In many sectors, customer loyalty is believed to be a make-or-break factor in the success of a business. But what differentiates loyalty from habitual purchases? We spoke to neuroscientist Cyrus McCandless to understand the spectrum of loyalty and habit when it comes to consumer-brand engagement.

A wave of Triple-A games have updated their accessibility options to support gamers with severe phobias in their adventures. Accessibility is becoming more than a compliance concern, as people get hyped for the innovation and personalisation it brings – a shift which could ripple out to TV and film.

Research suggests young people in Saudi Arabia are picking up core soft skills such as communication and analytical thinking through gaming. While gaming is often framed as a tool for escapism, its positive impacts on Gen Z are trickling into other facets of their everyday lives and their careers.

Video game art is beginning to mimic real life, as in-game experience shifts to include positive life milestones that are growing increasingly difficult to achieve for many young Gen Yers and Zers in the real world. How is The Sims shifting real-life concerns to the virtual world?