Episode 74 of Brands In Play features hosts Nic Hill and Ely Santos as they break down the biggest stories shaping gaming, immersive media, and brand innovation before Nic sits down with Rory Byrne, Founder of the creative innovation studio LocationXR, to explore why the future of immersive marketing will be built around places people already gather.

Rory shares why "the metaverse was a destination with no address," how entertainment retail complexes are changing the way brands think about physical spaces, and why creating memorable experiences will always outperform simply delivering messages.

We also cover this week's biggest headlines:

Meta launches Pocket, an AI-powered social feed built around user created mini games.

Xbox signals a major shift as Minecraft moves closer to becoming a creator or UGC gaming platform.

Smart glasses startup Even Realities reaches unicorn status with a privacy-first approach.

Claire's partners with Roblox creator Lana Ray, showing how physical retail and digital rewards are becoming one connected experience.

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 74 is now live on YouTube, Spotify, Apple Podcasts and everywhere else!

#BrandsInPlay #LocationXR


Chapters:
Intro - 00:00
Announcements - 01:14
News - 02:02
Rory Byrne Interview - 18:14
Subscribe - 35:05

Follow Rory Byrne - https://www.linkedin.com/in/rory-byrne/

Location XR - https://www.linkedin.com/company/locationxr/

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

This week on Brands In Play, we're joined by gaming journalist, creator, and cultural connector Gerard "HipHopGamer" Williams for one of our most energetic conversations yet.

We unpack why every company should have a gaming division, why relationships always matter more than follower counts and how brands like Chase are making a positive impact through their game marketing strategy. Gerard also shares his thoughts on representation in gaming, the future of creator marketing, and drops exclusive insights into what players can expect from GTA VI.

This week's news:

• PUBG Mobile kicks off its FIFA World Cup integration.

• Claude Opus 5 returns after Anthropic patches major security concerns.

• Sony invests $100 million into immersive entertainment company Cosm.

• Samsung's upcoming smart glasses leak ahead of launch.

Real-Time Review:

We break down McDonald's new Snapchat World Cup AR activation with a special guest appearance from Frank Shi, Co-Founder of Paper Triangles, the studio behind the experience. He explains how the campaign was built, why low-friction AR experiences outperform traditional ads, and where immersive brand marketing is heading next.

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 73 is now live on YouTube, Spotify, Apple Podcasts and everywhere else!

#brandsinplay #hiphopgamer

Chapters:
Intro - 00:00
Announcements - 01:30
News - 02:36
Paper Triangles McDonalds Snap Lens - 16:10
HipHop Gamer Interview - 21:05
Subscribe - 54:59

Follow HipHopGamer - https://www.youtube.com/ ⁨@hiphopgamer⁩

LinkedIn - https://www.linkedin.com/in/hiphopgamer/

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

This week on Brands In Play, Nic Hill and Ely Santos sit down with Chris Mann, SVP of RevXP at sports marketing agency rEvolution. Chris takes us behind the scenes of major branded activations with Chipotle and more, explaining why authenticity, community trust, and understanding gaming culture are now essential for brands.

This week's headlines:

• Meta launches its first smart glasses line beyond Ray-Ban with a new Kylie Jenner collaboration.

• GTA 6's launch plans are revealed, including pricing and release strategy.

• Apple is reportedly targeting 2027 for its own smart glasses.

• Dentsu expands its global fandom intelligence platform.

Real-Time Review:

Ely Santos breaks down Adidas' ambitious World Cup inspired collaboration with Brawl Stars. From in-game tournaments and exclusive digital rewards to physical apparel, loyalty integration, and live fan experiences. This campaign has everything!

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 72 is now live on YouTube, Spotify, Apple Podcasts and everywhere else!

#BrandsInPlay #rEvolution #Chipotle #Supercell

Chapters:
Intro - 00:00
Announcements - 01:21
News - 04:32
Adidas in Brawl Stars - 18:23
Chris Mann Interview - 23:56
Subscribe - 49:04

Follow Christopher Mann - https://www.linkedin.com/in/chrismannsports/

Follow rEvolution - https://www.linkedin.com/company/revolution

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