Newsletter
The SEG3 Report
Where industry insiders go to stay plugged into the future of fandom - landing in inboxes every Tuesday.
Subscribe NowThe archive
Past editions
What makes a good IP crossover?
Plus, ATP deepens fan connection with Spotify campaign, and WWE steps into microdramas with ReelShort partnership.
Read the full edition →
From D&G to iced tea: Brands are entering their entertainment era
Plus, Lawn Tennis Association set to move into venture capital investing, and how IBM's AI powers Wimbledon from hidden 'Court 19'.
Read the full edition →
So, you want to do an anime-brand collab...
Plus, BVB launches club-branded football mode in Fortnite, and the Toy Story 5 VFX tech innovations that will shape the future of filmmaking.
Read the full edition →
Inside Fox's strategy to co-create IP
Plus, Balenciaga becomes Substack's first luxury fashion partner, and the DFL's gamification strategy.
Read the full edition →
The must-know takeaways from SEG3 London 2026
Five ideas that came out of SEG3 London inside.
Read the full edition →
Lionsgate's Fan Club is about more than just loyalty
Plus, BBC Sport launches FIFA World Cup 3D Experience & CAA and Integrated Media Co. launch $250M creator economy rollup.
Read the full edition →
What World Cup fans are actually watching
Plus, Hasbro launches AI studio that will let companies license its characters & Paramount Skydance launches Paramount Games Studio.
Read the full edition →
You're looking in the wrong place for the next big IP
Plus, FIFA's Digital Football strategy & 007 First Light game launches globally.
Read the full edition →
The new TikTok deal to watch
Plus, Genius Sports' The Live Moment Effect report & Spotify and Universal Music Group announce landmark licensing agreement.
Read the full edition →
Nearly 85% of people engage positively with this type of marketing
Plus, Goalitos brings LaLiga to young fans through original sports IP & Dentsu's Entertainment for all report.
Read the full edition →
What the generational divide means for building fandom
Plus, EA Sports sets multiyear deal with Visa for in-game rewards and experiences, & Griffin Gaming Partners launches indie fund.
Read the full edition →
The risk/reward of using GenAI
Plus, Webtoon partners with Genies for AI Avatars & Atlassian Williams F1 Team joins the Marvel Universe.
Read the full edition →
YouTube's new tool to detect deepfakes
Plus, inside the NFL draft social strategy & Toei launches games label with brand new IP.
Read the full edition →
Not all attention is created equal
Plus, Formula E's partnership with 3DClouds for Formula Legends game + The Overlap buys Mark Goldbridge's That's Football.
Read the full edition →
The cost of being boring
Plus MLB's Pokémon GO expansion + Marshmello teams up with Pokémon for immersive concert series.
Read the full edition →
How games are helping Netflix battle churn
Plus Publicis doubles down on sports and EnOne Ventures launches with athlete IP at its core.
Read the full edition →
Turning IP into lifestyle brands
Plus, fan tokens get SEC guidance in US + Altman Solon's report on sports IP monetisation
Read the full edition →
Is this still advertising?
Plus, Roblox to take a cut of brand integrations + Godzilla storms F1 with Haas
Read the full edition →
Netflix Japan & Baseball: when exclusivity and a national pastime collide
Plus, Why it matters to advertisers that 70% of UK adults now game + Premier League launches 'Last Fan Standing'
Read the full edition →
How Netflix is extending IP into live experiences
Plus, Arsenal launches app to house original content & experiences + can solely AI-made content be copyrighted?
Read the full edition →
From store shelf to silver screen
Plus Disney's extended partnership with Formula 1 + how short-form entertainment is building brands
Read the full edition →
How WBD integrated Looney Tunes into the Winter Olympics
& Nippon TV's launch of a micro-drama division + JioHotstar's content discovery partnership with OpenAI
Read the full edition →
IP Protection is dead. Long live IP Management.
& why integrations are now winning over building owned worlds + three ways sports can unlock new revenue.
