Refining gameplay at key milestones throughout development

The Challenge

 Our client was developing a new title within an existing puzzle IP and wanted to gain player feedback at various points in the development journey – from the Alpha build, to later DLC instalments. The team were looking to understand player reactions to the art direction and new characters, as well as usability and navigation, to inform ongoing development.

Our Approach

At each wave of testing, we conducted in-person playtesting at a specialist gaming venue, with IP fans and potential newcomers across different sessions. Each session captured full player gameplay (using screen recording, webcams and control scheme overlay), as well as individual surveys and dynamic focus group discussions. The setup delivered an engaging experience for participants, but also a valuable opportunity for the development team to see players playing first-hand, and to bring the user experience to life.

The Outcome

The research provided a wholistic view of the gameplay experience – from general enjoyment and immersion in the game world, to usability and difficulty. Detailed reporting broke down each level individually, highlighting points of frustration and delight, with actionable recommendations. Feedback on the overall game experience ensured the game aligned with audience expectations and stayed true to the IP’s roots.

To learn more about the gaming market research we do at Bryter take a look at this article.