Next in Media spoke to Dylan Collins, former executive at Epic Games, about the evolution of gaming over the past decade, and what brands and media companies need to understand about Gen Z and Gen Alpha's love of social, UGC gaming platforms like Fortnite and Roblox.

Guest: Dylan Collins

Host: Mike Shields

Sponsored by: Kochava

Sponsored by: Publica

Produced by: Fresh Take

Takeaways

• Super Awesome started as a kids media company and evolved into a provider of tools for kids digital media.
• Fortnite and Roblox have become popular gaming platforms for young audiences.
• Brands and advertisers are increasingly interested in reaching young audiences on platforms like Fortnite and Roblox.
• In-game advertising on user-generated content platforms is still evolving and faces challenges in terms of ease of buying and scalability.
• The future of advertising on these platforms may involve rewarded mechanics and long-term partnerships with brands.

Chapters

00:00 Introduction and Background

01:14 Starting Super Awesome

02:08 Challenges in Financing

03:29 Expanding Beyond Kids Ad Tech

04:20 Building Tools for Kids Digital Media

05:09 Importance of Parental Consent

06:08 Expansion into Content and Community Tools

07:15 Expansion of Customer Base

08:11 Rise of Kids as a Visible Audience

09:42 Success of Fortnite and Roblox

10:47 Fortnite's Appeal to Young Audiences

12:16 Fortnite as a Social and Gaming Platform

13:39 Shift from Social Platforms to Gaming Platforms

15:09 Brands and Advertising in Fortnite and Roblox

18:28 Long-Term Partnerships with Brands

20:23 Transition to Long-Term Thinking

22:37 Challenges in In-Game Advertising

24:24 Importance of Making Buying Ads Easy

25:18 Supporting Brands and Advertisers on UGC Platforms

26:16 The Future of Advertising on UGC Platforms

27:43 Acquisition by Epic Games

29:27 Growing Importance of Young Audiences

30:23 Generational vs. Cohort Platforms

32:37 Future of Fortnite and Roblox

34:12 Empowerment of Younger Audiences

37:30 Conclusion