By Henry 
Key Points
- Nina Mackie, co-founder and CRO of WeGame2, is pioneering immersive advertising by bridging brands with diverse gaming audiences through inclusive strategies, though evidence of her direct impact on platforms like Roblox remains limited to broader ecosystem involvement.
- Research suggests her work emphasizes diversity in gaming ads, with female participation rising to 61% in the UK, helping brands create relatable experiences while navigating challenges like ad intrusiveness and privacy regulations.
- It seems likely that Mackie’s partnerships, such as with iion, are advancing sustainable and accessible gaming advertising, fostering loyalty among gamers but requiring careful balance to avoid disrupting user experiences.
- The evidence leans toward her role in educating industry players on trends like AI-driven campaigns and VR/AR integration, promoting a more equitable gaming landscape amid debates on representation and monetization.
Nina Mackie’s Background and Expertise With over 18 years in advertising, Nina Mackie transitioned from print, out-of-home, and programmatic media into gaming, where she’s spent the last five years helping companies enhance products, expand reach, and unlock revenue streams. As co-founder and Chief Revenue Officer of WeGame2, she leverages a global network of C-suite leaders to connect brands authentically with gamers. Her focus on immersive technologies like XR and MR positions her as a key figure in evolving digital marketing.
Contributions to Immersive Advertising Mackie advocates for high-engagement formats in gaming, where ads achieve 100% viewability and integrate seamlessly into gameplay, outperforming traditional media. Through WeGame2, she guides brands on platforms like Roblox and Fortnite, emphasizing rewarded ads that respect user preferences.
Emphasis on Inclusivity and DEI Mackie’s strategies highlight gaming’s diverse audience, countering stereotypes by promoting campaigns that reflect real demographics, including increased female gamers. WeGame2 champions DEI, helping brands build relatable characters and experiences to foster loyalty.
Future Outlook Looking ahead, Mackie sees AI, cloud gaming, and regulatory shifts driving innovation, urging brands to adopt inclusive, sustainable approaches for long-term success.
In 2025, as immersive worlds like Roblox and Fortnite captivate over 1.4 billion hours of user engagement monthly, brands are scrambling to find authentic ways to connect without alienating diverse audiences. Enter Nina Mackie, the visionary co-founder and Chief Revenue Officer of WeGame2, who’s not just navigating this shift but actively shaping the future of immersive advertising. With her deep roots in media and a passion for inclusive marketing, Mackie is helping advertising executives and brand managers rethink how they build connections in the gaming ecosystem. Imagine advertising not as an interruption, but as a seamless part of the adventure—like slipping into a branded quest that feels natural and rewarding. That’s the world Mackie is building.
Nina Mackie’s journey reads like a roadmap for anyone eyeing the intersection of advertising and gaming. Starting her career over 18 years ago in traditional media—think print and out-of-home—she quickly pivoted to programmatic advertising, where data-driven precision became her playground. But it was the explosive growth of gaming that captured her attention. For the past five years, she’s immersed herself in helping gaming companies refine products, expand their reach, and uncover fresh revenue streams through strategic partnerships.
As the founder of Interact Global and co-founder of WeGame2, Mackie brings a unique blend of expertise in XR (extended reality), MR (mixed reality), and immersive 3D experiences. Her work extends to high-profile gigs, like contributing to FIFA’s gaming strategy, where she focused on execution and innovation. Colleagues describe her as a “natural leader” and “massive team player” who excels in building client relationships and hitting targets. Beyond the boardroom, she’s volunteered as a mentor for young people, emphasizing social skills and motivation—hinting at her commitment to DEI long before it became a buzzword.
What sets Mackie apart? Her global network of C-suite decision-makers in the gaming ecosystem allows her to forge authentic connections between brands and players. In a field often criticized for lacking diversity, she’s a vocal champion, ensuring underrepresented voices are heard in branded experiences.
Founded in 2023 as a female-led consultancy, WeGame2 emerged from a clear market gap: the need for unbiased guidance in the chaotic gaming landscape. Co-founded by Mackie alongside Ellie Edwards-Scott and Lisa Menaldo, the company helps brands, agencies, AdTech firms, and publishers navigate opportunities while prioritizing inclusivity. Think of it as a GPS for the metaverse—steering clients away from pitfalls like ad intrusiveness and toward rewarding, immersive campaigns.
WeGame2’s services are comprehensive, from market strategy and pricing to bespoke training on topics like “How to Be Inclusive in Gaming.” They host events, roundtables, and panels that foster thought leadership. For advertisers, the emphasis is on creating campaigns that reflect gaming’s diversity—embracing relatable characters to capture interest and build loyalty. Agencies get tools to stay ahead, like influencer collaborations and in-game ads on platforms such as Twitch and mobile games. AdTech clients benefit from insights on rapid innovations, while publishers learn to balance monetization with authentic player experiences.
A recent highlight? WeGame2’s partnership with iion, a unified game advertising platform that aggregates audiences across “In The Game,” “Around The Game,” and “Away from The Game” contexts. Mackie enthused: “We are champions for diversity, sustainable advertising, and accessibility for all. This alliance empowers us to fortify the connection between brands and gamer audiences.” The duo aims to revolutionize full-funnel campaigns, making gaming ads more impactful and measurable.
