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00:00 – Welcome & the rise of the clipping economy
Why the way people discover and engage with games is fundamentally shifting - from exposure to advertising to shared moments between friends.

03:00 – Attention is earned, not bought
How modern audiences filter out traditional marketing - and what it means for user acquisition when youth audiences are now ad-blind by default.

06:40 – Belonging as a growth strategy
Why players who discover a game, sport or film through a friend arrive with higher trust, better retention, and a stronger sense of community from day one.

10:20 – From funnel to leapfrog
How socially shared content can short-circuit traditional acquisition steps and land users straight into a community.

13:45 – The psychology of shared moments
The rationale behind why small, authentic clips are outperforming polished promos - and how identity is formed through participation, not consumption.

17:20 – Designing for trust-based discovery
What it takes to build products and campaigns that facilitate organic sharing without feeling engineered or extractive.

21:00 – Community building in low-friction environments
How simplicity and familiarity create more shareable behaviours - and why intentional friction often kills valuable momentum for brands.

24:15 – The Three R's to measure growth beyond views and clicks
How to think about retention, resonance, and relationship-building as core metrics in community-led growth.

28:00 – Designing campaigns that create culture
The content formats and activations that encourage players to contribute over consume - and how successful brands and game developers are rethinking growth loops.

32:30 – Rethinking brand presence in gaming
Why younger audiences reject interruptive formats, and how brands can show up in ways that align with player behaviour and context.

36:00 – Lessons for anyone building community-led platforms
Insights into what scales trust, and why growing slowly (but meaningfully) often wins long-term.

40:20 – Final reflections

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00:00 – Intro & welcome
Joe and Tiago introduce the show, and welcome Brent Koning, Global Head of Gaming at dentsu.

02:00 – Brent’s background & career journey
From early work with Microsoft and Xbox to EA, FIFA esports, and eventually leading gaming strategy at dentsu.

08:30 – What dentsu’s gaming role actually looks like
How gaming fits inside a global agency, what dentsu does differently, and why strategy comes before media.

14:30 – Why gaming has been misunderstood by marketers
Generational shifts, education gaps, and why gaming is finally being taken seriously as a channel.

21:00 – Gaming’s role in the modern marketing mix
Why gaming should sit alongside TV, social and sport — and why time spent matters more than formats.

27:30 – How brands should think about entering gaming
Segmentation, platforms like Roblox and Fortnite, and avoiding surface-level activations.

34:30 – Brand integrations, culture & UGC
Examples that work (and don’t), Fortnite, Minecraft, and why culture fit is everything.

41:00 – IP, fandom & the future of games
UGC platforms, transmedia storytelling, GTA VI, and where attention is heading next.

47:30 – Final advice for brands & CMOs
Why “test and learn” isn’t enough anymore, and the importance of real commitment.

50:00 – Wrap-up & closing
Final thoughts and sign-off.

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Inside NASCAR: Innovation & Gaming in Sports with Mitch Rasmussen

00:00 – Intro & Mitch’s role at NASCAR
Mitch Rasmussen joins the show to discuss his role leading interactive strategy at NASCAR, and what “interactive” really means inside a modern sports organisation.

03:10 – The pace of innovation
How integrating technology has changed decision-making inside NASCAR, and how Mitch and his team prioritise where to focus amid constant disruption.

06:40 – Small wins vs big swings
Balancing incremental improvements with high-risk, high-reward bets, and why both are essential to long-term innovation.

10:15 – Where NASCAR is investing attention right now
The platforms, channels and technologies NASCAR is actively exploring, and where Mitch believes brands are still under-investing.

14:20 – Youth audiences vs traditional audiences
Why innovation can’t come at the cost of legacy fans, and how NASCAR experiments with new formats while bringing its audience along for the ride.

18:10 – NASCAR’s UGC gaming strategy
A deep dive into NASCAR’s history in UGC gaming, including NASCAR Speedhub, Driving Empire and Rocket Racing.

21:30 – Driving Empire: breaking down the numbers
Why Driving Empire became such a standout success, the strategies behind it, and what made the experience resonate with younger audiences.

25:40 – Integrating sponsors authentically
How NASCAR weaves brand partners into gaming and interactive experiences without breaking immersion, and what most brands get wrong with in-game advertising.

30:05 – NASCAR's Broadcast work with FOX Sports, Meta & Xtadium
The evolving role of broadcast partners, experimentation beyond linear TV, and why XR represents a massive opportunity for live sports.

35:10 – How to evaluate disruptive tech
Mitch shares a practical framework for evaluating new platforms or technologies - how NASCAR decides what to test, what to scale and what to pass on.

41:20 – Lessons for other brands and rights holders
What other organisations can learn from NASCAR’s approach to innovation, audience growth and digital experience design.

44:30 – Closing thoughts
Final reflections on the future of sports, fan engagement and where interactive experiences are headed next.

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