Brands In Play

Episode 57 of Brands In Play was recorded live at SXSW at the Red Thread X House, with Val Vacante joining Nic Hill on stage for a conversation with Chris Down, EVP and Chief Design & Innovation Officer at Mattel. Chris broke down how Mattel approaches extending brands like Barbie, Hot Wheels, UNO, and Monster High beyond the toy aisle and into connected play, collector ecosystems, gaming platforms, and broader culture.

In this week’s news, Hamilton and Porsche integrate into Resident Evil Requiem, Newzoo’s latest findings on how younger players may not be interested in AAA titles, reports around Epic Games and Google’s metaverse browser ambitions, and Netflix’s acquisition of Ben Affleck’s AI post-production startup.

For the Real-Time Review, Val takes us inside one of SXSW’s most talked-about activations: Invincibles Burger Mart pop-up with Brisk! A physical fan experience that turned a fictional fast-food spot into one of the most photographed brand moments at the festival.

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 57 is now live on YouTube, Spotify, Apple Podcasts and everywhere else!

Chapters:
Intro - 00:00 
Announcements - 01:35
News - 02:42
SXSW Burger Mart Experience - 09:34
Chris Down Interview - 12:34
Subscribe - 30:42

Follow Chris Down -  https://www.linkedin.com/in/chdown/

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

Follow Us:

Co-Hosts:
Nic Hill -   https://www.linkedin.com/in/nic-hill-6553873/
Val Vacante -  https://www.linkedin.com/in/valerievacante/

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/

Creative Director 
Ben Caro https://www.linkedin.com/in/caroprofile/

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

#brandsinplay #mattel #redthreadx #sxsw2026

This week, Nic Hill is joined by special March co-host Val Vacante for a conversation with Katie Pereira, Director of Conference Strategy at SXSW. The interview explores the ideas shaping SXSW 2026, with a focus on AI and human connection, the return of creativity as a competitive edge, fandom as a force in modern marketing, and the growing importance of immersive brand experiences that people can actually feel, remember, and respond to.

In the news, Amazon Kills ‘King of Meat’ Just Months After Launch and Doubles Down on Cloud Gaming, Mattel’s dual-platform UNO expands across Roblox and Fortnite, 10,000 Creators Apply to Tell Dick’s Sporting Goods’ brand story and Anime Characters Become AI Companions. 

For this week’s Real-Time Review, Nic jumps into The Sandbox Season 7 to assess where the platform stands today, from its Web3 ownership model and creator rewards to the ongoing friction around onboarding, community scale, and gameplay depth.

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 56 is now live on YouTube, Spotify, Apple Podcasts and everywhere else!

Chapters:
Intro - 00:00 
Announcements - 01:46
News - 03:45
Sandbox Season 7 - 16:18
Katie Perera Interview- 25:14
HIT, MISS & BET - 49:11

Follow Katie Perera -  https://www.linkedin.com/in/katie-perera/

SXSW - https://www.linkedin.com/company/sxsw/

Follow Us:

Co-Hosts:
Nic Hill -   https://www.linkedin.com/in/nic-hill-6553873/
Aida Andersson -  https://www.linkedin.com/in/aida-a-807781a4/

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/

Creative Director 
Ben Caro https://www.linkedin.com/in/caroprofile/

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

#brandsinplay  #sxsw 

Nic Hill and Aida Andersson are live this week in LA and they’re joined by Brian Ryerson, Senior Director, Digital Strategy at the USTA for a deep dive into how the US Open thinks about immersive platforms as more than a one-off activation. 

Brian breaks down why Roblox and Fortnite are fundamentally an audience growth play for tennis and how they earned internal buy-in by turning the US Open into a 52-week story. 

In the news, Matthew Ball’s State of Video Gaming 2026 • Hollywood backlash over ByteDance’s AI video generator Seedance 2.0 • Zillow launches virtual home listings inside World of Warcraft • Twin Atlas and Wynton SunSky Entertainment expand Roblox game Creatures of Sonaria into an animated series.

And for the Real-Time Review, Aida takes us into Creatures of Sonaria on Roblox, the progression-heavy roleplay ecosystem that’s become a serious playground for brand integrations, including LEGO’s Ninjago takeover and Amazon’s Joyful Horizons 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 54 is now live on YouTube, Spotify, Apple Podcasts and everywhere else!

Chapters:
Intro - 00:00 
Announcements - 01:57
News - 05:27
Creatures of Sonaria - 21:03
Brian Ryerson Interview- 27:32
HIT, MISS & BET - 49:21

Follow Brian Ryerson -  https://www.linkedin.com/in/brianryerson/

Immature - https://www.linkedin.com/company/usta/

Follow Us:

Co-Hosts:
Nic Hill -   https://www.linkedin.com/in/nic-hill-6553873/
Aida Andersson -  https://www.linkedin.com/in/aida-a-807781a4/

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  #ustatennis #usopen #roblox #fortnite 

This week on the show, Nic Hill and Aida Andersson sit down with Matthew Zanazzo for a deep dive into the state of advertising inside Fortnite and the broader UGC gaming ecosystem.

