At a recent Embark Summit session, leaders from the worlds of sports, gaming and CPG gathered to discuss how the next great media channel isn’t a platform – it’s the fandom itself. Joel Ponce, Owen Leimbach and Katie DeBriyn shared how brands can convert cultural moments into commercial growth through immersive, passion-first strategies.
From Linear TV to Passion-Driven Media
Once upon a time, the media landscape was ruled by networks – gatekeepers like MTV, NBC or ESPN. But today’s consumers, especially younger audiences, don’t care about platforms. Instead, they care about the passion, the community and the creator.
“My kids have never heard of the CBS brand," Leimbach said. "They care about what it is and who it is. They don’t care where it is.”
This marks a shift from traditional “reach and frequency” campaigns to deep cultural alignment. Consumers today are moved by experiences that tap into their passions, whether it is gaming, sports or a mix of both.
From Fandom to Retail: Closing the Loop
DeBriyn brought the perspective from a retail and shopper marketing lens, emphasizing that cultural relevance is only powerful if it translates to purchase.
"You’ve got to think about all the synergies… from overarching marketing themes," she said. "But how do you take that and connect with that consumer, resonate with them when they come into the store, and drive the incremental purchase?"
One example is the wildly successful campaign for Ore-Ida during March Madness. When BYU’s power forward Richie Saunders – also the great-grandson of Ore-Ida’s founder – went viral, the team quickly signed him to an NIL deal.
Within 72 hours, they launched a full national activation, including a “Tot Clock” that gave fans free tater tots when BYU won.
The results:
- Double-digit sales growth
- National press and social buzz
- Fans literally chanting for tots
That’s fandom-fueled retail at scale.
Gaming as a Mass-Market Channel
One recurring theme: gaming is no longer niche – it’s mass culture.
- Over 3 billion gamers globally
- 45+ million gamer moms in the U.S.
- 75M+ daily active users on Roblox
- 1.5 trillion YouTube views on Minecraft content
Gaming isn’t just something people do. It’s a place they hang out, socialize and spend money. Brands that understand this can unlock new channels for storytelling, commerce and loyalty.
It’s not just about targeting kids, either. Many brand leaders now bond with their children through gaming. As Owen put it:
"I have friends in the marketing space that text me and they're like, 'I hate to admit this to you, but my bonding time with my daughter is watching her watch a stream,'" Lambich said. "Or my favorite was, 'I just bought a Lamborghini mansion tycoon on Roblox. What is going on?'"
As parents are trying to spend more time with their kids, they are spending time in these environments.
The Evolution: From Platform-Buying to Passion Channels
Historically, marketers would buy into big events like the World Cup via a single platform (Fox, for example). Then came social platforms, offering targeting by interest (e.g., “soccer fans”).
But today, individual creators have more reach than some networks. Cristiano Ronaldo's YouTube presence, for example, delivers more viewers than many official broadcasts.
It’s not just more efficient to invest in individuals – it’s more effective. Fans trust creators, engage longer and buy from people who reflect their passions.
So What Should Brands Do?
Ponce, Leimbach and DeBriyn offered a clear roadmap:
1. Treat Fandom as a Full-Funnel Channel
From awareness on YouTube to engagement in Roblox to in-store action via packaging; fandom spans every stage of the funnel.
2. Make Parents the Heroes
Add value without adding cost. For example, a QR code on packaging that unlocks a game for their kids, making parents the heroes at home.
3. Plan for Retail Integration
Excitement only matters if it drives action. Build campaigns that show up in stores and online, from product displays to loyalty incentives.
4. Educate Internal Stakeholders
3D avatars, in-game activations or NIL deals may require legal, creative and brand buy-in. Plan early and educate often.
5. Leverage First-Party Data for Precision
Use your own data to find your customer’s fandoms—then activate those moments with creators, platforms, and experiences that align.
As media fragments and consumer attention shifts, fandom offers something rare: built-in trust, ongoing attention and repeat engagement.
It’s not just the next media channel, but it might be the most powerful one yet.
Explore more insights from Retail Innovation Week and the future of omnichannel retail at dbbnwa.com.
