If you still think gaming is just about joystick jockeys and teenagers yelling into headsets, Liat Barer would like a word. She’s the Chief Product Officer at Odeeo, a company that’s quietly rebuilding the emotional architecture of in-game advertising — and, let’s be honest, that sentence shouldn’t even make sense.

Barer’s newest creation, Game E-motions, treats gameplay like an MRI for the human psyche. It doesn’t just track behavior; it reads the emotional contour behind every moment — the frustration of missing a target, the surge of pride after a win, the relief of surviving a level you probably shouldn’t have. Then it lets brands slip into that exact headspace, not as intruders, but as accomplices.