learning outcomes - wordpress.comexercise: research strategy •in groups, you must plan an audience...

Learning Outcomes

By the end of the lesson, you will be able to: -

• Identify and articulate research methods used to investigate game audiences.

• Evaluate the comparative usefulness of different audience research methods.

• Formulate an audience research strategy which informs game development.

Audience Research

• We have established how developers and publishers categorise audiences.

• What specific techniques do they use to gain information from an audience?

• Both prior to the development process as well as after a title has launched.

Information Uses

• Information gained may help to establish the viability or potential market of a game.

• It could inform design elements so that they resonate with a particular audience.

• Current player engagement can also be gauged so that changes can be made.

Information Uses

• Information could also be used to identify patterns and trends in consumer behaviour.

• This could then be used to drive future game development within different contexts.

• An example of this would be the increase in second screen game experiences during the tablet boom.

Fable Anniversary (Lionhead Studios, 2014)

Information Sources

• Both primary and secondary forms of research are used to gain this information.

• Primary sources could originate from developers or publishers currently creating, distributing or marketing a specific title.

• Secondary sources could originate from distribution platforms or studies conducted by independent organisations.

Information Types

• Research can yield two types of information which are both necessary to make informed decisions.

• Quantitative data could relate to audience volume, time spent playing a game or other numerical facts.

• Qualitative data could relate to audience enjoyment of a genre, reviews or other detailed opinions.

Surveys

• Surveys or questionnaires allow developers to solicit a large quantity of information directly from their audience.

• Included questions could cover a range of topics relating to the content and marketing of games in general.

• They could also target a very specific feature, mechanic or design element of a particular game.

Survey Distribution

• Games are unique in that development can continue long after their initial release.

• This gives developers an opportunity to find out what their player base thinks about the title and make changes accordingly.

• Community accounts such as Ubisoft Club and MY2K provide player email addresses so that surveys can be sent out accordingly.

Survey Distribution

• Early access platforms such as Steam or Kickstarter also allow developers to communicate directly with their audience.

• Surveys could be also distributed through developer or publisher-run communities on official game websites.

• They could also be distributed through independently-run communities hosted by websites such as Reddit.

Survey Distribution

• Game audience surveys may also be conducted by independent companies.

• This may be done privately on behalf of a publisher or developer under contract.

• Companies such as Quantic Foundry conduct surveys and then sell findings of their analysis to developers.

Focus Groups & Tests

• Focus groups allows developers to gain detailed responses from a small subset of their target audience.

• This could be within the context of gameplay, narrative or other specific elements of game content.

• The format of this might include gameplay followed by questions and subsequent discussion.

Focus Groups & Tests

• Developers might bring players into the studio and engage them directly.

• An external company could also be used to carry out the research and analyse results.

• Feedback from Early Access backers also represents a form of focus testing.

Question:What issues may arise from researching existing fans?

Reviews

• Reviews provide in-depth analysis of a specific game which could be reflected upon for their critical content.

• Aggregation websites such as Metacritic can help to form an overall picture of a game's critical reception.

• This information could help to create further market awareness.

Game Metrics

• Engine technology can be used to record usage statistics and measure how players spend their time in-game.

• This can be an extremely powerful form of audience research that allows developers to gain very specific data.

• It addresses questions such as which weapon is most popular or whether a particular mode is being ignored.

PlayStation Trophy Data (Sony, 2016)

Distribution Statistics

• Distribution platforms such as Steam also provide information relating to player engagement with specific titles.

• Technical data, such as what kinds of graphics cards are most popular, is also made available.

• Third-party sites such as SteamSpy use an API to provide further analysis of audience information.

Sales Data

• Market research companies such as NPD track the sale of both physical and digital game releases.

• This is achieved through relationships with publishers, online sellers and brick-and-mortar businesses.

• This data is then made available to the public, which would include other game publishers and developers.

Exercise: Research Strategy

• In groups, you must plan an audience research strategy for an upcoming mobile game.

• This will four distinct phases of research which are detailed on the following slide.

• You must also justify choices that have been made, stating why they are appropriate to information required.

Research Phases

• Learn about market conditions and similar games already on sale.

• Define the game's audience and learn about their likes and dislikes.

• Refine the game's core mechanics, structure and level of difficulty.

• Gain post-release feedback from players that will inform the first patch.

Catastrophe Sword

• Catastrophe Sword will be a F2P fantasy-based 2D endless runner.

• It will be released on Android and iOS platforms across phones and tablets.

• The game's target audience is 16 to 19+ year olds.

Striding across yet another mountain range, the frozen bite of a ferocious northern winds chills you to the bone. Though this journey has been tiring, your resolve strengthens as your see the shape of a fortification on the horizon. They’re close. With narrowed eyes and furrowed brow, your thoughts turn to what has been taken from you; the relic forged in the halls of your ancestors. The family. The friends.

With an axe in your hand and the song of revenge in your heart, you let out a guttural war cry and storm towards the compound. This is a tale of heroes, villains and everything in between forged in the fires of conflict! Stride forth and claim your birthright; the glory of endless battle awaits!

Catastrophe Sword Introduction Text