What Is Games User Research?
Some Key Takeaways About Games User Research
Introduction to Games User Research (GUR)
It’s as exciting as it seems! I’m currently working on a project that leverages blockchain technology and gamification to solve a real-world problem. So, as part of the initial planning, we identified the need for doing user research. However, I wasn’t completely sure about what must be taken into account in games user research (GUR) compared to other types of UX research. In this blog post, I will summarize some key takeaways I learned while studying user research in video games specifically.
One of the first things that caught my attention is that GUR is, in fact, very unique. I find this quote particularly useful: “Unlike websites and most software, games are about fun, not function.” Rather than focusing on ensuring that the user can navigate through an app and complete specific actions, a player is mostly looking to have fun!
However, this doesn’t mean that the game user experience (GUX) is something unnecessary. In reality, it is more relevant than ever! The game must be a compelling experience. It has a storyline; it has characters that interact with each other. The player takes a highly active role during the duration of their gameplay. Also, there are additional elements, such as menus and instructions, to complete missions that will guide the user. Hence, the game developers must ensure an efficient and absorbing interaction between the player and the game.
The Video Games Industry at a Glance
The video games industry is gaining traction and becoming more relevant day by day. More than 3.1 billion gamers worldwide play on computer devices, smartphones, or consoles. This means that nearly 40% of the total population plays video games! Moreover, by 2022, experts forecast that the gaming industry will produce $196 billion in revenue, making it one of the fastest-growing industries in recent years, growing at a rate of about 15% per year.
Innovation in the video games industry is moving incredibly fast. Further, video games stand out from other leisure activities for offering interactive experiences. The flow of the story may change depending on the player. Designing a video game is challenging for game developers since the player is free to leave at any time. Knowing how easy it is to lose them at any moment, it forces creators to design compelling experiences that will bring players back to the game.
The Principles of Games User Research
There are some elements of GUR that share similarities with techniques used for other formats. One of the trickiest parts is creating challenges for users that are worth playing. Challenges make an essential part of a fun game. User researchers play a relevant role when defining the difficulty of these challenges to make them fun, not overwhelming or discouraging. Not understanding the controls, dying too many times, or getting lost in the adventure are examples of bad experiences that must be avoided.
The following are some key takeaways about GUR that I found helpful:
1. Defining what method suits you best:
Game user research techniques may vary depending on the desired outcome of the study. I included a helpful matrix below summarizing GUR methods to help you select the best one for each case, ranging from objective to subjective analysis and from a qualitative to a quantitative study. Each method has its advantages and limitations, so a UX researcher must identify the best mix.
In this sense, one of the most objective techniques is an observer session where a moderator observes someone playing the game, similar to watching someone using an app or website! Larger scale testing and closed beta access to the game are prevalent tools for GUR, too. For instance, asking players to rate the game and its features, their intent to purchase, and the overall gaming experience can generate statistically significant data. One example may be what Hi-Rez is currently doing by pre-launching a “founders pack” or closed beta of their new free-to-play game “Rogue Company.”
2. UX in games includes creating compelling stories:
Game creators must understand their target players and their gameplay experience to identify and resolve potential problems, which may impact game review scores and sales. UX researchers play a relevant role in gathering necessary data aiming to improve the gameplay experience. Researchers should also screen diverse audiences for their study to create experiences that all gamers would love.
Focusing on storytelling is critical, but understanding the users’ wants and needs will define whether the game is enjoyable or not. First of all, why do people play games? One thing I love about recent gaming experiences is how social they have become, and especially during these times in which lockdown has transformed socialization paradigms. Personally, I enjoy playing online with my friends, and it makes me feel closer to them, even when we’re very far away!
3. The gaming experience develops in the process of playing, not in the final result:
Games must be fun and challenging. Mostly, I enjoy goal-oriented games. Even having smaller side-quests can give the user a sense of completion. This leads us to four main differences between games and apps:
- Unlike other apps, games value engagement vs. efficiency. An app must guide you towards completing specific tasks quickly and in a straightforward way. However, imagine if Mario had a button at the start of the game to defeat Bowser and save Princess Peach. That would certainly make a more efficient experience for anyone, but would it be exciting and fun?
- An app is built around functionality; hence must minimize challenges and highlight ease of use vs. flow. On the other hand, the gameplay experience must offer a compelling experience and a fun flow of events. There is a story, probably a hero and an antagonist. Problems are happening during the story that must be overcome. This is part of the game. A gamer is expecting such an experience, but not to get lost in dead-ends.
- Games create emotions and moods instead of focusing on function. Games, same as with movies or series, have a storyline and characters. Like any other story, games have a setting that will transport their audience/players into an imaginary world. Use this to your advantage when building fantastical worlds and unforgettable experiences!
- GUR often involves testing with multiple users in parallel, either because it takes a long time to play or because it requires multi-playing. Thus, playtesting labs are usually designed to accommodate 12–20 game testers at once.
4. Mastering what comes next with all the data:
Gathering all the necessary data with the selected UX research methods does not get the job done. We now must blend all these results for them to be useful when developing the game. Tying everything together into one report is very complicated because all these methods use different formats.
For instance, interviews might show qualitative and subjective data, such as long sentences that must be analyzed separately. Simultaneously, game metrics are quantitative and objective results that can be easily tabulated and visualized. It’s the researcher’s responsibility to make it all work out!
5. The controversial contrast between usability and playability:
I’ve written about how video games differ from other apps, mainly because users value when they find what they’re looking for in an app efficiently and smoothly. Apps need to be straightforward, and a user must hopefully get through it in just a couple of clicks.
Moreover, usability is an integral part of UX. Usability is related to accessibility. There are some interesting questions such as: Can the user physically play the game? Would players understand how to get from point A to point B? Usability in video games must account for diversity and become inclusive.
On the other hand, playability refers to questions like: Is the game buggy? Is a button confusing for the player? I’m sharing this article on four innovations that enhance accessibility in video games:
- Xbox designed an adaptive controller for gamers who have limited mobility.
- Industry standards for subtitles create accessibility for the hearing impaired.
- Nintendo’s “1–2-Switch” game uses non-visual cues that can be played by the visually impaired.
- CART (Communication Access Real-time Translation) live captioning for e-sports, and live-streamed gaming helps bridge the language gap for gamers.
Conclusion
The video games industry is moving at a fast-pace. Moreover, the COVID-19 lockdown represents an opportunity to engage with players and create new online social experiences. According to Techcrunch, 35% of people surveyed indicated to be playing more than they were before pandemic restrictions. For example, the Nintendo Switch Console has been out of stock in many online stores after running into some supply issues. Moreover, Microsoft and Sony will be launching new systems before the end of the year, which will most likely impact the current situation.
Notably, one of my favorite topics in the present and future of video games is exploring how these systems can become new socializing platforms. We’re seeing it with esports, live-streaming services, and even games that can offer online experiences such as what Animal Crossing: New Horizons, Fortnite, or Fall Guys are doing. Now, it’s time for games user researchers to take the leap and get more great video games to reach wider audiences!
