Vancouver – September 19, 2026 -- APPLY, the Agentic Customer Experience (ACx) firm backed by Interlock Equity, has appointed Adam Steingart as Global General Manager, Entertainment, tasking him with building out the company's sports, media and live-experience practice.
Steingart exits GameSquare to lead APPLY's entertainment strategy
Steingart joins from GameSquare Holdings, where he served as Head of Commercial Strategy and Business Development, unifying go-to-market strategy across the company's creator, media, content, experiential and esports units. He will now direct APPLY's global entertainment practice, expanding its ACx capabilities across sports, media, the creator economy and live experiences, and working to convert client content and data into commercial outcomes.
Career spans NBA Take-Two Media and nearly two decades at Paramount
Before GameSquare, Steingart led revenue and brand partnerships at NBA Take-Two Media, the joint venture between the NBA and Take-Two Interactive, where he built the venture's commercial function, partnership model and revenue infrastructure. He spent close to 20 years at Paramount in senior roles covering creative revenue, strategic partnerships, integrated marketing and live experiences, transforming the company's creative revenue division, building its live events and experiential business, launching the CBS Sports Creator Studio, and helping establish what is now Paramount Brand Studio.
APPLY CEO frames hire around AI-driven shift in entertainment commerce
APPLY CEO Dr Ali Alkhafaji said Steingart understands both the commercial and creative demands of a sector being reshaped by AI in content discovery, brand activation and experience delivery. APPLY counts Kraft Heinz, Coca-Cola, Arc'teryx, Lululemon and Wynn among its clients, combining creativity, data and AI to build digital products and platforms for customer engagement.