University students will use an online zombie gaming app. Traits such as storyline, graphics, and cost are big factors to consider when developing the game. Characteristics like gore, weapon choices, and personalization are also important to include. Focus groups and surveys found these features most appealing and impactful for the target audience. Limitations included small sample sizes, which restrict a full understanding of preferences across all university students.

1. X GAMES CONSULTING
(ZOMBOMB)
QUALITATIVE & QUANTITATIVE
RESEARCH
An investigation into online
mobile gaming
Chris Gillanders, Joe Harris, Joe Zaric, Ash James

2. X Games: The Issue
• Aim: To investigate whether there is a market for online
mobile zombie games and as a result would our game be
accepted into it
The issue: Zombomb have asked us to
draw up a mini proposal of and conduct
research regarding the following aspects.
• Would students play the game.
• What do they except from a zombie game.
• Online leader boards and multiplayer modes.
• Online leagues against other universities.

3. Aims & Objectives
• Objective 1: To investigate what features and what is expected
in a zombie gaming app.
• Objective 2: Whether or not ages (18-25) university students
would play zombie games. Do the play games?
• Objective 3: To determine how much money would students
be willing to pay for an app like our new gaming app
• Objective 4: To test a beta on university students aged (18-25)
on the proposed gaming app to determine views on it.

4. Qualitative Research
During this stage of our research we carried out a focus group
with university students that are active gamers.
We carried out a series of studies and projects using a
moderators guide within this research. This included
• Character Drawing
• Gaming Attribute test
• Story board exercise
Our first practical exercise was to gauge an idea of
what specific things students would or wouldn’t want
from a zombie gaming app.
The results were as follows.

5. Top Responses
• Group 1: Most Important- Realistic, Horror, Graphics
• Group 1: Least Important- Add-ons, Price
• Group 2: Most Important-Personalisation, Gory, Multiple Characters
• Group 2: Least Important- Updates, Simplicity

6. Character Design
Suggests a realistic
looking character with a
set of different powers.
Different items allow different
experiences for every player.
Another realistic character
design.
Science-Fiction
approach. Different
powers and non-
human attributes.

7. Quantitative Data
• Sampling (methods, analysis) interpretation od the data
• During our Quantitative stage of our research we used a
survey program (Qualtrics) to gather data based around
our objectives.
• This program used software called skip logic to which we
implemented in our screening questions to ensure that all
data is from the intended target audience.
• Looking at a sample size of 50 people although a sample
size so far we have seen distinguished trends throughout
the data.

8. Quantitative Research Graphs
• As shown in the graph there is a huge trend 80% of
university students have 1-4 games while 17% and 2% of
participants have 5+ games.

9. Mobile Gaming Usage
This graph
illustrates the
frequency of
how often
university
students play
games.

10. Storage
Analysis of questions surrounding storage consumption of mobile games
48% of students expressed that it is a important feature. We will take this
into account when developing the game.

11. Costing's
The Quantitative
Research
produced a
strong response
towards a
cheaper type
game, with 78%
of students
saying they
would pay for a
game less than
99p.

12. Gaming Traits
There where three main
features that stood out in
our data. The importance
of including graphics a
good storyline and
gameplay all stood out.
This suggests that
students prefer games
that are more complex
and refrain from a one
level monotonous game.
Weapon choices were
also seen as very
important as well with
36% of students choosing
this trait.

13. Gaming Traits
This graph illustrates that 51% of all
students that took part in the survey
prefer realistic traits in a zombie game.
60% of students say that they'd prefer
to include both multiplayer and single
player games

14. Limitations of Research
Qualitative
• First of all, we only interviewed 6 participants as
it would have been to time consuming to
interview larger numbers.
• Because of this, the qualitative research we
conducted has less statistical power and in
depth analysis of our topics e.g. costing's and
game characteristics .
• If we were to repeat this process, we would
attempt to hold more than 1 focus group.

15. Limitations of Research
Quantitative
• One limitation of quantitative research is our
surveys. It is only as efficient as the questions
asked.
• The survey will give us a response of what
factors to include, but it wouldn’t provide
information about how participants may and
deep underlying meanings.
• we only received 50 responses, this isn’t a wide
enough insight into how the whole target
market feels.

16. Summary
(Based on our findings)
• University students will use a online
Zombie zombie gaming app.
• Traits such as storyline, memory and
costing's are a big factor when
developing the game.
• In game characteristics such as
gore, weapon choices and
personalisation of characters are all
seen as important issues to include.

17. Thank you for your time.
Any Questions?