https://simplecast.com The Speakeasy The Speakeasy is a podcast that takes you behind-the-scenes at your favourite sports, entertainment and gaming brands - giving you a glimpse into the deals, strategies & innovations that are helping to keep you entertained. Whether you’re a die-hard fan, part of the industry, or just curious about how the biggest brands in sport, entertainment and gaming do what they do, The Speakeasy is your all-access pass to the stories behind the moments that are defining pop culture. 2025 [SEG3 Ltd]. The Speakeasy. All Rights Reserved. en Thu, 2 Apr 2026 05:00:00 +0000 Thu, 2 Apr 2026 13:10:31 +0000 https://the-speakeasy-seg3.simplecast.com The Speakeasy https://image.simplecastcdn.com/images/c64f420d-f98d-41b1-a628-6d5d43fd144c/2f7439d7-86de-4665-9ef6-3aedec2e44ef/3000x3000/the-20speakeasy-20-20logo-20with-20background-201x1.jpg?aid=rss_feed https://the-speakeasy-seg3.simplecast.com episodic The Speakeasy is a podcast that takes you behind-the-scenes at your favourite sports, entertainment and gaming brands - giving you a glimpse into the deals, strategies & innovations that are helping to keep you entertained. Whether you’re a die-hard fan, part of the industry, or just curious about how the biggest brands in sport, entertainment and gaming do what they do, The Speakeasy is your all-access pass to the stories behind the moments that are defining pop culture. SEG3 false https://feeds.simplecast.com/KOTptLj6 business, culture, entertainment, gaming, marketing, sports, technology SEG3 thespeakeasy@seg3.com https://podcasts.apple.com/us/podcast/the-speakeasy/id1832464068 5e4d8d60-a924-4e88-82b4-2add8cf04a8d Investment, Innovation & Growing Bandai Namco’s Franchises 00:00 – How connecting with fans leads to monetisation.

03:00 – What does a winning IP strategy look like with legacy franchises?

10:30 – What does a typical day look like across partnerships, licensing, and venture investing?

13:50 – How the Zero to One Fund helps Bandai Namco to keep ahead of the industry.

16:40 – Should gaming companies invest in content or technology?

19:50 – Where does the best deal flow come from in gaming?

21:40 – How to decide whether to build, buy, invest, or partner?

25:00 – What gives a company a competitive edge in gaming in 2026?

27:30 – Where is the next generation of gamers playing?

30:45 – The strategy to generating long-term success in a hit-driven entertainment and games business.

35:00 – How is the industry adapting to UGC and shifting platform models?

39:00 – Why fandom and community engagement more important than ever.

42:30 – How do legacy IPs like Pac-Man and Gundam stay relevant for decades?

44:30 – Closing thoughts.

🎧 Subscribe to The Speakeasy

🌐 Visit our website: www.seg3.com

📩 Join our newsletter for weekly deep dives into culture & technology: https://seg3.beehiiv.com/

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💬 Got a question or guest idea? Email us at: info@seg3.com

 

© 2026 [SEG3 Ltd]. All Rights Reserved.

]]> Thu, 2 Apr 2026 05:00:00 +0000 thespeakeasy@seg3.com (Jay Stuart, Tiago Teixeira Correia, Karim Farghaly) https://the-speakeasy-seg3.simplecast.com/episodes/bandai-namco-ip-growth-build-buy-partner-strategy-PKZ5yFva 00:00 – How connecting with fans leads to monetisation.

03:00 – What does a winning IP strategy look like with legacy franchises?

10:30 – What does a typical day look like across partnerships, licensing, and venture investing?

13:50 – How the Zero to One Fund helps Bandai Namco to keep ahead of the industry.

16:40 – Should gaming companies invest in content or technology?

19:50 – Where does the best deal flow come from in gaming?

21:40 – How to decide whether to build, buy, invest, or partner?

25:00 – What gives a company a competitive edge in gaming in 2026?

27:30 – Where is the next generation of gamers playing?

30:45 – The strategy to generating long-term success in a hit-driven entertainment and games business.

35:00 – How is the industry adapting to UGC and shifting platform models?

39:00 – Why fandom and community engagement more important than ever.

42:30 – How do legacy IPs like Pac-Man and Gundam stay relevant for decades?

44:30 – Closing thoughts.

🎧 Subscribe to The Speakeasy

🌐 Visit our website: www.seg3.com

📩 Join our newsletter for weekly deep dives into culture & technology: https://seg3.beehiiv.com/

📱 Follow us on LinkedIn: @SEG3

💬 Got a question or guest idea? Email us at: info@seg3.com

 

© 2026 [SEG3 Ltd]. All Rights Reserved.

