How Dirt measures emotional reactions.
How Dirt measures emotional reactions.
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Dirt raises $2M from Mark Cuban and others for sensor-based measurement of player attention

  • Posted byby Dean Takahashi
  • Updated
  • 3 min

Dirt Research Technologies, which uses sensor-based neuroscience to identify attention-demanding content, has raised $2 million from Mark Cuban and others.

The tech can be used to keep tabs on how engaged players are with a game or other activity. It’s a category called consumer intelligence.

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Written by

Dean Takahashi

Dean Takahashi is editorial director for GamesBeat. He has been a tech journalist since 1988, and he has covered games as a beat since 1996. He was lead writer for GamesBeat at VentureBeat from 2008 to April 2025. Prior to that, he wrote for the San Jose Mercury News, the Red Herring, the Wall Street Journal, the Los Angeles Times, and the Dallas Times-Herald. He is the author of two books, "Opening the Xbox" and "The Xbox 360 Uncloaked." He organizes the annual GamesBeat Next, GamesBeat Summit and GamesBeat Insider Series: Hollywood and Games conferences and is a frequent speaker at gaming and tech events. He lives in the San Francisco Bay Area.