Play the Brand: Experiential Marketing in Gaming and Entertainment
July 5 to July 17, 2026
Discover how creativity and strategy come together in “Play the Brand: Experiential Marketing in Gaming and Entertainment.” Set in Québec City, one of North America’s leading hubs for gaming and digital creativity, this two-week summer school explores how brands captivate audiences through immersive storytelling and innovative experiences.
Through interactive lectures, corporate visits, and hands-on workshops, you’ll learn how top studios and entertainment companies build powerful identities and connect with fans in a fast-evolving industry. The curriculum delves into experiential marketing, community building, consumer psychology, and emerging trends, blending theory with real-world insight and creative collaboration.
You’ll also get to experience Québec City’s unique mix of culture, creativity, and innovation while connecting with professionals and students who share your passion for gaming and marketing.
Join us this summer and learn how to play the brand—where imagination drives strategy and marketing becomes an experience.
- Target Audience
Undergraduate students and graduate students from our partner universities - Formula
Equivalent to 3 North American credits (6 ECTS) - Language
English
This is an intensive program designed for students who are passionate about exploring marketing strategy in the gaming and entertainment industries. Students will explore how creativity, community, and consumer psychology shape brand experiences and learn how Québec’s vibrant creative ecosystem drives innovation and engagement.
In addition to the general objective, this course is also designed to:
- provide a strong foundation in experiential marketing, audience engagement, and brand identity development through lectures, corporate visits, and hands-on projects;
- develop practical skills in community building, consumer insight, and storytelling to create meaningful connections between players and brands;
- explore emerging trends and strategies shaping the future of marketing in the global gaming and entertainment landscape.
Exams
- Reports on visits/guest lectures
- Quizzes
- Group assignment, practical projects
Main Speakers
Classes are held Monday to Friday, from 9 a.m. to 4 p.m., with short breaks in the morning and afternoon, as well as a one-hour lunch break. Attendance is mandatory for all sessions.
Content
- Course lectures
- Group work
- Corporate visits/conference
- Final project
What students will learn
- The fundamentals of experiential marketing
- How gaming and entertainment create immersive experiences
- Why gaming is a leading context for marketing innovation
Focus
- Defining experiential marketing
- The convergence of gaming, music, sports, and film
- Case: Pokémon Go as an augmented reality breakthrough
Learning objectives
- Distinguish experiential marketing from traditional approaches
- Understand the role of interactivity and immersion in entertainment marketing
- Identify key drivers that make gaming a unique experiential medium
What students will learn
- Revenue models across gaming and broader entertainment
- Differences between free-to-play, freemium, subscription, and ad-based models
- Industry case studies (games, streaming, music)
Focus
- Premium vs. Free-to-Play/Freemium
- Subscriptions: Netflix, Spotify, Xbox Game Pass
- Advertising & product placement in media
- Case: Fortnite vs. Netflix (attention economy)
Learning objectives
- Compare and contrast major business models in entertainment
- Evaluate how business models shape consumer experiences
- Analyze trade-offs between monetization and consumer satisfaction
What students will learn
- Core motivations for entertainment consumption (immersion, fandom, escapism)
- Psychological drivers behind spending (merch, microtransactions, exclusivity)
- Global and cultural differences in consumer behavior
Focus
- Motivations and player/viewer psychology
- Impulse buying & behavioral nudges
- Cross-cultural insights into consumption
- Debate: Are loot boxes a form of gambling?
Learning objectives
- Identify psychological mechanisms influencing consumer decisions
- Discuss cultural differences in entertainment consumption
- Critically assess ethical debates surrounding monetization
What students will learn
- The role of communities in sustaining fan engagement
- How influencers shape consumption and loyalty
- Strategies for fostering authentic connections
Focus
- Fandoms in gaming, film, and music
- Platforms: Twitch, Discord, TikTok, conventions
- Influencer economy across entertainment
- Workshop: Community strategy for an indie game or artist
Learning objectives
- Understand how communities form and evolve in entertainment ecosystems
- Evaluate the impact of influencers and user-generated content
- Design a basic community-building strategy
What students will learn
- How brands enter entertainment spaces
- The spectrum from subtle product placement to large-scale collaborations
- Examples of cross-industry partnerships
Focus
- In-game ads, film/TV placements, esports sponsorships
- Branded events: concerts in Fortnite, Netflix cafés, sports activations
- Collabs across industries (fashion x gaming, music x film)
- Case: Travis Scott x Fortnite vs. Barbie x AirBnB
Learning objectives
- Identify different forms of brand integration in entertainment
- Assess the effectiveness of experiential collaborations
- Compare successes and risks in brand–entertainment partnerships
What students will learn
- The role of data in personalization and retention
- Similarities and differences between gaming and streaming analytics
- Ethical challenges of consumer data use
Focus
- Player/viewer segmentation and recommendations (Spotify Wrapped, Netflix)
- Engagement and retention strategies
- Data privacy and consumer trust
- Mini project: Retention plan for a streaming service or game
Learning objectives
- Explain how data drives personalization in entertainment marketing
- Apply insights to retention and engagement challenges
- Critically discuss data ethics in entertainment industries
What students will learn
- Disruptive trends shaping experiential marketing
- New technologies (VR, AR, blockchain, NFTs)
The convergence of gaming and entertainment ecosystems
Focus
- Metaverse as immersive marketing space
- VR/AR experiences in concerts, museums, and sports
- Digital ownership and virtual goods
- Discussion: Games as the new social networks?
