In episode 21 of Brands In Play Albane Prioux & Nic Hill put the spotlight on Nate Spell, founder and CEO of Barrier Four. His team rebuilt the entire Squid Game Season 3 recap video inside Roblox shot-for-shot. Every dorm bunk, every merry-go-round frame, every contestant mask, using the platform’s own animation tools. Nate explains why they insist on filming inside the engine, how DevCam and frame-by-frame motion keep trailers honest, and what happens when you give the Roblox audience something that actually looks and feels like the games they play every day.

Nate recalls the staged police chase that made a Roblox trailer go viral and ultimately launched his studio, shares numbers from a Care Bears booth drop that cleared twenty-thousand dollars in its first week, and lays out simple rules for any brand thinking about native content: stay in-platform, respect the blocky aesthetic, and never promise visuals you can’t deliver in-game.

This week’s news roundup kicks off with Puma entering Fortnite with the nostalgic SpeedCat shoe, an iconic silhouette now finding new Gen Z love. KreekCraft, one of Roblox’s biggest influencers, launched IRL plushie merch through Catalog Avatar Creator, backed by Shopify and Lootbloc.

IAB’s new gaming measurement framework also dropped, and we break down why it’s finally giving marketers the KPIs they need to trust platforms like Roblox, Fortnite, and Bitmoji. Oh, and Coca-Cola and Star Wars launched a fan campaign with scannable cans. With an Interesting immersive twist.

And for our Real-Time Review, Nic and Albane jump into the Squid Game: Final Game Roblox experience, developed by The Gang as a nod to the episode’s guest and a hands-on look at how cinematic and gameplay activations are starting to meet.

Episode 21 is now live.

Follow Nate - https://www.linkedin.com/in/spelled/

Follow Us:

Nic Hill - https://www.linkedin.com/in/nic-hill-6553873/
Albane Prioux - https://www.linkedin.com/in/albaneprioux/
Edward Regue - https://www.linkedin.com/in/edward-regue-%C2%A9-44b0421b2/

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