How User Research Helps Deliver Successful Games Graham McAllister

Transcription

1 How User Research Helps Deliver Successful Games Graham McAllister

2 THE GAME SPACE Bad Games, Good Revenue Revenue Good Games, Good Revenue Rating Bad Games, Poor Revenue Good Games, Poor Revenue

3 THE GAME SPACE Bad Games, Good Revenue Revenue Good Games, Good Revenue Rating Bad Games, Poor Revenue Good Games, Poor Revenue

4 THE GAME SPACE

5 THE GAME SPACE

6 THE GAME SPACE Bad Games, Good Revenue Revenue Good Games, Good Revenue Rating Bad Games, Poor Revenue Good Games, Poor Revenue

7 THE GAME SPACE

8 THE GAME SPACE Bad Games, Good Revenue Revenue Good Games, Good Revenue Rating Bad Games, Poor Revenue Good Games, Poor Revenue

9 THE GAME SPACE Insert your own thoughts here (you can tell me a:erwards)

10 THE GAME SPACE Bad Games, Good Revenue Revenue Good Games, Good Revenue Rating Bad Games, Poor Revenue Good Games, Poor Revenue

11 THE GAME SPACE

12 100 GAME ANALYSIS 100 games 9 guidelines ALL players will almost certainly abandon the game Many players will abandon the game SaFsfactory, but could be improved

13 WHAT DOES IT TAKE TO MAKE A SUCCESSFUL GAME? What if you could stop these issues occurring?

14 A USER RESEARCH PROCESS The problem with game development - tesfng assumpfons Concept Design ProducFon So:-launch Launch First feedback? First feedback? First feedback? First feedback?

15 GETTING PLAYER FEEDBACK What if you can get feedback throughout development? Concept Design ProducFon So:-launch Launch Understand players CompeFtor Analysis InteracFon Analysis CollaboraFve UI Design UI Expert EvaluaFon IteraFve PlaytesFng Usability Expert EvaluaFon Engagement Diary So:-launch PlaytesFng AnalyFcs + user research

16 USER RESEARCH Games User research is the process of helping developers see their game from the perspec.ve of the player

17 WHAT DOES IT TAKE TO MAKE A SUCCESSFUL GAME? There are three important factors to consider: Potential Audience 1. Is the game concept appealing for your target audience? INTEREST 2. The implementa.on has to offer a great PLAYER EXPERIENCE player experience. MONETISATION 3. The player should want to spend in your game as it ll improve the experience.

18 WHAT DOES IT TAKE TO MAKE A SUCCESSFUL GAME? Potential Audience Potential Audience INTEREST INTEREST PLAYER EXPERIENCE PLAYER EXPERIENCE MONETISATION MONETISATION

19 WHAT DOES IT TAKE TO MAKE A SUCCESSFUL GAME?

20 WHAT DOES IT TAKE TO MAKE A SUCCESSFUL GAME? 100% 80% 60% 40% 20% Feature 1 Feature 2 11 to to to to to to to to to to to to to to to to to to to to to Feature 3 Feature 4 Feature 5 Feature 6 Feature 7

21 WHAT DOES IT TAKE TO MAKE A SUCCESSFUL GAME? INTEREST INTEREST UNDERSTANDING PLAYER EXPERIENCE USABILITY MONETISATION PLAYER EXPERIENCE MONETISATION

22 WHAT DOES IT TAKE TO MAKE A SUCCESSFUL GAME? IdenFfying the origin of the problem Weaknesses Problems Understanding Usability Player Experience Mone.sa.on Interest Player Path

23 POLISHING THE PLAYER EXPERIENCE INTEREST UNDERSTANDING USABILITY PLAYER EXPERIENCE MONETISATION Concept Design ProducFon So:-launch Launch Understand players CompeFtor Analysis InteracFon Analysis CollaboraFve UI Design UI Expert EvaluaFon IteraFve PlaytesFng Usability Expert EvaluaFon Engagement Diary So:-launch PlaytesFng AnalyFcs + user research

24 POLISHING THE PLAYER EXPERIENCE - CONCEPT TESTING Concept Tes.ng CompeFtor Analysis MONETISATION InteracFon Analysis CollaboraFve UI Design PLAYER EXPERIENCE UI Expert EvaluaFon Usability Expert EvaluaFon USABILITY PlaytesFng Engagement Diary UNDERSTANDING So: Launch PlaytesFng Ongoing AnalyFcs + User Research