]]> Investment, Innovation & Growing Bandai Namco’s Franchises Jay Stuart, Tiago Teixeira Correia, Karim Farghaly 00:45:02 In Episode 11 of The Speakeasy, we sit down with Karim Farghaly, SVP of Business Innovation & Licensing at Bandai Namco Entertainment America, to explore what it really takes to manage, grow, and future-proof some of the most iconic IP in entertainment. Karim breaks down how Bandai Namco approaches the build-buy-partner decision, how the Zero to One fund operates as a strategic investment vehicle, and what it actually takes to keep a 40-year-old IP like Pac-Man culturally relevant. In Episode 11 of The Speakeasy, we sit down with Karim Farghaly, SVP of Business Innovation & Licensing at Bandai Namco Entertainment America, to explore what it really takes to manage, grow, and future-proof some of the most iconic IP in entertainment. Karim breaks down how Bandai Namco approaches the build-buy-partner decision, how the Zero to One fund operates as a strategic investment vehicle, and what it actually takes to keep a 40-year-old IP like Pac-Man culturally relevant. investment, franchise, gaming, bandai namco, entertainment false full 11 1 7f3156fe-5bf0-4ba5-98de-34c21b55aa16 Star Wars, Emerging Technology, and Immersive Storytelling 0:00: Introduction

01:00 Why being okay with failure is the key to innovation.

4:00: What does it actually take to build a franchise?

6:00: How do you grow an iconic franchise without losing its core fans?

8:50: The secret to keeping your IP cohesive across films, series, games, and merchandise.

12:00: The steps to avoiding franchise fatigue.

14:00: The challenges translating IP into immersive experiences

19:30: How do you measure success on emerging platforms?

27:00: Why knowing what platform to choose is as important as the story itself.

35:15: What does it take to build and sustain a franchise for generations?

🎧 Subscribe to The Speakeasy

🌐 Visit our website: www.seg3.com

📩 Join our newsletter for weekly deep dives into culture & technology: https://seg3.beehiiv.com/

📱 Follow us on LinkedIn: @SEG3

💬 Got a question or guest idea? Email us at: info@seg3.com

 

© 2026 [SEG3 Ltd]. All Rights Reserved.

]]> Thu, 19 Mar 2026 06:00:00 +0000 thespeakeasy@seg3.com (SEG3) https://the-speakeasy-seg3.simplecast.com/episodes/building-ip-franchise-star-wars-lucasfilm-ilm-GF6KDwaw 0:00: Introduction

01:00 Why being okay with failure is the key to innovation.

4:00: What does it actually take to build a franchise?

6:00: How do you grow an iconic franchise without losing its core fans?

8:50: The secret to keeping your IP cohesive across films, series, games, and merchandise.

12:00: The steps to avoiding franchise fatigue.

14:00: The challenges translating IP into immersive experiences

19:30: How do you measure success on emerging platforms?

27:00: Why knowing what platform to choose is as important as the story itself.

35:15: What does it take to build and sustain a franchise for generations?

🎧 Subscribe to The Speakeasy

🌐 Visit our website: www.seg3.com

📩 Join our newsletter for weekly deep dives into culture & technology: https://seg3.beehiiv.com/

📱 Follow us on LinkedIn: @SEG3

💬 Got a question or guest idea? Email us at: info@seg3.com

 

© 2026 [SEG3 Ltd]. All Rights Reserved.

]]> Star Wars, Emerging Technology, and Immersive Storytelling SEG3 00:41:25 For Episode 10 of The Speakeasy, we sit down with Elizabeth Walker, Director of Marketing and Publishing at Industrial Light & Magic (ILM) and Lucasfilm. Elizabeth joins us to unpack what it really takes to manage an IP as culturally significant as Star Wars in an era of fragmented audiences and rapid technological shifts. We explore the "mosaic" of modern storytelling — how a story evolves from a single piece of IP into a cross-generational franchise spanning film, series, games, toys, and immersive experiences. For Episode 10 of The Speakeasy, we sit down with Elizabeth Walker, Director of Marketing and Publishing at Industrial Light & Magic (ILM) and Lucasfilm. Elizabeth joins us to unpack what it really takes to manage an IP as culturally significant as Star Wars in an era of fragmented audiences and rapid technological shifts. We explore the "mosaic" of modern storytelling — how a story evolves from a single piece of IP into a cross-generational franchise spanning film, series, games, toys, and immersive experiences. false full 10 1 0f0ef531-3eed-4994-9a9e-90fd6f1a9608 Building at the Frontier: How AI Is Reshaping Games, Creativity and the Future of Play 00:00 – Introduction

04:00 – How mobile gaming and traditional gaming really differ.

