São Paulo, April 22, 2025 – The boundaries between video games, film, animation, and social media are quickly dissolving – and the result is one of the most powerful shifts the entertainment industry has seen in decades: the rise of cross-entertainment. Audiences are no longer engaging with a single format – they’re interacting with stories, characters, and universes across platforms, devices, and experiences.
From The Last of Us becoming an HBO sensation to Super Mario Bros. smashing box office records, and The Witcher expanding into a Netflix hit, the entertainment landscape is now powered by gaming IPs. According to Patrik Wilkens, VP of Business Development at The Soul Publishing, “The 2000s were the decade of Marvel. Right now, it’s the decade of gaming.” This transformation is also reflected in the numbers. According to PwC’s Global Entertainment & Media Outlook, the global video game market is projected to surpass $330 billion by 2028, driven in large part by franchises that expand across mediums.
“Around 99% of the top 100 games on the App Store today are built on established IPs or become IPs themselves,” says Wilkens. “We’re seeing full 360° cycles – social-first characters that turn into consumer products, shows, and games. That’s the power of cross-entertainment.”
In this landscape of opportunity and transformation, OV Entertainment brings its international expertise to Gamescom Latam 2025 with the session “Cross-Entertainment: Strategies for Multiplatform Experiences,” happening May 2nd, from 3:30 PM to 4:05 PM at Anhembi District, São Paulo.
Global experts, local perspectives
The panel will feature Carlos Estigarribia, VP of Client Relations at OV Entertainment, and JF Carrier, Senior Client Partner, alongside guest speaker Patrik Wilkens. Together, they bring deep expertise in the international entertainment market – from AAA game development to international business strategy, brand partnerships, and large-scale content production.
While the global momentum is undeniable, Carlos highlights a challenge specific to Latin America:
“In Brazil, public funding still favors traditional formats like TV and animation. The perception is that games compete with these mediums, but that’s a false divide. We need to show decision-makers that a game is not a rival – it’s an extension. When you plan cross-entertainment from the start, everyone wins, including the audience.”
A real case: from social to Roblox with Polar
A practical example of this approach will be discussed live during the session: the Polar project – a virtual pop star with more than 2 millions of followers across platforms. The character, created by The Soul Publishing, starred in an immersive concert experience on Roblox.
To bring that vision to life, The Soul Publishing partnered with Kokku, a subsidiary of OV Entertainment and one of the leading game development studios in Latin America. Kokku led the creation of the entire 3D environment for Polar’s Roblox show, showcasing a collaborative approach between content creators and gaming experts.
“We’re not just talking theory – we’ve done it,” says Wilkens. “Together with the Kokku team, we took a digital-first character and placed her on an interactive platform where fans could engage live. That’s what cross-entertainment looks like in action.”
From social media universe, Polar took the stage in a Roblox project between Kokku and The Soul Publishing.
Reflecting on the technical challenges of adapting IPs across platforms, JF Carrier highlights how far the industry has come:
“In the 2000s, there was almost no communication between game studios and film producers. It was a constant battle – no shared vision, no shared assets. Today, the mindset has shifted. We talk early, we co-develop, and we align on the 360° vision of the IP.” For him, that openness is what makes cross-entertainment technically possible – and creatively powerful.
“We’re here to build bridges – between formats, industries, and countries,” says Estigarribia. “Cross-entertainment isn’t just the future. It’s already here.”
About OV Entertainment
OV Entertainment is a cross-media holding company uniting gaming, film/TV, advertising, and technology, combining AAA talent and deepening cross-entertainment expertise. Its portfolio includes Kokku and The OGS, renowned for their excellence in game development. With a strategy focused on organic growth and profitability, the company diversifies its operations to drive innovation and reduce risks in the global entertainment market.
Panel details
Session title: Cross-Entertainment: Strategies for Multiplatform Experiences
Date & time: May 2nd, 2025 – 3:30 PM to 4:05 PM
Speakers: Carlos Estigarribia (OV Entertainment), JF Carrier (OV Entertainment), Patrik Wilkens (The Soul Publishing)
Location: Stage 3 | Gamescom Latam, Anhembi District São Paulo
Media contact:
Fabiane Paza
PR Manager – OV Entertainment
fabiane@oceanview-group.com
+55 81 99180-0595
