Name
The Future of IRL: Trends in Event and Experiential Entertainment
Date & Time
Thursday, September 17, 2026, 10:30 AM - 11:15 AM
Speakers
Natalia Premovic - Chief Consumer Products & Experiences Officer, Mattel
Ed Bobrin - Microsoft AI and Data Leader, EY Americas
Ivo Gerscovich - Head of SEGA Brands and Chief Business & Brand Officer, Sonic the Hedgehog
Ed Bobrin - Microsoft AI and Data Leader, EY Americas
Ivo Gerscovich - Head of SEGA Brands and Chief Business & Brand Officer, Sonic the Hedgehog
Description
A deep dive into how companies are prioritizing a live event and experiential strategy to drive new business and overall fandom. What are the latest ways studios and networks are extending screen IP into IRL experiences? How are brands jumping into festivals to extend their footprint?