Participation Beats Brand Placement

SNAP JUST FIRED THE STARTING GUN

This week on Brands In Play, Nic and Ely sit down with Doddz, the AR artist and founder of Dime. From Disney, Nike, Amazon and beyond, Doddz breaks down how brands can use augmented reality to create experiences that feel like moments of magic. The conversation gets into smart glasses, AR fatigue, data capture, creative R&D, and why bad AR is usually the problem and not AR itself. In the news: EA launches a new in-game advertising platform, GTA 6 pre-orders and release date spark the next big entertainment moment, Chipotle partners with Riot’s 2XKO and the US government pushes Anthropic over access to Fable 5. For the Real-Time Review, Nic takes us inside AWE in Long Beach, where smart glasses, spatial AI, Snap Specs, Qualcomm’s latest chips, Google and Xreal’s Aura glasses, digital twins, AR discovery apps, physical-to-digital triggers and open metaverse standards all point toward one thing: The next brand interface may not be a screen. It may be on your face. Nic also chats with: • Stacy Tyrell (Allsides) on scalable digital twin creation for brands • Luis Contreras (Uon) on AR-powered location discovery and social connection • Ian Harrison (Sneakr) on bridging physical products and digital experiences • Sean Mann (RP1) on open metaverse standards and the future of spatial browsing If you're enjoying Brands In Play, make sure to follow the show. Every week we break down how brands, platforms and creators operate inside gaming and immersive media. Brands In Play Episode 71 is now live on YouTube, Spotify, Apple Podcasts and everywhere else! #BrandsInPlay #Doddz #Dime Chapters: Intro - 00:00  Announcements - 01:18 News - 02:28 AWE 2026  - 13:41 Doddz Interview - 28:50 Subscribe - 48:45 Follow Doddz - https://www.linkedin.com/in/doddz/ Follow Dime - https://www.linkedin.com/company/dimecompany/ Follow Us: Co-Hosts: Nic Hill -   https://www.linkedin.com/in/nic-hill-6553873/ Ely Santos -  https://www.linkedin.com/in/meta-ely/ Producer / Editor  Edward Regue -   https://www.linkedin.com/in/edward-regue-%C2%A9-44b0421b2/ Website: https://www.brands-in-play.com/ #BrandsInPlay

Participation Beats Brand Placement

Episode 70 is live! This week, Nic Hill and Ely Santos sit down with John Benyamine, Co-Founder and Chief Innovation Officer at Moonrock, one of the top game marketing agencies.  John has worked on everything from Comic-Con activations and Fortnite tournaments to custom Minecraft worlds for Walmart and Samsung. He shares why the future belongs to brands that dive into the culture, rather than just slapping logos on top of it. In the news this week: Meta's face-scan backlash: The friction surrounding their new facial recognition tech. Game on: Netflix drops a FIFA World Cup game. ⚽ AI drama: Anthropic’s newest model is sparking heavy debate. Is nothing sacred? A look at whether brands are ruining the charm of internet micro-dramas. For this week's review, Nic takes us inside The Hospital of Emotions, a massive immersive art exhibit taking over an abandoned hospital in LA. Imagine 70 artists completely transforming 80 rooms to explore themes like joy, fear, love, and anger. It’s an incredible look at how physical, real-world experiences can still anchor deep emotional connection in a digital world. If you're enjoying Brands In Play, make sure to follow the show. Every week we break down how brands, platforms and creators operate inside gaming and immersive media. Brands In Play Episode 70 is now live on YouTube, Spotify, Apple Podcasts and everywhere else! Chapters: Intro - 00:00  Announcements - 01:28 News - 02:04 The Hospital of Dreams   - 15:19 John Benyamine Interview - 20:44 Subscribe - 42:22 Follow John Benyamine - https://www.linkedin.com/in/hammersuit/ Follow Moonrock - https://www.linkedin.com/company/moonrockbiz/posts/?feedView=all Follow Us: Co-Hosts: Nic Hill -   https://www.linkedin.com/in/nic-hill-6553873/ Ely Santos -  https://www.linkedin.com/in/meta-ely/ Producer / Editor  Edward Regue -   https://www.linkedin.com/in/edward-regue-%C2%A9-44b0421b2/ Website: https://www.brands-in-play.com/ #BrandsInPlay #Moonrock

