Why Brands Like Under Armour and Gatorade Are Making Immersive, Interactive Games

Experimenting to get consumers' attention

It's no secret that brands are having a difficult time getting consumers with ever-shrinking attention spans to focus on, never mind notice, traditional advertising. But some marketers, including Under Armour, Gatorade and Warby Parker, may have found a solution by way of gaming.

@KristinaMonllos kristina.monllos@adweek.com Kristina Monllos is a senior editor for Adweek.
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