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

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

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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

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