Podcast
The Speakeasy
Hosted by SEG3 · EN
The Speakeasy is a podcast that takes you behind-the-scenes at your favourite sports, entertainment and gaming brands - giving you a glimpse into the deals, strategies & innovations that are helping to keep you entertained.
Whether you’re a die-hard fan, part of the industry, or just curious about how the biggest brands in sport, entertainment and gaming do what they do, The Speakeasy is your all-access pass to the stories behind the moments that are defining pop culture.
10episodes
Episodes
Newest firstAll episodes
The Era of Immersive Marketing
Apr 1600:35:57Tap to summarize00:00 – Introduction 03:00 – Nic's journey from indie filmmaking to Fortnite builds 06:00 – Why meeting players inside the experience itself matters most. 08:30 – The real benefit that today's biggest platforms offer to brands. 10:00 – Why certain brands should opt for owned, always-on experiences vs integrations 13:00 – Inside Sawhorse’s biggest brand partnerships. 15:45 – What made the How to Train Your Dragon activation a success? 18:45 – What can gaming learn from music when it comes to fan relationships? 24:00 – The pitfalls of building for your brand, not your audience. 28:40 – What does the future of in-game advertising look like? 33:00 – Why the gamification of entertainment matters for brands trying to reach younger generations. 35:00 — Closing thoughts. 🎧 Subscribe to The Speakeasy🌐 Visit our website: www.seg3.com📩 Join our newsletter for weekly deep dives into culture & technology: https://seg3.beehiiv.com/📱 Follow us on LinkedIn: @SEG3💬 Got a question or guest idea? Email us at: info@seg3.com © 2026 [SEG3 Ltd]. All Rights Reserved.
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Investment, Innovation & Growing Bandai Namco’s Franchises
Apr 200:45:02Tap to summarize00:00 – How connecting with fans leads to monetisation. 03:00 – What does a winning IP strategy look like with legacy franchises? 10:30 – What does a typical day look like across partnerships, licensing, and venture investing? 13:50 – How the Zero to One Fund helps Bandai Namco to keep ahead of the industry. 16:40 – Should gaming companies invest in content or technology? 19:50 – Where does the best deal flow come from in gaming? 21:40 – How to decide whether to build, buy, invest, or partner? 25:00 – What gives a company a competitive edge in gaming in 2026? 27:30 – Where is the next generation of gamers playing? 30:45 – The strategy to generating long-term success in a hit-driven entertainment and games business. 35:00 – How is the industry adapting to UGC and shifting platform models? 39:00 – Why fandom and community engagement more important than ever. 42:30 – How do legacy IPs like Pac-Man and Gundam stay relevant for decades? 44:30 – Closing thoughts. 🎧 Subscribe to The Speakeasy🌐 Visit our website: www.seg3.com📩 Join our newsletter for weekly deep dives into culture & technology: https://seg3.beehiiv.com/📱 Follow us on LinkedIn: @SEG3💬 Got a question or guest idea? Email us at: info@seg3.com © 2026 [SEG3 Ltd]. All Rights Reserved.
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Star Wars, Emerging Technology, and Immersive Storytelling
Mar 1900:41:25Tap to summarize0:00: Introduction 01:00 Why being okay with failure is the key to innovation. 4:00: What does it actually take to build a franchise? 6:00: How do you grow an iconic franchise without losing its core fans? 8:50: The secret to keeping your IP cohesive across films, series, games, and merchandise. 12:00: The steps to avoiding franchise fatigue. 14:00: The challenges translating IP into immersive experiences 19:30: How do you measure success on emerging platforms? 27:00: Why knowing what platform to choose is as important as the story itself. 35:15: What does it take to build and sustain a franchise for generations? 🎧 Subscribe to The Speakeasy🌐 Visit our website: www.seg3.com📩 Join our newsletter for weekly deep dives into culture & technology: https://seg3.beehiiv.com/📱 Follow us on LinkedIn: @SEG3💬 Got a question or guest idea? Email us at: info@seg3.com © 2026 [SEG3 Ltd]. All Rights Reserved.
