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The SEG3 Report
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Past editions
The inimitable value of live experiences
Plus, WSC Sports launches studio for kids programming, and CAA, WME and UTA lead coalition to change how streamers commission and own content
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Transparency is the new AI strategy
Plus, Sony launches Crunchyroll Storyworks to develop anime and live-action adaptations, and Balenciaga names Valorant’s Viper digital brand ambassador
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The brands breaking advertising rules — and winning at it
Plus, 100 Thieves apologises after AI slips into its Old School RuneScape merch, and Gap partners with boy band Just Your Type in a multi-year partnership
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The true cost of unreliable audience data
Plus, VENUM and Crunchyroll unveil Jujutsu Kaisen collaboration, and Bluey collaborates with Citymapper
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How SEGA and Netflix are expanding classic, ongoing, and new IP
Plus, Overwolf Ads launches In-Game Audience Map for brands to identify what their customers play, and Fan.Live, Creator Sports Network debut live NFL visualisations on social channels
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The gaming platform taking over the front room
Plus, Canva's push into gaming advertising with Livewire, and Roblox reveals new creator features at RDC
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Red Bull launches Wings Cup in EA Sports FC 2027
Plus, Genius Sports: The Companion Screen Report, and the Chicago Cubs set rom-com series Nine Innings to Love
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69% of fans use AI, only 59% trust it
Plus, Xbox's disc-to-digital program officially revealed & Netflix partners with Stella Artois for Season 2 of The Gentlemen
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How the adidas x Toca Boca collab goes beyond a commercial strategy
Plus, inside Bain’s Gaming Report 2026, and Naruto Ninja Cards, the franchise’s first official digital cards app, launches
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Your average fan is using over 11 platforms per week
Plus, Fortnite's Star Wars skin activation, and LEGO launches Fan CoLab network for content creators
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Spider-Man & $309 million in media value
Plus, Disney and TikTok announce a global short-form content-sharing deal, and Coca-Cola launches "The Club," a Premier League loyalty scheme
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How AFL's creator strategy brought in 250k live viewers
Plus, Inside China's microdama boom, and Too Lost & Roblox partner for independent music on tap in the gaming ecosystem
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Why Participation is the New Promotion
Plus, Live Nation launches Music Festival Tycoon on Roblox, and World Athletics unveils innovation for inaugural global championships
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What makes a good IP crossover?
Plus, ATP deepens fan connection with Spotify campaign, and WWE steps into microdramas with ReelShort partnership.
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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'.
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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.
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Inside Fox's strategy to co-create IP
Plus, Balenciaga becomes Substack's first luxury fashion partner, and the DFL's gamification strategy.
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The must-know takeaways from SEG3 London 2026
Five ideas that came out of SEG3 London inside.
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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.
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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.
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You're looking in the wrong place for the next big IP
Plus, FIFA's Digital Football strategy & 007 First Light game launches globally.
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The new TikTok deal to watch
Plus, Genius Sports' The Live Moment Effect report & Spotify and Universal Music Group announce landmark licensing agreement.
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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.
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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.
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The risk/reward of using GenAI
Plus, Webtoon partners with Genies for AI Avatars & Atlassian Williams F1 Team joins the Marvel Universe.
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YouTube's new tool to detect deepfakes
Plus, inside the NFL draft social strategy & Toei launches games label with brand new IP.
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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.
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The cost of being boring
Plus MLB's Pokémon GO expansion + Marshmello teams up with Pokémon for immersive concert series.
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How games are helping Netflix battle churn
Plus Publicis doubles down on sports and EnOne Ventures launches with athlete IP at its core.
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Turning IP into lifestyle brands
Plus, fan tokens get SEC guidance in US + Altman Solon's report on sports IP monetisation
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Is this still advertising?
Plus, Roblox to take a cut of brand integrations + Godzilla storms F1 with Haas
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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'
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How Netflix is extending IP into live experiences
Plus, Arsenal launches app to house original content & experiences + can solely AI-made content be copyrighted?
