Absolute Quality Study Exposes Considerable Gaps In Player Engagement Between Game Developers & Target Consumers
e4e Press Release: June 11th, 2009
Bio-Sensory Study Uncovers Opportunities for Game Developers and Publishers to Reduce Financial Risk and Improve Marketing for New Game Titles
Absolute Quality, an e4e Company, today released the results of research that indicated game developers and publishers have an opportunity to more closely align game features with the preferences of target customers. The study also highlighted the difference between experiences of men and women while playing the same game, which has implications on the marketing of any new game title.
The bio-sensory study commissioned by e4e was performed in conjunction with EmSense on one of the industry’s top First Person Shooter (FPS) game titles. The study tested both attendees at the Game Developers Conference in March 2009 in San Francisco, and a sampling of target consumers for the popular shooter game. Interpreting the results of the study, market research and consulting firm Techaisle concluded the following:
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Participants from the game developers group who were familiar with the FPS genre showed a much higher level of engagement during elements of the game, such as the overall story, cut-scenes, and highly scripted combat encounters. Target consumers, however, were much more engaged during simpler aspects of the game, enjoying running and gunning through the experience in nearly two-thirds of the cases.
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Also significant was the difference in gender reaction, which indicated games that are developed primarily for women would benefit from a focus on storyline and cut-scenes. Men were only engaged by cut-scenes 37 percent of the time, while women showed directionally above average engagement to the same events.
Implications for the Game Development Industry
Production elements such as video cut-scenes, which focus on slick graphics and well developed characters, can carry significant costs for game developers. Additional elements like complex vehicles and weapons can also run up the expense of creating new games. This study clearly shows that these elements of games tend to reflect the preferences of the developers themselves and not the preferences of the target consumer.
Original article:
http://www.absolutequality.com/pr_0609.html
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