Video gaming is one of thinktank’s core areas of expertise.
Over the last fifteen years, we have worked on hundreds of video games research projects.
We understand the unique challenges that mobile game developers face, especially around player engagement.
While analytics play a key role in the success of any mobile game, developers need to understand the “how’s” and “why’s“ behind KPIs (key performance indicators) such as trial, engagement, retention, and monetization.
Background
Our client had achieved moderate success with a mobile game and was in the process of developing a sequel. The game had a large installed base and retention was good. However, monetization was poor.
Goal
Identify new areas of monetization
Methodology
We employed a mixed-methods research plan:
- We conducted real time remote one-on-one usability testing to get a detailed overview of gameplay.
- Gamers were asked to play the game for 30 minutes and to “talk out loud.” Afterwards, they engaged in a short interview with the moderator.
- The game developers (who were located 5,000 miles away) could watch in real time. They could also interact with the moderator via chat, so the moderator could adjust the flow of conversation with the player.
- Afterwards, gamers were asked to play the game for an additional two weeks. They filled out a daily diary, and their gameplay was also tracked via data analytics.
- Finally, the players had a post-gameplay focus group to talk about their extended experience. Key discussion points included various points of engagement that were captured in their diaries and data analytics.
Result
Prioritized roadmap recommendations that led to improved player monetization
