Episode 15 | ft. Dean Takahashi | GamesBeat | Live From GamesBeat Summit | Brands in Play

Brands have been engaging with gaming since the 90s, but in recent years there’s been a noticeable rise in the number of brand activations, and the models and opportunities have also evolved significantly.

In Episode 15 of Brands in Play, @Nic Hill and @Albane Prioux speak with Dean Takahashi, Editorial Director at GamesBeat. Dean is a long-time expert in the gaming industry, having tracked its evolution since the early days of his career at The Wall Street Journal, where he covered chip companies and video games. He brings a unique perspective on how the industry has developed from the early 90s to today, and what that means for brands looking to engage meaningfully and effectively with gaming audiences.

Dean reflects on how authenticity, understanding player psychology, and clear audience targeting are core to what resonates. He discusses how Roblox and Fortnite give brands a direct window into Gen Z and Gen Alpha attention but emphasizes that most branded games still fall short, either because they don’t offer enough value or feel disconnected from game mechanics.

“You’ve got to meet players where they are. And where they are right now, is gaming.”

Dean also shares his views on some of his favorite UGC gaming activations, as well as how he believes brands will and should be showing up in the upcoming GTA 6 drop. 

Inside the Episode

• The LA Chargers launching in Minecraft and what it signals about how sports franchises are thinking
  
  
  
• The Walking Dead entering Fortnite—and the implications this has for the traditional entertainment model
  
  
  
• LEGO’s F1 build as a new blueprint for what brand scale looks like in the physical–virtual continuum
  
  
  
• A new moment in fan interaction: speaking with Darth Vader, even if it goes wrong…

Let's not forget the MAIN QUEST for the week - Albane and Nic report live from the GamesBeat Summit, where they were able to ask many attendees their opinion on advertising in games. Check out our Real Time Review segment every week to see where we send Nic and Albane next.

Follow Dean - https://www.linkedin.com/in/deantak/

Follow Us:

Nic Hill - https://www.linkedin.com/in/nic-hill-6553873/
Albane Prioux - https://www.linkedin.com/in/albaneprioux/
Edward Regue - https://www.linkedin.com/in/edward-regue-%C2%A9-44b0421b2/

#BrandsInPlay #DeanTakahashi #GamesBeat #ImmersiveMarketing #GamingIndustry #IPStrategy #MinecraftMarketing #FortniteCreative #BrandedExperiences #InteractiveMedia #GamingCommerce #MarketingInnovation #NextGenAudiences #MetaverseMarketing