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Games marketing firm Livewire on the attention economy across generations
Livewire's recent study shows that the next generations of gamers -- Z and Alpha -- expect ads, but they want a very particular kind.
Elsewhere in the report, 73% of Gen Alpha gamers said they preferred playable experiences over video ads, and 58% said they found immersion to be part of the enjoyment of gaming and in-game advertising. Livewire recently launched in the North American market, bringing its “next-gen attention platform” to the new audience alongside Australia. Simpson said in a statement at the time of the expansion, “As we build the next-gen attention platform, we’re focused on harnessing the power of gaming to connect with Gen Z and Alpha, who are fundamentally reshaping the advertising landscape.
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