Snapshot: 8 Ways Gaming Captures Attention in a Fragmented Media World

Gaming stands out as a powerful solution for brands at a time when capturing and holding consumer attention gets harder every day. With its immersive environments, emotionally engaging experiences, and highly focused audiences, gaming offers unparalleled opportunities for advertisers to connect with their audiences in meaningful ways. As traditional media struggles to maintain attention amidst distractions, gaming’s unique ability to sustain focus and foster positive emotional states makes it an essential channel for today’s attention economy. 

Here are eight key insights from our most recent research, Play It Forward: How Gaming Immersion Unlocks Player Attention, on why gaming is reshaping how brands engage with their audiences.

1. Attention is Fragmented—Gaming Fixes That

In a world where 85% of people use another device while watching TV (The Engagement Game, Activision Blizzard Media, 2022), gaming provides a focused, distraction-free environment. Players are active participants, not passive viewers, making it an ideal platform for ad engagement.

Why It Matters: Ads in gaming achieve 100% viewability compared to just 77% on social media (The Attention Economy, Dentsu, 2024). For advertisers, this means that their messages are actually being seen, rather than lost in the noise of fragmented attention. A focused audience increases the likelihood of ad recall and effectiveness, giving brands a better return on investment for their campaigns.

2. Immersion is the Attention Game-Changer

Immersion, the combination of attention and emotional engagement, predicts purchase intent with 78% accuracy (Activision Blizzard Media Immersion Study via Alter Agents, 2024). When players are deeply immersed, they’re more likely to recall and act on ads.

Why It Matters: Immersion levels remain consistent during gameplay, with Candy Crush Saga seeing just a 15% drop after three minutes—far better than social media’s 38%. (Activision Blizzard Media via Alter Agents, 2024) This consistency means longer exposure to a brand’s messaging in an environment where players are fully engaged. Immersion drives higher brand recall, stronger emotional resonance, and ultimately influences consumer decisions, making it a vital tool for mid- and lower-funnel marketing.

3. Happiness Boosts Ad Receptivity

Gaming isn’t just immersive; it’s enjoyable. Players rank gaming as a top platform for feeling happy (57%), far outpacing social media (27%) (Activision Blizzard Media via Alter Agents, 2024).

Why It Matters: Positive emotions create a receptive environment, making players more open to brand messages. When consumers are happy, they’re more likely to view ads favorably, engage with them, and take action. Advertising in a space that fosters relaxation and joy helps build positive brand associations and long-term loyalty.

4. Mobile Gaming Leads the Pack

Mobile games dominate with 86% of players engaging with mobile games weekly (The Many Ways We Play, Activision Blizzard Media, 2024). The ease of access combined with immersive gameplay makes mobile the leading platform for in-game advertising.

Why It Matters: Rewarded Video ads in mobile games boast 9+ seconds of "eyes-on" time, with recall rates hitting 51% (Dentsu, 2024). This is a golden opportunity to reach a massive and diverse audience with ads that deliver measurable engagement and results. The combination of scale, accessibility, and proven effectiveness makes mobile gaming a cornerstone of any forward-thinking ad strategy.

5. Authenticity Drives Ad Success

Players value ads that feel authentic to the gameplay experience. Immersion scores for in-game ads (47) nearly match gameplay itself (48), proving that well-integrated, contextually relevant ads enhance rather than disrupt the player’s experience. Ads that align with the tone, pacing, and flow of the game are seen as a natural extension of gameplay rather than an intrusion.

Why It Matters: 40% of players say non-intrusive, gameplay-timed ads are a ‘must-have’ for a good experience (Premium By Design, Activision Blizzard Media, 2023). Authentic ads respect the player journey, blending seamlessly into the game and maintaining the trust and goodwill of the audience. By creating ad experiences that feel additive and relevant, brands can foster deeper connections, improve recall, and strengthen overall brand perception. Authenticity isn’t just about fitting in—it’s about resonating with the player experience to drive meaningful results.

6. Attention Drives Results Across the Funnel

Gaming’s immersive environments support every stage of the marketing funnel, from brand awareness to purchase intent.

Why It Matters: Immersion drives sales with 83% accuracy, translating attention directly into measurable outcomes (Activision Blizzard Media via Alter Agents, 2024). For advertisers, this means that gaming doesn’t just generate awareness; it moves consumers further down the funnel toward action. Whether it’s increasing purchase intent or driving actual sales, the immersive nature of gaming delivers results that go beyond impressions, making it a critical channel for full-funnel marketing strategies.

7. Consistency in Attention is Key

Gaming maintains stable levels of immersion, unlike the variability seen on social media. This consistency ensures more prolonged engagement and better brand recall.

Why It Matters: Happy, relaxed gaming environments foster attention that doesn’t waver—a dream for advertisers. Consistent immersion means that your message is not only seen but also remembered. Unlike platforms where attention fluctuates or drops off entirely, gaming provides a reliable space for brands to deliver impactful messages that stick with audiences.

8. A Blueprint for Winning the Attention Economy

Brands that invest in gaming are poised to cut through the noise of fragmented media. Gaming combines unmatched attention, emotional connection, and massive reach to deliver real-world results.

Why It Matters: It’s not just about being seen; it’s about being remembered. By respecting player experiences and delivering seamless ad integrations, brands can turn fleeting attention into lasting impact. For advertisers looking to differentiate themselves in a crowded market, gaming offers a unique combination of scale, engagement, and emotional resonance that drives real business outcomes.

The Future of Advertising Lives in Gaming

Only gaming offers a unique space where brands can thrive in the attention economy. Its ability to combine immersive environments, sustained focus, and positive emotional resonance makes it a powerful medium for advertisers to capture and hold attention like no other platform. By integrating seamless, well-timed ads into the gaming experience, brands can foster meaningful connections that drive both short-term engagement and long-term loyalty. As other forms of media struggle to compete for fragmented attention, gaming stands out as a reliable and impactful channel that delivers measurable results across the marketing funnel. For advertisers seeking to break through the noise, gaming isn’t just an option—it’s an essential strategy for creating memorable experiences that turn attention into action. Now is the time for brands to play it forward and harness the full potential of gaming in the modern media landscape.