Shows
Brands In PlayEpisode 29 | ft. Alex Wechsler | Branded Esports | 100 Thieves | Brands In PlayAlbane 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.Befo...
2025-08-2954 min
Brands In PlayEpisode 28 | ft. Ryan Norrington | McDonaldland Is So Back! | Metavision | Brands In PlayMcDonaldland 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...
2025-08-2246 min
Brands In PlayEpisode 27 | ft. Annette Lee | Avatar First Strategy | Zepeto | Brands In PlayEpisode 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 int...
2025-08-1544 min
Brands In PlayEpisode 26 | ft. Claire Nance | Advertising in Gaming | Activision Blizzard | Brands In PlayWhat 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....
2025-08-0844 min
Brands In PlayEpisode 24 | ft. Charles Hambro | Winning In Gaming With Data | GEEIQ | Brands In PlayCharles 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...
2025-07-2552 min
Brands In PlayEpisode 23 | Deep Dive | Reaching The Right Audience | Brands In PlayWhat 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...
2025-07-1846 min
Brands In PlayEpisode 22 | ft. Joe Pace | ASICS | ASICS Steps Into Virtual Sporting | Brands In PlayThis 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 ga...
2025-07-1153 min
Brands In PlayEpisode 21 | ft. Nate Spell | Squid Game Robloxified | Barrier Four | Brands In PlayIn 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 th...
2025-07-0453 min
Brands In PlayEpisode 20 | ft. Gino Roy | Sawhorse | "How to Train Your Dragon" on Roblox | Brands in PlayIn 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 als...
2025-06-2751 min
Brands In PlayEpisode 19 | ft. Uri Marchand | Overwolf | Reaching Core Gamers | Brands in PlayOn 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...
2025-06-2056 min
Brands In PlayEpisode 18 | Marketing With AR Panel | AWE 2025 | Brands in PlayThis 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...
2025-06-1358 min
Brands In Play𝗘𝗽𝗶𝘀𝗼𝗱𝗲 𝟭𝟲 | 𝗚𝗮𝗺𝗲𝘀𝗕𝗲𝗮𝘁 𝗥𝗲𝗰𝗮𝗽 𝗦𝘂𝗺𝗺𝗶𝘁 𝟮𝟬𝟮𝟱 | 𝗕𝗿𝗮𝗻𝗱𝘀 𝗶𝗻 𝗣𝗹𝗮𝘆In 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 thoughtsGoogle 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 thoughtsFortnite is returning to iOS following Epic’s court win, we unpack what this...
2025-05-3057 min
Brands In PlayEpisode 15 | ft. Dean Takahashi | GamesBeat | Live From GamesBeat Summit | Brands in PlayBrands 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 pe...
2025-05-2344 min
Brands In PlayEpisode 14 | ft. Winnie Burke | Roblox | Roblox Activates Merchandiser Program | Brands in Play𝗕𝗿𝗮𝗻𝗱𝘀 𝗶𝗻 𝗣𝗹𝗮𝘆 - 𝗘𝗽𝗶𝘀𝗼𝗱𝗲 𝟭𝟰 | 𝗥𝗼𝗯𝗹𝗼𝘅 𝗔𝗰𝘁𝗶𝘃𝗮𝘁𝗲𝘀 𝗠𝗲𝗿𝗰𝗵𝗮𝗻𝗱𝗶𝘀𝗶𝗻𝗴 𝗳𝘁. 𝗪𝗶𝗻𝗻𝗶𝗲 𝗕𝘂𝗿𝗸𝗲 | 𝗥𝗼𝗯𝗹𝗼𝘅This 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 AlphaWhy rewarded video and native commerce tools could be game changers for brand ROIWinnie also breaks down how Roblox helps brands enter the space at different levels, fro...
