ape Yacht Club’s long-awaited Otherside world is finally here (maybe?), and Netflix posts record ad growth while testing AI-driven recommendations.

And in our Real Time Review, Nic checks out the Dallas Cowboys x Lenovo activation inside Fortnite, spanning multiple community maps, new in-game rewards, and a full AT&T Stadium recreation.


Follow Ross Crump https://www.linkedin.com/in/ross-crump-87464168/

Follow Ardent https://www.linkedin.com/company/ardent-social-agency/posts/?feedView=all

Follow Us:

Nic Hill -   https://www.linkedin.com/in/nic-hill-6553873/
Albane Prioux -   https://www.linkedin.com/in/albaneprioux/
Edward Regue -   https://www.linkedin.com/in/edward-regue-%C2%A9-44b0421b2/

Website: https://www.brands-in-play.com/

#brandsinplay  #ardent #fortnite 

[NEW EPISODE ALERT] 

This week on Brands In Play Dentsu’s Magali Huot (SVP, Global Gaming Strategy) joins Nic Hill and Albane Prioux to unpack how one of the world’s biggest agency networks is turning its motto “innovating to impact” into action inside gaming.

In the news, Walmart brings commerce to ChatGPT, WPP extends its Google AI partnership, McDonald’s revives Street Fighter II in Japan, and e.l.f. tests shoppable Twitch ads.

And in our Real Time Review, Albane takes us inside Sesame Street: Neighborhood Adventure on Roblox. Get ready for a high-fidelity build with fully voiced characters.

Follow Magali Huot https://www.linkedin.com/in/magalihuot/

Follow Dentsu https://www.linkedin.com/company/dentsu/posts/?feedView=all

Follow Us:

Nic Hill -   https://www.linkedin.com/in/nic-hill-6553873/
Albane Prioux -   https://www.linkedin.com/in/albaneprioux/
Edward Regue -   https://www.linkedin.com/in/edward-regue-%C2%A9-44b0421b2/

Website: https://www.brands-in-play.com/

#brandsinplay  #dentsu  #sesamestreet 

This week on Brands In Play, James Reevell, New Media and Gaming Consultant (and former Executive Editor for Youth Audiences at the BBC), joins Albane Prioux and Nic Hill to discuss how broadcasters are adapting to new platforms. James also shares how the BBC brought its iconic IPs into gaming worlds and why Gen Alpha’s media habits demand new forms of storytelling.

In the news, brands are making their own anime with Duolingo and Gap launching original animated content, Netflix adds a party games mode, Meta’s smart glasses become Disney tour guides, and CMOs at Adweek reveal how entertainment-first content has had an impact on marketing.

And in our Real Time Review, Nic takes us inside the Gabby’s Dollhouse immersive experience at CAMP! A Story-driven world where kids bring the Netflix hit to life, proving that even the youngest fans crave IRL extensions of their favorite IPs.

Follow James Reevell https://www.linkedin.com/in/james-reevell-04067260/

Follow Us:

Nic Hill -   https://www.linkedin.com/in/nic-hill-6553873/
Albane Prioux -   https://www.linkedin.com/in/albaneprioux/
Edward Regue -   https://www.linkedin.com/in/edward-regue-%C2%A9-44b0421b2/

Website: https://www.brands-in-play.com/

#brandsinplay  

This week on the show, Nic Hill and Albane Prioux are joined by Leslie Shepard, Lead of Partnerships and Growth Marketing at Sam’s Club.

In this conversation, Leslie breaks down how Sam’s Club thinks about gaming as an upper funnel growth lever, why Roblox integrations beat building a standalone world for their goals, and what she learned by running a portfolio approach across multiple titles.

In the news, Bruno Mars partners with Steal a Brainrot on Roblox, Peaky Blinders enters PUBG Mobile, Microsoft tests pre roll ads in gaming and Uber launches Backseat Arcade. 

