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Artwork for Brands In Play

Brands In Play

Brands In Play
Immersive Marketing
Roblox
South By Southwest
Proto Hologram
GTA 6
Gaming
Mattel
Karl Lagerfeld
Artificial Intelligence
IGN Entertainment
Fortnite
The Sandbox
Metaverse
Web3
Nokia
Holographic Advertising
AI In Marketing

Welcome to Brands in Play - The podcast where we explore immersive marketing and the people who are leading it.

PublishesWeeklyEpisodes69Foundeda year ago
Number of ListenersCategories
BusinessMarketing

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Artwork for Brands In Play

Latest Episodes

This week on Brands In Play, we’ve got a packed house! First up, Ely Santos (Founder of Vibe Glass and host of the Metavertising Podcast) is joining us as our guest co-host for the whole month of June.

Then, Nic sits down with Will Trowbridge, the F... more

This week on Episode 68 of Brands In Play, Morgan Pomish sits down with Derek Dabrowski, SVP, Head of Cold Brand Marketing at Keurig Dr Pepper.

After nine seasons of Dr Pepper’s micro drama series Fansville, Derek explains why most marketers kill gr... more

YouTube

This week on Brands In Play, Nic Hill and Morgan Pomish are joined by Alexander Lee, Lead News Writer at GamesBeat, to unpack one of the biggest questions in gaming right now:

Could GTA 6 become the next major creator platform?

From Rockstar's growi... more

YouTube

In Episode 66 of Brands In Play Morgan Pomish and Nic Hill are joined by David Nussbaum, Founder and Chairman of Proto Hologram. We unpack the world's first always-on holographic advertising network and how brands are turning malls and public spaces ... more

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Recent Guests

Alexander Lee
Lead news writer at GamesBeat, covering business of gaming and creator economy
GamesBeat
Episode: GTA 6 Could Become The Next Creator Platform
Benjamin Wiener
Head of emerging platforms at Sawhorse
Sawhorse
Episode: GTA 6 Could Become The Next Creator Platform
David Nussbaum
Founder and Chairman of Proto Hologram
Proto Hologram
Episode: First Ever Hologram Ad Network
Zoe Soon
Head of Creator and Gaming, Interactive Advertising Bureau (IAB)
IAB
Episode: Brands Are Spending in the Wrong Places
Karl Stewart
SVP of Worldwide Marketing and Head of Imagine AI at IGN Entertainment
IGN Entertainment
Episode: IGN Entertainment Generations In Play Audience Report
Tate Fiebing
Senior Director of Business Intelligence at IGN Entertainment
IGN Entertainment
Episode: IGN Entertainment Generations In Play Audience Report
Brent Koning
Global Head of Gaming at Dentsu
Dentsu
Episode: IGN Entertainment Generations In Play Audience Report
Julie Piskin
Director of Strategic Partnerships
Roblox
Episode: Roblox Explains the Controversial Ad Revenue Share
Nick McLachlan
Senior Product Manager
Roblox
Episode: Roblox Explains the Controversial Ad Revenue Share

Hosts

Nic Hill
Co-founder and Chief Innovation Officer at Sawhorse; Host of Brands In Play; frequent speaker on immersive marketing and creator economies.
Morgan Pomish
SVP Head of Innovative Experiences; Host of Brands In Play; known for guiding discussions on innovative experiences and creator-led marketing.
Lee Kebler
Co-host of Brands In Play; technologist/designer/musician; CTO at Trust Player Zero; frequent guest host.
Val Vacante
Co-host of Brands In Play; involved in collabs and executive board initiatives; frequent contributor on brand strategy and immersive campaigns.
Aida Andersson
Host; senior executive with Chartis; contributes industry perspective on enterprise risk, partnerships, and commercial strategy in insurance/tech space.

Chart Rankings

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Talking Points

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Engagement Is Not What You Think!
Q: When you activate on platforms like Roblox or Fortnite, is the primary goal fan acquisition, brand relevance, revenue, experimentation, or all of those?
It's platform by platform, with a strong emphasis on audience growth and showcasing the sport to a younger, broader audience. Revenue is considered, but the core aim is long-term audience engagement and brand presence, turning a three-week event into year-round storytelling.
Roblox Explains the Controversial Ad Revenue Share
Q: Why is Roblox considered a good home for brand dollars and what value do brands get there?
Roblox offers a highly engaged Gen Z/A audience, with millions of daily actives and long play sessions, making it a compelling space for brands to connect authentically through co-creation and integrated campaigns.
The #1 Biggest Mistake Brands Make in Fortnite (And What To Do Instead)
Q: What is working in advertising inside games currently?
Creator partnerships, bespoke branded experiences, and deep integration with UGC are driving meaningful engagement because they feel like part of the game rather than interruptions.
GTA 6 Could Become The Next Creator Platform
Q: What makes GTA 6 a potential creator platform at launch?
Key indicators include Rockstar's prior support for user-generated content through 5M and the potential native creator tools in GTA 6, along with industry signals that brands will need to move quickly to partner with creators to monetize early in the lifecycle.
UGC Platforms Are Dying, Alcohol Brands Are Panicking, and Meta Just Made Its Move
Q: Why Roblox for Essence and how did you shift from a campaign-driven approach to a community-centered experience?
We moved from building experiences for the brand to building with the community, focusing on what the community wants and how they want to engage, which required redesigning the project to be native to the platform, and leveraging feedback to evolve Kingdom of Essentia.

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Frequently Asked Questions About Brands In Play

What is Brands In Play about and what kind of topics does it cover?

This show circles around immersive marketing, with a strong focus on gaming, XR, and creator-driven brand partnerships. Episodes frequently unpack how brands participate in sprawling digital ecosystems—from native tools in blockbuster games to holographic advertising and AI-enabled storytelling—while weighing measurement, safety, and authenticity. Real-time reviews and high-profile interviews with executives, creators, and technologists help listeners understand practical activation ideas, budgeting considerations, and the evolving rules of engagement across platforms like Roblox, Fortnite, GTA, and emerging holographic networks. A standout trait is the blend of hands-on activation analysis, industry news, and long-form conversations with p... more

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Which podcasts are similar to Brands In Play?

These podcasts share a similar audience with Brands In Play:

1. 99% Invisible
2. Radiolab
3. DTC Podcast

How many episodes of Brands In Play are there?

Brands In Play launched a year ago and published 69 episodes to date. You can find more information about this podcast including rankings, audience demographics and engagement in our podcast database.

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What guests have appeared on Brands In Play?

Recent guests on Brands In Play include:

1. Alexander Lee
2. Benjamin Wiener
3. David Nussbaum
4. Zoe Soon
5. Karl Stewart
6. Tate Fiebing
7. Brent Koning
8. Julie Piskin

To view more recent guests and their details, simply upgrade your Rephonic account. You'll also get access to a typical guest profile to help you decide if the show is worth pitching.

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