Read the full edition →
Supercell's Super Bowl ambush
Plus Coca-Cola's integration into 007: First Light & Crunchyroll's launch of original games
Read the full edition →
Puma lets fans design Marseille’s next kit using AI
Plus The Premier League's Dribble Dash Roblox experience, Google's Genie world model, and the launch of SEG3 London 2026
Read the full edition →
The golden age for discovery is earlier than you think
Why Gen Z & A fandoms are fluid + YouTube-first BBC shows and Fanatics’ entertainment push
Read the full edition →
One point. One million dollars.
Inside the Australian Open’s 1 Point Slam and the power of format-led innovation
Read the full edition →
It's a creators world now
Why 76% of sports fans are still anonymous - and how FOX is funding creators and why Goalhanger are acquiring Premier League archive rights
Read the full edition →
Attention is easy to lose. Fandom isn’t.
And what FIFA, TikTok, Reddit, Netflix & Roblox are teaching us about the modern fan journey.
Read the full edition →
The 5 takeaways shaping fandom-led businesses
What stood out from SEG3 LA, and what it means for you heading into 2026
Read the full edition →
How to build ROI on Roblox from Day One
...plus the main reasons branded experiences fall flat, and what native studios understand about retention and monetisation that you don't (yet!)
Read the full edition →
Moment-triggered ads are coming to sports
& 433 and FIFAe’s launch of Talent Lab & Paramount+ doubling down with an Arsenal partnership after acquiring Champions League rights in the UK
Read the full edition →
How Adidas are connecting Minecraft to their loyalty program
& NBA, ESPN & Disney gear up for the return of animated broadcasts + IMG release Digital Trends Report 2026
Read the full edition →
How Hasbro’s Power Rangers mod hit 6M+ downloads (and counting)
& Roblox launches self-serve IP licensing + RuneScape removes microtransactions after community vote
Read the full edition →
Stop Paying Premium Prices for Invisible Ads
& Roblox game Grow a Garden gets film adaptation + G2 Esports launch webcomic series
Read the full edition →
Sports, Entertainment and Games Share the Same DNA
What are the strategies, strengths and similarities?
Read the full edition →
Even in a recession, fans won't quit this
& EA partners with Stability.ai to co-develop AI models, tools and workflows + Netflix share report on how and why Gen Z and Millennial audiences stream - and what it all means for advertisers
Read the full edition →
How clipping is helping Lionsgate market movies
& FIFA partner with Football Manager ahead of 2026 World Cup + General Intuition raise $134m to train AI agents on video game clips
Read the full edition →
89% of consumers took action after seeing sports content on Meta - here's why
& Netflix launch co-op party games for TV with Tetris, LEGO and more + Google & NBCU to bring interactive experiences to LA28
Read the full edition →
87% of fans celebrate their passions this way...
& International Olympic Committee announces long-term licensing agreement with SEGA for Sonic the Hedgehog + NHL releases Puck Rush game on motion-based console Nex Playground
Read the full edition →
Spotify Targeting IP Violations on Platform Through Greater AI Protections
Plus, over half of UK population uncomfortable with the idea of brands using AI influencers & NBCUniversal's gaming & experiential strategy for launching Gabby's Dollhouse movie
Read the full edition →
Epic Games Unveils New Updates For Fortnite Creators
Plus... Report states TV adaptations of video games are generating strong player increases and Netflix & AB InBev reveal new partnership.
Read the full edition →
The Storytelling Opportunities Sports Is Still Missing
& Amazon launches 'Prime Vision' & more than a third of UK sports rights holders anticipate third-party investment.
Read the full edition →
Landmark ruling for IP owners on AI training
& the latest announcements from Roblox Developer Conference + Supercell & SYBO launch crossover between Subway Surfers and Brawl Stars
Read the full edition →
The key to growth (straight from Google)
& Coca-Cola partners Fanta with Universal Pictures & Blumhouse for Halloween promotion + Ligue 1 release mobile game "FC McDo" with McDonald's
Read the full edition →
Fashion, The NFL & Influencing Culture
& Bundesliga partner with Sky Sports, BBC Sport, Amazon Prime & creators for UK&I market + ATP Tour teams up with TikTok to create Gen Z focused tennis content
Read the full edition →
Hershey's secret to Culture Marketing
& Interscope Records bring Lady Gaga to Roblox for Dress to Impress integration + Supercell launch AI Innovation Lab
Read the full edition →
A podcast acquires LaLiga rights?!
