Live Marketing in 2025: A Convergence of Technology, Entertainment, and Emotional Connection

In 2025, live marketing has evolved from isolated events into dynamic, continuous engagement systems where technology and entertainment seamlessly intertwine. According to BFerraz agency’s co-leader Enricco Benetti, brands now use artificial intelligence and spatial computing—which combines augmented reality, sensors, and digital environments—to craft immersive experiences that foster ongoing emotional connections rather than one-off activations. This shift represents a new ecosystem approach, fueled by the rise of creator culture that transforms experiences into communities and prioritizes sustainability in activation design and partner choices. Benetti also highlights the role of live experiences as a remedy for social isolation, positioning them as starting points for deeper engagement rather than campaign finales.

Complementing this trend toward interactive entertainment, Netflix has expanded its gaming catalog onto SmartTVs and streaming devices, enhancing user immersion beyond traditional movies and series. In its beta phase, subscribers can enjoy family-friendly games like Pictionary, Lego Party, and Boggle Party, using mobile devices as controllers via QR codes. Netflix aims to diversify entertainment experiences and is exploring games based on original series, further blending entertainment and technology to engage audiences more deeply.

Together, BFerraz’s insights and Netflix’s gaming expansion reflect 2025's broader movement: leveraging technology not only to deliver content but to build emotional, interactive ecosystems that keep audiences connected and engaged in new, sustainable ways.