06:00 – What it takes to make a 'mega hit game' and the commercial opportunities with mobile-first companies.

11:10 – Fitting AI into gaming and its impact on content, production, and development.

14:45 – How AI addresses the biggest bottleneck: the ability to produce high-quality content.

17:30 – What an "AI-native game" looks like, providing a failed prototype example.

23:00 - Finding the balance between IP Protection & use of AI.

25:50 – How AI can accelerate designing of games?

30:40 – Where the divergence of "games as art" and "games as a business" comes in.

35:00 – What are the capabilities in AI beyond LLMs?

40:00 – Managing investment downturns and negative consumer sentiment around AI adoption in games.

43:30 – Final thoughts.

🎧 Subscribe to The Speakeasy

🌐 Visit our website: www.seg3.com

📩 Join our newsletter for weekly deep dives into culture & technology: https://seg3.beehiiv.com/

📱 Follow us on LinkedIn: @SEG3

💬 Got a question or guest idea? Email us at: info@seg3.com

 

© 2026 [SEG3 Ltd]. All Rights Reserved.

]]> Thu, 5 Mar 2026 06:00:00 +0000 thespeakeasy@seg3.com (SEG3) https://the-speakeasy-seg3.simplecast.com/episodes/ai-reshaping-games-creativity-supercell-jessica-jung-NsoVxsVF 00:00 – Introduction

04:00 – How mobile gaming and traditional gaming really differ.

06:00 – What it takes to make a 'mega hit game' and the commercial opportunities with mobile-first companies.

11:10 – Fitting AI into gaming and its impact on content, production, and development.

14:45 – How AI addresses the biggest bottleneck: the ability to produce high-quality content.

17:30 – What an "AI-native game" looks like, providing a failed prototype example.

23:00 - Finding the balance between IP Protection & use of AI.

25:50 – How AI can accelerate designing of games?

30:40 – Where the divergence of "games as art" and "games as a business" comes in.

35:00 – What are the capabilities in AI beyond LLMs?

40:00 – Managing investment downturns and negative consumer sentiment around AI adoption in games.

43:30 – Final thoughts.

🎧 Subscribe to The Speakeasy

🌐 Visit our website: www.seg3.com

📩 Join our newsletter for weekly deep dives into culture & technology: https://seg3.beehiiv.com/

📱 Follow us on LinkedIn: @SEG3

💬 Got a question or guest idea? Email us at: info@seg3.com

 

© 2026 [SEG3 Ltd]. All Rights Reserved.

]]> Building at the Frontier: How AI Is Reshaping Games, Creativity and the Future of Play SEG3 00:44:01 In this episode, we sit down with Jessica Jung, AI Innovation Lab Lead at Supercell, to explore what it really means to build at the frontier of AI and games — and why the most interesting questions aren't just about how we make things, but what becomes possible to make at all. As the architect of Supercell's AI Innovation Lab, Jessica unpacks the studio's approach to embedding AI across small, autonomous teams, how the relationship between IP owners, fans and creators is shifting as remix culture goes mainstream, and where the most meaningful innovation is actually happening — at the platform layer or the content layer. Using her own journey from AI research to AR and now game development as a lens, we dig into the barriers holding studios back, what separates teams who unlock AI's potential from those who stall, and what a healthy co-creation ecosystem actually looks like in practice. So tune in for more on building an AI Innovation Lab from 0 to 1, a candid look at where AI is expanding, what kinds of experiences we can create versus simply how we create them, and a practical guide for any studio or creator trying to integrate AI in a way that keeps their worlds valuable long into the future. In this episode, we sit down with Jessica Jung, AI Innovation Lab Lead at Supercell, to explore what it really means to build at the frontier of AI and games — and why the most interesting questions aren't just about how we make things, but what becomes possible to make at all. As the architect of Supercell's AI Innovation Lab, Jessica unpacks the studio's approach to embedding AI across small, autonomous teams, how the relationship between IP owners, fans and creators is shifting as remix culture goes mainstream, and where the most meaningful innovation is actually happening — at the platform layer or the content layer. Using her own journey from AI research to AR and now game development as a lens, we dig into the barriers holding studios back, what separates teams who unlock AI's potential from those who stall, and what a healthy co-creation ecosystem actually looks like in practice. So tune in for more on building an AI Innovation Lab from 0 to 1, a candid look at where AI is expanding, what kinds of experiences we can create versus simply how we create them, and a practical guide for any studio or creator trying to integrate AI in a way that keeps their worlds valuable long into the future. false full 9 1 3da39e40-332c-4a5c-bf1a-d616622a6dfb The Economics of Fandom: Sports Loyalty Programs Explained 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

----

🎧 Subscribe to The Speakeasy

🌐 Visit our website: www.seg3.com

📩 Join our newsletter for weekly deep dives into culture & technology: https://seg3.beehiiv.com/

📱 Follow us on LinkedIn: @SEG3

💬 Got a question or guest idea? Email us at: info@seg3.com

 

© 2026 [SEG3 Ltd]. All Rights Reserved.

