In this study, we uncover the science behind what works for gaming's biggest franchise – from the specific visual triggers that boost engagement by 40%+ to why human characters consistently outperform robots, and how audio-tension correlation drives emotional peaks that keep viewers hooked until the final frame.

We measured second-by-second emotional response as players watched the Black Ops 7 teaser.

The data shows what drives engagement in a AAA launch — and where performance still slips.

• 79% of franchise fans approved

• 76% of newcomers approved

• At what moment emotional intensity rose from 0.2 to 0.9

Download the full report to see what’s underneath those numbers.

What you’ll uncover

Where engagement actually spikes
The precise moments that lift emotional intensity — and the creative decisions behind them.

Where attention drops
The scenes that dilute momentum, even in a high-budget production.

Veterans vs. newcomers
The same footage performs differently depending on familiarity. The gap is measurable.

The structure behind recall
How the teaser builds toward its peak — and why that matters for conversion.

The gameplay timing question
Nearly half of viewers felt gameplay arrived late. The biometric data explains why that reaction differs by audience.

How the study worked

Two audience groups: recent franchise players and long-lapsed/new viewers (male, 18–45, US).
421 biometric signals per second tracking emotional intensity.
Frame-level gaze analysis showing where attention landed.
Survey data layered on top to compare stated opinion with physiological response.

The teaser performs strongly.

The data shows exactly why — and where improvement is possible.

Get the full second-by-second breakdown, heat maps, and creative analysis.

Download the full report.