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    Press Play - Why every company needs a gaming strategy

    I by IMD Book Club webinar
    Join the webinar
    When
    27 November 2025
    Time
    12pm CET (45 mins)
    Where
    Online
    Open to

    Public

    Join us for an engaging 45-minute conversation and Q&A 

    Join us for an exclusive book club webinar featuring Press Play: Why Every Company Needs a Gaming Strategy, a bold new vision from Bastian Bergmann, co-founder of Solsten, on how gaming is reshaping customer engagement across industries.

    In conversation with Stefan Michel, Dean of Faculty at IMD and a global authority on marketing strategy, this session will unpack how companies like Peloton, Burberry, and BMW are using gaming psychology to build deeper, more loyal relationships with their customers.

    What you’ll learn
    Immersive gaming

    Why gamification is outdated, what replaces it, and how to drive emotional connection and business results.

    Gaming is strategy not just play

    Discover why gaming is no longer a niche or gimmick—it’s a strategic imperative for brands seeking deeper customer engagement and loyalty.

    Gamer mindset is your competitive edge

    Understand how psychological insights from gaming can help you design better products, experiences, and marketing campaigns that resonate with today’s consumers.

    Your host and the author
    - IMD Business School
    Stefan Michel

    Professor of Management, Dean of Faculty and Research

    Stefan Michel is Dean of Faculty and Research at IMD, where he also serves as Professor of Management. A prolific author, he has written 15 books and numerous award-winning articles featured in publications like Harvard Business Review, MIT Sloan Management Review, and Journal of the Academy of Marketing Science. Known for his creative and innov…

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    - IMD Business School
    Bastian Bergmann

    Author

    Bastian Bergmann is the author of “Press Play – Why Every Company Needs a Gaming Strategy” and the cofounder and Chief Operating Officer of Solsten, a technology startup that empowers companies to create personalized content using AI and psychological data. Among its customers are globally recognized companies and brands such as Electronic Arts, Activision Blizzard, Zynga, Sony, Supercell, Peloton, DraftKings, and many others.

    He is also the founder of media strategy firm Technically Entertaining. Bergmann’s work and research has been featured widely in publications like Harvard Business Review or FastCompany. He covers the world of business, tech, and entertainment and frequently writes articles on topics such as consumer strategy, innovation strategy, digital marketing, AI, and team management.

    An economist and journalist by background, Bergmann has spent his entire career at the intersection of digital strategy, entertainment media, and AI. Prior to cofounding Solsten, he was the founder and CEO of WATTx, a company builder focused on machine learning and personalization of user experiences and a strategy consultant at Boston Consulting Group, where he advised Fortune 1000 companies on their digital strategy across a number of industries. He is a frequently sought-after speaker for events and podcasts and advises startups, scale-ups, and public sector organizations.

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    About the I by IMD Book Club webinar series:

    In our webinar series, we feature one recently-released book every month. From the personal journeys of senior executives and the new drivers of competitive advantage in the digital era, to sustainable business and how leaders and organizations can maximize the talents and well-being of people in the workplace.

    We look forward to your participation.

    Register for this event

    After submitting your registration, you will receive a confirmation email with the details of your online event. Reminders will be sent to you before the event.

    We look forward to meeting you online.





























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