Abstract: Digital gamifi ed information presentation, as an emerging form catalyzed by digital technologies, facilitates brand value creation. Base d on the Limited-Capacity Model of Attention, this paper discusses the internal mechanism and boundary conditions of the influence of digital gamified information presentation on consumers’ brand attitude. Through three groups of experimental studies, this paper finds that digital gamified information presentation can indeed improve consumers’ brand attitude, and the conv ersation value mediates the infl uence of the digital gamifi ed information presentation on brand attitude. At the same time, the infl uence of digital gamifi cation information presentation on brand attitude is moderated by consumer innovation. That is to say, for consumers with high innovation, digital gamifi ed information presentation can meet their psychological needs of seeking novelty and seeking difference, strengthen the dialogue value, and thus positively influence consumers’ brand attitude. This paper makes up for the defi ciencies of previous studies, and has some guiding signifi cance for enterprise marketing.