& City Football Group launch StickerBook Roblox experience + Paramount locks in 7-year, $7.7 billion deal with TKO for UFC rights
Read the full edition →
ITV to air Roblox-inspired animated series
& Red Bull Studios secure multi-year financing to produce sports documentaries & ATP Tour + Trace launch Collect: It All Adds Up
Read the full edition →
Travis Kelce's interactive Grow a Garden appearance
& PGA Tour double down on content innovation + Formula E & Marvel Studios partner for Fantastic Four London E-Prix
Read the full edition →
Ad Fatigue? Gaming Is Here to Fix That
& Roblox officially launches 'License Manager' for IP owners + Burnley FC & X to produce original content series for the platform
Read the full edition →
Lancashire Cricket launches animated series
& MrBeast's Feastables partners with Formula E & Google launches entertainment division
Read the full edition →
Only 5% of media spend is going to gaming...
& Premier League team up in 5-year deal with Microsoft as part of digital transformation + Netflix's KPop Demon Hunters shows power of music in building franchises
Read the full edition →
Creators to recreate Banijay classics for YouTube
& Sonic the Hedgehog partners with McLaren Racing + final learnings from SEG3 London
Read the full edition →
Fandom, UGC gaming and in-game advertising: Key learnings from SEG3 London Part 2
& Midjourney is sued by Disney & Comcast + Netflix brings Squid Game to Fortnite for season 3 launch
Read the full edition →
The Need to Know Learnings from SEG3 London
& How to build brand loyalty in virtual worlds + LEGO & The Alan Turing Institute's research into understanding the impacts of generative AI use on children
Read the full edition →
Can you protect IP in an AI & UGC world?
& PGF announce 7-figure franchise sale
Read the full edition →
To platform, or not to platform?
& Sonic gets wings with Red Bull partnership & a YouTuber acquires rights to D2 of French Rugby League
Read the full edition →
When Did Gaming Replace Family TV Time?
& Channel 4 launches content on Spotify + Crunchyroll's report on the emotional and social drivers behind anime's global growth
Read the full edition →
LA Chargers' Minecraft Schedule Release
& The Sidemen launch VC Fund + Red Bull launch digital collectibles for 24 races of 2025 season
Read the full edition →
Is Augmented Reality Resurrecting Sports Memorabilia?
+ what is the most valuable Sports IP on the planet & Ninjas in Pyjamas expand fan engagement platform with Socios
Read the full edition →
FIFA launches its own blockchain
& MLS and Apple to stream live matches on EA Sports FC + NASCAR's use of a GenAI Reviewer to speed up development
Read the full edition →
Marvel's Medium Mapping
& Charlotte Tilbury launch Genshin Impact collection + Aston Martin F1 release exclusive Rolling Stones merch
Read the full edition →
PlayStation launch Video Game Music Concert
& NFL partners with NetApp to develop data infrastructure capabilities + Futureverse acquire Candy Digital
Read the full edition →
EA Sports to integrate Lowe's into iconic titles
& Disney's StudioLAB and Deloitte partner to use emerging tech for next-generation storytelling + YouTube animation studio Yarnhub crowdfunding to develop game
Read the full edition →
Roblox scale immersive advertising with Rewarded Ads
& Meta Step Into The Octagon with UFC + G2 Esports launches football club in Kings League
Read the full edition →
What will Amazon do with the James Bond Franchise?
