Marshalltown, Iowa, located within 60 miles of Ames, Des Moines and Cedar Rapids, is the type of destination that is big enough to do things but small enough at 30,000 people to be able to collaborate on anything.

That’s the moniker that Dylan Does, tourism director of Marshalltown Area Chamber of Commerce, likes to use. And in Marshalltown, one of the things that organizations have collaborated on is a growing place within the state’s esports ecosystem.

Marshalltown is in the second year of a partnership with the Iowa High School eSports Association (IAHSEA) where it hosts the organization’s state championships. It has three titles to award in the fall, three in the winter and two in the spring, with up to 40 different school districts coming to the city.

“For us, it is one, finding that unique piece for us as a community,” Does said. “How do we operate in that esports space?”

Marshalltown creates an esports space at the Orpheum Theater with two arenas, 40 computers, seating for 300 spectators and four shoutcasting booths. The destination is also able to host state esports events through a partnership with Marshalltown Community College, which Does refers to as “the Duke of junior college esports” with several national titles and an esports management degree option.

“MCC hosts the largest weekly Smash Brothers tournament in the state of Iowa,” Does said. “So it’s this full community collaborative model while giving real-life opportunities for the college students and a really wonderful environment for students to chase their dreams.”

Marshalltown Community College also is the official event operations partner for the IAHSEA events in town.

“The Esports Program Management students get some of the best, real-world applications of their learning while preparing for and executing the state showdown events,” said Nate Rodemeyer, MCC esports management professor and esports coach. “Every single time we assist in hosting these championships, my staff and students receive an outpouring of praise and enthusiasm for our part in bringing these moments to life and making them memories that will last forever.”

Marshalltown, both the city and the community college, have worked during the state high school partnership to elevate the event from more than a one-day show to give the MCC students a hands-on experience in producing large scale events. Does said the eventalso gives MCC the chance to get its name out more to where it draws students from all around Iowa.

“Collaborating with both Marshalltown Community College and the IAHSEA has been a truly rewarding experience,” said Jake Rennells, solutions architect for Mechdyne. “Our shared commitment to advancing esports has created something special here. Watching Marshalltown evolve into a hub for state and local esports has been incredible not just for the students competing, but for the entire community that rallies behind them.”

Having that community cooperation is part of Does’ main goal but also speaks to the idea of having a spot for everyone in the esports market.

“The reason we believe in esports is one, there is a place for every student,” Does said. “You can be a player; you can be in the production side. It’s one of the most inclusive pieces that you’ll find.”

Esports can offer students opportunities to build teamwork as well as skills for future careers. Recent research has also shown that esports can provide safe spaces for students and encourage positive development.

SmartBrief Education spoke with Jennifer Reidl, science teacher, and Heather McCarthy, media specialist, from Oak Lawn Hometown Middle School in Oak Lawn, Ill., about the beginnings of their esports team. The esports team at Oak Lawn is a member of NASEF, the Network of Academic and Scholastic Esports Federations.

This interview has been lightly edited for brevity and clarity.

How did your esports team start?

Reidl: In 2018, a coworker suggested that I start a video game club because I had a lot of old video game equipment. Then, three years ago our school became interested in starting an esports team. Heather suggested that I be a part of it, given I had a high interest in video games. We started interviewing coaches from other nearby programs for tips in getting started. After we hosted tryouts and put our team together, we had trouble finding teams to compete against. We allowed our team to compete against each other. We decided to take them to nearby high schools and universities to gain experience and see the potential that their esports path could take them. The second year, we were able to visit local high schools for friendly competitions. In our third year, we were able to compete in two seasons. We competed online with PlayVS as well as the Electronic Gaming Federation. We also lead other schools in our conference to develop an in-person league and our first competitive season.

What skills do your sports players learn?

