Gameloft for Brands, the advertising and gamification division of Gameloft, has published research combining eye-tracking and emotional response measurement to assess how in-game advertising formats perform against YouTube pre-roll ads on attention, emotion, and brand metrics.
According to Gameloft for Brands, which designs custom gamified activations and playable ads, two studies were conducted in parallel, with the results being released last month. The first, carried out with the Mediamento Institute, used eye-tracking technology — Tobii glasses — to measure visual attention. The second, conducted with ActFuture, used iMotions technology to measure emotional reactions. Both were run under real-life conditions, said the company.
On attention, the research found that in-game video ads produced an 18.1% higher level of sustained and positive attention compared with traditional pre-roll video ads. Interactive in-game video ads captured attention for 92.2% of their viewable duration, versus 88.4% for YouTube pre-roll ads.
“By combining our scientific methodology and eye-tracking technology with business insight, this research enabled us to deliver reliable attention metrics, along with key findings and actionable outcomes,” said Dorothée Rieu, PhD in Neuroscience, Founder and CEO, Mediamento Institute.
“In this Mediamento study, interactive in-game video ads captured attention for 92.2% of their viewable duration, compared with 88.4% for YouTube pre-roll video ads.”
On emotion, the research found that gaming generates 2.2 times as many positive emotions related to happiness as YouTube, a result the study attributes to the interactive and immersive nature of the experience.
“Gaming creates a level of emotional intensity that few media can match,” said Isabelle Fabry, Founder and CEO, ActFuture.
“Because players are active, not passive, every interaction carries meaning. In gaming, emotion drives immersion, strengthens memory, and shapes the connections players build with brands over time. What people feel is what stays with them, and ultimately what drives action.”
The combined findings on attention and emotional response correspond, according to the release, with the following brand performance results versus YouTube pre-rolls: a 25% increase in brand recall, a 35% increase in brand affinity, and a 12.8% increase in purchase intent.
“It’s no longer about how many impressions you deliver, but how many truly make an impact,” said Hugues Ossart, Senior Global Marketing Director, Gameloft for Brands.
“Our study shows that real media value comes from the ability to capture attention and turn it into genuine engagement and action. That’s where gaming stands apart. In an immersive environment where people are truly engaged, one meaningful interaction can outweigh thousands of impressions that simply pass by.”
