For Episode 12 of The Speakeasy, we're joined by Nic Hill, Co-Founder & Chief Innovation Officer at Sawhorse Productions. Leaning into Nic & Sawhorse's experience of working with the likes of NBCUniversal, Walmart, Netflix, Warner Bros. and more, we explore what it really takes to build brand experiences inside immersive platforms like Roblox, Fortnite, Rec Room and beyond, what brands are still getting it wrong, and how brands can evolve their strategies from one-off activations to meaningful, long-term presences in gaming culture.
00:00 – Introduction
03:00 – Nic's journey from indie filmmaking to Fortnite builds
06:00 – Why meeting players inside the experience itself matters most.
08:30 – The real benefit that today's biggest platforms offer to brands.
10:00 – Why certain brands should opt for owned, always-on experiences vs integrations
13:00 – Inside Sawhorse’s biggest brand partnerships.
15:45 – What made the How to Train Your Dragon activation a success?
18:45 – What can gaming learn from music when it comes to fan relationships?
24:00 – The pitfalls of building for your brand, not your audience.
28:40 – What does the future of in-game advertising look like?
33:00 – Why the gamification of entertainment matters for brands trying to reach younger generations.
35:00 — Closing thoughts.