From Interruption to Interaction: Rethinking In-Game Advertising

Gameloft for brands sat down with Dorothée Rieu, PhD in Neuroscience and CEO of MEDIAMENTO Institute, to explore what makes in-game advertising feel like a natural part of the gaming experience. 

Drawing on the findings of our Attention & Emotion in Play whitepaper, she explains why meaningful interaction and genuine value exchange can help brands earn stronger, more positive attention from players.

Gaming is an active experience: players make decisions, react and interact with what happens on screen. Advertising therefore works differently when it respects this dynamic. Rather than interrupting gameplay, interactive and reward-led formats can invite players to participate, offering entertainment or value in return and allowing brands to integrate more naturally into the player journey.

The key takeaway is simple: in-game advertising doesn’t have to compete with the gaming experience for attention. When designed around the player, it can become part of that experience. 

Watch the interview with Dorothée Rieu and explore the full Attention & Emotion in Play whitepaper here.