Dirt Secures $2M Investment from Mark Cuban and Others for Innovative Sensor Technology Tracking Player Attention

Dirt Research Technologies Secures $2 Million for Advanced Consumer Intelligence Solutions

Dirt Research Technologies, specializing in sensor-based neuroscience to identify attention-demanding content, has successfully raised $2 million in funding, led by Mark Cuban and supported by key figures from the gaming, finance, and branding sectors.

This innovative technology tracks player engagement in games and other activities, belonging to the emerging field of consumer intelligence. The recent pre-seed funding will enhance data collection and upgrade audience insight tools using AI.

Founded in 2020, Dirt leverages physiological data from live audiences to deliver actionable insights that boost engagement. The next iteration of the Dirt platform will utilize AI for real-time simulations, enabling the development of highly customized content tailored to specific audiences.

Cuban expressed, “Right now, AI emphasizes quantity over quality. But to forge meaningful connections, content has to be impactful. With its unique blend of neuroscience and predictive analytics, Dirt can pinpoint how to capture attention, transforming industries from advertising to gaming and beyond.”

As industry analysts foresee a fivefold increase in content volume over the next two years, driven largely by generative AI, brands face a significant challenge in maintaining consumer attention amidst a potential content overload.

“Emotional responses underpin every decision we make,” stated Ryan Anthony, CEO of Dirt. “Our technology measures content at a physiological level, revealing what resonates with audiences. These insights enhance traditional audience metrics like surveys, A/B testing, and focus groups.”

Regarding user data privacy, the company clarified that data is collected within a market research framework and then aggregated, resulting in a more precise algorithm as data accrues.

Dirt collaborates with multiple Fortune 100 companies in gaming, media, entertainment, and e-commerce, including Zynga and TikTok, helping them measure and improve user engagement with critical data for business decisions.

“The most important thing we look for is clear, actionable insight that impacts our success. DIRT’s ability to predict content value has significantly enhanced our product development and business strategy,” noted Matt Penfield, Vice President of Consumer Insights at Zynga.

Dirt aims to provide a comprehensive solution for enterprises, SaaS, and individual creators, thereby unlocking new frontiers in content measurement.

With a team of five and a total of $2.5 million raised to date, Dirt continues to innovate in response to shifts in the gaming industry.

Anthony remarked, “With increased competition and the rising cost of user acquisition, it’s crucial for games to connect with players effectively."

He added, “Our unique approach complements traditional tools, allowing us to uncover insights that inform game development earlier in the process.”

Dirt’s technology measures player engagement in real-time, collaborating across consumer insights, design, and development to answer critical questions about game quality and player satisfaction.

Believing that deeper attention and engagement drive greater success, Dirt quantifies emotional connections to content, facilitating memory formation, preference development, and decision-making.

“We can now deliver results in hours rather than weeks, making our technology accessible at a fraction of the previous cost. Our ambitions extend beyond gaming, aiming to empower creators across various sectors through AI, and we’re just getting started.”