Marketing Beyond with Alan B. Hart
Aug 12, 2026 · 20 min · 9 segments
Fandom is evolving from passive consumption to active participation, creating new opportunities for brands to connect with consumers in authentic ways. In this episode, Andrea Hopelain, GM and senior…
Andrea HopelainGuest
Alan HartHost
Um, you know, fandom today is so much different than it was when we were growing up.
You know, Gen Z and Gen A have completely rewritten the recipe of what they expect from engagement around brands.
Um, and so we're really sitting in a really sweet spot knowing that our core capabilities today in Electronic Arts are deeply rooted in interactive and participatory fandom.
And as you think about that shift from, uh, you know, uh, w- observing to participatory, like, what are some of the things that, um, you're seeing as people evolve with the platforms themselves?
We're seeing them increasingly, um, spend more and more time with their friends inside-
You know, social connection has become a really, um, really important component of how we build and develop-
Um- It goes back to wanting to feel like not just a place you can play, but a place you belong.
Um, you know, fandom today is so much different than it was when we were growing up.
You know, Gen Z and Gen A have completely rewritten the recipe of what they expect from engagement around brands.
Um, and so we're really sitting in a really sweet spot knowing that our core capabilities today in Electronic Arts are deeply rooted in interactive and participatory fandom.
And as you think about that shift from, uh, you know, uh, w- observing to participatory, like, what are some of the things that, um, you're seeing as people evolve with the platforms themselves?
We're seeing them increasingly, um, spend more and more time with their friends inside-
You know, social connection has become a really, um, really important component of how we build and develop-
Um- It goes back to wanting to feel like not just a place you can play, but a place you belong.
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