Reidl: Our players have learned a lot about team work, leadership and sportsmanship. When they practice, they help each other strategize and improve. They see opportunities to help lead each other to be successful.  I love to see their sportsmanship. I think it’s most impressive to see how kind they are to others when they compete. Win or lose, we see them shaking hands and complimenting their opponents. There is so much joy in their faces when competing, and that is the most rewarding part of this experience.

McCarthy: Our esports players have developed strong communication and collaboration skills that extend beyond the game. They learn how to listen to each other, share ideas and work together toward a common goal. It’s been incredible to watch their confidence grow as they contribute to the team and support one another. Alongside their teamwork, they consistently show respect and good sportsmanship. Whether they win or lose, they treat their opponents with kindness and encouragement. Watching them build these skills while having fun and lifting each other up has been one of the most rewarding parts of this experience.

What do you want parents to know about esports?

Reidl: We are learning many beneficial life skills through gaming: teamwork, collaboration, winning, losing, communication skills, strategy, problem solving, commitment, responsibility and overcoming adversity. There are many benefits allowing students that don’t necessarily have athletic ability to be able to participate and be part of team. I want parents to look beyond the negative stigma often associated with video games. Being part of an esports team is just like being part of any traditional sports team because it builds teamwork, discipline and strategy. The difference is, instead of using physical strength, we rely on our hands, reflexes and minds.

McCarthy: I want parents to know that esports is so much more than just playing video games. It’s a powerful way for students to develop future-ready skills that can support them in STEM fields, college opportunities and even career pathways. Through structured gameplay and team involvement, students practice communication, critical thinking and digital literacy, which are all skills that are essential in today’s tech-driven world. Esports opens the door for scholarships, networking and careers in areas like game design, coding, broadcasting, and marketing. Most importantly, our program is rooted in the positive values of respect, teamwork and perseverance, which prepare students to succeed both in and out of the game.

What do you think the future is for careers in esports or gaming?

Reidl: I think the future for careers in esports or gaming has many possibilities. It is a billion dollar industry. There’s potential for not only gamers, but game design, marketing, coaching, broadcasting, media and more.

McCarthy: The future of careers in esports and gaming is incredibly promising, especially as technology continues to evolve and blend with entertainment, education and innovation. What excites me most is how this field is pushing the boundaries of what careers can look like. There are opportunities not only in gameplay but in fields like virtual reality development, cybersecurity, data analytics and event production. As more schools and colleges build esports programs, students are gaining early exposure to these industries in meaningful ways. We’re seeing a shift where gaming is no longer just a hobby, but a launchpad for creativity, entrepreneurship and tech-driven careers that didn’t even exist a decade ago.

What surprised you most about esports?

Reidl: I think what surprised me most about esports is how similar my experience as an athlete was. I see the competitive drive in my students, and I can relate to that. Their dedication to improve on their skills, and the joy they get from competing, is something I felt on the basketball court and the softball field. Video games to me, was a hobby, but I wish I had had the opportunity to compete in gaming. I think that would have been a lot of fun.

McCarthy: What surprised me most about esports was how quickly I saw its educational value, even though I didn’t know much about it when we first started. As a media specialist, I’m always looking for ways to connect students with technology and literacy in meaningful ways, but I hadn’t realized how naturally esports fits into that. I was amazed at the level of collaboration, strategic thinking and communication involved. Watching students take ownership, support one another and grow as confident digital leaders completely shifted how I view gaming. It’s now one of the most engaging and rewarding parts of my role.

Opinions expressed by SmartBrief contributors are their own.

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Branded content in the mobile games industry has become an increasingly popular strategy, one that, when executed well, can yield benefits for both parties.

One title partnering with external IPs is Playtika’s Solitaire Grand Harvest, which aims to utilise these licences not only to drive user acquisition, but enhance audience engagement.

With the release of The Smurfs movie in 2025, the developer saw an opportunity to expand its IP strategy. Rather than a one-time campaign, the collaboration has become a deeper part of the game.

