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Ant & Dec Launch Podcasts — What Celebrity Audio Means for Game Marketing and Crossover Fans

UUnknown

2026-01-31

8 min read

Ant & Dec’s new podcast is a playbook for game marketers—use their move to fuel cross-platform promotions and boost squad growth.

Hook: Why Ant & Dec’s Podcast Matters to Game Marketers (and Your Squad)

You're juggling teammates across time zones, trying to grow viewership, and hunting for dependable ways to monetize streams. Celebrity audio—like Ant & Dec's new podcast launch—creates a shortcut to audiences who already trust big personalities. If you’re a game marketer, streamer, or team manager, that shortcut can turn into sustainable growth when you pair it with the right cross-promotion tactics.

The Big Picture: What Ant & Dec Launched in Early 2026

In January 2026 Declan Donnelly and Ant McPartlin expanded their profile into audio with Hanging Out with Ant & Dec, part of their new Belta Box digital entertainment channel. The channel bundles podcast episodes, classic TV clips, and short-form formats across platforms like YouTube, Facebook, Instagram, TikTok—and audio-first players. The move isn’t just “another celeb podcast”; it’s a strategic content layer intended to magnify audience engagement across channels.

Why this is relevant for gaming brands

Audience reach: These presenters carry mainstream reach that can expose gaming IPs to casual viewers and lapsed players. See how changes in game discovery in 2026 make these mainstream touchpoints more valuable.
Trust transfer: Fans often adopt brands recommended—or even casually mentioned—by personalities they love. Plan micro-drop and reward mechanics similar to micro-drops and micro-earnings to monetize attention.
Cross-channel hooks: A podcast episode can seed short-form clips, live streams, and in-game activations that keep audiences inside an ecosystem—pair podcast episodes with short social clips and in-game offers to close the loop.

2026 Trends That Make Celebrity Audio a Game-Marketing Goldmine

Not every celebrity audio moment converts. But in 2026 a few trends amplify potential ROI for game marketers.

1. Audio + Video Integration Is Standard

Late 2025 to early 2026 saw platforms push synchronized audio-video experiences—transcripts, chapterized shows, and short highlight clips optimized for social algorithms. For gaming brands, this means a single podcast episode can generate assets for TikTok, YouTube Shorts, and Twitch highlights without re-recording. Build a production plan that uses lightweight field kits and compact rigs (see a field kit review for pop-up and showroom options).

2. Live-Event Hybridization

Podcasts are increasingly simulcast with live Q&A, chat, and even in-person tapings that incorporate gaming demos. Brands can sponsor segments that become live activations—tournament nights, celebrity matchups, or co-streamed play sessions. For on-location streaming, consult the portable streaming kits field guide to choose the right hardware.

3. Creator & Celebrity Co-ops Scale Faster

Audiences prefer authenticity. Pairing celebrities with respected gaming creators (streamers, casters) creates credibility. In 2026 brands that use hybrid celebrity-creator tandems see higher engagement than one-off celeb shoutouts. Small production studios or tiny at-home studios can help creators scale output while keeping costs low.

4. Deeper Analytics & Real-Time Attribution

Podcast hosting platforms and listening apps now provide richer click-through and conversion data. Combine this with UTM tracking, promo codes, and in-game link recognition to measure installs, watch time, or microtransactions driven by an episode. If you’re also optimizing landing pages for promo traffic, consider edge-powered landing pages to reduce TTFB for short-term campaigns.

Case Study Blueprint: How Ant & Dec Could Move the Needle for a Game

Below is a practical, replicable plan showing how a gaming brand can tap Ant & Dec’s podcast like Hanging Out to acquire audiences and boost engagement.

Phase 1 — Pre-Launch Coordination (2–4 weeks)

Agree on creative control and messaging windows. Shared content calendars prevent overlap with product updates.
Create bespoke episode hooks: a hands-on demo, celebrity vs streamer showdown, or a “nostalgia arc” connecting the game’s lore to Ant & Dec’s career moments.
Seed pre-roll and mid-roll giving listeners an exclusive early-access code or in-game cosmetic. Use micro-drop merchandising principles from micro-drops & merch work to maximize collector demand.

Phase 2 — Episode Recording & Live Activation

Record with visual b-roll to create 30–90 second social clips for Shorts and TikTok.
Simulcast a companion Twitch/YouTube live stream with a gaming creator hosting a follow-up match. Link timestamps in the podcast notes to the live event. Improve discoverability with platform-specific tactics (and monitor social product updates like Bluesky features for live content).
Launch an in-game challenge tied to the episode with a unique promo code read aloud—trackable for attribution.

Phase 3 — Post-Episode Conversion Loop

Repurpose clips as paid social ads targeted at lookalike audiences who follow Ant & Dec.
Host a Discord AMA with the celebrity and creators to cement community buzz and convert listeners to daily users.
Measure CAC (cost-per-acquisition) against organic uplift in watch-time, concurrent viewers, and in-game transactions.

Concrete Activation Ideas for Squads and Esports

Below are ideas tailored for the squads.live audience: team managers, streamers, and esports marketers.

1. Celebrity-Led Squad Nights

Schedule a celebrity-hosted squad night where Ant & Dec team up with top streamers. Use the podcast to announce teams, then drive fans to a live bracket. Monetize with branded tickets and VIP voice channels. For bracket coverage on the go, portable gaming displays and companion screens can improve the spectator experience (portable gaming displays).

2. Episodic In-Game Drops

Attach a limited-time cosmetic or emote to each podcast episode. Mention the drop during the show and use a vanity code. Track redemption and tie it to retention cohorts to see if celebrity drops lift D7/D30 retention. Learn from storefront and merch optimization research on how drops change perception—see storefront optimization.