Matthew, founder of Catalyst Studios, former Head of Fortnite at Gamefam, and host of the Creative Juice podcast has driven over 750M plays across collaborations with Epic Games, LEGO, Disney, Samsung, and more.

Matt’s core message: success in UGC gaming is about understanding the platform at a native level or you will not be successful.

In the news, Roblox Rewarded Video Ads move from awareness to conversion, Alleged $30M acquisition of Roblox game Volleyball Legends, Coca-Cola partners with 007 First Light in an immersive physical + digital activation and John Wick AAA Game officially revealed for PS5?!

And for the Real-Time Review, Nic takes us to The Clank Off, an immersive robot-fight listening party activation from Virgin Music Group for Joji’s new album in LA. We are talking remote-controlled fighting robots, live MC commentary, streaming distribution and an album rollout. Don’t miss it!

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 54 is now live on YouTube, Spotify, Apple Podcasts and everywhere else!

Chapters:
Intro - 00:00 
Announcements - 01:25
News - 03:54
The Clank Off - Joji Listening Party Virgin Music Group - 17:18
Matthew Zanazzo Interview- 25:55
HIT, MISS & BET - 51:27

Follow Matthew Zanazzo -  https://www.linkedin.com/in/matthew-zanazzo-fortnite-metaverse/

Immature - https://www.youtube.com/channel/UCbdoIU2tbR8G-MGkOmmixtQ

Follow Us:

Co-Hosts:
Nic Hill -   https://www.linkedin.com/in/nic-hill-6553873/
Aida Andersson -  https://www.linkedin.com/in/aida-a-807781a4/

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  #uefn #fortnite #creativejuice

This week on the show, Aida Andersson and Nic Hill sit down with Joe Farren (Future Sport Co.), an award-winning sports innovation consultant who’s helped top sports brands translate immersive tech into real fan and commercial value. In the interview, we unpack Joe’s framework for integrating sport into immersive platforms, what drives loyalty (and what kills it), and why the next wave is less about “cool tech” and more about repeatable fan behaviors, scalable media assets, and measurable outcomes.

In the news, Roblox Q4 earnings and their new 4D generative AI creation tooling, Anthropic faces off against OpenAI at the Super Bowl, Brands shift from owned worlds to integrations and a Lil Wayne virtual halftime show inside Clash Royale. Wait, what?!

And for the Real-Time Review, Aida reviews QVerse Island (Qatar Airways) on Fortnite: a virtual Doha exploration map with mission based gameplay, a timed Golden Ticket hunt, and a social proof entry mechanic that unlocks a chance to win real Qatar Airways business class flights. Watch us break it down. 

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 53 is now live on YouTube, Spotify, Apple Podcasts and everywhere else!

Chapters:
Intro - 00:00 
Announcements - 03:15
News - 05:51
QVerse Island real Time Review - 21:08
Joe Farren Interview- 28:46
HIT, MISS & BET - 53:16

Follow Joe Farren -  https://www.linkedin.com/in/joe-farren448a6a1/

Follow FutureSport Co. - https://www.linkedin.com/company/futuresport-co/

Follow Us:

Co-Hosts:
Nic Hill -   https://www.linkedin.com/in/nic-hill-6553873/
Aida Andersson -  https://www.linkedin.com/in/aida-a-807781a4/

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  #roblox #robloxdev #uefn #premierleague 

This week on the show, Nic Hill and Aida Andersson sit down with Morgan Pomish, Senior Vice President, Head of Innovative Experiences at Digitas North America. We get into how strategy falls apart when brands start with “we need to be in gaming” instead of a real business problem. 

In the news, Twitch launches BloxFest, Verizon turns Fortnite into a Super Bowl moment, Disney+ releases the full High School Musical on TikTok and Brands ramp up hiring in-house storytellers to own narrative

And for the Real-Time Review, Nic  jumps into the Premier League’s new Roblox experience Dribble Dash and break down what works, what doesn’t, and what it tells us about owned brand experiences versus integrations.

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 52 is now live on YouTube, Spotify and Apple Podcasts.

Chapters:
Intro - 00:00 
News - 04:15
Dribble Dash - 16:44
Morgan Pomish Interview- 25:30
HIT, MISS & BET - 58:36

Follow Morgan Pomish -  https://www.linkedin.com/in/morganpomish/

Follow Digitas - https://www.linkedin.com/company/digitas-north-america/

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  #digitas

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