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Summary of My Role
As the sole researcher on this project. I analyzed unmoderated playtests of five mobile games based on major non-gaming brands. My goal was to identify patterns in what makes branded games compelling, leading to the development of a framework that could guide future game design decisions. The mandate was very broad so it was an exciting challenge to try to provide value from gameplay video where I didn’t have much say over the
Research Objectives:
- Understanding Quality in Branded Games Identify what makes a branded mobile game feel substantial and worthwhile to players, beyond just carrying a recognizable name.
- Characterizing Player Expectations Understand how players approach games from non-gaming brands and what makes them stay engaged or abandon the experience.
Research Activities
- Playtest Analysis Analyzed 50 unmoderated playtest sessions (10 players per game) across five different branded mobile games, ranging from retail brands to entertainment properties.
- Individual Game Assessment Created focused reports for each game, documenting specific strengths and issues without pulling punches on quality concerns.
- Cross-Game Analysis Developed a framework for understanding how different aspects of game design build on each other to create engaging experiences.
Project Challenges:
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Challenge 1: Making Sense of Vastly Different Player Reactions
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Challenge 2: Learning from Low-Quality Experiences
Want to know more? Shoot me an email at uxnoah@gmail.com, or schedule a time with me here.