And for the Real-Time Review, Nic reviews Fortnite’s The Office crossover, because nothing says Battle Royale like Dunder Mifflin.

If you are liking the show, give us a follow. We break down how brands, platforms, and creators operate inside gaming, UGC Platforms and Immersive media.

The Brands In Play Episode 50 is now live on YouTube, Spotify and Apple Podcasts.

Chapters:
Intro - 00:00 
News - 04:57
The Office In Fortnite - 21:27
Leslie Shepard Interview- 29:13
HIT, MISS & BET - 58:00

Follow Leslie Shepard -  https://www.linkedin.com/in/leslielumley/

Follow Sam's Club - https://www.linkedin.com/company/sam's-club/

Follow Us:

Co-Hosts:
Nic Hill -   https://www.linkedin.com/in/nic-hill-6553873/
Albane Prioux -   https://www.linkedin.com/in/albaneprioux/

Producer / Editor 
Edward Regue -   https://www.linkedin.com/in/edward-regue-%C2%A9-44b0421b2/

Creative Producer
Dr. Giovanna Casimiro https://www.linkedin.com/in/ggcasimiro/

Website: https://www.brands-in-play.com/

#brandsinplay  #samsclub 

It's EPISODE 50! Before anything else, thank you to everyone who’s been listening, watching, sharing, and building with us along the way. What started as a conversation has turned into a weekly ritual, and we don’t take that for granted. Your support is the reason Brands In Play keeps showing up, digging deeper, and pushing this space forward.

This week on the show, Nic Hill and Albane Prioux sit down with Bastian Bergmann, Co-Founder & COO of Solsten and author of Press Play: Why Every Company Needs a Gaming Strategy. Bastian makes the case for gaming as a core brand channel and breaks down what most marketing teams still miss: you can’t win in games with demographic stereotypes or copy-pasted campaign thinking. 

In the news, Why boring brands are failing in gaming, Coach inside The Sims 4, How Rockstar is legitimizing mod culture with an official UGC marketplace and Regal is turning Roblox play into real-world movie rewards in the US. 

And for the Real-Time Review, Albane heads to London’s Outernet to break down Nike’s new immersive Nike Mind activation!

If you are liking the show, give us a follow. We break down how brands, platforms, and creators operate inside gaming, UGC Platforms and Immersive media.

The Brands In Play Episode 50 is now live on YouTube, Spotify and Apple Podcasts.

Chapters:
Intro - 00:00 
News - 02:56
Nike at London Outernet Real Time Review - 20:53
Bastian Bergmann Interview- 28:00
HIT, MISS & BET - 53:27

Purchase "Press Play: Why Every Company Needs A Gaming Strategy" on Amazon
https://www.amazon.com/Press-Play-Company-Gaming-Strategy/dp/1647826152

Follow Bastian Bergmann -  https://www.linkedin.com/in/bergmannbastian/

Follow Solsten - https://www.linkedin.com/company/getsolsten/

Follow Us:

Co-Hosts:
Nic Hill -   https://www.linkedin.com/in/nic-hill-6553873/
Albane Prioux -   https://www.linkedin.com/in/albaneprioux/

Producer / Editor 
Edward Regue -   https://www.linkedin.com/in/edward-regue-%C2%A9-44b0421b2/

Creative Producer
Dr. Giovanna Casimiro https://www.linkedin.com/in/ggcasimiro/

Website: https://www.brands-in-play.com/

#brandsinplay  #pressplay 

Episode 49 of Brands In Play is here and this week Nic Hill and Albane Prioux are joined by Charlie Melcher, founder of Melcher Media and The Future of Storytelling, and author of The Future of Storytelling. 

In the interview, Charlie breaks down the rise of “living stories", plus what this shift means for brand storytelling, experience design, and how marketers should think about impact, memory, and measurement in immersive formats.

