Episode 82 of Brands In Play features Nic Hill and Matt Daly covering a busy week of brands telling stories through gaming and IRL experiences, along with major interactive platform updates. Subway is giving ARC Raiders players in-game loot with qualifying meals. Adidas enters Toca Boca World with free sports items aimed at encouraging confidence, while DAISE brings its blind-box collecting mechanic from Roblox to Walmart.
Across platforms Roblox faces another child-safety test in Australia, TikTok reportedly allowed paid advertisements selling illegal drugs through its own ad system, and Meta agrees to major product restrictions designed to protect younger users.
Outside of gaming, Poppi turned their New York billboard into a peel-and-win situation with a product reveal. Then we get right back into it with Discord moving its Quests product deeper into gameplay with PlayQuest+, rewarding players for completing specific actions inside the games they play. McDonald’s brings food inspired by XBOX IP Fallout 76, Halo, Forza Horizon 6, Overwatch, World of Warcraft and Candy Crush onto its UK and Ireland menus, alongside Xbox rewards.
The IRL section looks at Gorillaz, Clash of Clans, Peaky Blinders and Jumanji extending their worlds into physical experiences, while brands like Takis and Crocs built an experience from no established entertainment world.
Finally, Fanta introduces its own AI-created Halloween characters, Lacoste turns its crocodile into the star of a series of animated shorts, and Gap continues building its “fashiontainment” operation with former Walmart executive and past Brands In Play guest Justin Breton.
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