3. Branded Story Arcs

Leverage Ant & Dec’s storytelling angle. Create a multi-episode arc where celebs recount gaming-related anecdotes, with each episode ending in an invitation to a co-branded tournament or charity match.

4. Cross-Promotions via Creator Pairings

Pair Ant & Dec with an esports captain or analyst for authenticity. The hybrid duo should co-create content—postgame breakdowns, pro tips, and reaction clips optimized for TikTok. When planning lighting and set design for these collabs, smart streamer lighting guides like this smart lighting review are useful for nailing mood and brand look.

KPIs and Attribution: What to Track

Don’t rely on vanity metrics. Set KPIs that tie celebrity audio to business outcomes:

Conversion: Promo code redemptions, install-to-registration rate.
Engagement: Live event concurrency, chat interaction rate, Discord joins.
Retention: D7 and D30 retention for users acquired via campaign codes.
Brand metrics: Uplift in search volume, social mentions, sentiment pre/post-episode.

Measurement Tools & Integrations

Integrate analytics across platforms to form a single source of truth. Recommended stack:

Podcast host analytics + episode-level tracking (for listens and click-throughs)
UTM + shortlinks (e.g., Bitly) tied to promo codes
Attribution platforms (Adjust, AppsFlyer) for installs and LTV tracking
Social listening tools for sentiment and share-of-voice
Discord/Twitch metrics for community and concurrent viewer tracking

Week 1: Alignment—finalize creative, codes, and landing pages.
Week 2: Production—record episode + create 6 social clips and one 60–90 minute live stream plan. Pack lightweight gear following a compact field kit checklist so you can capture multi-camera b-roll.
Week 3: Launch—publish episode, run paid social, and execute livestream crossovers.
- Activate Discord channels and VIP AMAs.
Week 4: Measure & Iterate—analyze KPIs and plan follow-ups (retargeting, additional episodes, or in-game events).

Risks, Pitfalls, and How to Avoid Them

Celebrity audio can backfire if it feels inauthentic or poorly integrated.

Misaligned audiences: A mainstream celeb with no gaming affinity risks low conversion. Avoid by pairing celebs with credible gaming creators.
Over-saturation: One-off shoutouts perform poorly. Plan multi-touch campaigns that move listeners through a funnel. Consider micro-earning mechanics and limited in-game drops informed by micro-drop playbooks.
Weak measurement: If you can’t track users from listen to install, you’ll misjudge ROI. Use unique promo codes and proper attribution tools.

Real-World Examples & Mini Case Studies

While Ant & Dec’s podcast is new in 2026, similar celebrity moves have proven effective when done right:

Celebrity co-streams with popular casters that convert to sustained viewership when paired with in-game rewards.
Podcasts that seed serialized content—episode to live event to in-game drop—creating a loop of discovery and retention.

“A celebrity mention is an amplifier. The real power comes when that mention is embedded in a full-funnel, cross-platform experience.”

Advanced Strategies for 2026 and Beyond

For teams and brands ready to push beyond basic activations, these tactics are forward-looking and grounded in current platform capabilities.

1. Dynamic, Personalised Audio CTAs

Use dynamic ad insertion to customize CTAs by region or platform. For example, UK listeners hear a UK-specific tournament invite; global listeners get a timezone-tailored event link.

2. Tokenized Fan Rewards

In 2026, token-gated rewards and on-chain collectibles still have niche, high-value utility. Consider limited-run NFTs tied to an episode—redeemable for VIP access to squad matches or signed merchandise. Pair this approach with thoughtful micro-merch logistics informed by micro-drop merch strategies (micro-drops & merch).

3. AI-Driven Clip Optimization

Leverage AI to automatically generate short-form clips tailored to platform behaviors—highlighting jokes for TikTok, tactical analysis for YouTube, and behind-the-scenes for Instagram Reels.

Actionable Takeaways — What to Do This Week

Audit your next three content drops for cross-channel repurposing potential—audio, clip, live, and in-game.
Create a one-page brief: what a celebrity podcast mention should drive (installs, signups, viewership), and the promo code to use.
Line up a creator partner who can co-host or amplify—authenticity is the conversion multiplier. If you need quick production support, check compact kits and at-home studio options such as tiny at-home studios and portable streaming equipment reviews.

Predictions: How This Plays Out Over 2026

Celebrity podcasts will become a routine part of entertainment marketing stacks rather than novelty. Expect three key developments:

Integrated campaigns across podcast episodes, short video, and live streams will outperform siloed activations.
Brands that treat celebrity audio as a driver of long-term retention (not only short-term installs) will see higher ROI.
Data collaboration between podcast hosts and gaming brands will standardize, so attribution improves and sponsorships become more performance-oriented.

Final Thoughts — Why Ant & Dec’s Move Matters to You

Ant & Dec’s pivot into podcasting via Belta Box shows how legacy talent can extend reach beyond TV into a cross-platform content engine. For game marketers and team builders, that engine represents a chance to acquire mainstream players, create memorable multi-channel moments, and build community conversions that last.

Clear Call-to-Action

Ready to test a celebrity audio campaign for your game or squad? Start small: draft a 30-day activation plan using the sprint playbook above, line up a creator partner, and set UTM-tagged promo codes. Join the squads.live community to pitch crossover ideas, recruit creator partners, and access templates made for hybrid celebrity–creator activations.

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Senior editor and content strategist. Writing about technology, design, and the future of digital media. Follow along for deep dives into the industry's moving parts.