This document discusses how to conduct gaming ethnography to understand player experience. It defines ethnography as the scientific study of customs and cultures through various levels of interaction or observation. For gaming, ethnography frequently analyzes player communities in virtual worlds and MMOs to understand how players interact. The document outlines grounded theory, which builds theory through data gathering without prior assumptions. It explains how to develop codes, categories, and theory from observed data through multiple attempts at ethnography. The conclusion states that ethnography and grounded theory are useful tools for games to help designers develop based on player actions and reactions.

1. Gaming Ethnography: How to
Discern and Evaluate Player
Experience
Jeremy Pesner
“The Pezman”

2. What is this about?
Player experience obviously very important for games
Whether designer, researcher or general enthusiast
Clarifies what players enjoys/dislikes about the game
Can also be used with finished games to derive clearer
understanding of what makes them work
It’s easier than you might think to make a mistake…

3. For Those Who Don’t Know…

4. Ethnography (eTH nägrəf )ˈ ē
(noun) The scientific description of the customs of
individual peoples and cultures
Various levels of interaction with those you’re studying -
may speak with or silently observe subjects
Generally qualitative
People study anything from native cultures to patient
interaction in hospitals to fan communities
Studies may last for years

5. Gaming
Typically used for
interaction in virtual
worlds/MMOs
Ethnography frequently
analyzes communities
(rather than individuals)
Can help to understand how
players interact with each
other

6. Grounded Theory
The process of theory-building through data gathering
In contrast to many social studies of the time, which
sought to validate existing social theories (e.g.
Marxist theory of class)
Glaser & Strauss (1967), Charmaz (2006)
Don’t let prior assumptions guide your thinking - rely
on the data

7. Codes and Categories
“Codes” - Small, tangible ideas observed through data
Nothing to do with computer code
“Categories” - Groupings of codes that come together
to form a major aspect of the data
“Theory” - Establishing relationship of categories to one
another through thorough understanding of data
Seems vague, but actually very powerful if you do it right

8. Example
Ethnography site: MAGFest (because why not?)
Codes: Arcade cabinets, costumes, merchandise,
band performances, alcohol, camaraderie
Categories: Video game cultural artifacts, celebratory
practices
Theory: MAGFest is an event where people come to
have a good time and enjoy video game culture

9. Let’s Give It a (very
expedited) Shot
Remember, observe the data (the player, their actions)
Ask specific, focused questions (not “did you have
fun?”)
Encourage them to provide more data than less

10. What Did We Learn, Class?
Basic codes?
Any categories?
Are we excited to learn more?

11. This IS possible to beat
(I did it.)

12. Let’s Do It Again!

13. Did it go better?

14. One More Time!

15. Getting the hang of it?

16. And that’s gaming
ethnography

17. Conclusion
Ethnography & Grounded Theory are powerful tools for
games and other digital programs
More formal than “observe and figure out”
Can help to build a vocabulary of player actions and
reactions
Can help game designers to develop their games in
response to what they know players know

18. That’s all, folks.
jp659@georgetown.edu