If there's one thing gamers hate, it's having their game interrupted by an ad. And when you're a brand trying to reach that audience, getting it wrong can do more harm than good.
This week, Nic Hill and Matt Daly sit down with Bryce Showalter, who leads gaming at JBL and knows both sides of the conversation, having spent years as a professional gamer and streamer himself. We talk about how JBL is building its place in gaming through e-sports, Fortnite, Roblox, Overwolf and partnerships with creators like Clix. Bryce also makes a pretty interesting argument for why creators are becoming more valuable to brands than traditional esports sponsorships.
There's a lot here about earning credibility with gamers, knowing when advertising becomes an interruption, and why having someone who understands gaming making decisions inside a brand can change everything.
And of course, when you're JBL, there's one advantage you can build a whole strategy around: Sound Is Survival.
One last thing!
Today and tomorrow are the last days to vote for Brands In Play in the Signal Listener's Choice Award, where we're nominated in the Creativity & Marketing category!
We're incredibly grateful to everyone who's supported the show and helped us get this far. If you've enjoyed listening to Nic and Matt, we'd really appreciate one last push!
Voting closes October 15.
Vote for Brands In Play: https://vote.signalaward.com/PublicVoting#/2026/shows/genre/creativity-marketing
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