1. Game of brands.

Gaming brands don’t just help sell the product - they act as an extension of the game’s lore and world-building, designed to pull in both new and hardcore fans. And they’re ridiculously good at it. So much so that players forget to eat, sleep, or pick up their kids from basketball practice. As Koto’s CCO Jowey Roden puts it, while most industries chase boring corporate clarity, gaming is all about immersive, obsessive storytelling.

With 50 games launching on Steam every day (and 80% making less than $5K), a strong brand isn’t marketing fluff - the difference between digital glory and becoming another forgotten indie in the void. The best gaming brands work like your favorite band or sports team: pure emotional investment. Mario doesn’t just jump on platforms; he lives in a world where every soundtrack and power-up screams Mario. The brands that can answer "Why this one?" instead of "Why not?" will be the last ones standing when everyone else rage-quits.

2. Swish without the swoosh.

Wilson’s airless basketball is back, and fans are once again torn between awe and wallet anxiety. The 3D-printed wonder basketball sports a hypnotic honeycomb lattice that looks part basketball, part modern sculpture. And somehow, it still bounces perfectly. After selling out instantly on its first drop, it’s returning in three colors, including a burgundy option for those who prefer their sporting goods to match their Pinot.

The Airless Gen1 plays like a standard ball: same size, weight, and bounce. But never needs inflating. But alas, 3D printing is still too slow and expensive for the masses. Until that changes, Wilson’s high-design oddity remains basketball’s version of a concept car: futuristic, limited, and more proof-of-vision than product.

3. It looks like you’re trying to survive.

What if your mouse cursor turned into a battle-hardened dungeon crawler? That’s the gloriously unhinged premise of Desktop Survivors 98. This chaotic little roguelite doesn’t politely ask for a window; it spills across your actual desktop, transforming your workspace into a retro warzone where solitaire cards attack and MS Paint buckets seek revenge.

It sounds like a fever dream, but developer Brandon Hesslau somehow makes it sing. Your pointer becomes the hero, with upgradeable cursor styles, absurd power-ups, and a heavy dose of Windows 98 nostalgia. There’s even a cat you can pet (automatic GOTY points). More than a novelty, it’s proof that clever design and a weird idea can be way more fun than cutting-edge graphics ever could.

Bonus curious thing: How we brought Lineage’s brand framework to life, with light and logic.

Dawn and Work is Play recently teamed up with Lineage to bring their brand framework (BeConfluential) to life. Four steps, four colors, four shapes. Simple on the surface, but packed with meaning. Together, we shaped the strategy and messaging, and built a digital experience that feels like stepping inside a James Turrell piece.