Illustrative engagement. A representative scenario showing how we approach this kind of work in video games. It does not describe a specific client; outcomes are described qualitatively.
Industry overview
What is shaping video games
Game studios and publishers need player insight from concept to live operations, through playtests, monetisation research and market sizing.
- Mobile gaming reaches very wide audiences
- Playtesting reduces costly late changes
- Monetisation must feel fair to players
Client background
A game publisher, working in India. This is an illustrative engagement: a representative scenario showing how we approach this kind of work, not a named client project.
- Organisation
- A game publisher
- Sector
- Video games
- Team engaged
- Market Research
- Services
- Qualitative research
Client challenge
The publisher wanted feedback before launch.
Research objectives
- Deliver on the brief: playtesting a new game.
- Uncover the motivations and barriers people do not state in a survey.
- Give the client evidence it can act on within 4 weeks.
Target audience
Scope: 20 sessions.
Audiences we typically reach in video games
PlayersPaying playersLapsed playersStreamers and creatorsParents of young gamers
Geographic coverage
Coverage: India. Market: India.
- India
Research methodology
A qualitative design, built to uncover motivations, decision processes and the language people actually use.
- 1Brief
- 2Playtests
- 3Insight
We ran playtests with target players.
Qualitative research
Sampling strategy
- Qualitative participants were recruited purposively to cover the full range of experiences that mattered, rather than for statistical representation.
Data collection
- sessions
- 20
- Interviews and discussions were led by experienced moderators using a guide agreed with the client.
Data quality & validation
- Recordings and transcripts for every session
- Re-screening of qualitative recruits
- Logic and range checks on the final data
- Work carried out under our ISO 20252 quality procedures
Data analysis
- Thematic coding of interviews and discussions
- Journey and decision mapping
Key findings
- Tutorials were confusing.
First minutes matter.
Recommendations
- Build on the core insight: first minutes matter.
- Focus effort where the evidence was strongest: tutorials were confusing.
- Re-measure after the changes to confirm the effect.
Business impact
- The studio simplified onboarding.
What changed in the business as a result of the work. Impact is described qualitatively.
Deliverables & next steps
- Insight report and management presentation
- Interview summaries and key verbatims
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: is the game fun and clear?