Our Philosophy
Fun scientists moving playfully forward.
Our Play Philosophy
Understanding people at play.
Since 2006, Interpret has been at the forefront of understanding why people play. We’ve developed a unique psychological framework, based on over two million consumer interviews, to uncover the deeper motivations that drive play preferences across various segments.
Our play framework
Our approach draws on an understanding of the brain’s evolution, from the most basic functions to complex social and emotional processes. We’ve refined this framework through experimental validation and by referencing key models of human motivation.
This framework guides our consumer segmentation and product testing, helping clients innovate with new ideas for games, toys, tech, and more. We’re committed to evolving our understanding of play as we continue to help brands create fresh, engaging experiences.
| Concept | Motivator |
|---|---|
| Somatic | Physical Needs |
| Stimulation Management | |
| Cognitive | Decision Systems |
| Skill Development | |
| Material Development | |
| Map Development | |
| Interpersonal | Social Development (horizontal) |
| Leadership Development (vertical/hierarchical) | |
| Aggression Catharsis / Expulsive |
Our Evolution
Since our inception we've been game researchers.
While a narrower category in the beginning, as the years have passed, we’ve witnessed the explosive growth of games and game IP and have been there to help our publisher and developer clients diversify their audiences and product offerings as the category has expanded. At the same time, we’ve seen gaming become both a threat and an opportunity to other companies in media, entertainment, and technology.
These companies are increasingly looking to games for vitality, relying on us to help them navigate this dynamic play space, and in turn significantly expanding our own understanding of people at play.
Gaming is both an opportunity and a threat to companies operating in our expansion verticals.
Entertainment
With audience defection at every turn, traditional Entertainment companies are increasingly looking to game IP for content inspiration, and some streamers are themselves directly developing and distributing game content to maintain relevance while also tapping potential new sources of subscription revenue. How do entertainment providers best play in the game space?
Consumer Tech
Consumer Technology manufacturers rely on “killer content” to foster interest in their devices. Not only do games sit at the center of a vast ecosystem of in-home tech, they are the most popular (and lucrative) apps on mobile devices. How do tech manufacturers optimize for this behavior?
Social Media
Social Media platforms have long leveraged games to engage and grow their audiences, acting as social gaming and game-content streaming platforms. Savvy influencers use games to create rapt fanbases. Understanding the game content and platform strategies that maximize audience engagement are crucial for the optimal health of most social media companies.
Toys
Kids are increasingly “digital-first” and even “digital-only” in their play behavior. Traditional Toy companies know this but need significant help on how to best navigate this changing play landscape.
Sports
Sports leagues are struggling to maintain fanship among younger audiences. Sports video games are a means by which to connect with younger audiences, but how do leagues ensure conversion from video game player to avid watcher and merch buyer?
