"Winning and measuring engagement is no longer enough"

"Winning and measuring engagement is no longer enough"

Midia's Karol Severin warns entertainment firms should be measuring positive sentiment in this age of abundance

In a keynote speech for entertainment industry representatives, MIDiA Research’s Karol Severin argued that it’s time for service providers to aim for quality over quantity.

In a “post-peak attention economy” where consumers already have more than enough entertainment options to fill their free time, it’s no longer a winning strategy to optimize strictly for engagement - people don’t have more time to throw at your service. It’s increasingly necessary to target positive sentiment - make your service enjoyable to use so that consumers will want to choose it over competing services and not drop it first when money gets tight.

Here’s hoping game designers take this to heart and we stop seeing so many abusive engagement rewards.