This week's podcast features Yanni and Andy taking a deep dive into the world of gaming with Pia Schörner, head of digital content creation & BMW Metaverse at BMW, and Erik Londré, co-founder and CEO of Karta – the Sports Loft member which works with sports teams and music artists to build experiences in games like Roblox and Fortnite.
We dig into how sports organisations and other brands can incorporate gaming as part of their marketing mix, touching on in-game merchandise, measuring success and picking the right platform.
Highlights include Pia pushing BMW execs to allow gamers to blow up Bimmers in a game (“the community will like it and they'll talk about it because it's authentic”), Erik on the thrill of live esports events, and how to find the “sweet spot” that allows for both authentic gaming experiences and brand promotion. Our guests also reveal lessons learnt from their recent projects and discuss why engaging with younger audiences on these platforms is so crucial for brands who want to stay relevant – across the world of sports and beyond.
Timestamps:
06:30 – Defining the metaverse
13:00 – How sports can utilise the metaverse
15:45 – The pros and cons of e-sports as a marketing tool
23:30 – The process of designing an activation
29:30 – Marrying brands with the gaming platform
36:30 – Using gaming to boost relevancy
40:00 – KPIs and indicators of success
London Marathon Events: The tech behind the record-breaking event
Professional Triathletes Organisation: Using tech to take triathlon mainstream
MLS Innovation Lab: Nurturing tech to grow the league
The evolution of sports sponsorship
Monterosa: powering fan engagement for sports' leading rightsholders
Monarch Collective: going all in on women's sports
Levellr: building communities of superfans in sports
Reviewing our trend predictions and looking ahead to 2024
Ryan Sports Ventures: investing in people that change the game
RX3 Growth Partners: consumer investment alongside athletes
The role of machine learning in sports, and how to build an AI startup
WISE Ventures: supporting the evolution of next-gen businesses
How star signing drive fandom, and is short-form content king?
West River Group: investing in the global innovation economy
The new social media landscape, and the evolution of pre-season tours
Techstars: accelerating startups across sports and tech
The Women’s World Cup, and the ‘Netflixication’ of sport
Where Sapphire Sport will invest its second fund
Apex Capital: investing with the world’s best athletes
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