Any media company that stands still loses in a disruptive and rapidly evolving media landscape, and Foxtel knows this all too well. And it appears that media buyers are ready to ‘Enter the Game’ – as Foxtel themed its upfront extravaganza. “To win in today’s media market, you need it all, the sport, the entertainment, the technology, the partnerships, but most importantly, the guts,” Foxtel Media chief executive Mark Frain said at the company’s sports-themed upfront event at the White Bay Power Station last night. Media buyers speaking B&T found the gaming and retail media proposition the most appealing to clients, but also welcomed new advertising formats and shoppable experiences. For EssenceMediacom’s Fakiye, Foxtel’s retail media offering is what he found most impressive.