2025-05-161h 08
Brands In PlayEpisode 12 | ft. Harry Bienenstock | Voldex | NASCAR Inside Driving Empire | Brands in Play𝗕𝗿𝗮𝗻𝗱𝘀 𝗶𝗻 𝗣𝗹𝗮𝘆 - 𝗘𝗽𝗶𝘀𝗼𝗱𝗲 𝟭𝟮 | 𝗡𝗔𝗦𝗖𝗔𝗥 𝗜𝗻𝘀𝗶𝗱𝗲 𝗗𝗿𝗶𝘃𝗶𝗻𝗴 𝗘𝗺𝗽𝗶𝗿𝗲 𝗳𝘁. 𝗛𝗮𝗿𝗿𝘆 𝗕𝗶𝗲𝗻𝗲𝗻𝘀𝘁𝗼𝗰𝗸 | 𝗩𝗼𝗹𝗱𝗲𝘅In 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...
2025-05-0247 min
Brands In PlayEpisode 11 | ft. Bruna Soares | Ubisoft | Assassins Creed Shadows Unlocked | Brands in Play𝗕𝗿𝗮𝗻𝗱𝘀 𝗜𝗻 𝗣𝗹𝗮𝘆 𝗘𝗽𝗶𝘀𝗼𝗱𝗲 𝟭𝟭 | 𝗔𝘀𝘀𝗮𝘀𝘀𝗶𝗻’𝘀 𝗖𝗿𝗲𝗲𝗱 𝗦𝗵𝗮𝗱𝗼𝘄𝘀 𝗨𝗻𝗹𝗼𝗰𝗸𝗲𝗱 | 𝗕𝗿𝘂𝗻𝗮 𝗦𝗼𝗮𝗿𝗲𝘀 𝗼𝗻 𝗚𝗹𝗼𝗯𝗮𝗹 𝗕𝗿𝗮𝗻𝗱 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝘆 𝗮𝘁 𝗨𝗯𝗶𝘀𝗼𝗳𝘁What 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.
2025-04-2554 min
Brands In PlayEpisode 10 | ft. Stu Royall & Phil Holbrook | BBH London | Mentos Fizzooka Enters Fortnite | Brands in PlayHow BBH Turned a Childhood Experiment Into a Fortnite Icon | The Fizzooka Campaign with MentosWhat 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 ge...
2025-04-1851 min
Brands In PlayEpisode 9 | ft. Tom Emrich | The Next Dimension | Marketing With Augmented Reality | Brands in PlayEPISODE 9 — Tom Emrich: The Next DimensionWhat 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...
2025-04-1147 min
Brands In PlayEpisode 8 | ft. Laurie Keith | Ad Council | Mental Health In Gaming | Brands in Play𝗕𝗿𝗮𝗻𝗱𝘀 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 activationHow mental health experts helped shape every step of the in-game experienceThe phased design approach behind “Love Your Mind World...
2025-04-0458 min
Brands In PlayEpisode 7 | ft. Alvaro G. Velilla | UMG | Universal Music Group on Music In Gaming | Brands in PlayIn 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 spaceFrom early-stage licensing deals to full-blown artist activations in UGC platforms like Roblox and For...
2025-03-2853 min
Brands In PlayEpisode 6 | ft. Justin Breton | Walmart | Walmart Leads Adaptive Retail | Brands in PlayWhat 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 pla...
2025-03-2158 min
Brands In PlayEpisode 5 | ft. Gianna Valintina | Spatial.io | Spatial On The Rise | Brands in PlayIn 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 partic...
2025-03-1450 min
Brands In PlayEpisode 4 | ft. Pete Basgen | Wavemaker | Do Brands Understand Gamer Culture? | Brands in PlayHow Brands Are Embracing Gamer Culture: Walmart, DoorDash & L’Oréal in Gaming | Brands In Play Ep. 4Description: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 t...
2025-03-0757 min
Brands In PlayEpisode 3 | ft. Arturo Perez | Kluge | Future of VR Storytelling | Brands in PlayWhat’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...
2025-02-2849 min
Brands In PlayEpisode 2 | ft. Manon Cardiel | L'Oréal | Brand vs Performance Marketing | Brands in PlayIn 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
2025-02-2152 min
Brands In PlayEpisode 1 | ft. Sam Rappaport | Legendary Entertainment | Cinema Meets UGC Gaming | Brands In PlayWelcome 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 GamingIn 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 Legend...
2025-02-1446 min