TOP Community Ibiza 2026: event recap and our talk with Totto

TOP Community Ibiza 2026, the brand gathering organised by Play The Game Agency, brought together brand and agency executives in Ibiza on 29 and 30 October. We were sponsors and took the stage with Totto to explain how we brought its back-to-school campaign to Roblox. This is our recap.

What TOP Community Ibiza is and why we sponsored it

TOP Community is the gathering organised by Play The Game Agency to bring brand and agency executives together and talk about what really keeps them up at night: how to connect with audiences that no longer respond to traditional advertising. It is exactly the conversation where we believe experience holds the answer.

TOP Community started out as Marketing & Gaming, a forum for brands in the video game industry, and today it covers digital communities in general. It is an invitation-only event that is not streamed, designed for decision-makers: more case studies than theory and a relaxed, unfiltered atmosphere where conversations flow. For a studio like ours, which brings brands into gaming and virtual worlds, it is the natural place to be.

The 2026 edition took place in Ibiza on 29 and 30 October and featured brands such as Totto, YouTube, ESIC, La Vaguada, Lactalis, El Pozo and KFC. Alongside DeuSens, the event was sponsored by Iberia Express, THB and La Vaguada.

That is why this year we wanted to be there as sponsors. And we did not just go to talk about it: we brought experiences for attendees to try. Among them, our project for UCI Cinemas, with posters created with generative AI, and the experience for the Historical Museum of La Adrada Castle, where characters from the castle’s history come to life when you scan a QR code. Representing DeuSens were Álvaro Antoñanzas and our commercial director, Javier Alonso.

Our talk at TOP Community 2026: Totto Super Camp on Roblox

Álvaro Antoñanzas, COO and co-founder of DeuSens, presented together with Totto “Totto Super Camp: taking the ‘Back to School’ campaign to Roblox”. We explained how a commercial activation for children and teenagers ended up becoming a global campaign.

Totto is a Colombian brand of backpacks, luggage and accessories with a presence in Spain, Mexico and Ecuador, and a universe of characters designed for children, teenagers and families. The challenge was not to make a generic game with its logo, but to bring its characters, its worlds and the visual DNA of its collections into the environment where those generations already spend their time.

The key was not to place an ad inside Roblox, but to build a place players would want to come back to. Each Totto backpack became a superpower, with 20 mini-games spread across 5 biomes and a weekly cup with UGC items as prizes. We developed TOTTO Super Camp together with BrandNewVerse. The first proposal set out 16 backpack ideas, which became the 16 final UGC item models players use to dress their avatars: the brand stops being looked at and starts being worn.

How Totto Super Camp works on Roblox

The experience is organised into five themed worlds (pets, cats, jungle, gamer territory and teen city), each designed for a different type of player. The common mechanic is the race: run, jump, dodge obstacles and decide fast to get there before everyone else.

The backpacks from the Back to School collection are not decoration. Each one unlocks abilities that change performance in the race, so the physical and digital product share an object, but with different logics. It is not product placement: it is the product turned into a game advantage.

Antoñanzas summed it up in one sentence: “Roblox really is like the YouTube of video games”. Its users do not just play, they also create. A huge, young audience with time on its hands, which does not respond to traditional advertising.

Development took about three and a half months, from concept to testing, and the environment was designed as a safe space for children and teenagers, with no combat or violent content. With BrandNewVerse we also produced the launch campaign in Spain, Mexico and Ecuador, built on the codes of gaming rather than those of traditional advertising. And it is not a one-off: Totto Super Camp is the first project in a strategic relationship to keep developing content for the brand on Roblox.

What we take away from TOP Community Ibiza 2026

At TOP Community Ibiza 2026 the talks covered AI agents in the buying process, the power of digital communities, how to keep a recognisable brand personality and how to bring a brand to Roblox. Beyond our session, we listened to brands tackling the same challenge from other angles. We take away three ideas:

1. AI agents are going to change how people buy. If a machine does the searching and comparing, the brand has to win the person over another way: through how it makes them feel.
2. Every action is brand. Even the smallest execution builds or takes away personality.
3. Community is built with experiences. Turning visitors into a bond means giving them a reason to come back.

All three lead to the same place as Totto Super Camp: people remember what they live, not what they are told.

And as at any good gathering, the best came between sessions: networking by the sea, where the conversations from the room continued calmly, face to face.

Thanks to Play The Game Agency for organising it, to Totto for sharing the stage and to everyone who came to our session.

Photos: Play The Game Agency.