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