Gaming IP is showing up in some pretty unexpected places this week, and brands are getting creative with how they use it.

This week on the news, Nic and Matt kick off the week with Xbox building XP to push its franchises further into entertainment, merch, live experiences and brand partnerships. Rivian turned Ghostbusters into an in-car Halloween activation. Street Fighter took over Times Square.

Balenciaga made VALORANT’s Viper its first digital ambassador. And Samsung is bringing Roblox experiences into the real world. We also spend some time on the AI side of game development, with Google, Epic and Xbox all making moves, and then the NBA’s Miami Heat’s collaboration with the new GTA6 brings Vice City to the stadium. Matt created his own NBA x gaming crossovers for Nic to react to.

A lot packed into this one, but that’s the thread running through all of it: This is where culture is forming, and the smartest marketers know it. Another week of gaming, brands and some pretty wild creative ideas.

Watch or listen to the full conversation on Spotify, YouTube and Apple Podcasts.

#brandsinplay #xbox #ghostbusters #rivian #streetfighter #brandpartnerships

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Co-Hosts:
Nic Hill - https://www.linkedin.com/in/nic-hill-6553873/
Matt Daly - https://www.linkedin.com/in/dalymatt/

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

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