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From store shelf to silver screen
Plus Disney's extended partnership with Formula 1 + how short-form entertainment is building brands
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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
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IP Protection is dead. Long live IP Management.
& why integrations are now winning over building owned worlds + three ways sports can unlock new revenue.
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Supercell's Super Bowl ambush
Plus Coca-Cola's integration into 007: First Light & Crunchyroll's launch of original games
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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
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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
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One point. One million dollars.
Inside the Australian Open’s 1 Point Slam and the power of format-led innovation
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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
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Attention is easy to lose. Fandom isn’t.
And what FIFA, TikTok, Reddit, Netflix & Roblox are teaching us about the modern fan journey.
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The 5 takeaways shaping fandom-led businesses
What stood out from SEG3 LA, and what it means for you heading into 2026
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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!)
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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
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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
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How Hasbro’s Power Rangers mod hit 6M+ downloads (and counting)
& Roblox launches self-serve IP licensing + RuneScape removes microtransactions after community vote
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Stop Paying Premium Prices for Invisible Ads
& Roblox game Grow a Garden gets film adaptation + G2 Esports launch webcomic series
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Sports, Entertainment and Games Share the Same DNA
What are the strategies, strengths and similarities?
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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
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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
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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
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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
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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
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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.
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The Storytelling Opportunities Sports Is Still Missing
& Amazon launches 'Prime Vision' & more than a third of UK sports rights holders anticipate third-party investment.
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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
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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
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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
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Hershey's secret to Culture Marketing
& Interscope Records bring Lady Gaga to Roblox for Dress to Impress integration + Supercell launch AI Innovation Lab
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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
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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
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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
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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
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Lancashire Cricket launches animated series
& MrBeast's Feastables partners with Formula E & Google launches entertainment division
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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
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Creators to recreate Banijay classics for YouTube
& Sonic the Hedgehog partners with McLaren Racing + final learnings from SEG3 London
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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
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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
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Can you protect IP in an AI & UGC world?
& PGF announce 7-figure franchise sale
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To platform, or not to platform?
& Sonic gets wings with Red Bull partnership & a YouTuber acquires rights to D2 of French Rugby League
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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
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LA Chargers' Minecraft Schedule Release
& The Sidemen launch VC Fund + Red Bull launch digital collectibles for 24 races of 2025 season
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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
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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
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Marvel's Medium Mapping
& Charlotte Tilbury launch Genshin Impact collection + Aston Martin F1 release exclusive Rolling Stones merch
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PlayStation launch Video Game Music Concert
& NFL partners with NetApp to develop data infrastructure capabilities + Futureverse acquire Candy Digital
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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
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Roblox scale immersive advertising with Rewarded Ads
& Meta Step Into The Octagon with UFC + G2 Esports launches football club in Kings League
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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
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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
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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'
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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
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PGA of America to launch Animated Sports IP Franchise
& London Marathon invest in entertainment focused running community, Friday Night Lights + Walmart launch 'Walmart Unlimited'
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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
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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
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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
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NHL launches Hockeyverse animated program
& Roblox releases sports whitepaper + Alo Yoga's use of Proof of Attendance Protocol's to merge IRL & digital experiences
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Six Nations passes GO! with Scopely
& legacy franchise sequels top 2024 Box Office + Banijay Entertainment developing cloud-first content ecosystem with base & AWS
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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
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PGA Tour relaunches Creator Series
& NBA announces Dynamic Badges to reward fandom + Differin' launches 'Level Up Lobby' on Roblox
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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
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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
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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
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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
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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
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McDonald's gaming & web3 collabs
& Video Games are boosting interest in real-life sports + Netflix launches 'Moments'
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Supercell's transmedia move
and The R&A teams up with Topgolf + Unilever tripling their gaming investment over 3 years
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Do kids rarely watch sports?
