Nina Mackie has spent over two decades at the forefront of digital marketing and advertising, helping global brands connect with modern audiences through cutting-edge technology. As the Founder and Managing Director of Interact Global, she specializes in integrating brands into gaming ecosystems such as Roblox, Fortnite, Meta, and Spatial. Mackie’s work spans immersive brand activations, extended reality (XR), and metaverse marketing strategies, placing her at the intersection of technology, creativity, and cultural inclusivity.
Career Overview and Evolution
Nina Mackie’s professional journey began in the traditional media space but steadily evolved as she embraced digital transformation. Her early roles in companies like Monster and Yell Group provided her with a foundational understanding of sales, multimedia marketing, and digital strategy. Over the years, she transitioned into more specialized roles involving strategic partnerships, monetization, and immersive advertising formats.
From managing media in public Wi-Fi networks at Selective Media to overseeing global agency partnerships at Landvault and Gadsme, her trajectory has been marked by adaptability and foresight. Today, Mackie is recognized for her role in shaping how brands appear in virtual environments and how gamers interact with commercial content without disruption.
Interact Global: A Vision for Inclusive Virtual Engagement
Founded by Mackie in June 2023, Interact Global is a consultancy dedicated to bridging brands and virtual experiences. The agency helps companies execute advertising campaigns within gaming platforms by offering services like go-to-market strategy, product development, partnership strategy, monetization models, and pricing reviews.
What sets Interact Global apart is its focus on inclusive advertising and ethical digital practices. Mackie positions the agency not just as a connector between brands and gamers, but as a facilitator of value-driven interactions. The company offers both online and in-person consulting services, supporting clients from initial strategy to final execution across formats like VR, AR, console, PC, and mobile platforms.
WeGame2: Advocating for Cultural Inclusion in Gaming
In October 2023, Mackie co-founded WeGame2 with Ellie Edwards-Scott and Lisa Menaldo. The initiative was launched as a response to the lack of cultural awareness and diversity in the gaming industry. WeGame2 works with brands, agencies, and publishers to help them build campaigns that resonate across various demographics.
The organization conducts independent assessments of gaming ecosystems, offers tailored recommendations, and facilitates conversations around inclusivity in game development and marketing. With Mackie’s input, WeGame2 has become a crucial voice for equity in digital entertainment spaces.
Strategic Consulting Roles in Emerging Tech Platforms
Mackie holds ongoing consulting and partnership roles in companies leading the charge in immersive digital experiences. At The Gang—a gaming studio known for branded activations on Roblox, Fortnite, and Spatial—she serves as a strategic consultant, advising on growth, monetization, and partnership strategies. Her collaboration supports clients like Spotify, Warner Bros, and Givenchy in building custom 3D spaces that generate measurable engagement.
At Spatial, another major platform in immersive web experiences, Mackie works in strategic partnerships. Spatial allows brands to create interactive, browser-accessible XR environments. Mackie helps businesses navigate this space, offering them opportunities to embed e-commerce links, gather player analytics, and optimize marketing strategies within gamified worlds.
Gadsme and the Role of In-Game Advertising
From 2022 to mid-2023, Mackie was Vice President of Direct and Agency Sales at Gadsme. The company specializes in non-intrusive advertising formats embedded directly into mobile and console games. Under her leadership, Gadsme strengthened its market footprint through programmatic ad offerings and a focus on brand-safe, fraud-free environments.
She championed in-game advertising as a scalable and measurable format that offers value to both players and advertisers. Her work included the development of sponsorship models, product placements, and audience-building strategies that extend beyond conventional advertising boundaries.
Landvault and the Expansion of Metaverse Commerce
Before joining Gadsme, Mackie worked as the Global Agency Partnerships Director at Landvault (formerly Admix) from 2020 to 2022. Landvault focuses on monetizing metaverse spaces through programmatic advertising, NFTs, and immersive builds. Her role involved identifying growth opportunities and helping global clients tap into decentralized virtual environments like Decentraland and Somnium Space.
She played a key role in promoting Landvault’s compatibility with popular development engines like Unity and Unreal, enabling quicker deployment of brand activations. With her involvement, the company saw increased adoption of its platform for XR-based campaigns by major clients across industries.