]]> Thu, 19 Feb 2026 06:00:00 +0000 thespeakeasy@seg3.com (Jacqui Bransky, John Timoney-Gomez, Dominic Carbonaro, Jay Stuart) https://the-speakeasy-seg3.simplecast.com/episodes/the-economics-of-fandom-sports-loyalty-programs-explained-7QhpbRZk 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

----

🎧 Subscribe to The Speakeasy

🌐 Visit our website: www.seg3.com

📩 Join our newsletter for weekly deep dives into culture & technology: https://seg3.beehiiv.com/

📱 Follow us on LinkedIn: @SEG3

💬 Got a question or guest idea? Email us at: info@seg3.com

 

© 2026 [SEG3 Ltd]. All Rights Reserved.

]]> The Economics of Fandom: Sports Loyalty Programs Explained Jacqui Bransky, John Timoney-Gomez, Dominic Carbonaro, Jay Stuart 00:41:07 In this episode, we sit down with Dominic Carbonaro (Ava Labs) and John Timoney-Gomez (UpTop) to explore how loyalty in sport is evolving — and what it really takes to build deep, long-term fandom. As teams compete not just for attention but for retention, we unpack why traditional points-based programs often stall, and how technology, data and direct connection are becoming central to a long-lasting relationship. Using the Cleveland Cavaliers as a live case study, we examine what a connected digital and in-arena loyalty journey looks like in practice — where blockchain is additive, and the pitfalls many fall into when building loyalty programs. So tune in for more on designing loyalty systems that drive real behaviour change, a clear breakdown of the economics of fandom, and how to build fan relationships that grow over time rather than reset every season. In this episode, we sit down with Dominic Carbonaro (Ava Labs) and John Timoney-Gomez (UpTop) to explore how loyalty in sport is evolving — and what it really takes to build deep, long-term fandom. As teams compete not just for attention but for retention, we unpack why traditional points-based programs often stall, and how technology, data and direct connection are becoming central to a long-lasting relationship. Using the Cleveland Cavaliers as a live case study, we examine what a connected digital and in-arena loyalty journey looks like in practice — where blockchain is additive, and the pitfalls many fall into when building loyalty programs. So tune in for more on designing loyalty systems that drive real behaviour change, a clear breakdown of the economics of fandom, and how to build fan relationships that grow over time rather than reset every season. web3, loyalty, blockchain, marketing, sports, fandom, technology, entertainment false full 8 1 a9d01ef6-d70e-4001-b097-a882dfab5ee2 The Clipping Economy: Driving Social Proof at Scale - Yuriy Yarovoy ---

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

---

🎧 Subscribe to The Speakeasy

🌐 Visit our website: www.seg3.com

📩 Join our newsletter for weekly deep dives into culture & technology: https://seg3.beehiiv.com/

📱 Follow us on LinkedIn: @SEG3

💬 Got a question or guest idea? Email us at: info@seg3.com

 

© 2026 [SEG3 Ltd]. All Rights Reserved.

]]> Thu, 5 Feb 2026 06:00:00 +0000 thespeakeasy@seg3.com (Yuriy Yarovoy, Tiago Teixeira Correia, Jay Stuart) https://the-speakeasy-seg3.simplecast.com/episodes/the-clipping-economy-driving-social-proof-at-scale-yuriy-yarovoy-_jzyPvxB ---

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

---

🎧 Subscribe to The Speakeasy

🌐 Visit our website: www.seg3.com

📩 Join our newsletter for weekly deep dives into culture & technology: https://seg3.beehiiv.com/

📱 Follow us on LinkedIn: @SEG3

💬 Got a question or guest idea? Email us at: info@seg3.com

 

© 2026 [SEG3 Ltd]. All Rights Reserved.