“Solitaire is a timeless and classic game, but we are constantly looking for new ways to keep our players engaged and excited while reaching them in new ways,” says Solitaire Grand Harvest GM Roi Glazer.

“Partnering with other IPs who have their own dedicated fan bases keeps Solitaire Grand Harvest and all of Playtika’s games at the forefront of gaming innovation.”

IP partnerships that fit

Mobile games, in particular, have proven a popular choice for IP collaborations, whether with other games, movies or series. Part of the appeal is that many mobile games are free-to-play and support long-term live ops, making them a natural fit. 

In today’s market, players expect more from the partnerships and collaborations introduced into the games they play. These additions need to feel natural and provide enough content to keep players engaged rather than feeling like noise. For Playtika, this means treating each IP as its own character. 

“Players now expect branded content to feel like a shameless extension of the game world, not just a skin or a logo slapped on,” says Glazer. “The robust integrations must be meaningful, interactive and rewarding.”

The Smurfs partnership features character-driven missions, themed locations, and exclusive rewards that align with the building progression seen in Solitaire Grand Harvest. 

Regarding the IP selection process, Playtika looks not just at a brand’s data but also at its emotional appeal and how that property may be able to connect with players to spark recognition and nostalgia.

Glazer expands on choosing an IP for the game and explains that any partner must align with the gameplay DNA. He states that the team thinks of it like a puzzle and that the IP has to align with the spirit of Solitaire Grand Harvest, suiting its themes of being “relaxing, uplifting, and rich with discovery”.

The Smurfs IP explores themes around community and exploration, something Glazer says is a natural fit for the game.

“It starts with resonance,” he states. “We look at IPs with emotional staying power. Listening to how brands resonate with our players is essential, and they’ve repeatedly been all in on what we’ve brought to the game.”

Glazer points to previous collaborations with the likes of celebrity Sarah Jessica Parker, which has consistently driven the “right type of results” out of a partnership for the studio.

Celebrity partnerships are another collaboration that has become a massive trend in the mobile games industry, with some of the biggest names in Hollywood engaging with mobile advertising campaigns. 

Long-term vision

A successful IP partnership can be seen through increased user acquisition, longer play sessions, and an overall sense of excitement within the community.

Glazer shares that Playtika’s collaborations have “historically rallied the fan base of our partner as well as our own audience” and claims that the results have “consistently been a great success”.

Bringing globally recognised brands, such as the Smurfs, into a live game means managing expectations from both the IP holder’s side and the studio’s.

“Working with major IP holders like the Smurfs means collaborating with brands with decades of legacy and a passionate fanbase. So the bar is high, and rightly so,” he says. Glazer goes on to explain that the challenge lies in striking the balance between staying true to the essence of the IP and giving it room to shine.

What’s next

Glazer believes that we are entering a new phase in IP partnerships, one where brands don’t just appear in games but are fully immersed in them. 

“We’re moving from moment-based marketing to world-building,” he says.

“The next wave of IP partnerships will be more narrative-driven, longer lasting and interactive. Games are becoming the new stage for storytelling, and brands want in. Not as cameos, but as part of the world players live in.”

Solitaire Grand Harvest is a leader for IAP revenue in the highly competitive Solitaire genre, while Disney Solitaire from the recently acquired SuperPlay is off to a strong start.

Playtika’s Wooga studio had also recently been developing a Solitaire title in Claire’s Chronicles, but was ultimately cancelled. The decision led to approximately 50 layoffs, followed by another round of company redundancies largely impacting the Best Fiends and Redecor teams.

While Glazer doesn’t reveal what’s next to come for Solitaire Grand Harvest, he does share the title won’t be slowing down its experimentation anytime soon.

“Solitaire Grand Harvest is always thinking about the next best thing, from new game innovations to partnerships,” he says.

Ativion’s collaboration with NASEF will make it easier for schools to join esports leagues and access games using school networks and devices.