Entertainment Is the New Media Plan

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 Founder & CEO of Saylor, one of the fastest-growing creative agencies out there right now. Will drops some serious truth bombs on why you can't just buy consumer attention anymore, why every brand is now competing directly with entertainment, and how marketers need to rethink creativity and culture. The News Breakdown: Roblox rolls out Brand Links Spatial steps away from the UGC creator space Are YouTube creators the new Hollywood directors? Snapchat teases its next-gen AR glasses Real-Time Review: Nic breaks down the massive new Adidas football brand film. With a lineup featuring everyone from Messi and Bellingham to Timothée Chalamet and Bad Bunny, it’s a masterclass in how to fuse sports, culture, and entertainment into a moment people don’t scroll past. (Plus, it literally sent Adidas shares up!). If you're enjoying Brands In Play, make sure to follow the show. Every week we break down how brands, platforms and creators operate inside gaming and immersive media. Brands In Play Episode 69 is now live on YouTube, Spotify, Apple Podcasts and everywhere else! Watch the full episode  [Link In Comments] #BrandsInPlay #Saylor Chapters: Intro - 00:00  Announcements - 02:12 News - 04:10 Adidas Brand Film    - 17:05 Will Trowbridge Interview - 22:04 Subscribe - 54:37 Follow Will Trowbridge - https://www.linkedin.com/in/will-trowbridge/ Follow Saylor - https://www.linkedin.com/company/saylor-agency/ Follow Us: Co-Hosts: Nic Hill -   https://www.linkedin.com/in/nic-hill-6553873/ Ely Santos -  https://www.linkedin.com/in/meta-ely/ Producer / Editor  Edward Regue -   https://www.linkedin.com/in/edward-regue-%C2%A9-44b0421b2/ Website: https://www.brands-in-play.com/

Your CFO Doesn't Care About Impressions

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 great ideas too early, why consumers need consistency more than novelty, and why CFOs don't care about impressions, engagement rates, or video completion rates. The conversation explores how Dr Pepper transformed Fansville from an ad campaign into a long-term business asset, the difference between being visible in culture versus being chosen by culture, and why the brands that win are the ones that can connect creativity, data, technology, and commercial outcomes. In the news: • Microsoft hires gaming analysts and author Matthew Ball as Chief Strategy Officer • Spotify and Universal launch AI-generated covers and remixes • Take-Two shuts down GTA mod platform RageMP • Meta launches its new Reddit-style community app, Forum For our Real-Time Review, Morgan explores Roblox's new avatar makeup system and how e.l.f. Cosmetics and NYX are using platform-native self-expression to connect with players. If you're enjoying Brands In Play, make sure to follow the show. Every week we break down how brands, platforms and creators operate inside gaming and immersive media. Brands In Play Episode 68 is now live on YouTube, Spotify, Apple Podcasts and everywhere else! Chapters: Intro - 00:00  Announcements - 01:50 News - 04:00 e.l.f + NYX Makeup on Roblox    - 17:23 Derek Dabrowski Interview - 24:41 Subscribe - 45;48 Follow Derek Dabrowski - https://www.linkedin.com/in/derekjdabrowski/ Follow Keurig Dr Pepper - https://www.linkedin.com/company/keurig-dr-pepper-inc/ Follow Us: Co-Hosts: Nic Hill -   https://www.linkedin.com/in/nic-hill-6553873/ Morgan Pomish-  https://www.linkedin.com/in/morganpomish/ Producer / Editor  Edward Regue -   https://www.linkedin.com/in/edward-regue-%C2%A9-44b0421b2/ Website: https://www.brands-in-play.com/ #brandsinplay #drpepper #elf #nyxcosmetics

GTA 6 Could Become The Next Creator Platform

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 growing interest in UGC and creator monetization, to what brands should be doing before launch day. We get into creator ecosystems, platform economics, brand safety, and why GTA may become much more than just another game release. News headlines this week: • Google reveals new XR smart glasses powered by Gemini • Wordle heads to primetime television • Publicis announces its planned acquisition of LiveRamp • YouTube doubles down on creator-led programming and connected TV Real-Time Review: Nic and Benjamin Wiener break down Village Rescue! A Minecraft-powered AR experience in Chicago that turns physical space into a playable world. Watch now and join us every week as we break down how brands, platforms, and creators operate across gaming and immersive media. Brands In Play Episode 67 is now live on YouTube, Spotify, Apple Podcasts and everywhere else! Chapters: Intro - 00:00  Announcements - 01:54 News - 04:20 Minecraft RTR  - 15:04 Alexander Lee Interview - 19:06 Subscribe - 37:23 Follow Alexander lee  - https://www.linkedin.com/in/alexander-lee-82013a101/ Follow GamesBeat - https://www.linkedin.com/company/gamesbeat/posts/?feedView=all Follow Us: Co-Hosts: Nic Hill -   https://www.linkedin.com/in/nic-hill-6553873/ Morgan Pomish-  https://www.linkedin.com/in/morganpomish/ Producer / Editor  Edward Regue -   https://www.linkedin.com/in/edward-regue-%C2%A9-44b0421b2/ Website: https://www.brands-in-play.com/ #BrandsInPlay #gamesbeat #gta6