]]> The Clipping Economy: Driving Social Proof at Scale - Yuriy Yarovoy Yuriy Yarovoy, Tiago Teixeira Correia, Jay Stuart 00:42:14 In this episode, we sit down with Yuriy Yarovoy - Senior Vice President of Revenue of Medal - to explore how short-form, community-driven content is changing the way games, sports, films, consumer brands and more are discovered and grown. As attention fragments and traditional marketing struggles to cut through the noise, we unpack how trusted, friend-shared moments are becoming one of the most powerful levers for brands to plug into to drive retention and build a community. From the psychology of belonging, to the mechanics behind social proof, this conversation is a deep dive into how brands and IP owners can grow by designing their marketing for connection, not just for conversion. In this episode, we sit down with Yuriy Yarovoy - Senior Vice President of Revenue of Medal - to explore how short-form, community-driven content is changing the way games, sports, films, consumer brands and more are discovered and grown. As attention fragments and traditional marketing struggles to cut through the noise, we unpack how trusted, friend-shared moments are becoming one of the most powerful levers for brands to plug into to drive retention and build a community. From the psychology of belonging, to the mechanics behind social proof, this conversation is a deep dive into how brands and IP owners can grow by designing their marketing for connection, not just for conversion. creator economy, marketing, advertising, media, brand, gaming false full 7 1 dc2b7e78-caf1-473d-a409-983e4ae6ef76 Inside Dentsu: A CMO's Guide to Investing in Gaming - Brent Koning 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.

🎧 Subscribe to The Speakeasy

🌐 Visit our website: www.seg3.com

📩 Join our newsletter for weekly deep dives into culture & technology: https://seg3.beehiiv.com/

📱 Follow us on LinkedIn: @SEG3

💬 Got a question or guest idea? Email us at: info@seg3.com

 

© 2026 [SEG3 Ltd]. All Rights Reserved.

]]> Wed, 21 Jan 2026 18:15:06 +0000 thespeakeasy@seg3.com (Brent Koning, Joe Condon, Tiago Teixeira Correia) https://the-speakeasy-seg3.simplecast.com/episodes/inside-dentsu-a-cmos-guide-to-investing-in-gaming-brent-koning-xSUW9AMg 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.

🎧 Subscribe to The Speakeasy

🌐 Visit our website: www.seg3.com

📩 Join our newsletter for weekly deep dives into culture & technology: https://seg3.beehiiv.com/

📱 Follow us on LinkedIn: @SEG3

💬 Got a question or guest idea? Email us at: info@seg3.com

 

© 2026 [SEG3 Ltd]. All Rights Reserved.

]]> Inside Dentsu: A CMO's Guide to Investing in Gaming - Brent Koning Brent Koning, Joe Condon, Tiago Teixeira Correia 00:50:46 If you’re still “testing and learning” in gaming, you’re already behind... For Episode 6 of The Speakeasy, we sit down with Brent Koning, Global Head of Gaming at dentsu, to unpack why gaming is mass media, yet still misunderstood by so many marketers — and why that’s finally starting to change. Having spent time at Xbox, EA, and now one of the world’s biggest agency groups, Brent shares what actually matters when brands try to show up in gaming. From time spent and smarter segmentation to the variety of ways to show up in gaming and gaming culture, we dig into the strategies helping to make gaming a core piece of the modern marketing mix. If you’re still “testing and learning” in gaming, you’re already behind... For Episode 6 of The Speakeasy, we sit down with Brent Koning, Global Head of Gaming at dentsu, to unpack why gaming is mass media, yet still misunderstood by so many marketers — and why that’s finally starting to change. Having spent time at Xbox, EA, and now one of the world’s biggest agency groups, Brent shares what actually matters when brands try to show up in gaming. From time spent and smarter segmentation to the variety of ways to show up in gaming and gaming culture, we dig into the strategies helping to make gaming a core piece of the modern marketing mix. marketing, sports, advertising, media, gaming, entertainment false full 6 1 00c8c84b-3043-449b-84c2-c99ff016b717 Inside NASCAR: Innovation & Gaming in Sports with Mitch Rasmussen 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. 

🎧 Subscribe to The Speakeasy

🌐 Visit our website: www.seg3.com

📩 Join our newsletter for weekly deep dives into culture & technology: https://seg3.beehiiv.com/

📱 Follow us on LinkedIn: @SEG3

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© 2026 [SEG3 Ltd]. All Rights Reserved.

]]> Thu, 8 Jan 2026 10:00:00 +0000 thespeakeasy@seg3.com (Mitch Rasmussen, Jay Stuart, Joe Condon) https://the-speakeasy-seg3.simplecast.com/episodes/inside-nascar-innovation-gaming-sports-with-mitch-rasmussen-mg0dIQ_s 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. 

