Tracking player psychological profile in game - emmanuel guardiola

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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.

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  • Tracking player psychological profile in game - emmanuel guardiola

    1. 1. Tracking and using Player psychological profile Emmanuel Guardiola Ph.D
    2. 2. Game design Manipulating the player model
    3. 3. Behind the Press-Button The Game Feel model of interactivity extrait de Game Feel, Steve Swink E.Guardiola - Seaside Agency
    4. 4. Player skills Pure Hidden Ouat Entertainment, 2009 E.Guardiola - Seaside Agency
    5. 5. Tetris: the grand master 3 – Terror-instinct, arcade, Akira, 2005 Player skills E.Guardiola - Seaside Agency
    6. 6. The player measured Space Invader, version arcade, Taito, 1978 Defender, Atari 2600, Williams inc., 1980 E.Guardiola - Seaside Agency
    7. 7. Performance measure Blue Estate The Game, HE SAW, 2014 E.Guardiola - Seaside Agency
    8. 8. Playtest data E.Guardiola - Seaside Agency
    9. 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
    10. 10. Player modeling In business
    11. 11. Player path model Acquisition, retention Share E.Guardiola - Seaside Agency
    12. 12. Buyer Typology E.Guardiola - Seaside Agency E.Guardiola - Seaside Agency
    13. 13. User data as Business model E.Guardiola - Seaside Agency
    14. 14. Creating a psychological model of the player
    15. 15. Bartle Typology 96 E.Guardiola - Seaside Agency
    16. 16. Decision theory Game theory Guardiola /Natkin – 2005 – CEDRIC CNAM E.Guardiola - Seaside Agency
    17. 17. E.Guardiola - Seaside Agency
    18. 18. Holland RIASEC model E.Guardiola - Seaside Agency
    19. 19. E.Guardiola - Seaside Agency
    20. 20. E.Guardiola - Seaside Agency
    21. 21. Why using gameplay psychological profiling
    22. 22. On the other: Ad and Shop ingame Player path E.Guardiola - Seaside Agency E.Guardiola - Seaside Agency
    23. 23. Digital advertising tendency E.Guardiola - Seaside Agency
    24. 24. Task • Performance • Efficiency & Effectiveness • Completion & Perseverance • … Motivation • Motivation type, extrinsic to intrinsic (Deci) • pay off preference • … Strategy • Conservative or try new • Risk aversion • … Learning • follow tuto, objectives or experiment (Kolb) • Push limits • … Preferences • Gameplay types • Narrative context • … E.Guardiola - Seaside Agency PGP criteria
    25. 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. 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. 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. 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. 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
    30. 30. Emmanuel Guardiola +33 612 952 094 emmanuel.guardiola@seasideagency.com

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