Learning objectives
- Identify current and emerging trends in entertainment marketing
- Evaluate the potential and limitations of immersive technologies
- Discuss future challenges in experiential consumer engagement
What students will learn
- How to apply experiential marketing concepts to a real-world example
- Collaborative methods for campaign ideation and development
Focus
- Application of theoretical frameworks from previous blocs
- Peer feedback and instructor mentoring
- Preparation for final presentations
Learning objectives
- Collaborate effectively in a multicultural, interdisciplinary team
- Translate experiential marketing principles into actionable strategies
What students will learn
- How to critically analyze a real experiential marketing campaign
Focus
- In-depth case analysis
- Group discussion and comparative analysis with student projects
- Reflection on lessons learned and industry implications
Learning objectives
- Apply analytical tools to assess experiential marketing initiatives
- Identify best practices and common pitfalls in entertainment marketing
- Strengthen critical thinking through case-based learning
What students will learn
- How to design and pitch an experiential marketing campaign
- Application of concepts from gaming & entertainment to a real brand
Focus
- Group project: Campaign for a brand inside a game OR entertainment medium
- Pitch presentations (10 min/team)
- Wrap-up & reflections
Learning objectives
- Apply theoretical concepts to practical campaign design
- Work collaboratively to develop and communicate marketing ideas
- Reflect on experiential marketing’s role in future industries
*the blocs are subject to modification
Included Activities
Four activities are included in the basic fees:
- Welcome Day on the first Sunday
- Guided tour of Old Québec
- Visit of the Jacques Cartier National Park (on the Saturday between the two weeks of classes)
- Lunch at a restaurant on the last Friday of the Summer University
Optional Hospitality Package
In addition, we offer an optional hospitality package, which includes 3 extra activities:*
A Québec Capitales baseball game at Stade Canac
(on a weekday evening)
The Québec Capitales, a professional baseball team, distinguishes itself on the Québec sports scene by the quality of its players and its community involvement. The Capitales host nearly 130,000 spectators every year in a festive atmosphere at Stade Canac.Tasting Tour on Île d’Orléans in the St. Lawrence River on a bus tour from Québec City
(On the Sunday between the two weeks of classes)
Engage with history, meet local producers and discover local favorites such as jam, cider, nougat and chocolate.Paddleboarding and kayaking on the St. Charles River
(On the Sunday between the two weeks of classes)
Paddle a kayak or a paddleboard over 20 km of calm waters on the enchanting site of the St. Charles River.
*all activities are subject to change
Mandatory Fees: Programs and Accommodation Included
For exchange basis students (partner universities using their balance)
Can$1,900
For tuition basis students (non-partner universities or universities not using their balance)
Can$2,200
Inclusions
- Academic lectures, corporate visits and conferences by industry leaders
- Housing in single standard university rooms (see below for more information)
- Unlimited public transit bus pass
- A Welcome Day with activities, a campus tour and lunch
- Welcome bag with a ULaval tee-shirt
- Day trip to discover the Québec City region (activities and transportation included)
- Guided tour of Old Québec
- Graduation ceremony and final lunch at a restaurant
- Course material
- On-campus Wi-Fi
Housing
Housing is included in the basic fee for 14 overnight stays (July 4 to July 18, 2026) in our on-campus residence, just a 5-minute walk from the Faculty. Each student gets a private single room with a sink, fridge, microwave, kettle, bedding and towels. Bathrooms and kitchens are shared. No need to book—housing is arranged for the entire group.
Please note that housing fees are included in the basic fee and cannot be separated. If you choose to arrange your own housing off-campus, the full basic fee will still apply.
Optional Hospitality Package
Other services are offered at additional cost.
Includes
3 activities (more information available in “activities”)
- A Québec Capitales baseball game at Stade Canac
- Tasting tour on Île d’Orléans
- Paddleboarding and kayaking on the St. Charles River
Cancellation Refund Policy
- Before April 30, 2026: full refund (minus a $100 administration fee)
- Between May 1 and May 13, 2026: 50% refund
- After May 13, 2026: no refund
Language
Requirement
The ISBUs are taught entirely in English, and students come from many different countries. To fully enjoy and benefit from the academic and social aspects of the experience, students must demonstrate a minimum level of English proficiency at the time of registration. This can be done by achieving the required minimum score on one of the accepted language tests or by providing an attestation from their home institution confirming they meet the English proficiency standard.
| Test | Score |
|---|---|
| TOEIC | 675 |
| IELTS | 6 |
| TOEFL | 64 |
| CEFR | B2 |
Academic
Requirement
Minimum 1 year of study in business administration or a related domain.
