Welcoming Yves Saada, Head of Strategic Partnerships, Digital Gaming at @SpinMaster, back to SEG3 LA to share the strategies behind turning a passing scroll into an action, how to spot where fans slip away on the journey and what it takes to keep them.
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From IP adaptation to merchandising, in the digital era, "๐ฎ๐ป๐๐๐ต๐ถ๐ป๐ด ๐ถ๐ ๐ฝ๐ผ๐๐๐ถ๐ฏ๐น๐ฒ", says Yuki Akehi of Nippon TV.
Watch or listen to the full episode โฌ๏ธ
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Welcoming Ebo Quansah, Head of Artist-Fan Experiences at @YouTube, to SEG3 LA. He explores how organisations turn fan engagement into something their product and content teams can actually use.
Join us in LA โคต๏ธ
๐ Beverly Hills
๐๏ธ 8-9 December
๐๏ธ luma.com/seg3la2026
๐บ๐ธ SEG3 LA Speaker Spotlight โคต๏ธ
Julia Kang, SVP of Partnership Marketing at @USOPC_News, joins SEG3 LA to unpack how LA28 is building the commercial partnerships that will fund and shape the Games.
Join us in LA โคต๏ธ
๐ Beverly Hills
๐๏ธ 8-9 December
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๐บ๐ธ SEG3 LA Speaker Spotlight
Bryce Sherman Bennett, Senior Director of Global Digital Marketing at @UniversalPics joins us to get into the mechanics of a launch and what builds anticipation
Join us in LA โคต๏ธ
๐๏ธ lnkd.in/eyVA6Wj6
๐ Beverly Hills
๐๏ธ 8-9 December
Episode 23 of The Speakeasy is live! @nittele_ntv's Head of Global PR & Marketing Yuki Akehi shares how the 70-year-old broadcaster innovates for modern, global audiences.
Watch or listen now โคต๏ธ
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SEG3 LA Speaker Spotlight
Alex Merchan, Chief Marketing Officer at @LA28 is joining us at SEG3 LA ๐
He explores the commercial, marketing, and partnership strategies shaping the road to LA28
๐ Beverly Hills
๐๏ธ Dec 8-9
๐๏ธ lnkd.in/eyVA6Wj6
Sometimes your biggest merch buyers aren't the ones playing the game.
@SEGA's Justin Scarpone shares the surprising stats behind Like A Dragon ๐
Check out the full episode โคต๏ธ
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"๐๐ ๐ป๐ฒ๐ฒ๐ฑ๐ ๐๐ผ ๐ฏ๐ฒ ๐๐ฎ๐ฟ๐ด๐ฒ๐๐ฎ๐ฏ๐น๐ฒ, ๐บ๐ฒ๐ฎ๐๐๐ฟ๐ฎ๐ฏ๐น๐ฒ ๐ฎ๐ป๐ฑ ๐ฎ๐ฐ๐ฐ๐ผ๐๐ป๐๐ฎ๐ฏ๐น๐ฒ."
Unity's Christopher Feo shared how gaming ads are finally moving past basic contextual targeting, and why that matters to brand marketers.
"I think a fundamental error that we still see is the misunderstanding about what a fan actually is."
Amber Taylor reveals what makes a 'fan' truly unique and why designing for fans specifically is so important โคต๏ธ
In this episode of The Speakeasy, Perla Bloom explores why "brand love" is a myth, what actually earns a brand a genuine place in culture, and much more
Watch or listen now โคต๏ธ
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Here's your first peek at who will be taking the stage at SEG3 LA 2026 โคต๏ธ
Alex Merchan - @LA28
Jessica Jacobi -ย @LAGalaxy
Bryce Sherman Bennett - @UniversalPics
Julia Kang - USOPP
Brett Schneider - @blocks & Fandomism
๐๏ธ 8-9 Dec
๐ Beverly Hills
๐๏ธ luma.com/seg3la2026
"๐๐'๐ ๐ป๐ผ๐ ๐ฒ๐ป๐ผ๐๐ด๐ต ๐๐ผ ๐ท๐๐๐ ๐ฏ๐ฒ ๐ฎ๐๐ฎ๐ฟ๐ฒ."
@bbcstudios Shelley Macintyre shares the two key goals of growing any IP into a franchise โคต๏ธ
You can hear more of her insight on our podcast, The Speakeasy ๐ง the-speakeasy-seg3.simplecasโฆ
"Everybody's talking about creator tools. Everyone's got their new creator tools. Everyone's launching creator tools," says @GoldfinchEnt'sย co-founder Phil McKenzie.
But what does that actually mean? Phil shares his take โคต๏ธ
๐จ One day left on First Release passes for SEG3 LAย ๐จ
We return to Beverly Hillsย as the home for leaders building fandom across sports, entertainment, gaming, lifestyle and tech.
Grab yourย pass before midnight 31 Augustโคต๏ธ
๐ Beverly Hills
๐๏ธ 8-9 Dec
๐๏ธluma.com/seg3la2026
Mathias Gredal Nรธrvig of @SYBOgames reveals the key factor anyone developing a new game IP should remember, from which all success will follow:
"It hasn't changed that the core of any game is whether it's fun. Fun has to come first."
Listen now โคต๏ธ
the-speakeasy-seg3.simplecasโฆ
โฐ SEG3 LA First Release Passes close at midnight, August 31 โฐ
Join us for two days of intimate networking and deep dives with folks from the likes of @Disney, @Supercell, @LOrealGroupe, @FIFAcom, and many more.
๐ Beverly Hills
๐๏ธ 8-9 December
๐๏ธluma.com/seg3la2026
In this episode of The Speakeasy, Mathias Gredal Nรธrvig, CEO of @SYBO unpacks how #SubwaySurfers became the most downloaded mobile game of all time, and what it takes to keep an IP culturally alive 14 years on.
Listen to the full episode โคต๏ธ
the-speakeasy-seg3.simplecasโฆ
Shelley Macintyre, CEO of Brands & Licensing at @bbcstudios explains how her team plans, measures, and tracks IP success:
"If the cultural relevance isn't scaling, then we're not going to be able to convert into the fan demand."
Listen now โคต๏ธ
๐ง the-speakeasy-seg3.simplecasโฆ