Brands In Play

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

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