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Building at the Frontier: How AI Is Reshaping Games, Creativity and the Future of Play
Mar 500:44:01Tap to summarize00:00 – Introduction 04:00 – How mobile gaming and traditional gaming really differ. 06:00 – What it takes to make a 'mega hit game' and the commercial opportunities with mobile-first companies. 11:10 – Fitting AI into gaming and its impact on content, production, and development. 14:45 – How AI addresses the biggest bottleneck: the ability to produce high-quality content. 17:30 – What an "AI-native game" looks like, providing a failed prototype example. 23:00 - Finding the balance between IP Protection & use of AI. 25:50 – How AI can accelerate designing of games? 30:40 – Where the divergence of "games as art" and "games as a business" comes in. 35:00 – What are the capabilities in AI beyond LLMs? 40:00 – Managing investment downturns and negative consumer sentiment around AI adoption in games. 43:30 – Final thoughts. 🎧 Subscribe to The Speakeasy🌐 Visit our website: www.seg3.com📩 Join our newsletter for weekly deep dives into culture & technology: https://seg3.beehiiv.com/📱 Follow us on LinkedIn: @SEG3💬 Got a question or guest idea? Email us at: info@seg3.com © 2026 [SEG3 Ltd]. All Rights Reserved.
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The Economics of Fandom: Sports Loyalty Programs Explained
Feb 1900:41:07Tap to summarize00:00 – Intro02:30 – From selling attention to building relationshipsSports has always monetised eyeballs. But what happens when attention alone isn’t enough?06:00 – Why loyalty in sport feels underdevelopedHow a category built on fandom often lacks a proper, year-round engagement layer.09:00 – What modern loyalty could look likeMoving beyond one-off promotions to something that runs 24/7, 365.12:00 – Making it simple for fansWhy any new technology or system has to feel easy for consumers to use - and where blockchain failed to start with15:00 – Why “cool” ideas using blockchain aren't enough anymoreHow teams are getting more strategic in their use of blockchain to drive revenue, efficiency and engagement.18:30 – How Starbucks & airlines do loyaltyWhat sport can learn from preloaded value, points and rewards models that already work in consumer & travel22:00 – The Cleveland Cavaliers case studyHow the Cavs approached loyalty — and what the physical and digital experience looks like for fans.26:00 – From passive watching to active participationHow predictions, rewards, and experiences are giving fans a reason to engage beyond game day.30:00 – Why sponsors care about this shiftThe move from impressions to measurable participation and attribution, and the commercial value of those metrics.34:00 – Owning the fan relationshipWhy long-term value comes from having a direct connection — and how to rebuild that relationship.37:30 – What's the commercial potential of loyalty programs?The timeline towards loyalty becoming a core revenue line for most sports properties40:00 – Final thoughts & wrap up---- 🎧 Subscribe to The Speakeasy🌐 Visit our website: www.seg3.com📩 Join our newsletter for weekly deep dives into culture & technology: https://seg3.beehiiv.com/📱 Follow us on LinkedIn: @SEG3💬 Got a question or guest idea? Email us at: info@seg3.com © 2026 [SEG3 Ltd]. All Rights Reserved.
