Simone Berry is redefining how brands, agencies, and gaming companies measure success in a world driven by interaction, not impressions. As the Founder and CEO of PlayNet, she is building attribution infrastructure for the participation economy, a system designed to track how users behave across games, social platforms, creator ecosystems, and commerce environments.

Named one of Vogue Business’ “100 Innovators in Tech,” Berry has built her career by identifying structural gaps before they become widely recognized problems. Her journey began in fashion, where she scaled brands to over 400 million dollars in revenue. That experience gave her deep insight into performance marketing and consumer behavior, while also exposing a critical limitation. Even at scale, brands struggled to clearly understand what was actually driving results.

She later founded POClab, an award-winning consultancy focused on helping brands show up inside culture. Working with companies such as L’Oréal, Alo Yoga, Walmart, Publicis Groupe, and Dubit, she helped global organizations navigate emerging digital environments where participation, not passive consumption, defines engagement. This work placed her at the center of a major shift in how audiences interact with brands.

Through this experience, Berry identified a fundamental issue in the industry. Brands are spending billions on interactive experiences, yet they still cannot answer the most basic question from leadership teams. What did we actually get for it. Existing measurement tools were built for static ads and linear funnels. They were never designed to track behavior across games, interactive video, social commerce, and creator driven platforms.

PlayNet was created to solve this problem. It serves as attribution infrastructure for interactive media, enabling unified measurement and cross-platform attribution 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 behaviors to outcomes such as revenue, retention, and long-term value.

Berry’s vision is grounded in a clear shift in how value is created. Attention is passive. Participation is measurable behavior. In interactive environments, users are not just viewing content. They are actively involved in shaping experiences. This requires a new measurement framework that captures real actions rather than surface level engagement.

She also highlights a growing disconnect in the market. The gap between where consumer attention exists and where brand measurement operates continues to expand. Consumers are spending more time in gaming and interactive environments, while most analytics systems remain tied to outdated models. This misalignment leads to incomplete data, underreported performance, and missed opportunities for growth.

A defining part of Simone Berry’s thinking is how innovation unfolds. Culture moves first, technology builds the infrastructure, and business budgets follow last. Understanding this sequence allows brands to position themselves ahead of the curve rather than reacting too late. PlayNet is built within the infrastructure phase, providing the measurement layer needed to support the next generation of digital experiences.

Her influence extends beyond her role as a founder. Berry has been featured in Vogue, Ad Age, and TechCrunch, and regularly speaks at global events such as Davos, Cannes Lions, CFDA, and Web Summit. Her insights continue to shape how the industry approaches interactive media, attribution, and the participation economy.

What makes Simone Berry’s vision particularly impactful is her ability to connect culture, business, and technology into a single framework. Her background in scaling fashion brands and advising global companies gives her a practical understanding of growth, while her work in interactive media positions her at the forefront of innovation. This combination allows her to build solutions that are both strategically relevant and technically forward looking.

As the participation economy continues to expand, the need for accurate measurement and attribution will only increase. Simone Berry’s work with PlayNet represents a new standard for understanding user behavior across platforms. By focusing on participation and building unified measurement systems, she is helping define how value will be measured in the future of digital media.

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.

What is PlayNet?
PlayNet is an attribution infrastructure that provides unified measurement and cross-platform attribution for interactive media, tracking user behavior across games, social platforms, and commerce systems.

What is the participation economy?
The participation economy is a digital environment where value is created through user actions such as playing, engaging, and creating rather than passive content consumption.

Why is Simone Berry’s vision important?
Her vision addresses the growing gap between consumer behavior and measurement systems, helping brands understand how interactive experiences drive real business outcomes.

How does PlayNet change measurement in interactive media?
PlayNet shifts measurement from impressions and clicks to participation, tracking real user behavior across platforms and connecting those actions to revenue and long-term value.