This week Albane Prioux and Nic Hill break down the latest in immersive marketing, from Meta’s push into AI-powered smart glasses to Kai Cenat’s Fortnite takeover, Nintendo’s unexpected Virtual Boy revival, and Guinness stepping into Netflix wi...

Back from RDC with the stories you can’t miss. In episode 31 of Brands In Play, Nic and Albane discuss what stood out in the room. DevEx rates finally shifted, Roblox’s engine upgrades edging toward AAA, the Kodansha licensing deal, native avat...

In Episode 30 of Brands In Play Colton Dunn pulls no punches. The Superstore star and longtime gamer joins Nic Hill and Albane Prioux to swap stories from Halo nights to Ninja Turtle skins, and to share his take on how brands fit, or don’t in t...

Albane 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 ...

McDonaldland 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 a...

Episode 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 do...

What 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...

We’ve teamed up with the Kids Media Club podcast to explore one of the strangest and most viral trends in UGC culture: Italian Brain Rot. Together with Jo, Emily, and Andy, we unpack how a chaotic wave of AI-generated characters and in...

Charles 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-bas...

What 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....

This 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, ...

In 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...

In 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 Pl...

On 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 communitie...

This 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 Snapc...

In Episode 17 of Brands in Play, Nic Hill and Albane Prioux sit down with Erik...

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...

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 - 𝗘𝗽𝗶𝘀𝗼𝗱𝗲 𝟭𝟰 | 𝗥𝗼𝗯𝗹𝗼𝘅 𝗔𝗰𝘁𝗶𝘃𝗮𝘁𝗲𝘀 𝗠𝗲𝗿𝗰𝗵𝗮𝗻𝗱𝗶𝘀𝗶𝗻𝗴 𝗳𝘁. 𝗪𝗶𝗻𝗻𝗶𝗲 𝗕𝘂𝗿𝗸𝗲 | 𝗥𝗼𝗯𝗹𝗼𝘅This week on Brands In Play, Nic Hill and

𝗕𝗿𝗮𝗻𝗱𝘀 𝗶𝗻 𝗣𝗹𝗮𝘆 - 𝗘𝗽𝗶𝘀𝗼𝗱𝗲 𝟭𝟯 | 𝗜𝗻𝘁𝗲𝗴𝗿𝗮𝘁𝗶𝗻𝗴 𝗜𝗻𝘁𝗼 𝗥𝗼𝗯𝗹𝗼𝘅 𝗳𝘁. 𝗝𝗮𝘀𝗼𝗻 𝗦𝘁𝗲𝘆𝗮𝗲𝗿𝘁 | 𝗦𝗸𝘆𝗹𝗶𝗴𝗵𝘁 𝗠𝗲𝗱𝗶𝗮This week we unpack what integration looks like: from building persistent, data-driven brand placements in top games like LiveTopia, to understandin...

𝗕𝗿𝗮𝗻𝗱𝘀 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...

𝗕𝗿𝗮𝗻𝗱𝘀 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 immer...

How 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 St...

EPISODE 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 aug...

𝗕𝗿𝗮𝗻𝗱𝘀 𝗜𝗻 𝗣𝗹𝗮𝘆 – 𝗘𝗽𝗶𝘀𝗼𝗱𝗲 𝟴: 𝗠𝗲𝗻𝘁𝗮𝗹 𝗛𝗲𝗮𝗹𝘁𝗵 𝗜𝗻 𝗚𝗮𝗺𝗶𝗻𝗴 𝗳𝘁. 𝗟𝗮𝘂𝗿𝗶𝗲 𝗞𝗲𝗶𝘁𝗵 (𝗔𝗱 𝗖𝗼𝘂𝗻𝗰𝗶𝗹)In this episode of Brands In Play, Albane Prioux and...