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The SEG3 Report

The SEG3 Report

Where marketers go to stay plugged into the future of fandom.

Featured

The 5 takeaways shaping fandom-led businesses

Dec 16, 2025

•

11 min read

The 5 takeaways shaping fandom-led businesses

What stood out from SEG3 LA, and what it means for you heading into 2026

Joe Condon
Joe Condon
How Adidas are connecting Minecraft to their loyalty program

Nov 25, 2025

•

15 min read

How Adidas are connecting Minecraft to their loyalty program

& NBA, ESPN & Disney gear up for the return of animated broadcasts + IMG release Digital Trends Report 2026

Joe Condon
Joe Condon
Even in a recession, fans won't quit this

Oct 28, 2025

•

18 min read

Even in a recession, fans won't quit this

& EA partners with Stability.ai to co-develop AI models, tools and workflows + Netflix share report on how and why Gen Z and Millennial audiences stream - and what it all means for advertisers

Joe Condon
Joe Condon
The Speakeasy Podcast is LIVE! 🎙

Aug 14, 2025

•

3 min read

The Speakeasy Podcast is LIVE! 🎙

S1. Ep1. Lisa Willett - Inside Roblox: Growing the World's Largest Gaming Platform

Joe Condon
Joe Condon
The Need to Know Learnings from SEG3 London

Jun 17, 2025

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13 min read

The Need to Know Learnings from SEG3 London

& How to build brand loyalty in virtual worlds + LEGO & The Alan Turing Institute's research into understanding the impacts of generative AI use on children

Joe Condon
Rob Whitehead
Jay Stuart
Joe Condon, +2
The key to growth (straight from Google)

Sep 2, 2025

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20 min read

The key to growth (straight from Google)

& Coca-Cola partners Fanta with Universal Pictures & Blumhouse for Halloween promotion + Ligue 1 release mobile game "FC McDo" with McDonald's

Joe Condon
Joe Condon

Articles

Inside NASCAR's approach to gaming, technology & youth culture 🎙️

Jan 8, 2026

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2 min read

Inside NASCAR's approach to gaming, technology & youth culture 🎙️

In Episode 5 of The Speakeasy, we're joined by Mitch Rasmussen - Senior Director of Interactive at NASCAR - to discuss their youth strategy, the emerging platforms they're investing in, innovating digital and broadcast experiences, and much more.

Joe Condon
Joe Condon
Attention is easy to lose. Fandom isn’t.

Jan 6, 2026

•

14 min read

Attention is easy to lose. Fandom isn’t.

And what FIFA, TikTok, Reddit, Netflix & Roblox are teaching us about the modern fan journey.

Joe Condon
Joe Condon
The 5 takeaways shaping fandom-led businesses

Dec 16, 2025

•

11 min read

The 5 takeaways shaping fandom-led businesses

What stood out from SEG3 LA, and what it means for you heading into 2026

Joe Condon
Joe Condon
How to build ROI on Roblox from Day One

Dec 9, 2025

•

8 min read

How to build ROI on Roblox from Day One

...plus the main reasons branded experiences fall flat, and what native studios understand about retention and monetisation that you don't (yet!)

Joe Condon
Andrew Bereza
Joe Condon, +1
Moment-triggered ads are coming to sports

Dec 2, 2025

•

12 min read

Moment-triggered ads are coming to sports

& 433 and FIFAe’s launch of Talent Lab & Paramount+ doubling down with an Arsenal partnership after acquiring Champions League rights in the UK

Joe Condon
Joe Condon
How Adidas are connecting Minecraft to their loyalty program

Nov 25, 2025

•

15 min read

How Adidas are connecting Minecraft to their loyalty program

& NBA, ESPN & Disney gear up for the return of animated broadcasts + IMG release Digital Trends Report 2026

Joe Condon
Joe Condon
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The SEG3 Report

Where marketers go to stay plugged into the future of fandom.

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