Why Emotion Is the Missing Piece in Gaming Advertising
Attention is now one of advertising's most coveted currencies. But is capturing attention alone enough to drive meaningful business results?
In our latest interview, Jean-Baptiste Godinot, EVP of Gameloft for brands, explains how a single question sparked the creation of Attention & Emotion in Play, a research initiative developed with Dorothee Rieu (MEDIAMENTO) and Isabelle Fabry (ActFuture).
The goal was clear: move beyond assumptions and use scientific methods to measure how gaming environments impact both attention and emotional engagement.
The findings show that gaming not only captures attention but also forges deeper emotional connections, enabling brands to create more memorable and effective experiences. As gaming emerges as a key media channel, this research provides actionable guidance for marketers on choosing formats, setting expectations, and leveraging the medium successfully.
Watch the interview with Jean-Baptiste Godinot and discover the insights behind the research.
Download the Attention & Emotion in Play white paper to explore the full findings here.
