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THE FOUNDER

Imporium is betting on the power of live. Led by Isabelle Riva, a creative tech executive with more than two decades leading at the intersection of games, film and AI, the studio is redefining how fans connect with the icons they love. Isabelle previously spearheaded product and marketing at Unity Technologies through its $23B IPO, and was a producer at Ubisoft — experience she now channels into building the future of immersive entertainment.

With partners ranging from Major League Baseball and Yuga Labs to K-pop phenomenon Twice, Imporium has already proven its ability to deliver at scale. But for Isabelle, the opportunity is even bigger.

“The magic of shared interactive events is that feeling of presence, of live connection bridging vast distances. I may not be able to travel to a legendary venue, but here I am with my besties nevertheless, having fun together in the same world, building memories.”

In this interview, Isabelle explains why “fans first” is more than a philosophy, how AI is reshaping participation, and why live digital experiences could represent the biggest untapped opportunity for entertainment since the rise of television.

THE INTERVIEW

You’ve worked with ambitious partners like MLB, Yuga Labs and Kpop bands like Twice. What do those collaborations reveal about Imporium’s strengths?

Our partners come to us because they’re ready to scale. Whether it’s a sports league, a global music act, or a next-gen Web3 brand, they all want cultural relevance, to reach fans beyond borders, deepen community ties, and Imporium makes that possible.

Basically, we offer a fan experience that is live, shared, interactive and online. We provide community growth and first party data for our partners. This long term relationship with customers means value for the partner’s core business over time. Converting their fan equity from social media to a platform they control, whether that is for marketing or monetization purposes means our partners can better understand their fan base and build loyalty.

With such new technologies and formats, there isn’t really a playbook. How do you and your team approach testing, learning, and leading in this space?

At Imporium, we have a fans first philosophy. We cross the aisle between consumer products and live entertainment and we need to understand both culture and good UX. This is why we have a mix of talent from broadcast and film to video games and web.

We adapt our format to better meet the needs of an audience. Where others are inserting a virtual concert inside a game, we are building interactivity inside the brand’s cinematic world, creating a fully customized ticketed experience.  

Our consumer research finds virtual events could drive $5.6 billion in revenue in North America alone, and confirms that consumers are willing to pay. Based on over 2000 consumers surveyed, 27% are open to 100$ subscriptions for access to all annual events, while another 35% are open to paying 30$ for access per event. This new audience isn’t waiting in line, they’re logging in and buying in.

How do you see AI changing the way fans experience live and gaming events, and how is Imporium experimenting with it right now?

AI tech allows us to turn fans into creators with very little effort. Live interactive events are more fun when you can personalise your avatar and stand out, right? Thanks to AI integration, we can offer fans the ability to author their own wardrobe, stances and dances. They can use words, their images or their web cam. This opens the door to identity and diversity in a much richer world. AI also allows us to moderate in real time in more robust ways and to make sure these are safe spaces for our attendees. 

From your clients’ perspective, what outcomes matter most? Is it engagement, storytelling, scale, or something else entirely? 

Our clients tell us the priority is representing their brand with care and honouring the artist’s image and legacy. That’s why we put so much emphasis on premium visuals.

There is a red ocean of developers out there offering “gaming technology” but a rare few of them understand show-running and spectacle. The craft of putting on a unique show that breaks expectations. This is non-negotiable. 

More broadly, where do you see the biggest opportunities for brands and IP holders to connect with audiences through live gaming experiences? 

Live is the last frontier.  We believe the next big opportunity is recreating that goosebumps moment, the real-time spark between fan and icon. Think Taylor Swift on stage, the stadium erupting in unison, or your team scoring in overtime. We’re bringing that same electricity into virtual experiences.

Live has always been powerful — it’s what sold TVs in the ‘60s during the Moon landing. Those shared, fleeting moments still matter, but now we can scale them, ticket them, and deliver them globally. Music, sports, pop culture — live digital experiences bridge presence and scale, and the market is only just starting to realise it.

Finally, what’s the single most important reason partners and investors should back immersive entertainment today?

There are millions of fans who will never make it to Coachella, a Vegas residency, or a major league game. But they’re still loyal. Still hungry for connection. Interactive, live digital entertainment meets them where they are at a fraction of the cost, with 10X the reach.  Scaling experiences at a lower price point remotely just makes sense. It works for all ages, all regions and for the future. 

Building something ambitious?

We work with founders solving complex problems in AI transformation, the metaverse and Web3 – the kind that don’t get built alone.

That’s a wrap for this month.

We’ll be back next month with more progress and another venture in the spotlight. P.S. Have feedback, suggestions or topics you'd like us to dive into? Contact us.