Agenda

Games aren’t just a vertical - they’re a universe where global IP, fandom, and culture collide. This panel brings together senior marketers from AEG World Wide, Fox Entertainment, ESPAT TV, and SEGA to explore how today’s leading entertainment studios are expanding their worlds through gaming and redefining what “interactive entertainment” truly means.

Sitting at the intersection of film, streaming, games, consumer products, and global fan culture, the panelists offer a holistic perspective from representing franchises, platforms, and IP ecosystems that naturally cross over with games. They’ll share how Hollywood and major entertainment brands are embracing gaming as a critical pillar of audience growth, cultural relevance, and future-forward storytelling, including how they build brands by leveraging fandoms, world-building, and cross-platform experiences that deepen emotional connection and drive engagement.

Takeaway

• Curated by The Global Entertainment Marketing Academy of Arts & Sciences, the leading organization advancing the craft, impact, and innovation of entertainment marketing worldwide, this session reflects GDC 2026’s commitment to uniting marketers, developers, publishers, and investors in shaping gaming’s next era. In this session, panelists will dive into:
• Transmedia storytelling: building immersive stories across games, film, music, and AR/VR
• Creator-powered campaigns: leveraging gaming influencers and community-led content
• Experimentation & data-driven marketing: optimizing campaigns using A/B testing, personalization, and live ops
• Cross-vertical partnerships: activating entertainment, tourism, and education sectors through gaming

Intended Audience

This is the session for anyone who wants an insider look at how the biggest studios are using gaming as the next frontier of storytelling, marketing innovation, and audience expansion.