How User Research Helps Deliver Successful Games Graham ... · Ongoing AnalyFcs + User Research...

How User Research Helps Deliver Successful GamesGraham McAllister - @grmcall - @playerresearch

THE GAME SPACE

Rating

Reve

nue

Bad Games, Poor Revenue

Good Games, Poor Revenue

Bad Games, Good Revenue

Good Games, Good Revenue

THE GAME SPACE

THE GAME SPACE

Rating

Reve

nue





THE GAME SPACE

THE GAME SPACE

Rating

Reve

nue





THE GAME SPACE

Insert your own thoughts here

(you can tell me a:erwards)

THE GAME SPACE

Rating

Reve

nue





THE GAME SPACE

100 GAME ANALYSIS

100 games

9 gu

idel

ines

ALL players will almost certainly abandon the game

Many players will abandon the game

SaFsfactory, but could be improved

WHAT DOES IT TAKE TO MAKE A SUCCESSFUL GAME?

What if you could stop these issues occurring?

A USER RESEARCH PROCESS

ProducFonDesignConcept So:-launch Launch

Firs

t fee

dbac

k?

The problem with game development - tesFng assumpFons

Firs

t fee

dbac

k?

Firs

t fee

dbac

k?

Firs

t fee

dbac

k?

GETTING PLAYER FEEDBACK


Usab

ility

Expe

rt Ev

alua

Fon

Colla

bora

Fve

UI D

esig

nU

I Exp

ert E

valu

aFon

Com

peFt

or A

naly

sis

Itera

Fve

Play

tesF

ng

Enga

gem

ent D

iary

Inte

racF

on A

naly

sis

So:-

laun

ch P

layte

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Unde

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nd p

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What if you can get feedback throughout development?

USER RESEARCH

Games User research is the process of helping developers see their game from the perspec.ve of

the player


MONETISATION

PLAYER EXPERIENCE

INTEREST

There are three important factors to consider:

