On November 30 2017, Dr. Nicholas Bowman from West Virginia University (#ixlab) was invited at the Leuven School for Mass Communication Research to talk about games and engagement. He presented theoretical and empirical evidence for how we might understand, measure, and implicate cognitive, emotional, physical, and social demands into models of player psychology. As such the audience received of preview of the insights that will appear shortly in his newest book: “Video games: A medium that demands our attention” (edited by Nicholas Bowman, Electronic Media Research Series, Routledge).