& Mentos pop off in Fortnite + NBC Universal are looking for $7m dollars per slot for the 2026 Super Bowl
Read the full edition →
Booking.com's use of AI to drive discovery & personalisation
& Lincoln City FC bring in Entrepreneur-in-Residence for Innovation Lab + Discord launch Social SDK
Read the full edition →
IOC & Comcast partner for new digital era
& Roblox introduce Cube, a GenAI model for creating 3D & 4D content + Concacaf teams up with Marvel Entertainment to launch mascot 'Volar'
Read the full edition →
AI's role in the Future of Media and Advertising
& Why the Sidemen Charity game epitomises cultural relevance + the PGA Tour's latest Roblox game & Fan Forward Initiative geared towards innovation
Read the full edition →
PGA of America to launch Animated Sports IP Franchise
& London Marathon invest in entertainment focused running community, Friday Night Lights + Walmart launch 'Walmart Unlimited'
Read the full edition →
How Channel 4 are Growing Revenues & Audience through Youtube
& Meta launches $50M Creator Fund for Horizon + Aston Villa & Socios launch digital collectibles for 150th anniversary
Read the full edition →
Major League Baseball enters Pokemon Go for 3 seasons
& NASCAR announces year-long presence in Driving Empire + GEEIQ release 2025 Brands in Gaming & Virtual Worlds Report
Read the full edition →
Voldex acquires Roblox's most visited game, Brookhaven
& Klarna to integrate crypto ahead of IPO + Ramdam's eBook on UGC ads role in game marketing
Read the full edition →
NHL launches Hockeyverse animated program
& Roblox releases sports whitepaper + Alo Yoga's use of Proof of Attendance Protocol's to merge IRL & digital experiences
Read the full edition →
Six Nations passes GO! with Scopely
& legacy franchise sequels top 2024 Box Office + Banijay Entertainment developing cloud-first content ecosystem with base & AWS
Read the full edition →
Tennis Australia launches AI-Driven Tennis League
& the Bundesliga becomes the first European football league to enter Roblox + a breakdown of Matthew Ball's 'Gaming 2025' Report
Read the full edition →
PGA Tour relaunches Creator Series
& NBA announces Dynamic Badges to reward fandom + Differin' launches 'Level Up Lobby' on Roblox
Read the full edition →
Netflix focuses on Sports Entertainment with WWE & NFL
& Sonic the Hedgehog 3 takes franchise past $1 billion in Box Office revenue + Paris Saint-Germain ends partnership with Talon Esports
Read the full edition →
Netflix & Mastercard's Immersive Experience Partnership
& Lionel Messi's Animated Series and Fortnite skin + Pokemon and Aardman collaboration for stop-motion animation coming in 2027
Read the full edition →
ESPN + NFL Deliver Real-Time Simpsons Animated Broadcast
& NBA 2K partners with TNT Sports and Genius for alternate broadcast + the Premier League & Rezzil launch VR game
Read the full edition →
Nike closes RTFKT
& Baller League to launch into UK & US in 2025 + Sony aims to acquire Kadokawa Inc for access to Anime & Video Games library
Read the full edition →
Minecraft themed attractions are coming to the US & UK
& 50% of sports fans form their fandom by age 14 + Barrier Four and Netflix pioneer Playable Media
Read the full edition →
McDonald's gaming & web3 collabs
& Video Games are boosting interest in real-life sports + Netflix launches 'Moments'
Read the full edition →
Supercell's transmedia move
and The R&A teams up with Topgolf + Unilever tripling their gaming investment over 3 years
Read the full edition →
Do kids rarely watch sports?
& Disney launches ESPN Football Island on Fortnite + Nintendo brings back some nostalgic tunes with Nintendo Music
Read the full edition →
NFL partners with Cosm for shared reality experience
& the Harris & Walz campaign releases Fortnite map called Freedom Town USA + Cleveland Cavaliers launch new rewards program
Read the full edition →
a16z Crypto, UNiDAYS, and Chiliz drop must-read reports
+ LA Rams and Genius Sports launch Next Gen Stats as in-stadium highlights
Read the full edition →
The obstacles to innovation across sports are...
A deep dive into the commercial outlook for sports brands, the EFL's launch of an innovation lab & Roblox and WPP teaming up for immersive advertising
Read the full edition →
Arsenal FC x Aries streetwear collab
+ Avatar: The Last Airbender RPG game is coming, and Fanatics Live acquire collectibles platform Voggt.