1. Is the game concept appealing for your target audience?

2. The implementa.on has to offer a great player experience.

3. The player should want to spend in your game as it’ll improve the experience.

Potential Audience


MONETISATION

PLAYER EXPERIENCE

INTEREST

MONETISATION

PLAYER EXPERIENCE

INTEREST

Potential Audience Potential Audience


20%

40%

60%

80%

100%

11 to

13

14 to

15

16 to

20

21+

11 to

13

14 to

15

16 to

20

21+

11 to

13

14 to

15

16 to

20

21+

11 to

13

14 to

15

16 to

20

21+

11 to

13

14 to

15

16 to

20

21+

11 to

13

14 to

15

16 to

20

21+

11 to

13

14 to

15

16 to

20

21+

Feat

ure

1

Feat

ure

2

Feat

ure

3

Feat

ure

4

Feat

ure

5

Feat

ure

6

Feat

ure

7


MONETISATION

PLAYER EXPERIENCE

INTEREST

MONETISATION

PLAYER EXPERIENCE

USABILITY

UNDERSTANDING

INTEREST


IdenFfying the origin of the problem

Problems

Understanding

Usability

Player Experience

Mone.sa.on

Weaknesses

Player Path

Interest

POLISHING THE PLAYER EXPERIENCE


Usab

ility

Expe

rt Ev

alua

Fon

Colla

bora

Fve

UI D

esig

nU

I Exp

ert E

valu

aFon

Com

peFt

or A

naly

sis

Itera

Fve

Play

tesF

ng

Enga

gem

ent D

iary

Inte

racF

on A

naly

sis

So:-

laun

ch P

layte

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Unde

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MONETISATION

PLAYER EXPERIENCE

USABILITY

UNDERSTANDING

INTEREST

POLISHING THE PLAYER EXPERIENCE - CONCEPT TESTING

Concept Tes.ng

CompeFtor Analysis

InteracFon Analysis

CollaboraFve UI Design

UI Expert EvaluaFon

Usability Expert EvaluaFon

PlaytesFng

Engagement Diary

So: Launch PlaytesFng

Ongoing AnalyFcs + User Research

MONETISATION

PLAYER EXPERIENCE

USABILITY

UNDERSTANDING

POLISHING THE PLAYER EXPERIENCE - COMPETITOR ANALYSIS

Concept TesFng

Compe.tor Analysis

InteracFon Analysis


UI Expert EvaluaFon


PlaytesFng

Engagement Diary



MONETISATION

PLAYER EXPERIENCE

USABILITY

UNDERSTANDING

POLISHING THE PLAYER EXPERIENCE - INTERACTION ANALYSIS

Concept TesFng

CompeFtor Analysis

InteracFon Analysis


UI Expert EvaluaFon


PlaytesFng

Engagement Diary



MONETISATION

PLAYER EXPERIENCE

USABILITY

UNDERSTANDING

POLISHING THE PLAYER EXPERIENCE - UI EVALUATION

Concept TesFng

CompeFtor Analysis

InteracFon Analysis


UI Expert EvaluaFon


PlaytesFng

Engagement Diary



MONETISATION

PLAYER EXPERIENCE

USABILITY

UNDERSTANDING

POLISHING THE PLAYER EXPERIENCE - EXPERT EVALUATION

Concept TesFng

CompeFtor Analysis

InteracFon Analysis


UI Expert EvaluaFon


PlaytesFng

Engagement Diary



MONETISATION

PLAYER EXPERIENCE

USABILITY

UNDERSTANDING

POLISHING THE PLAYER EXPERIENCE - PLAYTESTING

Concept TesFng

CompeFtor Analysis

InteracFon Analysis


UI Expert EvaluaFon


PlaytesFng

Engagement Diary



MONETISATION

PLAYER EXPERIENCE

USABILITY

UNDERSTANDING

POLISHING THE PLAYER EXPERIENCE - ENGAGEMENT DIARY

Concept TesFng

CompeFtor Analysis

InteracFon Analysis


UI Expert EvaluaFon


PlaytesFng

Engagement Diary



MONETISATION

PLAYER EXPERIENCE

USABILITY

UNDERSTANDING

POLISHING THE PLAYER EXPERIENCE - SOFT LAUNCH / LAUNCH

Concept TesFng

CompeFtor Analysis

InteracFon Analysis


UI Expert EvaluaFon


PlaytesFng

Engagement Diary



MONETISATION

PLAYER EXPERIENCE

USABILITY

UNDERSTANDING


Concept TesFng

CompeFtor Analysis

InteracFon Analysis


UI Expert EvaluaFon


PlaytesFng

Engagement Diary



MONETISATION

PLAYER EXPERIENCE

USABILITY

UNDERSTANDING

EXAMPLE REPORT

STUDIOS WE WORK WITH

GAMES WE’VE WORKED ON

iOS games featured70+

FRONT PAGEon the Apple App Store

POLISHING THE PLAYER EXPERIENCE - ENGAGEMENT DIARY

POLISHING THE PLAYER EXPERIENCE - SOFT LAUNCH / LAUNCH

60 day LTV curves from MMX Racing Q3 2014

Q. What was the biggest contributor to the increase in LTV?

1. Loads more content 2. Tutorial redesign 3. Rebalanced economy

A. Tutorial redesign - 30%

14%30%

9%

DaysRe

venu

e

EXAMPLE 4

EXAMPLE 5



Usab

ility

Expe

rt Ev

alua

Fon

Colla

bora

Fve

UI D

esig

nU

I Exp

ert E

valu

aFon

Com

peFt

or A

naly

sis

Itera

Fve

Play

tesF

ng

Enga

gem

ent D

iary

Inte

racF

on A

naly

sis

So:-

laun

ch P

layte

sFng

Unde

rsta

nd p

layer

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Anal

yFcs

+ u

ser r

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MONETISATION

PLAYER EXPERIENCE

USABILITY

UNDERSTANDING

INTEREST

WANT TO ASK ANYTHING?

[email protected]

@grmcall @playerresearch

How User Research Helps Deliver Successful Games Graham ... · Ongoing AnalyFcs + User Research...

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