What Happens When Hospitality Meets VR? Sandbox VR Has the Answer

Welcome back to The Friday Fortune! We’ve officially entered the pre-Thanksgiving twilight zone—that weird little pocket of November where “Q4 priorities” compete with Friendsgiving menus and half your team is “OO” but mysteriously still in Slack. If you’re quietly counting the days until pie, consider this your delicious scroll break.

Each week, we bring you fresh insights from top CMOs, marketing innovators, and brand builders who are shaping what’s next. From campaign wins to cultural breakthroughs, we’re here to make sure your strategy stays sharp (even if your attention span doesn’t).

Here’s what’s on deck this week:

• A sit-down with Sandbox VR Senior Vice President of Marketing, Matthew Kellie

• Marketing winners and losers of the week

• Jackpot City x OpenFortune

📈 Marketer of the Week

If there’s anyone changing what it means to merge storytelling, tech, and physical experience, it’s Matthew Kellie, Senior Vice President of Marketing at Sandbox VR —the global leader in location-based virtual reality entertainment. With a career that’s zigzagged from the kitchen to Clash of Clans, Matthew’s path is proof that creativity builds worlds, both real and virtual.

Matthew’s career began as a chef before moving into finance and later, marketing leadership roles at Supercell Games, where he helped launch Clash of Clans, and at Robinhood, where he navigated the company’s hypergrowth phase. But Sandbox VR offered something different, a chance to combine the human energy of hospitality with the thrill of advanced technology.

“When I started chatting with Sandbox,” he shared, “finally, there’s this physical retail space rooted in hospitality which I love and have a background in combined with digital marketing, so it struck me as an opportunity to bring two things together and see what we can do with it.” That is exactly what makes the brand so unique. Step into any Sandbox VR location and you’re instantly transported into another world, fighting zombies, competing in Squid Game, or soon, exploring the Stranger Things universe through a partnership with Netflix.

Marketing such a sensory experience is no small feat. Matthew’s strategy depends on showcasing both the fantasy and the friendship that power every visit. Social media and influencer partnerships help capture the magic, but the real driver is the content customers create themselves like highlight reels of laughter, high-fives, and shared adrenaline.

That spirit of connection extends to Sandbox’s new membership model, which offers unlimited play for a flat fee. After a wildly successful pilot, the program is rolling out to more markets, which is an innovation aimed at turning first-time players into lifelong fans. As for growth, Sandbox is scaling fast: more than 65 locations and counting, with plans to surpass 80 by year’s end. Many of these stores are revitalizing empty mall spaces, transforming them into modern-day gathering spots.

Looking ahead, Matthew’s creativity shows no signs of slowing down. His dream project? A cinematic-style heist experience. An Ocean’s 11-meets-VR adventure where players can test their stealth and wit. And when it comes to inspiration, he points to Liquid Death for their fearless commitment to entertaining storytelling, which is proof that marketing can be both bold and joyful.

Matthew’s Takeaway

When asked about the best advice he’s ever received, Matthew said, “If you are the smartest person in the room, you’re probably in the wrong room.” For him, curiosity and humility are the ultimate competitive advantages, and the secret to leading teams that create unforgettable experiences.

To hear more about how Matthew Kellie and Sandbox VR are turning imagination into shared adventure, listen to the full episode of CMO Weekly.

🥠 The Cookie Jar

Crack open a handful of the week’s best marketing links—because good fortune favors the curious.

• Marketing winners and losers of the week. Some crushed it, some got crushed, and someone definitely are re-writing their decks.

• Jackpot City Wins Big Betting on OpenFortune. Some might say, they hit the jackpot.

• Meta’s AI bets supercharge marketing efficiency — and costs. Meta’s AI is making your ads smarter and your CFO sweat. Efficiency's up, so is your Amex bill..

• MLB swings at international, young baseball fans during record World Series. It’s almost like a Game 6 and (maybe) 7 were planned. Sorry, had to.

That’s a wrap for this week’s Friday fortune.

If you enjoyed the read, pass it along to your favorite marketer who could use a little extra inspo in their inbox.

Until next time, may your marketing be memorable and your cookies always be fortunate!

— The OpenFortune team