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In a market increasingly carved up into smaller and smaller pieces along demographic lines, marketers are hungry for techniques with more universal appeal. And one thing is pretty true for all of us: From the cradle to the grave, we all love to play games. It follows that display ads that include games should take advantage of this natural affinity by translating it into brand engagement. In a recent study, we put this theory to the test by comparing the performance of AdCreator 4-powered standard HTML5 display ads with minigames against standard HTML5 display ads without gaming elements. See what we learned.