Winning the attention game: How brands are thriving in gaming’s immersive worlds

Sponsored by Activision Blizzard Media  •  October 24, 2024  •

With consumers engaging with multiple screens, platforms and content streams simultaneously, capturing and sustaining attention has never been more essential. Amid this competition, one medium stands out for its ability to hold focus: gaming.

Gaming’s immersive nature sets it apart from traditional media. While social media, TV and online video users often split their attention across different tasks and devices, gaming demands active participation. Players are fully absorbed in virtual worlds, making decisions, solving problems and navigating complex scenarios. This creates an environment where brands can deliver impactful, non-disruptive advertising experiences that feel integrated into the gameplay. A recent attention study discovered gaming commands 99% viewability and 100% ad-viewing rates, outperforming other media such as online video, which achieves 88% viewability, and social media at 79%.

The power of gaming lies not only in its capacity to engage but also in the consistency of the attention it holds. New research conducted by Activision Blizzard Media in partnership with Alter Agents has shown that gaming offers more stable, sustained engagement than other digital channels, making it an ideal medium for advertisers seeking deeper connections with audiences. Immersive experiences, where users are focused and emotionally invested, drive greater ad recall, purchase intent and brand favorability, with immersion predicting recall and purchase intent at 80% and 83% accuracy. Gaming is the key to high-quality attention, not only because it outperforms online video and social media in immersion, but also because of its ability to engage and delight audiences and hold consistent, stable immersion.

In-game advertising lets brands engage with an immersed audience

What makes gaming such a valuable platform for brands is its ability to foster leaned-in attention. Unlike passive content consumption on social media or video platforms, gaming is interactive and participatory. Players are not just watching — they are actively involved in shaping their experiences. This presents a unique opportunity for advertisers: the chance to engage with an already focused and immersed audience. 

Forty percent of players have expressed that ads timed not to interrupt gameplay are a must-have, ensuring that their gaming experience remains immersive and uninterrupted. Seamlessly integrated ads complementing the gaming experience are key to unlocking this attention. Players have demonstrated they prefer relevant and non-intrusive advertising, with many expressing they appreciate ads that offer value without disrupting their flow. When ads align with the player’s experience, they become a natural part of the interaction, rather than a distraction.

This balance is crucial for brands aiming to foster positive engagement. Ads that feel out of place or overly disruptive risk pulling players out of the immersive experience, reducing the effectiveness of the message. However, when done right, in-game advertising is a powerful way for brands to enhance player engagement while driving meaningful brand impact.

Players turn to games for relaxation, leading to consistent immersion and maintained attention

While gaming’s ability to command attention is well-documented, the emotional aspect of play is equally important. Players often turn to games for relaxation, stress relief and a sense of accomplishment. These happy and relaxed environments are perfect for maintaining consistent attention, as they offer fewer emotional fluctuations compared to more turbulent platforms like social media or online video. Research shows that 57% of players feel happy and 67% feel engaged while playing games — far surpassing other platforms such as online video (16% happiness) and social media (27% happiness).

In such settings, players are more open to engaging with advertising that fits the tone of their experience. Consistent immersion in gaming creates a stable environment where ads can be woven into the narrative, helping players stay engaged even when an ad appears. The result is a more seamless connection between the player’s emotional state and the brand’s message, leading to stronger recall and greater brand affinity.

Within the gaming ecosystem, mobile games have consistently demonstrated their ability to create seamless ad experiences that resonate with a broad audience. One standout example is King’s Candy Crush Saga, which offers advertisers access to a consistently positive and immersive environment. The game’s relaxed, feel-good atmosphere paired with non-intrusive ad placements allows brands to connect with players without breaking immersion.

Mobile gaming’s ability to reach such a diverse audience is a key factor in its effectiveness as an advertising platform. Among all players, 86% engage in mobile gaming at least once per week, a testament to its universal nature. Mobile gaming cuts across all demographics and player experience levels, making it a common touchpoint for seasoned gamers and casual players alike. Whether they play for relaxation or to fill brief moments in their day, mobile gamers are consistently engaged, offering brands a prime opportunity to deliver well-timed, relevant ads.

King has devoted itself to creating ad experiences that feel additive rather than disruptive. Ads in Candy Crush Saga are strategically timed to avoid interrupting gameplay, and most players find them to be a natural part of the experience. This thoughtful approach has proven highly effective, with ads in Candy Crush Saga achieving industry-leading viewability rates and outperforming other media channels. By tapping into the immersive and universally engaging nature of mobile gaming, Candy Crush Saga exemplifies how brands can create meaningful, lasting connections with players without sacrificing their experience.

The future of attention-centric advertising for brands lies with gaming

Gaming offers an unparalleled opportunity for brands to capture sustained attention in a world where distraction is the norm. The immersive nature of games, and their emotional resonance, make gaming a platform where advertisers can build meaningful, lasting connections with their audiences.

For brands looking to succeed in the attention economy, embracing the power of play is key. By creating ad experiences that respect the player’s immersion and enhance their enjoyment, brands can win the attention battle and drive real business outcomes. Gaming is no longer just entertainment — it’s the future of attention-centric advertising.

Sponsored by Activision Blizzard Media

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