Player's input in a game is a decision. By observing people decisions or choices, you can deduce psychological traits. This is a new way to understand your players, users, consumers. It opens a new field in managing communities, producing online content or marketing products. This lecture exposes last researches and experimentations into tracking player psychological profile in game. How can we make match data and existing psychological model? What are the right items to collect during gameplay and how to transform them into practical dimensions? This state of art and examples update the possible tools we have to understand the player.
Intended audience & prerequisites: Producer, management, marketing, creative direcor
Session takeaway: This session is a opening window on a new way to track and profile the player.
9. Clone
Différents comportements de joueur face à des patterns (segments de circuit)
mesurés dans Forza Motorsport
Forza Motorsport, Microsoft Xbox, Microsoft Game Studios, 2005
E.Guardiola - Seaside Agency
25. Game Data
• Task
• Strategy
• Motivation
• Preference Learning
• …
E.Guardiola - Seaside Agency
Gameplay Typology /
Style / Archetype
Existing model
(some examples)
RIASEC
Professional interest
LOV
List Of Values
Big 5
Bartle like typo Personality traits
26. 03:52
Preference for timed
gameplay mechanics
Challenge based on
executions skills
http://utsa.edu/careercenter/students/career_assessments/RIASEC_Holland_Codes.html
https://www.iusb.edu/career-services/rsrc-holland.php
http://www.livenaturallymag.com/2013/06/01/comment-faire-son-choix-de-carriere/
http://www.reussirmavie.net/Pour-quels-metiers-etes-vous-fait_a1524.html
27. + =
Experiment solution,
non explicit choice.
Challenge: associative
thinking, complex
system
http://utsa.edu/careercenter/students/career_assessments/RIASEC_Holland_Codes.html
https://www.iusb.edu/career-services/rsrc-holland.php
http://www.livenaturallymag.com/2013/06/01/comment-faire-son-choix-de-carriere/
http://www.reussirmavie.net/Pour-quels-metiers-etes-vous-fait_a1524.html
28. Digital marketing:
Increasing matching
Social game
Player Data
Platform
User Data
Digital marketing
ecosystem
Agency /
product
Player
Consumer
Game dev:
giving value to
player data
Platform: Better
user segmentation,
CPM value
Matchmaking
Ad/user
E.Guardiola - Seaside Agency
29. TAKE AWAY
Game design = manipulating player models
(psychological, sociological, cognitive…)
Gameplay data = allow creation of archetype
Gameplay profiles = impact value chain of online
advertising
E.Guardiola - Seaside Agency