From Play to Purchase: Harnessing Gaming’s Power for Deeper Brand Connections

At a time when consumer attention is increasingly scarce, brands are constantly vying for meaningful engagement—particularly engagement that will lead to conversions. Amidst this battle for attention, new research from Activision Blizzard Media, Play It Forward: How Gaming Immersion Unlocks Player Attention, showcases how gaming has emerged as an unparalleled opportunity for advertisers to capture and sustain attention in ways that other platforms simply cannot.

Why Attention is the New Currency

In a world dominated by multi-screen interactions, consumers are bombarded with content, often resulting in fragmented attention. Brands face an uphill battle to stand out and make a lasting impact. However, gaming's immersive environments provide a remedy to this challenge, offering a unique space where focus is sustained.

The Play It Forward research highlights how gaming is a highly attentive channel, outperforming social media and other digital platforms in both viewability and the rate of viewers. Eye-tracking results show that video ads in Candy Crush Saga boast 99% viewability and draw the eyes of 100% of viewers, which is much higher than ads in other media channels. This eyes-on attention is invaluable for brands looking to land their messaging (“Play Attention: Calling Focus to Gaming,” Dentsu Media in partnership with Lumen Research, Twitch Ads, Activision Blizzard Media, and Anzu, US, January 2024).

Immersion Drives Engagement and Recall

Gaming’s advantage as an engaging platform goes beyond attracting the audience's gaze; it also fosters deep immersion.

Immersion is a neurological “state” based on a person’s attention and emotional resonance, and immersive gameplay draws players into emotionally charged environments where they are highly focused. This state of immersion is a powerful predictor of brand impact, influencing metrics such as recall, purchase intent, and sales. (Activision Blizzard Media Immersion Study via Alter Agents, US, March 2024).

In mobile games like Candy Crush Saga, where players experience an optimal balance of relaxation and engagement, ads are more likely to be seen as a natural extension of the gameplay rather than an intrusive disruption. This seamless integration enhances brand perception and recall, making it a win-win scenario for advertisers and players​.

The Emotional Advantage of Gaming

In addition to attention, gaming environments foster positive emotions. 57% of players rank gaming as a top platform where they feel“happy” while playing, which surpasses the same associated emotion on social media at 27% (Activision Blizzard Media Immersion Study via Alter Agents, US, March 2024)​.

These positive emotional states are critical for brands looking to build lasting connections. When players are relaxed and happy, they are more receptive to advertising messages. This mindset creates an ideal environment for advertisers to introduce their brand, promote products, or build awareness.

Mobile Gaming Leads the Attention Revolution

Within the gaming ecosystem, mobile gaming stands out for its accessibility and wide reach. 

Another study by Activision Blizzard Media, The Many Ways We Play: A New View of Game Players, discovered that 86% of players engage with mobile games at least once per week (Activision Blizzard Media Gaming Study via Toluna, US & UK, July 2023)​. Mobile gaming's mass appeal, combined with its ability to create immersive, focused experiences, makes it a powerful platform for brands seeking meaningful engagement with diverse audiences.

Brands already leveraging mobile platforms like Candy Crush Saga have seen success by integrating Rewarded Video ads that feel additive rather than disruptive. These ads allow players to engage with the brand while earning in-game rewards, creating a positive association between the player’s gaming experience and the advertiser's message​.

Winning the Attention Economy

The insights from the Play It Forward study make one thing clear: in the modern attention economy, gaming is an essential channel for brands looking to engage with consumers in a meaningful way. Its ability to maintain focus, create emotional connections, and deliver impactful ad experiences makes gaming a must-have component of any forward-thinking advertising strategy.

For brands aiming to thrive in the attention economy, gaming provides an opportunity to immerse audiences in a world where attention is no longer fragmented but fully captured.

About the Author

Andrea Fahmy is an Associate Director, Research at Activision Blizzard Media. In this role, she leads research initiatives that generate critical insights into gamer behavior and advertising effectiveness. Before joining Activision Blizzard Media, she served as Manager of Marketing Sciences at PHD. Andrea holds a Master’s Degree in Social Sciences from The University of Chicago and a Bachelor of Arts in Linguistics from Vassar College.