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The Clipping Economy: Driving Social Proof at Scale - Yuriy Yarovoy
Feb 500:42:14Tap to summarize---00:00 – Welcome & the rise of the clipping economyWhy the way people discover and engage with games is fundamentally shifting - from exposure to advertising to shared moments between friends.03:00 – Attention is earned, not boughtHow modern audiences filter out traditional marketing - and what it means for user acquisition when youth audiences are now ad-blind by default.06:40 – Belonging as a growth strategyWhy players who discover a game, sport or film through a friend arrive with higher trust, better retention, and a stronger sense of community from day one.10:20 – From funnel to leapfrogHow socially shared content can short-circuit traditional acquisition steps and land users straight into a community.13:45 – The psychology of shared momentsThe rationale behind why small, authentic clips are outperforming polished promos - and how identity is formed through participation, not consumption.17:20 – Designing for trust-based discoveryWhat it takes to build products and campaigns that facilitate organic sharing without feeling engineered or extractive.21:00 – Community building in low-friction environmentsHow simplicity and familiarity create more shareable behaviours - and why intentional friction often kills valuable momentum for brands.24:15 – The Three R's to measure growth beyond views and clicksHow to think about retention, resonance, and relationship-building as core metrics in community-led growth.28:00 – Designing campaigns that create cultureThe content formats and activations that encourage players to contribute over consume - and how successful brands and game developers are rethinking growth loops.32:30 – Rethinking brand presence in gamingWhy younger audiences reject interruptive formats, and how brands can show up in ways that align with player behaviour and context.36:00 – Lessons for anyone building community-led platformsInsights into what scales trust, and why growing slowly (but meaningfully) often wins long-term.40:20 – Final reflections--- 🎧 Subscribe to The Speakeasy🌐 Visit our website: www.seg3.com📩 Join our newsletter for weekly deep dives into culture & technology: https://seg3.beehiiv.com/📱 Follow us on LinkedIn: @SEG3💬 Got a question or guest idea? Email us at: info@seg3.com © 2026 [SEG3 Ltd]. All Rights Reserved.
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Inside Dentsu: A CMO's Guide to Investing in Gaming - Brent Koning
Jan 2100:50:46Tap to summarize00:00 – Intro & welcomeJoe and Tiago introduce the show, and welcome Brent Koning, Global Head of Gaming at dentsu.02:00 – Brent’s background & career journeyFrom early work with Microsoft and Xbox to EA, FIFA esports, and eventually leading gaming strategy at dentsu.08:30 – What dentsu’s gaming role actually looks likeHow gaming fits inside a global agency, what dentsu does differently, and why strategy comes before media.14:30 – Why gaming has been misunderstood by marketersGenerational shifts, education gaps, and why gaming is finally being taken seriously as a channel.21:00 – Gaming’s role in the modern marketing mixWhy gaming should sit alongside TV, social and sport — and why time spent matters more than formats.27:30 – How brands should think about entering gamingSegmentation, platforms like Roblox and Fortnite, and avoiding surface-level activations.34:30 – Brand integrations, culture & UGCExamples that work (and don’t), Fortnite, Minecraft, and why culture fit is everything.41:00 – IP, fandom & the future of gamesUGC platforms, transmedia storytelling, GTA VI, and where attention is heading next.47:30 – Final advice for brands & CMOsWhy “test and learn” isn’t enough anymore, and the importance of real commitment.50:00 – Wrap-up & closingFinal thoughts and sign-off. 🎧 Subscribe to The Speakeasy🌐 Visit our website: www.seg3.com📩 Join our newsletter for weekly deep dives into culture & technology: https://seg3.beehiiv.com/📱 Follow us on LinkedIn: @SEG3💬 Got a question or guest idea? Email us at: info@seg3.com © 2026 [SEG3 Ltd]. All Rights Reserved.
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Inside NASCAR: Innovation & Gaming in Sports with Mitch Rasmussen
Jan 800:47:43Tap to summarizeInside NASCAR: Innovation & Gaming in Sports with Mitch Rasmussen00:00 – Intro & Mitch’s role at NASCARMitch Rasmussen joins the show to discuss his role leading interactive strategy at NASCAR, and what “interactive” really means inside a modern sports organisation.03:10 – The pace of innovationHow integrating technology has changed decision-making inside NASCAR, and how Mitch and his team prioritise where to focus amid constant disruption.06:40 – Small wins vs big swingsBalancing incremental improvements with high-risk, high-reward bets, and why both are essential to long-term innovation.10:15 – Where NASCAR is investing attention right nowThe platforms, channels and technologies NASCAR is actively exploring, and where Mitch believes brands are still under-investing.14:20 – Youth audiences vs traditional audiencesWhy innovation can’t come at the cost of legacy fans, and how NASCAR experiments with new formats while bringing its audience along for the ride.18:10 – NASCAR’s UGC gaming strategyA deep dive into NASCAR’s history in UGC gaming, including NASCAR Speedhub, Driving Empire and Rocket Racing.21:30 – Driving Empire: breaking down the numbersWhy Driving Empire became such a standout success, the strategies behind it, and what made the experience resonate with younger audiences.25:40 – Integrating sponsors authenticallyHow NASCAR weaves brand partners into gaming and interactive experiences without breaking immersion, and what most brands get wrong with in-game advertising.30:05 – NASCAR's Broadcast work with FOX Sports, Meta & XtadiumThe evolving role of broadcast partners, experimentation beyond linear TV, and why XR represents a massive opportunity for live sports.35:10 – How to evaluate disruptive techMitch shares a practical framework for evaluating new platforms or technologies - how NASCAR decides what to test, what to scale and what to pass on.41:20 – Lessons for other brands and rights holdersWhat other organisations can learn from NASCAR’s approach to innovation, audience growth and digital experience design.44:30 – Closing thoughtsFinal reflections on the future of sports, fan engagement and where interactive experiences are headed next. 🎧 Subscribe to The Speakeasy🌐 Visit our website: www.seg3.com📩 Join our newsletter for weekly deep dives into culture & technology: https://seg3.beehiiv.com/📱 Follow us on LinkedIn: @SEG3💬 Got a question or guest idea? Email us at: info@seg3.com © 2026 [SEG3 Ltd]. All Rights Reserved.
