Senior Insight Consultant Rob Jones discusses the importance of user testing.
Understanding the Players Behind the Screens
In the ever-evolving landscape of gaming, understanding player behaviour is paramount. At Bryter we delve deep into the gaming world to uncover what drives gamers' choices and experiences. By combining qualitative and quantitative research methods, we provide a comprehensive view of the gaming audience, ensuring that developers and publishers are in tune with their players' needs and preferences.
Enjoy a view of the Savoy Chapel while user testing
Qualitative Insights: The Power of Conversations
Qualitative research offers a window into the motivations and emotions of gamers. Through user interviews, focus groups, and digital ethnographies, we capture the nuanced experiences of players. These methods allow for an in-depth exploration of how gamers interact with games, revealing insights that numbers alone can't provide. For instance, understanding why a player prefers a particular game mechanic or how they perceive a game's narrative can inform design decisions that enhance player engagement.
Quantitative Analysis: The Strength of Numbers
While qualitative research provides depth, quantitative research offers breadth. We employs large-scale surveys and data analysis to identify trends and patterns in gaming behaviour. This approach helps in sizing markets, segmenting audiences, and evaluating the potential success of game concepts. By analysing data from diverse gamer demographics, we ensures that insights are representative and actionable.
User testing in action
Integrating Qual and Quant: A Holistic Approach
The synergy between qualitative and quantitative research is where the team here a Bryter truly excel. By integrating findings from both methodologies, we paint a complete picture of the gaming landscape. For example, qualitative insights might reveal a player's emotional connection to a game, while quantitative data can show how widespread that sentiment is among the broader gaming community. This combined approach ensures that game development and marketing strategies are both empathetic and data-driven.
From Concept to Launch: Supporting the Game Development Cycle
Our research supports every stage of the game development process. In the early phases, concept testing helps identify which ideas resonate most with target audiences. As development progresses, playtesting sessions provide real-time feedback on gameplay mechanics and user experience. Post-launch, we can evaluates marketing effectiveness and player satisfaction, ensuring that games continue to meet and exceed player expectations.
Only the best gaming setup for user testing (that's me watching diligently)
Navigating the Digital Landscape: Tools and Technologies
In today's digital age, understanding the technical aspects of gaming is crucial. Our research design considers factors such as web browser compatibility, computer network stability, and the impact of malicious software on gaming experiences. By examining how players interact with games across different platforms and devices, we ensures that games are accessible and enjoyable for all users.
Ensuring Security and Accessibility
Security measures like captcha systems and the use of javascript are essential for protecting players and maintaining game integrity. Our research assesses how these elements affect user experience, ensuring that security doesn't come at the expense of accessibility. By evaluating the balance between protection and playability, Bryter helps developers create secure yet user-friendly gaming environments.
The Future of Gaming Research
As the gaming industry continues to grow and diversify, the need for comprehensive, player-centric research becomes increasingly important. Our commitment to combining qualitative and quantitative methods ensures that developers and publishers have the insights needed to create games that resonate with players worldwide. By staying attuned to the evolving needs and behaviours of gamers, Bryter helps shape the future of gaming, one insight at a time.
Conclusion
In a world where gaming is more than just entertainment, it's a cultural phenomenon, and understanding the player is key. Bryter's integrated research approach provides the depth and breadth needed to truly know the audience. By unlocking the stories behind the statistics, Bryter empowers the gaming industry to create experiences that are not only engaging but also meaningful and inclusive.
For further information, check out this article on Game testing. For anything about our VR study, conduct your own playtesting or anything else mentioned in this article. Please get in touch with the author, Robert John Downer (robert.downer@bryter-global.com), or our Head of Gaming, Jenny McBean (jenny.mcbean@bryter-global.com); we’d love to hear from you.
Our work provides strategic, evidence-based guidance from the initial concept and market sizing through to post-launch assessments. Read more about how market research can be used to support video game developers