🎧 Subscribe to The Speakeasy

🌐 Visit our website: www.seg3.com

📩 Join our newsletter for weekly deep dives into culture & technology: https://seg3.beehiiv.com/

📱 Follow us on LinkedIn: @SEG3

💬 Got a question or guest idea? Email us at: info@seg3.com

 

© 2026 [SEG3 Ltd]. All Rights Reserved.

]]> Inside NASCAR: Innovation & Gaming in Sports with Mitch Rasmussen Mitch Rasmussen, Jay Stuart, Joe Condon 00:47:43 In this episode, we sit down with Mitch Rasmussen, Senior Director of Interactive at NASCAR, to unpack how one of the world’s most tradition-rich sports is adapting for the next-generation. From evaluating emerging technologies to building massive UGC gaming experiences across platforms like Roblox and Fortnite, Mitch shares how NASCAR balances small wins with big swings, all whilst keeping longtime fans onboard. Join us as we dive into the business of fandom, what next-generation fan experiences will look like, and a practical framework any brand or IP can use to decide what innovations are actually worth spending your time, effort and resource on. In this episode, we sit down with Mitch Rasmussen, Senior Director of Interactive at NASCAR, to unpack how one of the world’s most tradition-rich sports is adapting for the next-generation. From evaluating emerging technologies to building massive UGC gaming experiences across platforms like Roblox and Fortnite, Mitch shares how NASCAR balances small wins with big swings, all whilst keeping longtime fans onboard. Join us as we dive into the business of fandom, what next-generation fan experiences will look like, and a practical framework any brand or IP can use to decide what innovations are actually worth spending your time, effort and resource on. racing, nascar, technology, gaming false full 5 1 a009c3d4-415a-41a6-81b1-e819ac119105 Inside Abstract: Fans, Culture & Consumer Crypto with Michael Lee 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

🎧 Subscribe to The Speakeasy

🌐 Visit our website: www.seg3.com

📩 Join our newsletter for weekly deep dives into culture & technology: https://seg3.beehiiv.com/

📱 Follow us on LinkedIn: @SEG3

💬 Got a question or guest idea? Email us at: info@seg3.com

 

© 2026 [SEG3 Ltd]. All Rights Reserved.

]]> Thu, 25 Sep 2025 10:00:00 +0000 thespeakeasy@seg3.com (Michael Lee, Jay Stuart, Joe Condon) https://the-speakeasy-seg3.simplecast.com/episodes/inside-abstract-michael-lee-fans-culture-consumer-crypto-michael-lee-moyOlODu 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

🎧 Subscribe to The Speakeasy

🌐 Visit our website: www.seg3.com

📩 Join our newsletter for weekly deep dives into culture & technology: https://seg3.beehiiv.com/

📱 Follow us on LinkedIn: @SEG3

💬 Got a question or guest idea? Email us at: info@seg3.com

 

© 2026 [SEG3 Ltd]. All Rights Reserved.

]]> Inside Abstract: Fans, Culture & Consumer Crypto with Michael Lee Michael Lee, Jay Stuart, Joe Condon 00:55:38 The next wave of innovation in web3 will be consumer-led, not technology led. On this episode, we sit down with Michael Lee, Co-founder and CEO of Abstract, to explore how web3 is helping reshape the way fans connect with brands and culture. From an Oracle Red Bull Racing collab that saw nearly a million collectibles claimed, to the rise of web3-native IP like Pudgy Penguins crossing into pop culture, Michael shares how consumer crypto is creating new forms of loyalty, rewarding fandom and connecting creators with their communities. The next wave of innovation in web3 will be consumer-led, not technology led. On this episode, we sit down with Michael Lee, Co-founder and CEO of Abstract, to explore how web3 is helping reshape the way fans connect with brands and culture. From an Oracle Red Bull Racing collab that saw nearly a million collectibles claimed, to the rise of web3-native IP like Pudgy Penguins crossing into pop culture, Michael shares how consumer crypto is creating new forms of loyalty, rewarding fandom and connecting creators with their communities. abstract, web3, red bull racing, digital collectibles, creator economy, blockchain, michael lee, streaming, technology, ethereum, call of duty, gaming false full 4 1 08e8f34f-2b75-4528-8f4b-10d6bd0ba950 Inside Coca-Cola: The Key to Culture Marketing with Stefan Rothenbuehler 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.

🎧 Subscribe to The Speakeasy

🌐 Visit our website: www.seg3.com

📩 Join our newsletter for weekly deep dives into culture & technology: https://seg3.beehiiv.com/

📱 Follow us on LinkedIn: @SEG3

💬 Got a question or guest idea? Email us at: info@seg3.com

 

© 2026 [SEG3 Ltd]. All Rights Reserved.

