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Play Attention:
Gaming & Advertising in 2024


As part of dentsu's Attention Economy project, Lumen and dentsu teamed up to understand the video game advertising landscape across livestreaming, rewarded video, and in-game advertising. By partnering with Twitch, Activision Blizzard, and Anzu, we measured attention to gaming for various formats and linked the formats to outcomes such as brand recall, viewability, and more.  

Download the full report to learn: 

  • How livestreaming of video games on Twitch affects brand recall 
  • The attentive performance of rewarded video 
  • The effectiveness of in-game advertising compared to other formats 




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Dentsu Gaming and Advertising Report