Capturing an audience’s attention is no longer enough. The challenge is to build a relationship that lasts beyond a film’s release, a video game’s launch, or an event’s closing night. That idea will frame SEG3 LA, taking place December 8–9, 2026, at United Talent Agency in Beverly Hills during the week of The Game Awards. The two-day gathering will bring together professionals across entertainment, sports, music, gaming, and technology to explore the evolution of fandoms and the opportunities emerging at the intersection of content, platforms, and communities.

At the heart of the event is a question facing the entire entertainment industry: how to grow an intellectual property beyond simply producing more adaptations. For film and television, the relationship with gaming raises broader questions about building story worlds that engage audiences across different experiences. The program will explore this two-way exchange, from film franchises expanding into Roblox and Fortnite to video game stories making their way to the big and small screens. Speakers addressing these themes include Mike Goldberg, co-founder and producer at Story Kitchen.

Creative ideas alone, however, cannot sustain these expansions. They also require deals that allocate responsibilities, risks, and revenue among partners with different expertise and interests. Eva Feder, Lionsgate’s EVP of Business & Legal Affairs, will discuss partnership structures that move beyond traditional licensing, including revenue sharing and shared IP ownership. Another discussion, featuring representatives from Sixth Wall, Hasbro, will examine the choices rights holders face around AI-generated content.

Marketing will also be examined through the lens of community engagement. A panel featuring Universal Pictures, Blumhouse Games, SEGA, and LA Galaxy will compare film and video game launch strategies, while other sessions will explore creator partnerships, location-based experiences built around IP, and preparations for LA28. The common thread will be the relationship between creative development, rights management, and audience participation: distinct disciplines that increasingly belong in the same industry conversation. From this perspective, SEG3 LA will offer a forum not just for discussing emerging technologies, but also for examining the partnerships and business models that can support their use.

For more information on the program and how to attend, visit the official website: SEG3