Hey folks - Joe here - welcome to Edition 67 of The SEG3 Report.

Today’s instalment dissects dentsu’s 2025 Gaming Trends Report, courtesy of guest contributor Brent Koning, who picks out three findings marketers need to know.

I then take a dive into the Premier League’s 5-year partnership with Microsoft to accelerate their digital transformation (alongside some fascinating data from Capgemini about what sports fans want from AI) + Netflix’s KPop Demon Hunters soundtrack topping the charts, and why it reinforces the importance of music as a pillar in franchise building.

Let’s get into it!

Contents: Edition #67

• Dentsu release 2025 Gaming Trends Report

• Premier League sign 5-year strategic partnership with Microsoft for digital transformation

• Netflix’s KPop Demon Hunters becomes highest-charting soundtrack of 2025

Dentsu release 2025 Gaming Trends Report

Dentsu’s latest report reveals that gaming has evolved into a dominant social platform, especially among Gen Z, who use games like Roblox and Fortnite to connect and build friendships. In 2024 alone, Gen Z users formed 1.62 billion in-game friendships per month on Roblox, underscoring how deeply social and interconnected gaming platforms have become. Despite this scale, brands continue to underestimate the potential of fully embracing gaming as a marketing channel, even though data shows strong consumer engagement and purchasing behaviour tied to gaming influencers and immersive experiences.

Why should you care?

TL;DR: The gap between where people are and where brands are is huge. This gaming report is essential reading for marketers, brand strategists and media professionals looking to understand the future of digital engagement. It highlights a cultural pivot where gaming is no longer just entertainment but a primary space for social interaction, identity expression and community building. Yet, with only an estimated 5% of media spend going towards gaming, the opportunity is here for a massive void to be filled. This is the roadmap for how brands can enter and thrive in this space.

In full: At dentsu, we know gaming is today where fandoms are built, identities are explored and communities gather. It’s not a vertical — it’s a horizontal layer that cuts across content, commerce and connection. And it’s changing how people experience culture. 

And so for our 2025 Gaming Trends Report, we wanted to dive deeper into that shift, and for today, there are three findings we think marketers should be paying closer attention to right now:

1. Gaming is the New Cultural Engine

As mentioned, gaming is no longer a niche, it’s where culture is created, shared and lived. From Roblox to Twitch, platforms are becoming social ecosystems where Gen Z and Millennials build identity, community, and connection. Brands that understand this shift will be best positioned to lead the next wave of cultural relevance.

2. Marketing in Gaming Requires Full-Funnel Strategy

Gaming isn’t just about awareness, it’s a full-funnel opportunity. Whether it’s immersive branded experiences, influencer-led livestreams, or in-game commerce, brands can drive measurable impact by aligning with player motivations like relaxation, achievement and social connection. Brands need integrated gaming strategies to be relevant.            

3. The Future Is Transmedia, Cloud-Based, and Culturally Fluid

With the rise of transmedia IPs, cloud gaming and next-gen consoles like Switch 2, gaming is expanding across screens and demographics. This opens up new creative canvases for brands to engage audiences globally, especially in emerging markets where access is rapidly growing.

So, ready to level up your brand strategy?

Then download the full 2025 Gaming Trends Report to explore actionable insights, dive into global data and case studies that will help you build meaningful, measurable gaming activations 👇

Premier League sign 5-year strategic partnership with Microsoft for digital transformation

The Premier League has introduced new digital platforms, including a mobile app, website, radio station and more. The launch is part of a broader digital transformation strategy, supported by a five-year partnership with Microsoft, who have become the league’s Official Cloud & AI partner.

Why should you care?

TL;DR: The Premier League’s new platforms hone in on delivering personalised experiences and leveraging of AI to keep fans engaged and within their ecosystem. With 54% of fans already using AI for sports info, and 64% wanting content tailored to them, these updates help the League stay in control of fan relationships, which will become more and more important as discovery of content shifts to AI vs search engines.

In full: The Premier League has been busy, refreshing their website & app, and launching a suite of new fan-facing platforms, including:

• Matchday Live - scores & stats

• Matchday stories - vertical storytelling of every match

• myPremierLeague - personalise your experience on app

• The Premier League Companion - AI assistant to help fans explore stats, content & video

• Premier League Radio - global match commentary

These launches were accompanied with the announcement that they’ve signed a five-year partnership with Microsoft, who will now become the league’s Official Cloud & AI partner.

Richard Masters, Chief Executive of the Premier League said:

Coincidentally, also released this past week was Capgemini’s ‘Beyond the Game’ report, which delves into AI in sports & fan engagement, with some fascinating stats which might help us all make sense of some of the Premier League’s product developments.

I’ve picked out three overarching themes to dive into:

1) Access & Discovery

We’ve been discussing this for a while with many in our community - but the medium for information discovery is rapidly shifting from search engines to AI tools. 54% of fans are ALREADY using AI tools as their go-to for sports-related information.

This leaves two options for sports brands, or any brand for that matter. Either optimise your site for AI tools to ensure it’s referenced when prompted by fans for content, or, try to bring fans into your own ecosystem for discovery of that information (supported by AI).

The Premier League, with Matchday Live & The Premier League Companion, are trying to make it easier for fans to discover the information they want directly so that they can be in control of that relationship and capture the value. And given 67% want GenAI tools to aggregate information, this in theory should be well received!

2) Personalisation

Yes - admittedly this is everyone’s favourite buzzword, but it has been discussed for many years, yet it feels closer than ever with the incorporation of GenAI into the process.

And with 64% of fans wanting GenAI to personalise the content they’re delivered, fans are onboard if it improves their experience.

