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Research
Play It Forward: How Gaming Immersion Unlocks Player Attention
As competition for audience attention intensifies, gaming stands out as a dynamic platform for brands to engage consumers. With 3.4 billion players globally, it offers a unique opportunity to capture focused attention.
This infographic highlights how gaming environments like Candy Crush Saga create seamless, immersive experiences that enhance player engagement and drive brand impact. Discover how in-game advertising can elevate brand visibility in today’s crowded media landscape.
Infographic
Methodology
The "Play It Forward" research integrates multiple data sources to examine attention and immersion in gaming. It leverages the 'Attention Economy, Gaming' study, conducted by Dentsu and Lumen in partnership with Activision Blizzard Media, alongside neuroscience research from Alter Agents. The 'Attention Economy' study uses eye-tracking to measure ad attention during live gameplay with 200 U.S. participants aged 18 and above. Alter Agents' research tracks heart rates and conducts surveys with 83 participants to assess immersion. This combined approach delivers key insights into how gaming drives attention and engagement for advertisers.
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