Gaming is no longer a niche — it’s where culture, identity, and consumer attention all converge. In this MobileGroove x Gamescom special, Peggy Anne Salz sits down with Bastian Bergmann (COO of Solsten and author of Press Play) and Erika Wykes-Sneyd (Adidas, PlayStation) to explore how brands can truly show up in games — not just as logos, but as immersive, strategic partners in play.From building a 24/7 virtual store in Roblox to selling NFT-based avatars, Erika shares how she led Adidas’ gaming evolution and aligned internal stakeholders along the way. Bastian explains how Solsten helps brands move from stereotype to strategy — and why it’s time to treat gaming like the channel it is, not just an experiment.Whether you’re in marketing, brand strategy, product, or innovation — this is your playbook for getting gaming right.