NEW YORK, June 16, 2025–(BUSINESS WIRE)–Ativion® and the Network of Academic and Scholastic Esports Federations (NASEF) have signed a partnership agreement to explore programs that will promote esports while making it easier for K-12 schools to safely access games and online resources. Through this collaboration, Ativion will work closely with NASEF’s experts on several technical initiatives for StudentKeeper, powered by ContentKeeper, an all-in-one platform for content filtering, classroom management, and digital safety. The partnership aims to give schools easier, safer access to the games and communities that are important to academic esports leagues and clubs. Ativion and NASEF will also participate in joint scholastic esports promotion and training programs.

NASEF is the leading global scholastic esports organization. NASEF supports leaders and youth to build career and professional skills through a unique blend of play and learning. Its frameworks for developing scholastic esports classes, clubs, and teams are used by tens of thousands of educators seeking to leverage the draw of gameplay for student impact.

“We are pleased to join with NASEF to make it easier and safer for schools and leagues to offer scholastic esports programs,” said Tobias Hartmann, CEO of Ativion. “Scholastic esports is an all-inclusive sports program available to every student, and it offers many benefits, academically and socially. We look forward to working closely with NASEF to make StudentKeeper a conduit for schools to grow their scholastic esports programs.”

“School leaders and educators are eager to adopt scholastic esports because of its proven positive impacts on student attendance, grades, test scores, and morale. Of course, it is important that they can access key gaming and information sites without compromising the security of the network. NASEF and Ativion are working together to make that safe access a simpler process,” said Claire LaBeaux, Chief Advancement Officer for NASEF.

StudentKeeper – which is built on Ativion’s award winning ContentKeeper filtering and real-time reporting platform – was released this year as a single platform for schools and school districts. StudentKeeper gives school administrators confidence that their hardware and network can manage threats to data, privacy, and the well-being of their students.

About Ativion

Ativion, formerly Impero Solutions, is a global leader in EdTech, Cybersecurity, and Remote Access solutions. Founded on the belief that all children deserve access to a safe digital environment that promotes positive learning, Ativion is dedicated to helping drive learning engagement worldwide. Our flagship product, StudentKeeper, Powered by ContentKeeper, creates a secure and flexible digital learning environment, fostering a love of learning in every child.

Story Continues

©Pokémon. ©Nintendo/Creatures Inc./GAME FREAK inc.
ポケットモンスター・ポケモン・Pokémonは任天堂・クリーチャーズ・ゲームフリークの登録商標です。

A YouTube spokesperson declined to share the specific number of Shorts-based partnerships recently signed by the company, but confirmed that YouTube is actively working to expand its internal brand partnership tools and build relationships with a wide range of third-party creator monetization vendors – all aimed at unlocking more revenue for Shorts creators.

“Our goal is to help creators better find opportunities to work with brands, which is why we are investing in our own solutions like YouTube’s BrandConnect and working with industry partners to help creators monetize across Shorts and beyond,” the YouTube spokesperson said.

Agentio and StreamElements’ partnerships with YouTube are not replacing BrandConnect — YouTube’s built-in influencer marketing platform — or other internal tools.

BrandConnect links creators with brands for sponsored content, but it is currently in its beta-testing phase and available only to a small group of invited creators. Initial invitations were offered to YouTubers with at least 25,000 subscribers, with YouTube featuring creators with millions of subscribers, such as Michelle Khare and Jasmine Brown, in BrandConnect promotional materials. However, using BrandConnect requires more effort, including creative briefs, approvals and reporting, and it can be difficult for creators to scale up their use of the tool. In contrast, ad revenue from Shorts is open to anyone in the YouTube partner program, but offers low payouts unless a creator gets millions of views. 

