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Published by SEG3
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.
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00:00 – Introduction 1:50 – Why writing the newsletter revealed a skill Perla didn't know she had. 3:55 – What The Odyssey's cultural takeover tells us about audience psychology. 4:40 – Why core fandoms are a trusted channel, not a risk to avoid. 5:45 – How empowering existing fan creators builds a new lease of life for a franchise. 7:05 – What it means to give fans a literal seat at the table in game development. 7:50 – Why brand loyalty and brand fandom are not the same thing 10:15 – How to expand a brand story without replacing what fans expect. 12:35 – What "being additive to the fan experience" actually looks like in practice. 13:35 – Why “ownability” matters more than hype, and what brands get wrong about mental availability. 16:05 – How Nike stakes an ownable claim in niche sports like calisthenics. 23:45 – What does it mean to add depth to a brand: the case for (and against) getting on Substack. 26:05 – How Red Bull became a media company in its own right. 28:36 – Why shared cultural references work even for people who've never seen the source material. 30:05 – Why reactive marketing vs. long-term strategy dos and don'ts need to be set long before the trend hits. 32:40 – The mindset shift Perla thinks marketers need over the next five years. 34:55 – 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
0:35 – Introduction: how Mathias Gredal Nørvig became CEO of SYBO 3:20 – Unpacking almost 5 billion downloads: what gave Subway Surfers its "lightning in a bottle" spark 6:25 – The moment Subway Surfers stopped feeling like a hit game and started feeling like a franchise 8:30 – How SYBO knows when an IP has broken into the wider cultural conversation 11:15 – Why Easter eggs and cultural nods were built into Subway Surfers from day one 14:00 – Defining SYBO today: game studio, IP owner, or entertainment company? 16:15 – How SYBO finds the right tone for IP expansion and measures success beyond game metrics 19:40 – How platform mechanics, from TikTok to Instagram, shape the way SYBO tells stories 22:35 – Why balancing UGC freedom with protecting the Subway Surfers DNA is key to fan engagement 25:00 – Where overexploitation begins: lessons from SYBO's licensing journey 30:50 – How SYBO manages one breakout IP alongside new bets like Blades of Brim and Subway Surfers Cities 38:00 – Inside the Brawl Stars x Subway Surfers collaboration 41:10 – How SYBO turns a viral spike into lasting retention once the crossover hype fades 43:40 – What Mathias would advise to anyone starting a new mobile-first IP today -- 🎧 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
0:00 – Who is Shelley Macintyre, and what does BBC Studios' Brands & Licensing division actually do? 1:10 – What does "show to shelf" mean in practice? 3:00 – How did a career at Unilever, Coca-Cola, and SipSmith prepare Shelley to build entertainment franchises? 12:10 – With such a wide catalogue of IP, how does BBC Studios decide what fits where? 12:45 – What's the three-step journey from cultural relevance to fan demand to commercial conversion? 15:00 – What makes Bluey's storytelling work for toddlers and their exhausted parents at the same time? 18:00 – How does a 60-year-old IP like Doctor Who stay relevant to new fans and nostalgic ones alike? 21:25 – What does it mean for a brand to have "permission" to stretch into new territory? 26:20 – What were the earliest signals that Bluey was becoming a global franchise, not just a hit show? 30:00 – How does BBC Studios think about fan-made content it doesn't control? 34:10 – Beyond sales, what actually signals a franchise is healthy? 36:50 – How different is the platform strategy for Doctor Who's core fans versus Bluey's stretch audiences? 40:35 – How do you localise a global franchise like Bluey without losing what makes it "Bluey"? 43:45 – With the Bluey movie landing in 2027, how do you keep a franchise from becoming overexposed? 47:55 – What are the first questions Shelley asks when a new IP shows franchise potential? 53:20 – What can traditional media learn from creators building their own IP — and what can creators learn back? 59:00 – Where is Shelley least confident the industry is getting it right? -- 🎧 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
