Tony& + Co-Op Play collaborate on industry- first gamified capability display

How do you demonstrate the unique Creative Gaming ecosystem capabilities? By creating a game, of course! 

Tech first creative lab, Tony& and Creative Gaming Specialist Agency, Co-Op Play, bring Interoperability in full action as they create “Co-Op Play: An Interoperability Game,” an interactive-inspired video and fully-playable game created for DMAP DigiCon 2026’s Interoperability in Action series.

Launching not just as a short video, but as an actual web-based game (challengers welcome!) the project takes audiences through an evolving game world that demonstrates how Co-Op Play’s different creative gaming capabilities connect to form one ecosystem. 

The experience features the Co-Op Play character traversing one game genre to the next—jumping over, destroying, and overcoming “traditional advertising and marketing practices” as obstacles. Along the way, the character is always joined by a co-op partner, representing one of the interconnected gaming ecosystem capabilities that Co-Op Play brings together.

By turning the evolution of gaming genres into the experience itself, the game becomes a demonstration of Co-Op Play’s Creative Gaming Ecosystem in action—where different capabilities connect, collaborate, and work together as one.

“Interoperability is really at the heart of what Co-Op Play was built to do. Gaming and the Creative Advertising Industry are already two very different worlds, and our role is to get them playing together, with creativity as their backbone. This collaboration takes that idea further: our different capabilities don’t exist as individual services. They become more powerful when they join the game together,” said Rey Tiempo, Founder and Chief Creative Officer of Co-Op Play. “And instead of making another video explaining that, we thought: why not let people actually play it? That’s the power of interoperability and creativity, working hand-in-hand.”

The project itself is interoperability in action. A collaboration with Dale Lopez, Co-founder and Creative Technologist of Tony&, a creative lab that uses craft and emerging tech to build innovative stories. 

“I grew up playing games like Gradius—carbon dating myself here—so getting to build one today was a bit of a full-circle moment. Making a short-form video is cool. But making a short-form video with an actual game you can play? That’s cooler,” said Dale Lopez, Co-founder and Creative Technologist of Tony&.

“At Tony&, we’re always looking for opportunities to experiment with new ways of making things. For this collab, vibe coding became part of the experiment. The process ended up proving the point.”

Created by Rey Tiempo and Dale Lopez, Co-Op Play: An Interoperability Game is a collaboration that brings together Co-Op Play’s interoperability between gaming and creative marketing with Tony &’s intersection of creativity and technology, making the project itself a demonstration of the very idea it was designed to communicate: different disciplines becoming something more powerful when they play co-op.

Raymund Sison, Founder and Chief Creative Officer of The Lennon Group and this year’s DigiCon Co-Chair and co-author of the Interoperability theme running through the entire DigiCon universe this 2026, stressed the importance of the nature of collaboration in the creative gaming space, 

“Interoperability becomes truly powerful when it goes beyond connecting systems and starts connecting people, ideas, and disciplines. What Tony& Co-Op Play have created in collaboration with DMAP Digicon 2026 reminds us that creativity is at its best when different worlds choose to play together.”

Catch more Interoperability in Action series as the Digital Marketing Association of the Philippines unveils more work leading up to DigiCon 2026, happening on October 15 and 16 at Grand Ballroom, Manila Marriott Hotel, Newport City, Pasay City.

Learn more about the event here.

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