Mobile gaming pitches itself as the last attention pool

Half of Americans now play mobile games regularly and the demographic skews to millennials and Gen X, per Beet.TV's IAB PlayFronts interviews. Zynga VP of global brand sales Gabrielle Heyman: "You play, you tap, you pay, it's all in one environment." The sell is attention: gaming demands focus where TV leans back and social scrolls. Seen in: Beet.TV.