Simone Berry is a technology founder, strategist, and industry voice shaping how modern brands understand performance in the age of interactive media. As the Founder and CEO of PlayNet, she is building attribution infrastructure designed to measure behavior across games, social platforms, creator ecosystems, and commerce environments. Her work addresses one of the most pressing challenges facing global brands today, the inability to clearly measure the return on investment from interactive experiences.
Recognized by Vogue Business as one of the “100 Innovators in Tech,” Simone Berry has established herself as a trusted leader at the intersection of culture, technology, and measurement. Her career path is not traditional for a technology founder, which is precisely what gives her perspective an advantage. She began in the fashion industry, where she scaled brands to over 400 million dollars in revenue. That experience provided deep exposure to growth strategy, consumer behavior, and performance analytics at scale. It also revealed a critical gap. Even with strong revenue outcomes, brands struggled to fully understand which efforts were actually driving results.
This realization led her to found POClab, an award winning consultancy focused on helping brands show up authentically within culture. Through POClab, she worked with major global organizations including L’Oréal, Alo Yoga, Walmart, Publicis Groupe, and Dubit. Her work centered on helping brands move beyond traditional advertising and into environments where consumers actively participate, including gaming, digital communities, and creator driven platforms. This positioned her at the forefront of a major shift in how audiences engage with content and brands.
As interactive media expanded, Simone Berry identified a larger systemic issue. Brands were investing billions into gaming, immersive experiences, and social commerce, yet they could not answer the most basic executive question. What did we actually get from it. Existing measurement tools were built for static ads and linear customer journeys. They were never designed to track behavior across games, interactive video, creator ecosystems, and multi platform commerce environments.
This gap between consumer behavior and measurement infrastructure became the foundation for PlayNet. The platform is designed as a system level attribution infrastructure that connects user actions across environments into a unified measurement framework. Instead of focusing on impressions or passive engagement, PlayNet tracks participation. It measures how users play, interact, share, create, and convert across platforms. This approach reflects a fundamental shift in how value is created in the digital economy.
Simone Berry’s core philosophy is grounded in a simple but powerful idea. Attention is passive. Participation is measurable behavior. In interactive environments, users are not just consuming content. They are actively shaping experiences. Traditional metrics such as views and clicks fail to capture this level of engagement. PlayNet is built to quantify these behaviors and connect them directly to business outcomes such as purchases, retention, and long term customer value.
Her thinking also highlights a growing imbalance in the market. The gap between where consumer attention exists and where brand measurement operates has never been wider. Consumers are spending increasing amounts of time in gaming platforms, social ecosystems, and interactive environments. Meanwhile, most analytics systems remain rooted in outdated models designed for websites and static advertising. This disconnect leads to underreported performance and missed strategic opportunities.
Another defining aspect of Simone Berry’s perspective is her understanding of how innovation evolves. She often emphasizes that culture moves first, technology builds the infrastructure, and business budgets follow last. This sequence explains why many brands feel behind despite significant investment. They are entering interactive spaces without the measurement systems needed to validate performance. PlayNet is positioned to close that gap by providing the infrastructure required to measure participation at scale.
Her influence extends beyond her company. Simone Berry is a frequent speaker at major global events including Davos, Cannes Lions, CFDA, and Web Summit, where she shares insights on the future of media, measurement, and the participation economy. Her work has been featured in leading publications such as Vogue, Ad Age, and TechCrunch, further establishing her credibility as a thought leader in the space.
What makes Simone Berry particularly compelling is her ability to connect multiple industries into a single vision. Her background in fashion, experience in cultural consulting, and leadership in interactive media give her a holistic understanding of how brands grow in modern ecosystems. She is not approaching measurement as a technical problem alone. She is addressing it as a business, cultural, and behavioral challenge that requires a new category of infrastructure.
As interactive media continues to expand across gaming, social platforms, and digital commerce, the need for accurate attribution and unified measurement will only increase. Simone Berry’s work with PlayNet positions her at the center of this transformation. She is not just responding to industry change. She is actively defining how success will be measured in the next generation of digital experiences.
FAQs
Who is Simone Berry
Simone Berry is the Founder and CEO of PlayNet, an attribution infrastructure company focused on measuring behavior across interactive media platforms such as games, social networks, and commerce systems.
What is PlayNet
PlayNet is a system designed to provide unified measurement and cross platform attribution for interactive media. It tracks user participation across environments and connects those actions to business outcomes.
What industries has Simone Berry worked in
She has worked across fashion, cultural consulting, and technology, scaling brands to over 400 million dollars in revenue and advising global companies such as L’Oréal, Walmart, and Publicis Groupe.
Why is Simone Berry important in interactive media
She is helping define how brands measure performance in gaming and interactive environments by building infrastructure that tracks real user behavior rather than relying on outdated engagement metrics.
What is Simone Berry’s main philosophy on measurement
She believes that traditional attention based metrics are insufficient and that brands must focus on participation, tracking real user actions across platforms to understand true performance and value.