& Disney launches ESPN Football Island on Fortnite + Nintendo brings back some nostalgic tunes with Nintendo Music
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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
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a16z Crypto, UNiDAYS, and Chiliz drop must-read reports
+ LA Rams and Genius Sports launch Next Gen Stats as in-stadium highlights
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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
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Arsenal FC x Aries streetwear collab
+ Avatar: The Last Airbender RPG game is coming, and Fanatics Live acquire collectibles platform Voggt.
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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
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Lionsgate announce AI video deal with Runway
+ Epic Games announcing the launch of Fab & Nintendo and Pokemon are taking Palworld to court.
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Have the NFL found a new licensing category?
& McDonalds bring Genshin Impact to the USA + Australian Open launch challenge for schools on Minecraft
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Immersive commerce is here, for real
News & insights at the intersection of sports, entertainment, gaming & emerging technology.
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BBC acquires 1000 episodes of Anime series
News & insights at the intersection of sports, entertainment, gaming & emerging technology.
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Sony launch their own blockchain, Soneium
News & insights at the intersection of sports, entertainment, gaming & emerging technology.
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Google(-esque) Ads on Roblox, and eBay partners with The Athletic
News & insights at the intersection of sports, entertainment, gaming & emerging technology.
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Warner Bros & Fandango sell movie tickets through Roblox
News & insights at the intersection of sports, entertainment, gaming & emerging technology.
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Manchester United launch fantasy game
News & insights at the intersection of sports, entertainment, gaming & emerging technology.
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Comcast launch 'Watch to Unlock' for Olympics
News & insights at the intersection of sports, entertainment, gaming & emerging technology.
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Paris 2024 in Web3 and the metaverse
News & insights at the intersection of sports, entertainment, gaming & emerging technology.
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SailGP launch AR & VR Experience
News & insights at the intersection of sports, entertainment, gaming & emerging technology.
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The UK's General Election covered in... Roblox? (duh!)
News & insights at the intersection of sports, entertainment, gaming & emerging technology.
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Man United launch kit in Roblox
News & insights at the intersection of sports, entertainment, gaming & emerging technology.
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Roblox is creating summer blockbusters
News & insights at the intersection of sports, entertainment, gaming & emerging technology.
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Wimbledon leverages GenAI for personalisation
News & insights at the intersection of sports, entertainment, gaming & emerging technology.
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The Premier League comes to Football Manager
News & insights at the intersection of sports, entertainment, gaming & emerging technology.
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FIFA launch FIFA World 2.0
News & insights at the intersection of sports, entertainment, gaming & emerging technology.
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What is Walmart Realm?
News & insights at the intersection of sports, entertainment, gaming & emerging technology.
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Disney IP is coming to Fortnite
News & insights at the intersection of sports, entertainment, gaming & emerging technology.
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New Marvel for Apple Vision Pro
News & insights at the intersection of sports, entertainment, gaming & emerging technology.
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ApeCoin & Alpine F1 announce collaboration and Web3 integrations
News & insights at the intersection of sports, entertainment, gaming & emerging technology.
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Man City do more in Web3; Roblox and Walmart makes this official
News & insights at the intersection of sports, entertainment, gaming & emerging technology.
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Warner Chappell Music team up with Electronic Arts
News & insights at the intersection of sports, entertainment, gaming & emerging technology.
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Coachella's back in Fortnite, The Masters are on the Apple Vision Pro
News & insights at the intersection of sports, entertainment, gaming & emerging technology.
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The BBC leap into Roblox
News & insights at the intersection of sports, entertainment, gaming & emerging technology.
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The Premier League are getting into VR
News & insights at the intersection of sports, entertainment, gaming & emerging technology.
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Talking points from GDC 2024 & more
News & insights at the intersection of sports, entertainment, gaming & emerging technology.
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Welcome to the SEG3 Report
News & insights at the intersection of sports, entertainment, gaming & emerging technology.
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