Live from SXSW: The Future of Play Panel

Episode 58 of Brands In Play was recorded live at SXSW, with Nic Hill on stage alongside Val Vacante, who hosting a panel on the future of play featuring Chris Down (EVP, Chief Design & Innovation Officer at Mattel) and Mitchel Berger Executive Vice President, Global Commerce at Crunchyroll.

As discussed on stage, the role of a brand today is to bridge creators with audiences, aligning creative vision with real human needs, whether that’s escape, belonging, or emotional connection.

In this week’s news, Fortnite’s new season is full of cultural marketing gold. Meta Horizon’s VR shutdown sparked major questions around platform strategy and creator migration. Fortnite has returned to the Google Play Store globally after Epic’s legal fight with Google. Heineken is building its latest campaign around fandom, friendship, and human connection.

For the Real-Time Review, Val takes us on the ground at SXSW, the International Innovation Expo showcased a clear direction for immersive experiences: the convergence of physical interaction, storytelling, and emerging technology. Crunchyroll’s Sentenced to Be a Hero activation stood out with an animatronic character experience that translated anime IP into a tactile, emotional encounter, proving that physical installations still play a critical role in deepening fan connection. At the same time, Snap’s Spectacles and Lens Studio demos highlighted the growing role of spatial computing and creator tools, enabling more active, embodied forms of interaction.

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

Chapters:
Intro - 00:00 
Announcements - 02:30
News - 06:00
SXSW Tech Review - 20:23
Future of Play Panel - 27:11
Subscribe - 53:19

Follow Mitchel Berger - https://www.linkedin.com/in/mitchelberger/

Follow Crunchyroll - https://www.linkedin.com/company/crunchyroll/

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/

A big shoutout to Asa Barret for assisting us with the Real Time Review compilation this week. 

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

#brandsinplay #mattel #crunchyroll #sxsw2026