25 POLISHING THE PLAYER EXPERIENCE - COMPETITOR ANALYSIS Concept TesFng Compe.tor Analysis MONETISATION InteracFon Analysis CollaboraFve UI Design PLAYER EXPERIENCE UI Expert EvaluaFon Usability Expert EvaluaFon USABILITY PlaytesFng Engagement Diary UNDERSTANDING So: Launch PlaytesFng Ongoing AnalyFcs + User Research

26 POLISHING THE PLAYER EXPERIENCE - INTERACTION ANALYSIS Concept TesFng CompeFtor Analysis MONETISATION InteracFon Analysis CollaboraFve UI Design PLAYER EXPERIENCE UI Expert EvaluaFon Usability Expert EvaluaFon USABILITY PlaytesFng Engagement Diary UNDERSTANDING So: Launch PlaytesFng Ongoing AnalyFcs + User Research

27 POLISHING THE PLAYER EXPERIENCE - UI EVALUATION Concept TesFng CompeFtor Analysis MONETISATION InteracFon Analysis CollaboraFve UI Design PLAYER EXPERIENCE UI Expert EvaluaFon Usability Expert EvaluaFon USABILITY PlaytesFng Engagement Diary UNDERSTANDING So: Launch PlaytesFng Ongoing AnalyFcs + User Research

28 POLISHING THE PLAYER EXPERIENCE - EXPERT EVALUATION Concept TesFng CompeFtor Analysis MONETISATION InteracFon Analysis CollaboraFve UI Design PLAYER EXPERIENCE UI Expert EvaluaFon Usability Expert EvaluaFon USABILITY PlaytesFng Engagement Diary UNDERSTANDING So: Launch PlaytesFng Ongoing AnalyFcs + User Research

29 POLISHING THE PLAYER EXPERIENCE - PLAYTESTING Concept TesFng CompeFtor Analysis MONETISATION InteracFon Analysis CollaboraFve UI Design PLAYER EXPERIENCE UI Expert EvaluaFon Usability Expert EvaluaFon USABILITY PlaytesFng Engagement Diary UNDERSTANDING So: Launch PlaytesFng Ongoing AnalyFcs + User Research

30 POLISHING THE PLAYER EXPERIENCE - ENGAGEMENT DIARY Concept TesFng CompeFtor Analysis MONETISATION InteracFon Analysis CollaboraFve UI Design PLAYER EXPERIENCE UI Expert EvaluaFon Usability Expert EvaluaFon USABILITY PlaytesFng Engagement Diary UNDERSTANDING So: Launch PlaytesFng Ongoing AnalyFcs + User Research

31 POLISHING THE PLAYER EXPERIENCE - SOFT LAUNCH / LAUNCH Concept TesFng CompeFtor Analysis MONETISATION InteracFon Analysis CollaboraFve UI Design PLAYER EXPERIENCE UI Expert EvaluaFon Usability Expert EvaluaFon USABILITY PlaytesFng Engagement Diary UNDERSTANDING So: Launch PlaytesFng Ongoing AnalyFcs + User Research

32 POLISHING THE PLAYER EXPERIENCE Concept TesFng CompeFtor Analysis MONETISATION InteracFon Analysis CollaboraFve UI Design PLAYER EXPERIENCE UI Expert EvaluaFon Usability Expert EvaluaFon USABILITY PlaytesFng Engagement Diary UNDERSTANDING So: Launch PlaytesFng Ongoing AnalyFcs + User Research

33 EXAMPLE REPORT

34 STUDIOS WE WORK WITH

35 GAMES WE VE WORKED ON 70+ ios games featured FRONT PAGE on the Apple App Store

36 POLISHING THE PLAYER EXPERIENCE - ENGAGEMENT DIARY

37 POLISHING THE PLAYER EXPERIENCE - SOFT LAUNCH / LAUNCH 60 day LTV curves from MMX Racing Q Q. What was the biggest contributor to the increase in LTV? 1. Loads more content 2. Tutorial redesign 3. Rebalanced economy 14% 30% 9% Revenue A. Tutorial redesign - 30% Days

38 EXAMPLE 4

39 EXAMPLE 5

40 POLISHING THE PLAYER EXPERIENCE INTEREST UNDERSTANDING USABILITY PLAYER EXPERIENCE MONETISATION Concept Design ProducFon So:-launch Launch Understand players CompeFtor Analysis InteracFon Analysis CollaboraFve UI Design UI Expert EvaluaFon IteraFve PlaytesFng Usability Expert EvaluaFon Engagement Diary So:-launch PlaytesFng AnalyFcs + user research

41 WANT TO