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Inside Abstract: Fans, Culture & Consumer Crypto with Michael Lee
Sep 2500:55:38Tap to summarize0:00 - Intro and Michael's backgroundAn insight into Michael's career and his journey to Abstract.12:00 - Building a blockchain and the UX & UI problems in web3 Why the industry has struggled to onboard retail consumers and how to design a consumer-facing platform.14:00 - Abstract's early tractionWhere Abstract is finding success since launch, and the audiences and markets they are targeting.19:00 - Oracle Red Bull Racing collaboration and fan engagementMichael discusses how Red Bull Racing used Abstract to launch the 'In the Moment' digital collectible series 21:00 - Consumer brands and their approach to web3What are the three key things that brands care about, and how to get buy-in to innovate32:00 - Web3's killer use case: loyalty and rewardsHow ORBR and consumer brands are using digital collectibles to reward fandom, understand their fanbase and engage new audiences.39:00 - Simplifying the fan experience of using web3Streaming, social and the creator economy, and how consumers discover apps and experiences through the Abstract terminal.47:00 Advice for Global BrandsMichael shares his thoughts on how major brands should (re)enter the space, and the right approach for anyone experimenting with emerging tech.55:00 - Close 🎧 Subscribe to The Speakeasy🌐 Visit our website: www.seg3.com📩 Join our newsletter for weekly deep dives into culture & technology: https://seg3.beehiiv.com/📱 Follow us on LinkedIn: @SEG3💬 Got a question or guest idea? Email us at: info@seg3.com © 2026 [SEG3 Ltd]. All Rights Reserved.
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Inside Coca-Cola: The Key to Culture Marketing with Stefan Rothenbuehler
Sep 1100:37:28Tap to summarize00:00 – Intro & Stefan’s backgroundCareer journey and the path to Coca-Cola.03:20 – Coke’s philosophy on partnershipsHow the brand decides which properties, music, and cultural moments to get behind.07:45 – Balancing heritage with staying relevantWhat it means to future-proof one of the world’s most iconic brands.12:10 – Activating partnerships authenticallyBlending life, digital and product experiences, and his view on gaming and emerging tech's role in future campaigns.18:35 – Case Study: Beetlejuice Beetlejuice x FantaBehind the scenes of the Warner Bros. Discovery collaboration.25:15 – Why Halloween mattersMaking Fanta central to a cultural moment and engaging Gen Z & youth audiences.31:40 – Chalk TalkWhat rights holders, event organisers and IP need to know to attract a partnership with Coca-Cola.38:50 – Closing thoughtsFinal reflections and key takeaways. 🎧 Subscribe to The Speakeasy🌐 Visit our website: www.seg3.com📩 Join our newsletter for weekly deep dives into culture & technology: https://seg3.beehiiv.com/📱 Follow us on LinkedIn: @SEG3💬 Got a question or guest idea? Email us at: info@seg3.com © 2026 [SEG3 Ltd]. All Rights Reserved.
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