Immersive advertising isn’t just a trend—it’s the future, and Nina Mackie is at the helm. Unlike traditional ads that viewers skip or ignore, gaming offers 100% viewability because ads are woven into the experience. Picture this: You’re battling in Fortnite, and a branded power-up appears organically, rewarding you for engagement. That’s the kind of innovation Mackie promotes through WeGame2.
In her podcast appearances, Mackie discusses bridging market gaps with inclusive, impactful ad experiences in mobile gaming. She highlights how Gen Z spends 9-11 hours weekly gaming—more than on movies or social media—making it a prime space for brands. Rewarded video ads are a favorite, as they give players value without disruption.
Real-world applications shine in platforms like Roblox and Fortnite. Roblox’s immersive ads, rolled out for 13+ users, allow brands to create seamless experiences, disclosing ads transparently. Fortnite excels in live events and collaborations, drawing massive crowds. Mackie advises brands to choose based on goals: Roblox for customization and e-commerce, Fortnite for high-energy activations.
To illustrate, here’s a comparison table of key platforms for branded experiences:
| Platform | Strengths | Ideal For | Challenges |
|---|---|---|---|
| Roblox | Extensive customization, video ads, direct e-commerce | Building immersive worlds, Gen Alpha engagement | Regulatory compliance for younger users |
| Fortnite | Live events, high-energy collaborations | Viral campaigns, community building | Competition for attention in fast-paced play |
| Mobile Games | Rewarded ads, broad accessibility | Inclusive marketing, diverse demographics | Ad fatigue if not balanced |
This table draws from industry insights, showing how Mackie’s strategies can optimize ROI.
Gaming isn’t just for teenage boys anymore—and Nina Mackie is ensuring brands get the memo. Female gamers in the UK jumped from 23% in 2018 to 61% in 2022, with projections of 57 million regular UK gamers by 2027 across all ages and backgrounds. Mackie’s inclusive strategies counter outdated stereotypes, urging brands to target subcultures like metaverse enthusiasts for Gen Alpha or strategy games for over-40s.
Through WeGame2, she promotes creative strategies that embrace diversity, creating relatable characters and experiences that resonate. This isn’t just feel-good; it’s smart business. Brands that prioritize DEI see higher loyalty, especially in a space where 70% of gamers are over 18 and demographics are nearly even.
Agencies are evolving too. Some are “all in” with dedicated gaming specialists, others “toe dippers” focusing on casual activations. Mackie sees specialist firms rising to handle nuances, from genre-specific messaging to creative adaptation.
Mackie’s forward-thinking shines in partnerships like WeGame2’s tie-up with iion, enabling brands to craft campaigns across multiple platforms with a focus on culture and self-expression. This aligns with trends like programmatic advertising in gaming, where AI and 5G enable targeted, immersive ads.
She also addresses challenges: ad fraud, privacy regs like IDFA depreciation, and balancing user experience. Solutions? Native formats, contextual targeting, and education to avoid disruptive ads.
In metaverse marketing, Mackie envisions brands building persistent worlds, like in Spatial or Minecraft, for ongoing engagement.
Looking to 2026 and beyond, Mackie predicts explosive growth in VR/AR ads, cloud gaming, and blockchain integrations. But success hinges on inclusivity—brands must respect diverse audiences to thrive.
In her words, gaming ads “have the potential to attract new consumers whilst fostering loyalty.” For DEI advocates, this means more representation in virtual spaces, countering industry debates on equity.
To wrap up, here are actionable steps inspired by Mackie’s expertise:
- Start Small: Dip into rewarded ads on mobile games to test engagement without big budgets.
- Prioritize Inclusivity: Audit campaigns for diverse representation—think beyond stereotypes.
- Partner Wisely: Collaborate with platforms like iion for unified access to gamer audiences.
- Measure Holistically: Track viewability, loyalty, and ROI, not just clicks.
- Educate Your Team: Invest in seminars on gaming trends to stay ahead.
What will you try first in immersive advertising? Share your thoughts— the gaming world is evolving, and with leaders like Nina Mackie, it’s more accessible than ever.
You May Also Like: Hettie Jago: From the Auction Room to Antiques Road Trip Stardom
Who is Nina Mackie?
Nina Mackie is the co-founder and CRO of WeGame2, with over 18 years in advertising, specializing in immersive gaming strategies and inclusive marketing.
What is WeGame2?
WeGame2 is a consultancy helping brands navigate the gaming ecosystem with a focus on diversity, sustainability, and effective ad campaigns.
How does immersive advertising work in gaming?
It integrates ads seamlessly into gameplay, offering high engagement and rewards, as seen in platforms like Roblox and Fortnite.
Why is inclusive marketing important in gaming?
Gaming audiences are diverse, with rising female participation; inclusive strategies build loyalty and reflect real demographics.
What are key trends in gaming advertising for 2025?
AI-driven targeting, VR/AR integration, and regulatory compliance are driving growth in immersive experiences.
How can brands partner with WeGame2?
Through strategy consulting, training, events, and partnerships like with iion for unified ad platforms.
What challenges do brands face in metaverse marketing?
Balancing ad intrusiveness with user experience, ad fraud, and adapting to privacy regulations.