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Attention & Emotion in Play: How Gaming is Redefining Advertising Effectiveness

 This study explores how gaming creates one of the most powerful moments of attention in today’s media landscape. Combining eye-tracking and emotional measurement, it reveals how interactive play captures focus, triggers emotional engagement, and drives stronger brand recall, consideration, and action.
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COMBO! by Gameloft for brands, Havas Play together with Dorothée Rieu, PhD. in Neuroscience founder and CEO of Mediamento Institute, and ActFuture, we conducted an exclusive study using respectively Tobii and iMotions technologies to measure attention & emotion and to understand how both shape brand impact.

Discover how video games create one of the most powerful moments of attention and emotional engagement in modern media. Based on eye-tracking and biometric research, this study reveals how gaming environments capture focus, trigger emotions, and ultimately drive stronger ad recall, consideration, and action for brands.

Behind every gaming session lies a unique combination of attention, interaction, and emotional activation — key ingredients proven to influence memory and decision-making. Scientific research shows that emotions involve cognitive, behavioral, and physiological responses that directly impact perception and behavior.

Download the whitepaper to explore how brands can leverage gaming moments to build deeper connections with Gen Z, Millennials, families, and shoppers through in-game advertising.

Join the game now & discover COMBO! ad Solution!

 

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Where Emotion & Attention Ignite

Players aren’t spectators; they are protagonists, decision-makers, heroes. Every challenge conquered, every loss endured, every victory earned is felt deeply. Gaming isn’t just watched, it’s experienced. This state of deep immersion and emotional engagement is what we call The Gaming Moment ; a space where attention is undivided and emotion unfiltered. By design, gaming fuels attention ; when that meets emotion, it creates something more powerful: response. For brands that show up with meaning and relevance, the reward is memorability, emotional impact, and measurable results.

 

The Attention Powerhouse

Gaming is a natural magnet for attention—players are immersed, focused, and fully engaged from the very first second. The interactive nature of games commands undivided concentration, creating powerful opportunities for brands to connect with audiences when they’re most receptive. With every play session, your message becomes part of an experience audiences love, unlocking deeper engagement and lasting impact.

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Emotion Drives Impact

In gaming, audiences are not passive viewers. They are immersed, in control, and emotionally invested in what happens on screen. Every interaction strengthens engagement, turning brand exposure into a lived experience rather than a fleeting impression.This heightened emotional intensity directly translates into stronger memorization, higher brand affinity, and ultimately, greater impact on consumer behavior.

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What our clients say

The clean, well-designed templates are extremely helpful for easy landing page creation! I'd highly recommend the landing pages as we continue to use them for multiple campaigns.

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Hayden Cook
CEO - The Awesome Co.

The clean, well-designed templates are extremely helpful for easy landing page creation! I'd highly recommend the landing pages as we continue to use them for multiple campaigns.

testim3
Hayden Cook
CEO - The Awesome Co.

The clean, well-designed templates are extremely helpful for easy landing page creation! I'd highly recommend the landing pages as we continue to use them for multiple campaigns.

testim3
Hayden Cook
CEO - The Awesome Co.

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