Future of Gaming and Attention

The article highlights findings from Dentsu UK’s “Ready Player Brand” report, released at the Campaign Gaming Summit where Overwolf served as headline sponsor. The report documents a permanent shift of consumer attention toward gaming in the United Kingdom, noting that 25 % of UK gamers expect to reduce social‑media use over the next five years to accommodate more gaming, and 20 % plan to cut back on streaming TV and film. Gaming now engages 70 % of UK adults, with 86 % of players logging in weekly; 52 % consider gaming a meaningful part of their identity, rising to 70 % among Millennials and 69 % among Gen Z. The report argues that brands can succeed in this space by delivering value rather than intrusive advertising, citing a case study with Naked Smoothie/Tropicana that reached over one million players and achieved 54 % uplift in purchase intent, 42 % increase in brand favorability, and 12 % rise in sentiment by timing messages to natural breaks at the 78‑minute mark. Methodologically, the report draws on consumer surveys and behavioral insights to map attention reallocation. Its geographic scope is limited to the UK, covering a five‑year horizon and focusing on gaming versus traditional media. The article concludes that advertisers must decide how to position themselves within the growing “second life” of gaming, as audiences already spend more hours in games and less on conventional platforms.