Lucio Lamberti

Lucio Lamberti is a Full Professor of Marketing at the Politecnico di Milano.

His research activity focuses on the analysis of consumer behavior and decision-making processes in complex contexts, using an approach that integrates quantitative models, behavioral evidence, and applied neuroscientific methodologies. Over the years, he has developed and participated in research projects on high-intensity emotional experiences, including gaming contexts.

He collaborates with institutions and industry operators, including ICE and IGE, in the development of studies on gaming behavior, with the goal of producing evidence useful for understanding phenomena and supporting decision-making.

His work is part of a perspective that views the gaming industry not only as an area for risk prevention but as a system with a broader potential for impact. In this view, gaming can contribute to the spread of more conscious behaviors, the development of responsible practices, and the construction of sustainable models over time.

In this context, research becomes a tool to complement the logic of control and mitigation with a proactive ability to guide behaviors and environments, with significant effects at both the individual and social levels.