Nominations
Students must be nominated by their home university. The link to access the online nomination form is sent directly to partner universities.
Deadline: April 30, 2026
Registration and Payment
Nominated students will receive instructions on how to submit their application and payment once their nomination has been received.
The following documents will have to be uploaded into the application form.
- Proof of English-language proficiency
- Transcripts of records showing at least one year of study in business administration or engineering.
Deadline: May 13, 2026: payment (basic fee and options) and application
FSA ULaval
Pavillon Palasis-Prince
2325, rue de la Terrasse
Université Laval
Québec (Québec) G1V 0A6
The basic fee includes two meals: a welcome lunch on the first day and a celebratory lunch at a restaurant on the final Friday of classes.
Other meals are not included, but there are several cafeterias, a small convenience store for groceries, and a restaurant conveniently located on campus.
Additionally, you will have access to a shared kitchen in your residence. Please note that you will need to bring your own utensils for cooking.
Université Laval (Google Maps) is located in the city of Québec, approximately 250 km from Montréal. You can get there from the South Shore via Highway 20 (Jean-Lesage) or the North Shore via Highway 40 (Félix-Leclerc).
Arriving by plane
Your final destination is the Québec City Jean Lesage International Airport – YQB. It is located approximately 12 km from Université Laval and approximately 18 km from Old Québec.
Arriving by motor coach
There are 2 motor coach stations in Québec:
- Gare d’autocars de Sainte-Foy (4.7 km from Université Laval)
- Gare du Palais (8 km from Université Laval)
If you are travelling by motor coach from the United States, you will arrive in Montréal. From there, you must take an Orléans Express motor coach to get to Québec City. Travel time: 3 hours and 15 minutes.
Arriving by train
There are 2 train stations in Québec:
- Gare de Sainte-Foy (5.2 km from Université Laval)
- Gare du Palais (8 km from Université Laval)
If you are travelling with Amtrak from the United States, you will arrive in Montréal. From there, you must take a Via Rail Canada train to get to Québec City. Travel time: 3.5 hours.
To get around in Québec City
Taxi, Uber or public transit buses (RTC – Réseau de transport de la Capitale)
Be prepared!
All foreigners other than U.S. citizens must have either of the following documents to enter Canada:
- An electronic Travel Authorization (eTA)
OR
- A visa
The Université Laval website provides all of the necessary information for you to undertake the procedures to obtain the required authorizations to come study in Canada.
Depending on your situation, these procedures could take several months. Don’t delay!
There are 4 very distinct seasons in Québec City. The weather can sometimes be unpredictable. It is best to plan ahead when packing your clothing. Find out about the average high and low temperatures for each month.
Check the local weather before packing your bags.
Recognized as a UNESCO World Heritage Site, Québec City will charm you with its historical attractions, diverse landscapes, warm and friendly inhabitants, world class events and culinary delights. Refer to the following websites for an authentic and unforgettable experience!
With its two international accreditations, FSA ULaval ranks among the top 1% of the best business schools on the planet. These accreditations recognize the Faculty’s excellence in all its facets: academics, research, pedagogical innovation, international activities, student resources and services, and partnerships with the community.
No, a study stay of 6 months or less does not require obtaining a Québec Acceptance Certificate (CAQ) or a study permit.However, depending on your country of origin, you may require a visa.
No, the course materials are included in the program fee.
We have activities planned for the first weekend of the program, while the second weekend is completely free. Montréal is just a 2.5-hour drive from Québec City, Ottawa is a 4-hour drive, and Boston is a 6.5-hour drive. Another fantastic destination for your free weekend is Tadoussac, a world-renowned spot for whale watching.
Don’t hesitate to reach out if you’d like more recommendations.
It is highly recommended that you purchase travel insurance before your trip to Québec to ensure you are protected in case of accidents or unforeseen events.
No, the program is taught entirely in English and all the activities are carried out in this language. You will quickly notice that Québec City is a French-speaking city but do not worry: most Quebecers also speak English. It is the perfect opportunity to learn a few French words and expressions as you make yourself understood in English, should you require any directions to get around the city!
No need to book—housing is arranged for the entire group.
Yes, you can request additional nights before or after the program dates. Please email us at international@fsa.ulaval.ca to make the request. You will need to pay for the extra nights directly to the residences.
Yes, you will have access to a shared kitchen with various appliances, including a stove, hot plates, a microwave and an outdoor BBQ. You will need to bring or purchase your own utensils (cutlery, glasses) and cookware.
A public transit bus pass will be provided to you upon arrival, which can be used at any time throughout the Québec City public transit network.
You can purchase a weekly membership ($) directly at the PEPS. Pricing details are available on the PEPS website (in French only). Please note that the “public rate” will apply.
In the classroom, you can wear regular clothing. For corporate visits, business attire is highly recommended.