Our Expertise

Six areas of expertise,
one core mission.

Understanding people at play: we have six interweaving areas of expertise and offer both bespoke and syndicated services in each area.

Gaming

We apply incisive research at every stage of a game’s development and have created unique methods, datasets, and gaming communities to help our clients continuously evolve the meaning of play.

Changing the game with data insight.

Helping dev teams and publishers at every stage of a game’s development.

By creating unique methods, datasets, and game communities we help our game clients continuously evolve the meaning of play.

Mapping to the Product Development Cycle

Download

When you are looking for the next big idea

Research methods

Brand Health Tracker
Genre and Comp Analysis
Player Segmentations
Brand Essence Study
Region Strategy Deep-Dive
Strategy Playbooks

Questions we help answer

What context should you know?
What are the latest trends?
Who are your competitors?
Who are your gamers?
What are people playing now?
What systems do people prefer?
How are your games performing vs key competitors?

When everything is on the drawing board

Research methods

Feature Optimization (Max-Diff / TURF / DCM)
Concept TAM Market Sizing (Monadic + Comparative)
Target Audience & Key Comp Analysis
inDev Expert Concept Eval
Longitudinal Player Panel

Questions we help answer

Which concepts are appealing?
What features drive interest?
Who does the concept appeal to?
Does the concept stand out from comps? How big is the opportunity?
How can the game’s design be improved for its audience?

When you are working on a vertical slice, alpha & beta build

Research methods

Game Build Playtest
FTUE Evaluation
Target Audience & USPs
inDev Expert Game Build Evaluation
Longitudinal Player Panel

Questions we help answer

What USPs will drive download?
How does the game’s execution stand against its USPs and the market?
How can the game be optimized for retention of existing players?
Who should be the marketing focus?
What features should be added on roadmap?

When you are preparing for soft launch and full launch

Research methods

Positioning Testing
Creative Asset Testing
Marketing Channels
Secondary Market Studies
Monetization Strategy
inDev Expert Mock Reviews
Key Player Interviews

Questions we help answer

Which positioning / assets drive interest?
What marketing assets can appeal to a specific target audience?
What other markets can the game reach?
How will users / critics score the game?

Foundational Research

When you are looking for the next big idea

Research methods

Brand Health Tracker
Genre and Comp Analysis
Player Segmentations
Brand Essence Study
Region Strategy Deep-Dive
Strategy Playbooks

Questions we help answer

What context should you know?
What are the latest trends?
Who are your competitors?
Who are your gamers?
What are people playing now?
What systems do people prefer?
How are your games performing vs key competitors?

Ideation & Concept Development

When everything is on the drawing board

Research methods

Feature Optimization (Max-Diff / TURF / DCM)
Concept TAM Market Sizing (Monadic + Comparative)
Target Audience & Key Comp Analysis
inDev Expert Concept Eval
Longitudinal Player Panel

Questions we help answer

Which concepts are appealing?
What features drive interest?
Who does the concept appeal to?
Does the concept stand out from comps? How big is the opportunity?
How can the game’s design be improved for its audience?

Game Build Production

When you are working on a vertical slice, alpha & beta build

Research methods

Game Build Playtest
FTUE Evaluation
Target Audience & USPs
inDev Expert Game Build Evaluation
Longitudinal Player Panel

Questions we help answer

What USPs will drive download?
How does the game’s execution stand against its USPs and the market?
How can the game be optimized for retention of existing players?
Who should be the marketing focus?
What features should be added on roadmap?

Soft Launch & Full Launch

When you are preparing for soft launch and full launch

Research methods

Positioning Testing
Creative Asset Testing
Marketing Channels
Secondary Market Studies
Monetization Strategy
inDev Expert Mock Reviews
Key Player Interviews

Questions we help answer

Which positioning / assets drive interest?
What marketing assets can appeal to a specific target audience?
What other markets can the game reach?
How will users / critics score the game?

Post-launch Support

After the game is fully launched

Research methods

Community Tracker
Retention Longitudinal
Acceptor Rejector / Post-launch
inDev “fixing botched launch” Playbook
New Revenue Driving Content / DLC Studies

Questions we help answer

What are the game’s long-term opportunities and threats?
What is driving churn / retention?
How can the series learn and improve for the next game?

Products

Services

UX Research

Experience user research at its best. From simple usability studies to complex behavioral analyses, we are leaders in helping our clients create intuitive and engaging user experiences.

Six areas of expertise,one core mission.

Changing the game with data insight.

Helping dev teams and publishers at every stage of a game’s development.

Mapping to the Product Development Cycle

01Foundational Research

Research methods

Questions we help answer

02Ideation & Concept Development

03Game Build Production

04Soft Launch & Full Launch

05Post-launch Support

Products

Services

UX Research

Six areas of expertise,
one core mission.