00:00 – Introduction 00:30 – From strategy consulting to Formula E: how does that background shape building a commercial operation inside a sports series? 07:45 – Fans regularly ask for a standalone Formula E game. What's the thinking behind not building one? 09:10 – What did the NFT racing game in Season 7 teach the team about evaluating new opportunities? 11:35 – Without revenue pressure on the gaming side, how does that change who Formula E chooses to partner with? 19:00 – Why the team baked creative flexibility into their Roblox IP activation from day one 20:25 – What is Brainrot, and what made it the right fit for Formula E's Roblox audience? 22:20 – What did the response to the Brainrot trailer teach the team about which channels suit which content? 23:15 – How a brand can actually get discovered on Roblox 27:50 – Beyond player numbers, what does a gaming partnership deliver for a team or sponsor's media value? 31:10 – Why does the physical Gaming Arena remain Formula E's most popular fan village activation? 35:45 – Is gaming simply another distribution channel for Formula E's IP, or something fundamentally different from broadcast? 40:05 – Where does Sanjay see the biggest untapped opportunity for Formula E's IP right now? 47:10 – How well do brands currently understand the value of a gaming audience? 53:25 – What's the mindset shift that separates sports properties building lasting IP ecosystems from those simply accumulating licensing deals? -- 🎧 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
EPISODE NOTES 0:00 – Introduction 0:40 – 28 years at Ubisoft: from assistant brand manager to running Film & Television 2:55 – Why there's never really been a "playbook", and why one would be obsolete within six months anyway 6:00 – What The Last of Us as can teach about timing that you just can't manufacture 7:55 – Why Assassin's Creed on Netflix and Five Nights at Freddy's require completely different playbooks 10:20 – What really makes a game IP "cinematic" 13:25 – 4 Million views on TikTok: how the Rabbids clips overtook the game as the entry point to the IP 19:45 – Why sometimes ignoring fan backlash is the right move. 20:36 – Why creator passion for the IP matters more than industry pedigree 23:11 – The current gold rush of game adaptations, and why "movie number two" is where the real franchise test happens 26:49 – Fandom over format: why book, game and creator-economy audiences are all the same asset 27:56 – How Ubisoft keeps its own creative talent, and audiences, from franchise fatigue 34:26 – How a local-first strategy can help beat over-saturation 35:15 – What actually separates a franchise from a one-hit wonder 37:40 – Managing fan expectations (and leaks) on IP that's always "in development" 42:00 – Where games and entertainment convergence goes next 44:52 – Why turning fans into co-creators is the key to keeping them for life -- 🎧 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
EPISODE NOTES 00:00 – Introduction 02:45 – What did it take to build Banijay Branded Entertainment from scratch? 03:50 – Just how big is Banijay, and where does branded content sit within that scale? 05:35 – How does sport fit into Banijay's storytelling strategy? 07:15 – What's the real difference between branded entertainment and advertising? 09:45 – How branded entertainment plays the long game when younger audiences are choosing brands based on values. 11:55 – How do you find the right genre match for a brand? 12:35 – Why telling a values-led story always trumps selling a product. 15:40 – How do you actually measure success in branded entertainment? 17:00 – What did Changing Rooms x Dulux prove about branded content driving real sales? 19:40 – Are more brands building branded entertainment into their strategy from day one? 23:40 – Why does timing matter so much, and why is coming in early the key to a natural, non-invasive integration? 26:00 – Why is branded entertainment becoming more important as commissioning budgets shrink? 32:55 – How do you extend content into live experiences without losing the heart of your IP? 43:30 – What are the two biggest misconceptions brands have about branded entertainment? 45:00 – Where is branded entertainment heading next, and will it become a standard line in every brand's marketing mix? 47:55 – 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