]]> Thu, 11 Sep 2025 10:00:00 +0000 thespeakeasy@seg3.com (Stefan Rothenbuehler, Joe Condon, Jay Stuart) https://the-speakeasy-seg3.simplecast.com/episodes/inside-coca-cola-the-key-to-culture-marketing-kIoBWiMj 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.

🎧 Subscribe to The Speakeasy

🌐 Visit our website: www.seg3.com

📩 Join our newsletter for weekly deep dives into culture & technology: https://seg3.beehiiv.com/

📱 Follow us on LinkedIn: @SEG3

💬 Got a question or guest idea? Email us at: info@seg3.com

 

© 2026 [SEG3 Ltd]. All Rights Reserved.

]]> Inside Coca-Cola: The Key to Culture Marketing with Stefan Rothenbuehler Stefan Rothenbuehler, Joe Condon, Jay Stuart 00:37:28 Coca-Cola is more than just a drink - it’s part of pop culture. On this episode of The Speakeasy, we sit down with Stefan Rothenbuehler, the man behind Coke’s partnerships in music, entertainment and culture. From putting Fanta at the heart of Halloween by teaming up with Warner Bros. for Beetlejuice 2, to using new technologies to deliver great experiences for consumers, Stefan shares how one of the world’s most iconic brands stays fresh, shows up authentically and connects with new generations of fans. Coca-Cola is more than just a drink - it’s part of pop culture. On this episode of The Speakeasy, we sit down with Stefan Rothenbuehler, the man behind Coke’s partnerships in music, entertainment and culture. From putting Fanta at the heart of Halloween by teaming up with Warner Bros. for Beetlejuice 2, to using new technologies to deliver great experiences for consumers, Stefan shares how one of the world’s most iconic brands stays fresh, shows up authentically and connects with new generations of fans. culture, marketing, advertising, brand, gaming, entertainment, coca-cola false full 3 1 0dc1d411-9565-423e-ad7e-07d357a70963 Inside Major League Soccer: Growing Fandom through Technology & Innovation with Chris Blivin 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!

🎧 Subscribe to The Speakeasy

🌐 Visit our website: www.seg3.com

📩 Join our newsletter for weekly deep dives into culture & technology: https://seg3.beehiiv.com/

📱 Follow us on LinkedIn: @SEG3

💬 Got a question or guest idea? Email us at: info@seg3.com

 

© 2026 [SEG3 Ltd]. All Rights Reserved.

]]> Thu, 28 Aug 2025 11:30:00 +0000 thespeakeasy@seg3.com (Chris Blivin, Joe Condon, Jay Stuart) https://the-speakeasy-seg3.simplecast.com/episodes/inside-major-league-soccer-growing-fandom-through-technology-innovation-chris-blivin-7yBs_sX6 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!

🎧 Subscribe to The Speakeasy

🌐 Visit our website: www.seg3.com

📩 Join our newsletter for weekly deep dives into culture & technology: https://seg3.beehiiv.com/

📱 Follow us on LinkedIn: @SEG3

💬 Got a question or guest idea? Email us at: info@seg3.com

 

© 2026 [SEG3 Ltd]. All Rights Reserved.

]]> Inside Major League Soccer: Growing Fandom through Technology & Innovation with Chris Blivin Chris Blivin, Joe Condon, Jay Stuart 00:51:16 Soccer in the US is exploding - and Major League Soccer is finding new ways for fans to be part of the action. On this episode of The Speakeasy, Chris Blivin, VP of Consumer Products at MLS, shares how gaming, collectibles and emerging technologies are bringing fans closer to the game, how they're growing and commercialising their IP, the strategy for the 2026 World Cup, and much more! Soccer in the US is exploding - and Major League Soccer is finding new ways for fans to be part of the action. On this episode of The Speakeasy, Chris Blivin, VP of Consumer Products at MLS, shares how gaming, collectibles and emerging technologies are bringing fans closer to the game, how they're growing and commercialising their IP, the strategy for the 2026 World Cup, and much more! web3, sports, technology, gaming, entertainment, mls false full 2 1 5c870f58-358e-4617-817c-5e04fd9fa4dc Inside Roblox: Growing the World's Largest Gaming Platform with Lisa Willett 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

 

🎧 Subscribe to The Speakeasy

🌐 Visit our website: www.seg3.com

📩 Join our newsletter for weekly deep dives into culture & technology: https://seg3.beehiiv.com/

📱 Follow us on LinkedIn: @SEG3

💬 Got a question or guest idea? Email us at: info@seg3.com

 

© 2026 [SEG3 Ltd]. All Rights Reserved.

