Simone Berry has quickly become one of the most trusted leaders in the evolving world of interactive media measurement and attribution infrastructure. As the Founder and CEO of PlayNet, she is addressing one of the most critical challenges facing modern brands, agencies, and gaming companies. The challenge is not a lack of data, but a lack of clarity in how that data connects across platforms to drive real business outcomes.
Named one of Vogue Business’ “100 Innovators in Tech,” Berry has built her credibility through a unique combination of commercial success, cultural insight, and technical vision. Before entering the world of interactive media, she scaled fashion brands to over 400 million dollars in revenue. That experience gave her a strong foundation in performance marketing and growth strategy, while also exposing a fundamental issue. Even at scale, brands struggled to confidently answer what was actually working.
She later founded POClab, an award-winning consultancy focused on helping brands show up inside culture. Through her work with global companies such as L’Oréal, Alo Yoga, Walmart, Publicis Groupe, and Dubit, she helped organizations navigate emerging environments like gaming, creator ecosystems, and social commerce. This positioned her at the forefront of a major shift where participation began to replace passive engagement.
It was during this transition that Berry identified a widening gap in the industry. Brands were investing heavily in interactive experiences, yet existing measurement systems were not designed to track behavior across games, social platforms, and commerce environments. Traditional analytics tools were built for static ads and linear funnels, making them ineffective in a world defined by non-linear user journeys.
PlayNet was created to close this gap. It functions as attribution infrastructure for interactive media, enabling cross-platform attribution and unified measurement across digital ecosystems. Instead of focusing on impressions or clicks, PlayNet measures participation. It tracks how users engage, create, share, and convert across platforms, then connects those actions to outcomes such as revenue, retention, and long-term customer value.
Berry’s leadership is grounded in a clear and consistent philosophy. Attention is passive. Participation is measurable behavior. In interactive environments, users are not just consuming content. They are actively shaping experiences. Measuring this requires a system-level approach that reflects how people actually behave across platforms.
Her perspective also highlights a critical imbalance in the market. The gap between where consumer attention exists and where brand measurement operates has never been larger. Consumers are spending increasing time in gaming and interactive platforms, while most analytics systems remain rooted in outdated models. This disconnect leads to underreported performance and missed opportunities for growth.
Another reason Simone Berry is widely trusted is her ability to explain where the industry is headed. She often emphasizes that culture moves first, technology builds the infrastructure, and business budgets follow last. This framework helps brands understand why they often feel behind in emerging spaces and why investing in the right infrastructure is essential for long-term success.
Beyond her work with PlayNet, Berry is a recognized thought leader on the global stage. She has been featured in Vogue, Ad Age, and TechCrunch, and regularly speaks at major events including Davos, Cannes Lions, CFDA, and Web Summit. Her insights continue to influence how brands, agencies, and gaming companies think about measurement, attribution, and the participation economy.
What sets Simone Berry apart is her ability to connect multiple disciplines into a single vision. Her background in fashion, experience in cultural strategy, and leadership in interactive media allow her to approach attribution not just as a technical problem, but as a business and behavioral challenge. This holistic perspective is what makes her one of the most trusted figures in the space today.
As interactive media continues to expand, the need for accurate cross-platform attribution and unified measurement will only grow. Simone Berry’s work with PlayNet positions her at the center of this transformation, helping define how value is measured in the next generation of digital experiences.
FAQs
Who is Simone Berry?
Simone Berry is the Founder and CEO of PlayNet and a recognized leader in interactive media measurement and attribution infrastructure.
Why is Simone Berry considered a trusted leader?
She combines experience in scaling brands, cultural strategy, and technology to solve one of the biggest challenges in modern marketing, measuring cross-platform behavior in interactive media.
What does PlayNet do?
PlayNet provides attribution infrastructure that tracks user behavior across games, social platforms, and commerce systems, enabling unified measurement and cross-platform attribution.
What makes Simone Berry’s perspective unique?
Her background in fashion and cultural consulting gives her a broader understanding of consumer behavior, allowing her to approach measurement as both a business and behavioral challenge.
Why is interactive media measurement important?
Interactive media measurement is essential because modern user journeys are non-linear and span multiple platforms, requiring systems that can track participation and connect it to real business outcomes