By integrating third-party creator monetization platforms, YouTube can potentially unlock more partnerships for smaller creators, tapping into the long tail for suitable advertisers. StreamElements CEO Or Perry told Digiday that “hundreds of thousands of creators” use the platform on an annual basis. By handling elements like creative briefs and editing logistics, platforms like StreamElements and Agentio aim to make branded content campaigns more manageable for both creators and advertisers.

“Creators on Agentio receive bids for long-form integrations from leading brands like DoorDash, Away, Turo, Tecovas, David Protein, Bombas,” said Agentio CEO Arthur Leopold. “These are brands that historically hadn’t spent with YouTube creators given the complexity involved in doing so — more so than even typical influencer partnerships.”

The YouTube spokesperson agreed that the partners are using “an ‘and’ approach of meeting creators where they are” by creating more monetization options for creators who want them — but declined to comment on exactly how many more creators would be able to monetize their Shorts through third-party partners. 

“Creators are drawn to the freedom platforms like StreamElements and Agentio offer: they can own their brand and monetize content with fewer brand-imposed constraints,” said Ogilvy associate director of connections strategy Ashley Bowling. “We expect brand-creator partnerships to grow in volume and creativity as tools like Agentio and StreamElements remove friction and enable more personalized deals.”

Creators hopeful about future Shorts monetization 

Creators view YouTube’s Shorts branded content push as a positive, believing it will help address some of their lingering concerns about the format. Creators’ RPMs — revenue earned per 1,000 views — for Shorts content are generally lower than the RPMs they can achieve through long-form content, and brand deals are an attractive way for creators to potentially make up for that income gap.

“Long-form monetization is 100 percent better; it’s more consistent,” said “Dungeons & Dragons” creator Zachery “ZachTheBold” Renauldo. “With Shorts, you get a peak, and then it falls off. You get paid X amount of money for those days, and it’s great — but it makes it so you have to keep posting frequently.”

The regularity of brand partnership revenue could also help assuage creators’ concerns over the relative inconsistency of the advertising revenue share they receive through viewership of their Shorts. In addition to the lower RPMs of short-form content on YouTube, creators such as foam dart blaster YouTuber Beret said that the opacity of the YouTube Shorts algorithm has made it more difficult to determine which Shorts would go viral, discouraging creators from investing more time and money into the format due to the ever-present chance that a Short might flop.

“I’ve realized that you never know which one might gain traction until you post the next one,” he said. “Guaranteed payment for a particular short would be cool.”

However, YouTube’s bid to make more brand deals available to Shorts creators is not all upside. “Magic: The Gathering” YouTuber MaldHound noted that the rise in branded content opportunities could lead some Shorts creators to prioritize quantity over quality, potentially decreasing the overall perception of the format.

“I think that it’s good overall, even though it will probably lead to more slop content, because people will be trying to pick them up, and because they’re small,” he said. “From a career perspective, you cannot invest days into scripting and shooting and reshooting a $50 partnership.”

A rising tide

Advertiser interest in YouTube Shorts has steadily grown over the past year. Seventy-five percent of Dentsu Creative UK’s creator-led campaigns in 2025 have included Shorts, according to CEO Jessica Tamsedge, who said that this represented a significant year-over-year increase but did not specify last year’s figure. 

“There’s a democratizing of creative stuff that’s going on there, and that definitely follows the trend of the increase in nano-influencers with smaller reach — more authentic, less polished, less scaled,” Tamsedge said. 

Kim Iadevaia, chief growth officer of the Publicis-owned influencer marketing agency Influential, said that adoption of YouTube Shorts was also picking up among her clients, although she declined to share specific numbers. She pointed out that YouTube has partnered with Influential and other agencies to grow advertiser awareness in Shorts since last year, although the company’s recent run of partnerships is focused more on scaling up direct brand deal opportunities for Shorts creators rather than educating marketers. 

“We are absolutely starting to see much more of an adoption and a hand raise [from clients],” she said, “and I think the biggest reason for that right now is that YouTube is investing in partnerships with Influential and like-minded companies.”