Player Research contribute actionable insight to improve game design throughout the entire development process.


Aid the creation of a game’s conceptualisation process by building upon our detailed understanding of what makes amazing experiences. Understand your target audience’s experiences, play habits and frustrations, and extract the learnings from competitors’ UX,in order to design a game that builds on the best.

Competitor UX Teardown

Breakdown and analysis of your competitor titles, detailing their best practices in UX, opportunities and common failures, all from our Usability, Understanding and User Experience perspective.

Concept Testing

In-depth research focussed on understanding reactions to concept and character art, and understanding players’ relationships with existing games. Provides opinion summaries, ratings and insight into players’ first impressions of  themes, art styles and/or prototype gameplay.


Getting in-game feedback and UI design right first time. Working collaboratively to ensure the best possible player experience.

Collaborative Design

We work collaboratively with your designers on-site, contributing to UI flow, controls and menu designs, tutorial content and in-game feedback – rolling in our decades of playtesting and player psychology know-how.

UX Analyses

Full evaluation of your prototype or wireframes against our 4 key layers – Understanding, Usability, Player Experience, and Monetisation. Our reports are detailed, understandable and actionable.



Find real issues experienced by real players, and use our knowledge to help you understand and fix them. Our playtesting premises are second-to-none for testing of all kinds, including PC, console, mobile, VR and beyond.

Iterative Usability Playtesting

We recruit real players representative of your target audience and analyse their play in exacting detail, with a focus on game usability, learnability and understandability. Delivers an actionable digital report and session videos.

Large-Lab Playtests

For gathering larger-sample data on players’ opinion and experience with your title. Explore multiple variations, full-length games, multiplayer, balancing, narrative. Understand the why behind player preference and player behaviour.

Playtesting “In The Wild” (Ethnographic Research)

By playtesting in players’ everyday environment we’ll help you understand your unboxing experience (OOBE), installation and setup issues, or the UX of your games relying on AR, VR, toys-to-life or microphone inputs.

Narrative Playtesting

Detailed exploration of player’s understanding and engagement with storylines in narrative-driven games. Our approaches allow rich feedback using with very early assets: narrative from scripts, storyboards, pre-vis or block-out cutscenes.

Engagement Diaries

To understand how players live with your game over a longer period of time, we recruit players in your target audience and ask them to complete a digital diary each time they play your game.


Supporting your game launch to ensure ongoing engagement, understand and diagnose the issues that your game metrics may highlight.

Game Analytics and Data Science

Analytics provides a large-scale quantitative look into your players’ behaviour.  Ranging from simple counting tasks to advanced player segmentation, visualisation, prediction, and evaluation of A/B tests, our analytics consultancy services are at the cutting edge of game data science. We’ll expertly integrate analytics into your title, or analyse existing datasets for new insight.

Click here for more information on our Player Research Analytics services.

Analytics Driven Playtest

Bring a player experience perspective to the analytics produced during beta and soft launches. Understand and solve the issues identified. Make sure efficient, significant and valid changes are being made to your game during this crucial time


We regularly answer specific research questions for the games industry. Recent projects included:

“How can we ensure we make better, more usable games for all our projects, and measure the success of the process?”

“How can we make more accessible, more inclusive games for all audiences, including children with impairments?”

“Where does the fun come from in this game genre? What opportunities are there for a rival title?”

We produce reliable and practical research documentation, designed to be used at the coal face.


Use the links below to contact us – we welcome studios of all sizes, from AAA to indie. For more information about our client list and our team, head home, or to the blog.