]]> Thu, 14 Aug 2025 10:30:00 +0000 thespeakeasy@seg3.com (Jay Stuart, Joe Condon, Lisa Willett) https://the-speakeasy-seg3.simplecast.com/episodes/inside-roblox-growing-the-worlds-largest-gaming-platform-lisa-willett-yvsele6e-doVJnhfT 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

 

🎧 Subscribe to The Speakeasy

🌐 Visit our website: www.seg3.com

📩 Join our newsletter for weekly deep dives into culture & technology: https://seg3.beehiiv.com/

📱 Follow us on LinkedIn: @SEG3

💬 Got a question or guest idea? Email us at: info@seg3.com

 

© 2026 [SEG3 Ltd]. All Rights Reserved.

]]> Inside Roblox: Growing the World's Largest Gaming Platform with Lisa Willett Jay Stuart, Joe Condon, Lisa Willett 00:32:39 You’ve heard of Roblox — the platform where now over 100 million users play, create and socialise on a daily basis. On this episode of The Speakeasy, we're joined by Lisa Willett, Roblox's Director of Global Partnerships as we explore the behind-the-scenes of how the platform has brought to life stories for brands like the NFL, Netflix, and Warner Bros., as well as how they're delivering for and influencing youth culture. So whether you play every day or have just heard the buzz, this episode will give you the lowdown on the world’s largest gaming platform — and what makes it the behemoth it is. You’ve heard of Roblox — the platform where now over 100 million users play, create and socialise on a daily basis. On this episode of The Speakeasy, we're joined by Lisa Willett, Roblox's Director of Global Partnerships as we explore the behind-the-scenes of how the platform has brought to life stories for brands like the NFL, Netflix, and Warner Bros., as well as how they're delivering for and influencing youth culture. So whether you play every day or have just heard the buzz, this episode will give you the lowdown on the world’s largest gaming platform — and what makes it the behemoth it is. marketing, sports, advertising, ugc, business, roblox, gaming, entertainment false full 1 1 896813ea-77c7-43ee-bc99-73d3f0214111 Trailer - The Speakeasy: Inside Roblox The Speakeasy is a podcast that takes you behind-the-scenes at your favourite sports, entertainment and gaming brands, giving you a glimpse into the day-to-day of the people running the show. 

Follow now on Apple Podcasts, Spotify, or your favourite podcast app!

🎧 Subscribe to The Speakeasy

🌐 Visit our website: www.seg3.com

📩 Join our newsletter for weekly deep dives into culture & technology: https://seg3.beehiiv.com/

📱 Follow us on LinkedIn: @SEG3

💬 Got a question or guest idea? Email us at: info@seg3.com

 

© 2026 [SEG3 Ltd]. All Rights Reserved.

]]> Mon, 11 Aug 2025 11:38:00 +0000 thespeakeasy@seg3.com (SEG3) https://the-speakeasy-seg3.simplecast.com/episodes/trailer-the-speakeasy-inside-roblox-j7Lc9fh8 The Speakeasy is a podcast that takes you behind-the-scenes at your favourite sports, entertainment and gaming brands, giving you a glimpse into the day-to-day of the people running the show. 

Follow now on Apple Podcasts, Spotify, or your favourite podcast app!

🎧 Subscribe to The Speakeasy

🌐 Visit our website: www.seg3.com

📩 Join our newsletter for weekly deep dives into culture & technology: https://seg3.beehiiv.com/

📱 Follow us on LinkedIn: @SEG3

💬 Got a question or guest idea? Email us at: info@seg3.com

 

© 2026 [SEG3 Ltd]. All Rights Reserved.

]]> Trailer - The Speakeasy: Inside Roblox SEG3 00:00:49 Roblox. Over 100 million people creating, playing and shaping youth culture every day. But how did it become the world’s largest gaming platform — and where is it headed next? Episode #1 of The Speakeasy drops on Thursday 14th August with an exclusive look behind the scenes with one of Roblox’s top leaders. Follow now so you don’t miss it! Roblox. Over 100 million people creating, playing and shaping youth culture every day. But how did it become the world’s largest gaming platform — and where is it headed next? Episode #1 of The Speakeasy drops on Thursday 14th August with an exclusive look behind the scenes with one of Roblox’s top leaders. Follow now so you don’t miss it! marketing, sports, advertising, ugc, business, roblox, technology, gaming false trailer 1