How Better Measurement Will Unlock the Next Wave of Brands in Gaming

In this episode, host Kalie Moore talks with Bastian Bergmann, Co-founder & COO of Solsten, about the collision between gaming and branding, and why most companies still don’t know how to show up in games without feeling like an ad. With 3B+ people playing worldwide and gaming still capturing only ~5% of global ad spend, Bastian argues the opportunity isn’t awareness, it’s audience strategy. Kalie and Bastian break down why gaming is the only medium that truly spans every demographic, from Gen Alpha to “silver surfers,” and why brands fail when they lead with stereotypes or build empty “brand worlds” instead of experiences grounded in what players actually want. They also explore why gaming should be treated as a real conversion channel, even if measurement hasn’t fully caught up yet, and how platforms like Roblox and UEFN will be pushed toward clearer attribution as more dollars move in. Bastian shares standout examples like The New York Times’ games-led subscription growth and Chipotle’s Roblox activations that drove real-world sales and loyalty signups. For studios and creators, the takeaway is clear: know your audience deeply, design integrations that are brand-agnostic but partnership-ready, and pitch brands with real segmentation and fit, not vague “access to gamers.” The episode closes with what’s next at Solsten: Alaris, an AI tool powered by Solsten’s psychological dataset, plus an upcoming API layer aimed at unlocking deeper personalization across games, matchmaking, recommendations, and advertising. We’d like to thank Neon – a global payments and e-commerce platform designed to help game publishers earn more money and gain independence from app stores – for making the episode possible. Neon’s DTC platform handles everything from webshops and checkout to global payments, tax, and compliance, with full transparency and all-in pricing. Learn more: We’d also like to thank modl.ai for making this episode possible! Using a combination of computer vision, reasoning models, and feedback loops, modl:QA+ autonomously explores builds, detects bugs, and generates actionable reports that sync directly with your existing workflows. To learn more, visit modl.ai. If you like the episode, please help others find us by leaving a 5-star rating or review! And if you have any comments, requests, or feedback shoot us a note at podcast@naavik.co . Who’s On: Guest - Bastian Bergmann: Host - Kalie Moore: Watch the episode: YouTube Channel For more episodes and details: Podcast Website Free newsletter: Naavik Digest

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How Better Measurement Will Unlock the Next Wave of Brands in Gaming is an episode from The Metacast by Naavik.

This episode is 62:03 long.

This episode was published on Mar 10, 2026.

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