Podcast Summary: Next in Media – “So What's a Branded Map on Fortnite Again?”

Release Date: March 25, 2025
Host: Mike Shields
Guest: Matt Edelman, Chief Commercial Officer at Super League Gaming

1. Introduction & Guest Overview

In this episode of Next in Media, host Mike Shields delves into the evolving landscape of gaming, marketing, and advertising with Matt Edelman, the Chief Commercial Officer at Super League Gaming. As the media and advertising industries undergo rapid transformation driven by technology and data, Matt provides invaluable insights into how brands can navigate and leverage the gaming ecosystem for effective advertising.

2. Matt Edelman's Career Journey

Matt Edelman shares his unconventional path to the intersection of gaming and advertising. Transitioning from an investment banking analyst to building Marvel’s entertainment business in Hollywood, Matt highlights his passion for merging content with emerging technologies.

Matt Edelman [01:54]: “I needed to learn the mythology of the characters and the stories and, you know, what was authentic and, you know, what would work in storytelling and other media.”

His experience with interactive comic books and early ventures into technology-driven media set the foundation for his current role at Super League Gaming.

3. The Current State of Gaming and Advertising

Matt assesses the burgeoning relationship between brands, media buyers, and the gaming industry. Despite the accelerated growth over recent years, he notes that the integration isn't progressing as swiftly as desired due to generational differences among decision-makers.

Matt Edelman [07:08]: “3.3 billion people in the world play games. And just by comparison, that means there are 4.7 people who theoretically do not play games.”

He emphasizes that as millennials ascend to C-suite positions, a significant shift in advertising budgets towards gaming is imminent.

4. Super League Gaming's Approach and Offerings

Super League Gaming positions itself as an agency that empowers brands to become "playable" within gaming environments. Matt elaborates on how this approach differs from traditional in-game advertising by emphasizing interactivity and engagement.

Matt Edelman [10:29]: “We help make your brand playable and frankly, that is what we believe the philosophy needs to be for brands going forward.”

Super League leverages proprietary technology and creative development studios, particularly within platforms like Roblox and Fortnite, to craft immersive brand experiences.

5. Advertising in Fortnite: Understanding Branded Maps

Mike Shields probes the concept of branded maps within Fortnite, seeking clarity for non-gamers.

Matt explains that Fortnite offers two primary modes: the mainstream Battle Royale and a user-generated content (UGC) platform known as Fortnite Creative, where creators can design their own "islands."

Matt Edelman [15:23]: “Fortnite Creative, and there are tens of thousands of islands that have been built by members of the Fortnite community or other game creators or aspiring game creators.”

He draws parallels between advertising on Fortnite Creative and YouTube, highlighting the necessity for brands to collaborate with native creators to achieve meaningful engagement.

6. Advertising in Roblox: Current State and Future Directions

Discussing Roblox, Matt contrasts its advertising maturity with that of mobile games and Fortnite. While Roblox has been more reserved with its advertising strategies, it's rapidly advancing in measurement, attribution, and targeting capabilities.

Matt Edelman [23:55]: “Roblox is still behind where mobile games are, but they are working hard to catch up quick.”

He underscores the importance of Roblox’s ongoing enhancements to its ad products, which will likely drive greater adoption and effectiveness for brands.

Regarding the platform’s demographic evolution, Matt notes Roblox’s ambition to diversify its user base beyond younger audiences by introducing new game formats and experiences.

Matt Edelman [27:16]: “Roblox is, is going to be coming out with its own battle Royale, you know, kit that allows people to build battle royale games inside Roblox... they are solving for that.”

7. Expansion into Mobile Gaming Advertising

Super League Gaming is making significant strides in mobile advertising through innovative playable ad formats. Matt describes how their approach transforms traditional video commercials into interactive mobile games that resonate more deeply with users.

Matt Edelman [28:35]: “We can take a video commercial from a brand, let's say Pizza Hut and we can turn that video commercial into about a half a dozen mobile games... when the game is being played, the user... is interacting with that brand's messaging.”

This strategy has yielded impressive results, including a 70-80% increase in video completion rates and up to a 5,000% boost in click-through rates compared to standard video ads.

Matt further envisions a future where playables transcend individual platforms, integrating seamlessly across Discord, TikTok, and more, thereby creating a unified and scalable advertising ecosystem.

8. Overcoming Industry Obstacles for Growth

To accelerate the convergence of gaming and advertising, Matt identifies three primary obstacles:

1. Shifting Perceptions: Brands must view gamers not as a niche audience but as a core demographic similar to traditional media consumers.

   Matt Edelman [35:00]: “Gamers represent your target audience the same way that people who watch videos represent your target audience.”

2. Innovative Ad Formats: Embracing playable and interactive ad formats that leverage the unique environment of gaming to foster deeper engagement.

   Matt Edelman [35:00]: “New formats, playable formats, things that take advantage of the unique aspects of [gaming].”

3. Platform Maturity: Platforms like Roblox need to continue refining their advertising products to offer robust measurement, attribution, and targeting capabilities.

   Matt Edelman [36:13]: “Platforms like Roblox reaching maturity with their product will change the perspective of what's possible.”

9. Conclusion and Final Thoughts

Mike Shields wraps up the conversation by acknowledging the comprehensive insights Matt provided on the future of advertising within gaming. The discussion highlights the pivotal role that interactive and playable ad formats will play in driving brand engagement and the necessary shifts within the industry to fully harness the potential of gaming as a dominant advertising medium.

Matt Edelman [36:51]: “You might say it'll be a game changer.”

Mike extends his gratitude to Matt and encourages listeners to stay tuned for more episodes exploring the next frontiers in media.

Notable Quotes:

• Matt Edelman [07:08]: “Marketers go where users and audiences spend their time and live. There’s no denying what that looks like today.”

• Matt Edelman [10:29]: “We help make your brand playable and frankly, that is what we believe the philosophy needs to be for brands going forward.”

• Matt Edelman [13:46]: “Think about the people who are playing games the same way you think about people who watch videos and look at the audience segments and the targets that you need.”

This episode of Next in Media offers a deep dive into the transformative potential of gaming in the advertising landscape, guided by Matt Edelman's expertise. Brands aiming to stay ahead in a rapidly changing market will find his insights invaluable for strategizing their future in interactive media.