Episode 27 of Brands In Play, Albane Prioux sits down with Annette Lee, Head of Global Business Development at Zepeto, to unpack how the platform’s avatar-first model has created a global audience that’s majority Gen Z female. Annette breaks down the four creator types driving the economy and how each opens up a different path for brand activations.

She explains why Hyundai, a car brand, has unexpectedly become one of Zepeto’s top-selling “fashion” labels, and how features like outlinking to real-world sites give the platform a conversion advantage most virtual worlds can’t match.
Before the interview, Nic Hill and Albane break down a big week in immersive marketing:

• GTA and Battlefield sending strong signals toward UGC integrations
• Panda Express launching across Roblox and Fortnite simultaneously
• Snapchat, WPP & Lumen measuring attention on ad formats
• Netflix House bringing IP into permanent immersive venues in Philadelphia and Dallas

Before shifting into a real-time review where Nic explores Hyundai’s IONIQ 6 activation, jumping into custom photo and video booths, picking up branded wearables, exploring the Planet Hyundai 3D world, and testing out a mobile-friendly racing mini-game.

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Episode 27 is now live.

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Follow Annette Lee - https://www.linkedin.com/in/annette-lee-%EC%9D%B4%EC%98%88%EC%A0%84-6896b330/

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Edward Regue - https://www.linkedin.com/in/edward-regue-%C2%A9-44b0421b2/

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What are the key strategies for successful media buying in gaming?

This week on Brands In Play, Albane Prioux and Nic Hill are joined by Claire Nance from Activision Blizzard Media to talk about what makes an ad campaign effective inside games. We’ll explore how to build campaigns that players actually love, focusing on mobile's unique challenges and opportunities.

We also dive into a bunch of other cool topics, like the rise of anime-inspired ad campaigns, Roblox hitting over 100 million daily users, and why new data from PwC means marketers should rethink their strategies.

And for our Real-Time Review, we're looking at the awesome move the UEFA Women’s Championship made by turning match highlights into an immersive experience inside Roblox.

Watch the full episode

Episode 26 is now live.

And hit follow on Brands in Play for weekly insights

Follow Claire Nance - https://www.linkedin.com/in/clairemnance/

Follow Us:

Nic Hill - https://www.linkedin.com/in/nic-hill-6553873/
Albane Prioux - https://www.linkedin.com/in/albaneprioux/
Edward Regue - https://www.linkedin.com/in/edward-regue-%C2%A9-44b0421b2/

#brandsinplay #ActivisionBlizzard #MobileGaming

We’ve teamed up with the Kids Media Club podcast to explore one of the strangest and most viral trends in UGC culture: Italian Brain Rot. Together with Jo, Emily, and Andy, we unpack how a chaotic wave of AI-generated characters and in-jokes became a cultural flashpoint across Roblox and Fortnite, sparking games, fandoms, and serious revenue.

In the news:
– Bob Ross quietly makes his Fortnite debut
– Travis Kelce surprises fans inside Roblox
– A Fortnite map sells to a publisher for millions
– Meta reveals a wristband that reads micro-movements straight from your wrist

And in this week’s Real Time Review, Nic reports from Comic Con, where Supercell transformed the San Diego Bay into a life-sized version of Brawl Stars’ Star Park. From LED-rigged monorails to MrBeast x Brawl Stars chocolate bars, it’s one of the boldest immersive campaigns we’ve seen all year.

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