00:00 – Intro

02:30 – From selling attention to building relationships
Sports has always monetised eyeballs. But what happens when attention alone isn’t enough?

06:00 – Why loyalty in sport feels underdeveloped
How a category built on fandom often lacks a proper, year-round engagement layer.

09:00 – What modern loyalty could look like
Moving beyond one-off promotions to something that runs 24/7, 365.

12:00 – Making it simple for fans
Why any new technology or system has to feel easy for consumers to use - and where blockchain failed to start with

15:00 – Why “cool” ideas using blockchain aren't enough anymore
How teams are getting more strategic in their use of blockchain to drive revenue, efficiency and engagement.

18:30 – How Starbucks & airlines do loyalty
What sport can learn from preloaded value, points and rewards models that already work in consumer & travel

22:00 – The Cleveland Cavaliers case study
How the Cavs approached loyalty — and what the physical and digital experience looks like for fans.

26:00 – From passive watching to active participation
How predictions, rewards, and experiences are giving fans a reason to engage beyond game day.

30:00 – Why sponsors care about this shift
The move from impressions to measurable participation and attribution, and the commercial value of those metrics.

34:00 – Owning the fan relationship
Why long-term value comes from having a direct connection — and how to rebuild that relationship.

37:30 – What's the commercial potential of loyalty programs?
The timeline towards loyalty becoming a core revenue line for most sports properties

40:00 – Final thoughts & wrap up

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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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© 2026 [SEG3 Ltd]. All Rights Reserved.

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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0:00 - Intro and Michael's background
An insight into Michael's career and his journey to Abstract.

12:00 - Building a blockchain and the UX & UI problems in web3
Why the industry has struggled to onboard retail consumers and how to design a consumer-facing platform.

14:00 - Abstract's early traction
Where Abstract is finding success since launch, and the audiences and markets they are targeting.

19:00 - Oracle Red Bull Racing collaboration and fan engagement
Michael discusses how Red Bull Racing used Abstract to launch the 'In the Moment' digital collectible series

21:00 - Consumer brands and their approach to web3
What are the three key things that brands care about, and how to get buy-in to innovate

32:00 - Web3's killer use case: loyalty and rewards
How ORBR and consumer brands are using digital collectibles to reward fandom, understand their fanbase and engage new audiences.

39:00 - Simplifying the fan experience of using web3
Streaming, social and the creator economy, and how consumers discover apps and experiences through the Abstract terminal.

47:00 Advice for Global Brands
Michael shares his thoughts on how major brands should (re)enter the space, and the right approach for anyone experimenting with emerging tech.

55:00 - Close

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00:00 – Intro & Stefan’s background
Career journey and the path to Coca-Cola.

03:20 – Coke’s philosophy on partnerships
How the brand decides which properties, music, and cultural moments to get behind.

07:45 – Balancing heritage with staying relevant
What it means to future-proof one of the world’s most iconic brands.

12:10 – Activating partnerships authentically
Blending life, digital and product experiences, and his view on gaming and emerging tech's role in future campaigns.

18:35 – Case Study: Beetlejuice Beetlejuice x Fanta
Behind the scenes of the Warner Bros. Discovery collaboration.

25:15 – Why Halloween matters
Making Fanta central to a cultural moment and engaging Gen Z & youth audiences.

31:40 – Chalk Talk
What rights holders, event organisers and IP need to know to attract a partnership with Coca-Cola.

38:50 – Closing thoughts
Final reflections and key takeaways.

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Soccer’s booming in the US - and with the World Cup on the horizon and momentum building toward the 2028 Olympics, Major League Soccer is right at the heart of it.

On this episode of The Speakeasy, we’re joined by Chris Blivin, VP of Consumer Products at MLS, to talk about the league's approach to technology, innovation & gaming.

Chris takes us through:

- MLS’ world first with Apple & EA – live-streaming matches straight into EAFC mobile

- How the MLS is taking its IP beyond soccer and into pop culture

- Their partnerships across gaming, collectibles & web3

- Their fan engagement strategy for the 2026 World Cup

- What tech businesses really need to know to succeed in the sports industry

- His career journey from Sportfive to PGA Tour to Major League Soccer

- And plenty more along the way…

So if you’ve ever wondered how sports, culture and gaming intersect, or how a league builds global fandom without copying legacy models, this is the episode for you!

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Roblox & Growing the World's Largest Gaming Platform – Lisa Willett

With over 100 million daily players, Roblox isn’t just a game — it’s where millions of people hang out, create and shape culture every day. From building worlds with friends to joining virtual concerts and sports events, it’s become a playground for imagination and a powerful stage for brands looking to connect with the next generation.

In this episode, Lisa Willett, Roblox’s Director of Global Partnerships, lifts the lid on how the platform works to integrate global brands — from NFL and Netflix to Lionsgate and Warner Bros. — and why UGC gaming is becoming one of the most important tools in the marketing playbook. Exploring how brands can show up authentically, the strategies driving fandom, and how Roblox is professionalising into a billion-dollar creator economy, as well as:

• Lisa’s journey to leading partnerships at Roblox
• How brands get started on Roblox and the role of dev studios
• The many ways brands can show up: integrations, ads, owned experiences, IP licensing, immersive commerce etc
• Why the Roblox creator economy is becoming more professional (and more profitable)
• How the platform is delivering on brand safety, measurement and return on investment
• Step-by-step advice for brands wanting to win over youth audiences

🎬 Filmed at Sky Guild Gaming Centre in the Ginx TV Studio

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