Allan Lubart is assistant professor of Marketing at Kedge Business School, specialized in digital marketing. He conducted his PhD at the University Jean Moulin Lyon 3 – iae lyon, on the topic of gamification in a phygital retail context. His research investigates the impact of emerging technologies (e.g., blockchain, VR and metaverse, hybrid-reality games) for consumers, with a particular focus on the interplay between virtual and physical environments.