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PowerUP & Meta4 Games Take the Stage at The Gathering

Why Playable Media Is No Longer Optional for Marketers

We just returned from an unforgettable week in the Canadian Rockies, and while Banff delivered its usual wow-factor, the real energy was inside the rooms at The Gathering.

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For marketers shaping the future of culture-driven brands, The Gathering has become a bellwether moment each year, and in 2025, one thing was unmistakably clear: playable media has moved from experimentation to expectation .Surrounded by some of the world’s most influential cult brands, the conversations weren’t about if brands should show up in UGC platforms like Fortnite and Roblox, but how to do it with credibility, scale, and measurable impact. That’s exactly the conversation PowerUP was built to lead.

Taking the Stage: From Impressions to Participation

On Wednesday afternoon, PowerUP and Meta4 Games had the privilege of presenting to a packed room of more than 250 senior brand leaders. Our session, “Game Changers: Building Trust and Culture in the UGC Era,” was designed as a working conversation, not a sales pitch, about what it really means for brands to participate in player-driven worlds.

Our CMO, Caroline Murphy, led a powerhouse panel with creators and brand leaders who have lived this evolution firsthand:

  • Zak Phelps, Former Fortnite Creative Director
  • Paulo Salomao, Founder & CEO, King Ursa
  • Kelly Parsons, CEO, WaterAid America

We opened with the new PowerUP Sizzle Reel, grounding the conversation in real executions from entertainment franchises to global causes, and immediately reframed the room around a simple truth: in UGC environments, participation is persuasion.

What Resonated with CMOs: The PowerUP Playbook

Across the panel and audience discussion, three principles consistently landed with marketers navigating UGC for the first time or scaling it seriously for 2026:

  1. Don’t Disrupt. Empower.
    In UGC worlds, players don’t want ads, they want playable experiences. We unpacked how brands like Takis succeeded by turning brand attributes into usable mechanics that helped players win, progress, and have more fun. When the brand adds utility, engagement follows naturally.
  2. Trust Is the Currency.
    Attention can’t be bought in player-owned ecosystems. It has to be earned. Brands that respect creator culture, gameplay integrity, and player agency are the ones invited to stay. This is where NPX (Native Playable Experiences) fundamentally outperforms traditional static in-game advertising.
  3. Play With Purpose.
    Whether launching a blockbuster franchise or activating a global initiative like #TeamWater, the most effective experiences are built with intent. Purpose doesn’t mean serious, it means aligned. Players can feel when a brand belongs.

The Real Signal: Conversations Between Sessions

While the panel was a highlight, the real signal for us came in the hallways and one-on-one meetings. CMOs are ready to move past “test budgets” and pilot islands. They’re looking for structure, repeatability, and accountability in UGC, exactly the gap PowerUP was designed to fill.

The consensus was clear: brands want playable experiences that are native, scalable, and measurable without putting the operational burden on internal teams.

If you couldn’t join us in Banff, the discussion doesn’t stop there. Caroline recently sat down with the Sleeping Barber podcast to go deeper on how PowerUP helps brands shift from passive impressions to active play, and why NPX is becoming a core line item in modern media plans. Go to timestamp 32:50 to watch the interview!

We left Banff more convinced than ever that the future of brand storytelling is playable. As we look ahead to our 2026 partnerships, the opportunity is clear: brands that learn to play with their audience will build deeper trust, longer engagement, and real cultural relevance.

If you’re ready to turn your brand story into a Native Playable Experience, let’s grab a virtual coffee and explore what’s possible.