Abstract: The video game industry has positioned itself as one of the fastest growing economic sectors. It is the gateway for brands aiming to discover the next generation consumer.

There is a lack of research on the impact product placement and advertising on immersion, a core aspect of game enjoyment. Immersion has many speculative theories, this mixed methods study aimed to be definitive by quantitatively defining the level of immersion by measuring participants' visual data using eye-tracking technology while engaging in a timeline of gameplay exposure of fully-branded games, modern product placement and in-game advertising and lastly real time live product placement. Furthermore, measuring users' immersive tendencies and cognitive memory through brand recall. Results revealed an average ITQ score of 64 which is considered high as well as product placement in a live environment receiving 48% eye interest. 6 games titles and 15 brands were measured in total providing industry experts extensive information and shows what can occur when advertisers miss the opportunity of contextualising their product with the fantasy world of video games.