Learning Outcomes - WordPress.comExercise: Research Strategy •In groups, you must plan an audience research strategy for an upcoming mobile game. •This will four distinct phases

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