Signal Trolli runs a five-year gaming partnership and an in-person takeover at PAX East

Summary

McKinsey cites the gummy brand Trolli, part of Ferrara, as a company entering experiences through partnership rather than by building its own venues. Trolli has signed a five-year deal with a large gaming company to produce branded content inside games. It also staged an immersive takeover at the PAX East gaming convention, giving fans a physical encounter with the brand. The report points out that partnerships let brands test and scale experiences efficiently and insert themselves into relevant moments without heavy capital spending on stand-alone attractions. For Trolli, the tie-up raises awareness and engagement in virtual spaces while also offering real-world immersion. The example suggests a lower-risk route into the experience economy for product companies.