Multi-phased Approach to Improving the Online Gaming Experience
Our client, a supplier of online mobile games, sought to identify the most compelling game features and player experiences that drive engagement, retention, and brand affinity among players.
In parallel, the research explored how key distribution partners of these online games evaluate and select games for their audiences, to investigate a potential misalignment between perceived and actual drivers of player engagement. The resulting insights were intended to inform product development and enhance brand positioning with both players and distribution partners.
In order to understand the different perspectives, we took a multi-phased approach to address the research objectives.
To capture the player experience, we first conducted one-on-one in-depth interviews with over 20 players who had a range of play frequency (e.g., heavy, light, and non-players) to understand the reasons for play, player habits, what characteristics makes a particular online game a “favorite”, and reasons why players stopped playing games. These insights were used to create an online survey to quantify and validate the findings among a representative sample of players.
The online survey used a mixed methodology to identify the game characteristics most influential in determining a player’s “favorite” and most frequently played games. Players evaluated up to three regularly played games and completed a Max-Diff exercise to pinpoint which characteristics most impacted their top choice. To deepen insights, they also rated preferences for specific game attributes.
Concurrently, to capture the distribution partner perspective, 45-minute in-depth interviews to explore how distribution partners evaluate and select games, as well as the specific attributes they prioritize when curating their online game offerings.
Based on insights from this multi-phased study, our client developed a framework to prioritize game features that most influence player engagement, along with a rubric to guide which concepts advance to design, development, and testing. These insights also enabled the client to more effectively consult with distribution partners by using evidence-based recommendations to align game offerings with player preferences and strengthen portfolio curation.
