Expert Voices: how Backyard Baseball is building community through gaming

Gaming is no longer just entertainment – it’s a global community builder. 

In the latest episode of Expert Voices, tms’ SVP of Strategy and Engagement, Ryan Kite Hedges, sits down with Lindsay Barnett, CEO of Playground Productions, to explore how video games like Backyard Baseball foster connection within and across generations. 

First released in 1997, the original Backyard Baseball featured a diverse cast of kids with equal abilities – built to teach the fundamentals of baseball while celebrating play, humor, and inclusivity. Lindsay and her team have since reimagined the game for a modern audience, while keeping its nostalgic spirit at the heart of the experience. 

The insight highlights a growing industry challenge: how to design gaming experiences that are age-appropriate, inclusive, and safe, while still delivering the sense of belonging players are actively seeking. 

Brand partnerships also play a critical role in extending that community beyond the screen. By aligning with brands that share values around play, accessibility, and family, Backyard Baseball can create products and real-world experiences that reinforce community

“Longevity in this space is finding partners that we have the same values as and being able to co-market and amplify our brands together. We pride ourselves on being accessible, on being a family-friendly plan, and on being one that celebrates the joy of play – brands like T-Mobile or McDonald’s, those are the types of brands that do that.” 

Watch the full episode to learn more. 

Is your brand interested in creating gamified experiences to engage your audience? Get in touch to learn how tms can support you.