Read the full edition →
Meta launch Orion AR Glasses
+ Major League Baseball's Virtual Ballpark plays host to Bored Ape's & California mandates storefronts be clear on game purchases
Read the full edition →
Lionsgate announce AI video deal with Runway
+ Epic Games announcing the launch of Fab & Nintendo and Pokemon are taking Palworld to court.
Read the full edition →
Have the NFL found a new licensing category?
& McDonalds bring Genshin Impact to the USA + Australian Open launch challenge for schools on Minecraft
Read the full edition →
Immersive commerce is here, for real
News & insights at the intersection of sports, entertainment, gaming & emerging technology.
Read the full edition →
BBC acquires 1000 episodes of Anime series
News & insights at the intersection of sports, entertainment, gaming & emerging technology.
Read the full edition →
Sony launch their own blockchain, Soneium
News & insights at the intersection of sports, entertainment, gaming & emerging technology.
Read the full edition →
Google(-esque) Ads on Roblox, and eBay partners with The Athletic
News & insights at the intersection of sports, entertainment, gaming & emerging technology.
Read the full edition →
Warner Bros & Fandango sell movie tickets through Roblox
News & insights at the intersection of sports, entertainment, gaming & emerging technology.
Read the full edition →
Manchester United launch fantasy game
News & insights at the intersection of sports, entertainment, gaming & emerging technology.
Read the full edition →
Comcast launch 'Watch to Unlock' for Olympics
News & insights at the intersection of sports, entertainment, gaming & emerging technology.
Read the full edition →
Paris 2024 in Web3 and the metaverse
News & insights at the intersection of sports, entertainment, gaming & emerging technology.
Read the full edition →
SailGP launch AR & VR Experience
News & insights at the intersection of sports, entertainment, gaming & emerging technology.
Read the full edition →
The UK's General Election covered in... Roblox? (duh!)
News & insights at the intersection of sports, entertainment, gaming & emerging technology.
Read the full edition →
Man United launch kit in Roblox
News & insights at the intersection of sports, entertainment, gaming & emerging technology.
Read the full edition →
Roblox is creating summer blockbusters
News & insights at the intersection of sports, entertainment, gaming & emerging technology.
Read the full edition →
Wimbledon leverages GenAI for personalisation
News & insights at the intersection of sports, entertainment, gaming & emerging technology.
Read the full edition →
The Premier League comes to Football Manager
News & insights at the intersection of sports, entertainment, gaming & emerging technology.
Read the full edition →
FIFA launch FIFA World 2.0
News & insights at the intersection of sports, entertainment, gaming & emerging technology.
Read the full edition →
What is Walmart Realm?
News & insights at the intersection of sports, entertainment, gaming & emerging technology.
Read the full edition →
Disney IP is coming to Fortnite
News & insights at the intersection of sports, entertainment, gaming & emerging technology.
Read the full edition →
New Marvel for Apple Vision Pro
News & insights at the intersection of sports, entertainment, gaming & emerging technology.
Read the full edition →
ApeCoin & Alpine F1 announce collaboration and Web3 integrations
News & insights at the intersection of sports, entertainment, gaming & emerging technology.
Read the full edition →
Man City do more in Web3; Roblox and Walmart makes this official
News & insights at the intersection of sports, entertainment, gaming & emerging technology.
Read the full edition →
Warner Chappell Music team up with Electronic Arts
News & insights at the intersection of sports, entertainment, gaming & emerging technology.
Read the full edition →
Coachella's back in Fortnite, The Masters are on the Apple Vision Pro
News & insights at the intersection of sports, entertainment, gaming & emerging technology.
Read the full edition →
The BBC leap into Roblox
News & insights at the intersection of sports, entertainment, gaming & emerging technology.
Read the full edition →
The Premier League are getting into VR
News & insights at the intersection of sports, entertainment, gaming & emerging technology.
Read the full edition →
Talking points from GDC 2024 & more
News & insights at the intersection of sports, entertainment, gaming & emerging technology.
Read the full edition →
Welcome to the SEG3 Report
News & insights at the intersection of sports, entertainment, gaming & emerging technology.
Read the full edition →