As an example of tailoring approaches for different demographics, Lester pointed to the uptick in Western-themed trends over the past year, which she said predates its place in today’s cultural zeitgeist. She observed that while Western brands like Wrangler, Stetson, and Coors Banquet are present at rodeos and other events, non-Western brands have been mainly absent – but that is slowly changing.

Lester sees the Western sports world as a wide-open canvas for brands due to the size of its consumer base.

Teton Ridge helps brands reach older demographics through on-site events and activations, but if a brand’s target audience is younger, the company leans into content creation with influencers and Western sports athletes.

For Gamefam, its clientele is wide-ranging from toy brands and entertainment companies to sports leagues and restaurant chains. Briceno said he prioritizes value over traditional ad placements in video game experiences to not disrupt the user.

“[For example], it’s not an ad for Chipotle but maybe there’s an experience where you’re making burritos,” he said. “Rather than advertising something, it’s figuring out how your product aligns with experience and then you offer value to the player rather than interrupting the gameplay.”

Briceno also pointed out that younger audiences are accustomed to newer platforms like Roblox and Fortnite, meaning brands must figure out the “right way to show up where you engage the audience that delivers scale and impact.”