News this week: LEGO steals the spotlight at CES • Roblox rolls out a new advertising format • Chipotle taps into EA Sports College Football 26 • Fortnite flips the switch on in-island transactions

And for the Real-Time Review, Nic shares a first-hand look inside Cosm Los Angeles, the “shared reality” venue blending stadium energy with a dome-scale, courtside way to watch live sports.

If you are liking the show, give us a follow. We break down how brands, platforms, and creators operate inside gaming, UGC Platforms and Immersive media.

The Brands In Play Episode 49 is now live on YouTube, Spotify and Apple Podcasts.

Chapters:
Intro - 00:00 
News - 03:35 
COSM Real Time Review - 18:17
Charles Melcher Interview- 27:56
HIT, MISS & BET - 52:46

Purchase "The Future of Storytelling" on Amazon
https://www.amazon.com/Living-Stories-Immersive-Entertainment-Modern/dp/1648293832

Follow Charles Melcher -  https://www.linkedin.com/in/charlesmelcher/

Follow Future of Storytelling - https://www.linkedin.com/company/future-of-storytelling/

Follow Us:

Co-Hosts:
Nic Hill -   https://www.linkedin.com/in/nic-hill-6553873/
Albane Prioux -   https://www.linkedin.com/in/albaneprioux/

Producer / Editor 
Edward Regue -   https://www.linkedin.com/in/edward-regue-%C2%A9-44b0421b2/

Creative Producer
Dr. Giovanna Casimiro https://www.linkedin.com/in/ggcasimiro/

Website: https://www.brands-in-play.com/

#brandsinplay  #futureofstorytelling 

Brands In Play kicks off 2026 with a predictions episode. Nic Hill and Albane Prioux center the conversation around three questions brands are already grappling with:

• Where people will spend time playing and socializing
• Which monetization models hold up under real pressure
• How creator-led economies are changing brand strategy. 

This week in the news, Warner Bros. leans toward Netflix over Paramount, SandboxVR scales globally, FIFA deepens its Roblox strategy and NBA star Luka Dončić drives authentic engagement with a limited-time Roblox integration.

If you are liking the show, give us a follow. We break down how brands, platforms, and creators operate inside gaming, UGC Platforms and Immersive media.


The Brands In Play 2026 Prediction Episode is now live on YouTube, Spotify and Apple Podcasts.

Follow Us:

Nic Hill -   https://www.linkedin.com/in/nic-hill-6553873/
Albane Prioux -   https://www.linkedin.com/in/albaneprioux/
Edward Regue -   https://www.linkedin.com/in/edward-regue-%C2%A9-44b0421b2/
Dr. Giovanna Casimiro https://www.linkedin.com/in/ggcasimiro/

Website: https://www.brands-in-play.com/

#brandsinplay  #2026predictions 

This week on Brands In Play, Nic Hill and Albane Prioux are officially off for the holidays, so Episode 47 is a little different: we’re rebroadcasting one of our favourite podcasts, UNBOXING: Play and Profit for the Gaming Curious. Hosted by gaming-industry professors Laine Nooney and Joost van Dreunen.

If you work in gaming, media, or brand marketing, this is the kind of macro context that helps everything else make sense: where players are moving, how platforms really operate, and why certain business models win over time. 

Consider it our holiday gift and a highly-recommended listen while we recharge for 2026. 

Episode 47 is now live on YouTube, Spotify, and Apple Podcasts.

Follow Unboxing Podcast 

Laine Nooney -  https://www.linkedin.com/in/laine-nooney-a6726363/
Joost van Dreunen - https://www.linkedin.com/in/joostvandreunen/

Follow Us:

Nic Hill -   https://www.linkedin.com/in/nic-hill-6553873/
Albane Prioux -   https://www.linkedin.com/in/albaneprioux/
Edward Regue -   https://www.linkedin.com/in/edward-regue-%C2%A9-44b0421b2/
Dr. Giovanna Casimiro https://www.linkedin.com/in/ggcasimiro/

Website: https://www.brands-in-play.com/

#brandsinplay  #unboxingpodcast #newyear