GamesBeat interviews Matthew Ball of Epyllion about his report arguing gaming faces an "attention war": headline 2025 content sales of $195.6 billion mask stalled Western growth, falling profits, 9,200 layoffs, and shrinking player participation, as betting, TikTok and other quasi-interactive media take players' time. Ball says the challenge is structural, not temporal, though he expects Grand Theft Auto VI to re-onboard lapsed gamers.