Nina Mackie is a seasoned leader in the fields of advertising, marketing, and immersive digital experiences. With over two decades of industry experience, she has built a career that bridges traditional media with the evolving landscapes of gaming and virtual environments. As the founder and managing director of Interact Global, as well as co-founder and chief revenue officer of WeGame2, Mackie has carved out a distinctive role for herself in the convergence of brand communication and interactive media. Her work focuses not only on commercial effectiveness but also on building inclusive and culturally sensitive engagement strategies across digital ecosystems.
Career Overview
Nina Mackie began her professional journey in media and advertising roles across print, out-of-home, and online platforms. Over time, she progressively transitioned into leadership positions at the cutting edge of digital transformation and gaming-based media. Her most notable contributions have emerged through her current and recent roles with Interact Global, WeGame2, Spatial, The Gang, and other organizations aligned with immersive technology and branded experiences.
Through her companies and partnerships, she enables brands to access in-game advertising, branded digital spaces, and immersive storytelling that resonate with digitally native consumers. Whether the focus is on building a branded environment in Roblox or launching a multi-platform gaming activation, Mackie’s work is firmly rooted in aligning commercial goals with user-centric design.
Interact Global: Bridging Brands and Virtual Worlds
Founded in 2023, Interact Global reflects Mackie’s commitment to helping brands integrate effectively into gaming and virtual spaces. The company provides consulting services for monetization strategies, growth planning, product development, and go-to-market execution. Interact Global operates globally, working with companies seeking to enter or expand in immersive digital formats—whether on consoles, mobile platforms, or within virtual reality environments.
Mackie leads efforts to develop interactive, non-intrusive brand activations inside platforms like Roblox and Fortnite. This work involves building native ads, game integrations, and spatial storytelling techniques designed to hold consumer attention in competitive digital settings. The company also prioritizes transparency and inclusive advertising practices, guiding clients toward socially responsible campaign planning.
WeGame2: Culture-First Gaming Strategy
In 2023, Mackie co-founded WeGame2 alongside Ellie Edwards-Scott and Lisa Menaldo. The company positions itself as a culture-first consultancy focused on improving how brands engage with diverse audiences in the gaming ecosystem. WeGame2 supports agencies, brands, and adtech players in building inclusive, thoughtful campaigns that reflect the needs of underrepresented gaming communities.
Mackie’s leadership role at WeGame2 centers on revenue strategy and client partnerships. She works with teams to analyze and reform client advertising approaches so that they better reflect the diversity of gaming audiences. The consultancy helps organizations avoid generic messaging and create brand experiences that feel authentic within gaming environments.
This work builds on Mackie’s broader industry stance: that digital engagement should support individuality, self-expression, and inclusivity.
Strategic Consulting with The Gang and Spatial
Mackie also holds freelance consulting roles with The Gang and Spatial, two prominent companies in the immersive experience space.
The Gang is a development studio known for its collaborations with brands such as Spotify, Vans, IKEA, and Givenchy. It builds custom gaming experiences inside platforms like Roblox and Minecraft. In her role as strategic consultant, Mackie contributes to strategic partnerships, monetization frameworks, and creative approaches to branded gameplay. Her goal is to ensure that brand experiences deliver measurable engagement while remaining seamless within the gaming environment.
At Spatial, Mackie focuses on partnership marketing for a web-based gaming and virtual experience platform. Spatial offers cross-device compatibility and supports both public and private brand activations. Mackie works with brands looking to develop virtual storefronts, immersive meeting spaces, and social hubs that are embedded directly into consumer touchpoints. Spatial clients include major global brands such as McDonald’s, BMW, and Walmart.
In both positions, Mackie’s expertise lies in aligning platform capabilities with commercial outcomes—translating emerging digital formats into effective marketing tools.
A Consistent Focus on Inclusion and Community
A key aspect of Mackie’s career has been her dedication to creating inclusive spaces within the digital marketing and gaming industries. She has served as an ambassador for Women in Games (WIGJ), is a member of Women in Programmatic, and actively participates in the Media for All (MEFA) network.
These roles reflect a consistent mission: to improve representation and diversity in sectors that have historically underrepresented women and minority communities. Mackie believes that gaming, as a global and widely accessible medium, has the potential to lead broader societal change in how communities are engaged and included in storytelling.
Her work often involves educating clients on the importance of inclusive design, from the characters used in branded games to the languages and symbols used in digital marketing assets. Through training, strategic reviews, and collaborative campaign building, she challenges clients to evolve beyond basic representation and work toward meaningful audience inclusion.
Industry Speaking and Thought Leadership
Mackie is also a regular speaker and panel moderator at global advertising and gaming events. She shares insights on trends such as the rise of virtual goods, gamified advertising, in-game analytics, and the future of immersive commerce.
Her sessions often focus on practical application—how brands can structure partnerships, budget for gamified content, or measure success in non-traditional formats like VR worlds or metaverse activations. She plays an educational role for marketing professionals who are unfamiliar with gaming environments or uncertain about how to enter them authentically.
Mackie also uses these platforms to advocate for improved ethics and equity in marketing, arguing that future-facing strategies must be designed with care, transparency, and accountability.
Earlier Roles and Foundational Experience
Before entering the immersive technology space, Mackie held senior roles at digital media and advertising firms across the UK. Her background includes:
- Vice President of Direct & Agency Sales at GADSME: Here she helped brands integrate in-game advertising in mobile platforms using video, display, and audio formats.
- Global Agency Partnerships Director at Landvault (formerly Admix): She worked on enabling metaverse monetization through 3D experiences and programmatic ad solutions.
- Sales Director at Sojern: Focused on programmatic travel advertising, helping brands target users across the travel decision-making process.
- Various account and media sales roles at Bidstack, LUXIA, Selective Media, Ink Publishing, and Monster, among others.
These experiences helped her build deep expertise in media monetization, partnership strategy, and client education. Her broad exposure to traditional and digital platforms informs her ability to advise companies as they transition into newer formats.
Education and Early Life
Mackie studied Sociology at Glasgow Caledonian University, an academic foundation that likely supports her strong focus on inclusive practice, community engagement, and cultural awareness in digital media. She also attended Falkirk High School.
Her education in the social sciences appears to inform much of her leadership philosophy, especially in her efforts to improve how brands engage across cultural lines and platform boundaries.
Skills and Capabilities
Across her various roles, Mackie has built skills in:
- Strategic consulting
- Revenue growth planning
- Monetization and go-to-market strategy
- Creative development for immersive media
- In-game advertising execution
- Brand partnership development
- Diversity and inclusion consulting
- Event speaking and media advocacy
Her ability to connect commercial goals with social values sets her apart in an industry often focused solely on performance metrics.
Conclusion
Nina Mackie is a central figure in the emerging space where advertising, gaming, and virtual experiences meet. With a career that spans traditional and digital media, she has not only adapted to industry changes but has often been at the forefront of them. Her companies—Interact Global and WeGame2—serve as platforms for helping brands communicate more effectively and inclusively in increasingly immersive environments.
Through her consulting roles, industry talks, and advocacy work, Mackie is actively reshaping the relationship between brands and gamers. She promotes a future where advertising is not just attention-seeking but also culturally aware, non-disruptive, and socially constructive.
In a landscape where technology and audience expectations evolve rapidly, Mackie provides the rare combination of hands-on expertise, strategic foresight, and ethical grounding that brands increasingly need to succeed.
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