Webedia Brand Xperiences is partnering with French adtech startup BEM to overhaul how entertainment giants reach younger audiences. By targeting user-generated content platforms like Fortnite and Roblox, the collaboration offers film studios and streaming services a direct pipeline into immersive, in-game advertising.
Moving Beyond Passive Banner Ads
The deal unlocks BEM’s proprietary advertising infrastructure for Webedia. Instead of relying on traditional banners, brands can now inject their marketing assets directly into the digital fabric of a game. Available formats include interactive non-player characters (NPCs), 3D objects, custom billboards, audio boxes, and virtual portals or accessories.
This shift prioritizes active participation over passive viewing. For studios struggling to capture audiences who have migrated from traditional media to sandbox environments, this allows intellectual property to exist directly in the hands of players.
Proven Engagement in Pilot Programs
Success metrics from early pilot programs suggest this strategy works. For Studiocanal’s film "Bagarre," integrations within gaming environments secured an average session duration of more than 20 minutes per user. An activation for the film "Backrooms" on Fortnite proved even more effective, exceeding its initial performance goals by 192%.
Standardizing Gaming as a Media Buy
Webedia and BEM are now looking to formalize UGC gaming as a institutionalized media channel. The companies intend to share campaign insights and performance data to establish industry-wide standards for measurement and execution.
Snapshot of the Partnership
Strategic Focus: The partnership targets the film and streaming sectors to reach Gen Z and Gen Alpha audiences.
Technical Capabilities: Brands can now deploy interactive 3D assets, NPCs, and virtual portals within popular gaming ecosystems.
Performance Data: Early campaigns for titles like "Backrooms" have demonstrated high engagement, with some activations reaching nearly double their projected KPIs.
Industry Goal: The two companies aim to standardize UGC gaming as a reliable, measurable media buy for major entertainment studios.