This month’s guest is Max Bass, VP of Emerging Connections at GALE, where he sits in the agency’s innovation practice helping clients understand and activate new marketing channels, with a primary focus on gaming.
Before GALE, Max spent eight years in the agency world leading accounts across entertainment, tech, toys, and alc/bev, then served as VP of Marketing at Immortals where he secured and renewed partnerships with Progressive, Toyota, Betway, and American Express. Today, he leads GALE’s efforts to help brands authentically engage esports and gaming communities through in-game activations, content, experiential, and community building.
Hosted by Chad DeLuca, Director of Brand Partnerships at Overwolf.
This episode explores:
How GALE & MilkPep built the Milk Cup, the largest women’s Fortnite tournament in the U.S.—and why long-term investment beats one-off activations
Immersion over impressions: why community-first programs (Discord, UGC) drive both engagement and sales
When to build bespoke game experiences vs. integrate into existing games—and how to decide