Jiménez Duarte, SandraCastilla Cebrian, Guillermo2026-09-112026-09-112026Jimenez-Duarte, S., & Castilla-Cebrian, G. (2026). Neuromarketing and the gaming consumer: A systematic review of attention, emotion, and memory in player engagement and retention. Frontiers in Neuroergonomics, 7, 1918889. https://doi.org/10.3389/fnrgo.2026.19188892673-6195https://hdl.handle.net/11268/17422The global video game industry has grown faster than other cultural sectors, intensifying competition for player attention, engagement, and retention. Firms increasingly combine digital marketing with neuromarketing—methods from cognitive neuroscience measuring attention, emotion, and memory to understand the implicit processes behind consumer decisions. However, evidence on how these approaches shape gaming retention, and how their effects can be validly measured, remains fragmented. The review offers an integrative framework for studying the gaming consumer and sets priorities for ecologically valid, ethically governed research.engAttribution 4.0 Internationalhttp://creativecommons.org/licenses/by/4.0/Ciencias y aeroespacialComportamiento del ConsumidorEmocionesjournal article10.3389/fnrgo.2026.1918889open accessCiencias sociales y humanasPsicologíaVídeojuegoGoal 9: Build resilient infrastructure, promote sustainable industrialization and foster innovationGoal 8: Promote inclusive and sustainable economic growth, employment and decent work for all