Background in Travel and Hospitality Marketing
Prior to her involvement in gaming and XR, Mackie worked extensively in travel-focused digital marketing. As Sales Director at Sojern, she managed programmatic performance campaigns for travel brands targeting global traveler segments. Her role spanned Europe, Latin America, and Asia-Pacific, where she collaborated with hotels, airlines, and tourism boards.
She also served as Group Account Lead at LUXIA Global, developing advertising strategies for upscale hotel chains such as Hyatt, Sofitel, and Kempinski. These experiences helped sharpen her understanding of consumer segmentation, cross-platform marketing, and integrated campaign execution—skills she later applied to the gaming space.
Early Career and Foundational Skills
Mackie’s earlier roles included time at companies like Thomson Local and Ink Publishing. She handled multimedia sales, inbound marketing strategies, and ad placements across various formats including print, boarding pass ads, and in-flight magazines. These positions provided her with a well-rounded view of media economics, brand storytelling, and audience engagement strategies.
Her academic background in sociology, earned from Glasgow Caledonian University, provided the theoretical grounding for her interest in social behavior, digital culture, and inclusive marketing strategies.
Commitment to Representation and Community Impact
Beyond her corporate accomplishments, Mackie is an active advocate for greater representation in the advertising and gaming sectors. She supports initiatives like Women in Games (WIGJ), Women in Programmatic, and MEFA (Media for All), where she mentors emerging talent and contributes to policy discussions.
She also volunteered with ReachOut, a UK-based youth mentorship program, where she worked with students at Wapping High School. Her mentoring focused on academic support and developing students’ social and motivational skills.
This commitment to inclusion and mentorship carries through her current projects, especially at WeGame2, where diversity and community representation are core principles.
Public Speaking and Industry Leadership
Mackie is a frequent speaker at industry conferences that address advertising innovation, gaming, XR, and the metaverse. She is often invited to participate in panels, podcasts, and leadership forums that explore future trends and ethical considerations in digital media.
By maintaining close ties with event organizers, tech platforms, and brand marketers, she stays at the forefront of emerging trends. This visibility not only positions her as a thought leader but also reinforces her ability to influence the direction of advertising in virtual spaces.
Skills and Areas of Expertise
Mackie’s career has been built on a consistent set of core competencies:
- Strategic consulting and partnership marketing
- Product development and go-to-market planning
- Monetization models and pricing frameworks
- Inclusion and diversity consulting in adtech and gaming
- Campaign design across XR, VR, console, mobile, and web platforms
- Client education via workshops, strategy reviews, and proposal development
Her ability to navigate both technical and creative demands allows her to act as a bridge between marketing teams, developers, and platform owners.
Future Outlook
Looking ahead, Mackie’s work is likely to continue influencing the evolution of immersive media. As brands shift more attention to interactive platforms, the demand for ethical, inclusive, and effective strategies will grow. Through Interact Global, WeGame2, and her consulting roles, she is well-positioned to guide that transition.
In a space often dominated by hype and rapid change, Mackie brings long-term strategic thinking grounded in real-world experience. Her focus on community, transparency, and innovation ensures that the advertising and gaming ecosystems evolve together in ways that benefit players and brands alike.
Conclusion
Nina Mackie has built a career that reflects the intersection of technology, culture, and business strategy. Her leadership in immersive marketing and inclusive gaming campaigns positions her as a vital figure in the next phase of digital engagement. With over 20 years of experience and a forward-thinking approach, she remains committed to reshaping how brands connect with audiences in virtual spaces—ethically, creatively, and inclusively.
FAQs
- Who is Nina Mackie in the gaming industry?
Nina Mackie is a leader in immersive brand marketing, connecting global brands with gamers through XR, VR, and virtual platforms. - What is Interact Global founded by Nina Mackie?
Interact Global is a consultancy that helps brands develop inclusive, strategic marketing in gaming and metaverse environments. - What companies has Nina Mackie worked with in gaming?
She has collaborated with Roblox, Fortnite, Spatial, The Gang, Gadsme, and Landvault on brand activations and immersive campaigns. - How does Nina Mackie support diversity in gaming?
Through WeGame2, she promotes inclusive ad strategies and advocates for underrepresented groups in the gaming ecosystem. - What topics does Nina Mackie speak about at events?
She addresses advertising innovation, XR marketing, diversity in gaming, and trends in the metaverse at global industry events.