0:00 – Introduction 0:15 – The numbers behind the ballot: 1.3 million entries and counting 2:00 – Why "inspiring activity" is the mission, not just running a race 3:15 – The enduring power of broadcast in a declining-audience world 7:40 – What London Marathon Events actually does for the other days of the year 8:45 – Inside the year-round product and tech cycle behind race day 12:45 – How LME approached building its app: from blank page to tracking thousands of runners 15:00 – How to choose vendors, and the red flag that ends a pitch 16:50 – How to turn ballot rejections into on-ramps for engagement 20:00 – Why it’s key to build products for every kind of runner 24:55 – Where AI actually will disrupt the most 32:35 – What happens when organisations bet everything on AI 37:25 – How LME builds a roadmap in a fast-moving world 45:35 – What dwell-time data really proves 47:00 – What's next: fusion events and expanding LME's reach -- 🎧 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
0:00 – Introduction 1:35 – Why Trivial Pursuit Infinite was the experiment that changed everything 3:00 – Inside the moment that led to an AI Ouija board with 250,000 interactions in 72 hours 4:20 – Why iconic IP lands completely differently with AI voices 5:00 – Why traditional licensing isn't built for characters that speak in real time 5:40 – What is the character operating system — and what is the golden record? 8:20 – How Behavioural licensing came to be, and why it didn't exist before Sixth Wall 8:45 – Why infringement at scale is actually a signal, not just a problem 9:40 – What happens when you ask an LLM "Peppa, do you like bacon?" 15:15 – What happens when your characters run their own 24-hour station, and how it informs character deployment 18:50 – Why Hasbro got talent compensation right before going to market 23:35 – 12 characters live now, vaults full of IP to come — what's the roadmap? 28:40 – How inbound and outbound moderation keeps characters in canon and safe 31:30 – Why CEO buy-in and a culture of experimentation are so important 38:01 – Sixth Wall is open for business: character-as-a-service, and what that actually means 40:40 – What is the vision for the future of Hasbro's AI characters? -- 🎧 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
00:00 – Introduction 02:20 – How Wimbledon is serving their 750 million global fanbase 05:30 – The shifting media landscape, and Wimbledon's distribution strategy 08:15 – Wimbledon's 35-year partnership with IBM, and how its helping them drive innovation 11:10 – Wimbledon's AI journey 12:10 – Match Chat, Live Likelihood to Win, and the AI features redefining the on-court experience 17:35 – Why a multi-year delivery cycle is key to fan retention 21:00 – How Wimbledon is leveraging data, fan research and pilot programs to decide on where to place their bets 28:00 – Why ticket accessibility is so fundamental to the Wimbledon Brand 32:30 – The 100+ year partnership with the BBC, and their new launches for the 2026 Championships 43:10 – Wimbledon's gaming strategy, and their new launches on Roblox for the 2026 Championships. 44:00 – Wimbledon's approach to storytelling and entertainment 52:10 – The KPI's that Wimbledon are judging success in gaming around 58:00 – The vision for the next 5 years, and how they plan to serve every type fan a relevant, curated experience at scale -- -- 🎧 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
00:00 – Introduction 03:00 – Nic's journey from indie filmmaking to Fortnite builds 06:00 – Why meeting players inside the experience itself matters most. 08:30 – The real benefit that today's biggest platforms offer to brands. 10:00 – Why certain brands should opt for owned, always-on experiences vs integrations 13:00 – Inside Sawhorse’s biggest brand partnerships. 15:45 – What made the How to Train Your Dragon activation a success? 18:45 – What can gaming learn from music when it comes to fan relationships? 24:00 – The pitfalls of building for your brand, not your audience. 28:40 – What does the future of in-game advertising look like? 33:00 – Why the gamification of entertainment matters for brands trying to reach younger generations. 35:00 — 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
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
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
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
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
--- 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
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
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
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
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
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
Ranking source
Apple Podcasts rankings via the Mato Topic Intelligence Platform.
Observed September 11, 2026. Cached outside the daily freshness window; the positions keep the date they were taken on.
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