Alongside the Companion, Premier League have also introduced myPremierLeague & Matchday stories. Although not strictly AI focused, both additions allow for fans to consume in ways they’d like to, and specifically in the case of Matchday stories, it also allows younger audiences to engage in a native format - vertical. And given film & TV are contemplating ‘vertical dramas’ - it’s a trend we’re going to see more and more of.

3) Awareness & Appetite for Technology

Whilst a number of new additions like vertical stories are for younger generation, there have been additions focused on older generations - like Premier League Radio. For outside of the UK & Ireland, fans can now access match commentary directly through the Premier League.

Despite all the digital developments, old school can still be popular for certain groups, and it’s finding that balance between heritage and innovation that is always a conundrum for any brand with a broad and diverse audience, with 57% of fans thinking the authenticity of sports will be compromised by the excessive use of technology & data.

Whilst that worry seems to come from the integration of technology into the live experience, it’s something that all us focusing on technology and innovation should be cognisant of whilst building new products and experiences. Will this detract from the experience in any way? Will this add any barriers for fans to access our sport or content? Is there fan demand or data backing up the need for a new product or update?

That said, by design, it’s impossible to build products for everyone - your audience and objectives shape how it’s built - so it’s smart to see the Premier League expand their ecosystem of products, and try to cater to their broad audience in personalised and relevant ways.

And in a world where brands are expected to deliver more personalised content, experiences and products, all whilst AI is taking over much of discovery, it’s smart to see the Premier League take control and bring the process in-house. I imagine many will take a similar route as it not only puts them in the driver’s seat when it comes to fan engagement, but also gives them greater control over how their brand is experienced. And that’s crucially important.

So kudos to them, and naturally I look forward to using the app next season - even if only to embarrass myself once again on FPL.

Netflix’s KPop Demon Hunters becomes highest-charting soundtrack of 2025

The soundtrack for Netflix's animated film KPop Demon Hunters has made significant chart achievements. Released on June 20, 2025, the album debuted at No. 8 on the Billboard 200, marking the highest-charting soundtrack of the year. Notably, the track "Your Idol" by the fictional boy band Saja Boys reached No. 2 on the U.S. Spotify chart, surpassing BTS's "Dynamite”.

Why should you care?

TL;DR: Music is a vital part of franchise-building. The soundtrack’s impact goes beyond just supporting the show - it’s engaging fans on multiple levels, driving cultural relevance and expanding the franchise’s reach. Music has the power to create deeper emotional connections, boost engagement and serves as an acquisition tool. For anyone building a franchise, integrating music into your strategy is key to connecting with audiences and cementing your IP in your fans memories.

In full: KPop Demon Hunters is crushing it on Netflix with 24.2M views this week alone - but it’s not just on-platform where they’re topping the charts. The soundtrack to the film has charted at No.8 on the Billboard 200, and with the song "Your Idol" by the fictional K-pop group Saja Boys reaching No. 2 on the U.S. Spotify chart.

Incredible? Yes!
Surprising? Perhaps not.

As we covered in Edition #56, Edition #34 & Edition #6, music is fundamental to storytelling. I’d bet that all the biggest franchises you know off the top of your head are accompanied by a top-tier playlist which you can also recall at the drop of a hat. Yet, it is still one of the more unappreciated (or final thoughts) when it comes to franchise building.

But what KPop Demon Hunters demonstrates once again is that music is far more than just a companion to the show; it gives fans a way to engage with the franchise outside of just watching the film, whilst also serving as an acquisition strategy from music to film for those that encounter the soundtrack first.

I’m a strong believer that music is a multiplier - fans interact with the music in their day-to-day lives, share it with friends, and that’s clearly been a major contributor to the success of the show, helping it to become part of the larger cultural conversation (alongside the fact KPop has become a lifestyle, not just music).

So for all of you building new IP, or overseeing legacy franchises considering new releases, this is another reminder that music should always be a core part of your strategy - not an afterthought. Because whether you're looking to expand your franchise’s reach, build deeper emotional connections with fans or simply boost engagement, music can be the bridge that connects audiences to your world.

In other news this week…

• Make-a-Wish’s ‘Wish 200 Week’ returns for fifth year, bringing together creators & gaming industry: read here.

• Oracle Red Bull Racing, Gate & Abstract drop second ‘In the Moment’ collectibles for Silverstone: read here.

• Adidas drop Roblox mini-game for UEFA Women’s Euros 2025: read here.

• Detroit Pistons partner with UpTop for fan engagement program: read here.

• MotoGP partner with crypto exchange BitGet: read here.

• Gaming & Esports arena to open in Sunderland, UK: read here.

• Stop Killing Games petition passes critical milestone, but will it hurt developers choice?: read here.

• In Post partners with Warner Music Group’s WMX for tour merchandise delivery: read here.

• NASCAR launch updated Chicago Speed Race with Ally on Fortnite’s rocket racing: read here.

• Rovio launches Angry Birds bounce on Apple Arcade: read here.

• NFL player Raheem Mostert launches UGC bundle on Roblox: read here.

• Sweet & Winners Alliance launch ‘Flappy Racquet’ game around Wimbledon: read here.

• NBA & Revolut partner for co-branded payment cards: read here.

• Warner Bros. Discovery & Etisalat launch kids FAST channel on STARZOn: read here.

• PUBG partners with aespa: see here.

Working on anything cool, or have a press release you would like us to cover? Send it in for the chance for it to be covered in next week’s edition!

That’s all for now folks - thanks again for reading the latest edition of The SEG3 Report and if you found it of interest, please do consider sharing with a friend!