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Dirt raises $2M from Mark Cuban and others for sensor-based measurement of player attention

Dirt Research Technologies has raised $2 million for its sensor-based neuroscience to identify attention-demanding content.

Besides Cuban, the Shark Tank TV show star and billionaire investor, the funding was also led by Dean Dakolias, and leaders from the gaming, finance, and branding sectors. Since day one, DIRT’s ability to predict the value of content has markedly improved our product development and business strategy,” said Matt Penfield, vice president of consumer insights for Zynga, in a statement. “With increased competition and the rising cost of user acquisition, there’s even more pressure on games moving from concept to production to connect with players and perform in the market.”

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