Catherine Martel

Executive Director & Partner Brand Innovation and Growth

Haus of Park

Entertainment, Media & Creators Economy

Gaming & esports

Marketing & Advertising

About Me

With 15 years of experience in new media, Catherine is a marketing trailblazer in interactive storytelling and brand experiences. She leads gamification and immersive marketing initiatives as Director, Brand Innovation and Growth at Haus of Park, a play-based creative agency known globally for its Alternate Reality Games (ARG) activations for clients such as Twitch, Red Bull, Capcom, Nacon, and Hello Games. She also serves on the Board of Directors of Loto-Québec and volunteers with the Fondation du Musée d’art contemporain de Montréal.

Hear My Insights

Quand le game design rencontre la psychologie : créer des jeux qui font du bien

Connection, soutien, esprit d'équipe, décompression... Loin des clichés sur l'addiction ou l'isolement, une nouvelle génération de développeurs explore comment transformer nos pixels en véritables alliés de notre santé mentale. Des serious games thérapeutiques aux mécaniques de design participatif impliquant les utilisateurs concernés, nous explorons les effets vertueux du jeu vidéo. Comment intégrer la bienveillance dès la conception ? Quels processus permettent de créer des expériences inclusives qui respectent la diversité neurologique ? Comment pouvons-nous nous appuyer sur la psychologie pour complémenter la créativité ? Le gaming peut-il vraiment devenir un outil de bien-être ?

From Players to Co-Creators: Harnessing Cross-Media Storytelling to Build Lifelong Fan Communities

Discover the transformative power of Alternate Reality Games (ARGs) in community building through an interactive demo of Don’t Nod studio’s Lost Records: Bloom & Rage campaign. Experience how narrative-driven missions, real-time character interactions, and collaborative puzzles turn fans into engaged co-authors-and take part in a mission to join the story yourself.

Transmedia Storytelling: Crafting Narratives Across Multiple Platforms (IP)

Spanning multiple mediums—films, video games, series, even toys—allows creators to build richer, more expansive worlds, fostering deeper engagement and loyalty among consumers. But challenges abound: innovating within established intellectual properties requires balancing freshness with familiarity to honor existing fans, while launching a new IP in a crowded market demands standout creativity and strategic positioning. Different platforms offer unique advantages for reaching new audiences, but leveraging them effectively requires a cohesive strategy to maintain narrative consistency and depth across all channels. How can creators craft unified stories that resonate across diverse platforms? What strategies navigate the tensions between innovating within established IPs and launching new ones? And how can harnessing various media amplify a narrative's reach in an increasingly competitive environment?