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Summary
In just fifty years, video gaming has transformed from a childhood hobby into a global $200 billion industry that is set to eclipse film and TV in both revenue and cultural impact. This meteoric rise has led The Economist to predict that “[w]hoever dominates gaming is going to wield clout in every form of communication.” Gaming franchises have expanded beyond just being popular products to become influential media brands that have cultural impact beyond the console. Legacy media firms and tech companies are responding by building gaming divisions or acquiring independent gaming studios in order to capture a piece of this new attention economy. With gaming set to change how people consume media and engage with products and brands, what will this mean for the broader business landscape—and for UX researchers in particular? How should we think about understanding game players, their preferences, and habits? Join Dane DeSutter and experts from leading gaming companies for an interactive discussion on how mixed-methods research and big data are shaping popular gaming products and company strategies and how we all might start to think about the gamer experience in our own industries. Panelists: Natalie Gedeon, Deborah Hendersen, Cheryl Platz; Moderated by: Dane DeSutter
Key Insights
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Gaming is evolving into a dominant media form, projected to exceed $185 billion in revenue by 2023.
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Understanding gamer behaviors is crucial for user research professionals across various industries.
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Emotional connection and narrative depth in games are as important as gameplay mechanics for user experience.
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Accessibility in gaming is increasingly prioritized, with companies like Microsoft leading initiatives to include diverse users.
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The rise of gaming has prompted a shift in perceptions, emphasizing that not all players need to identify as 'gamers' to engage with games.
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Mixed methods research combining quantitative data with qualitative insights is critical in understanding player experiences.
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The gaming audience is vast and varied, stretching beyond young males to include a diverse demographic with varying preferences.
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The integration of games into other media, like films and television, enhances narrative engagement for players and non-players alike.
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Game mechanics must balance desirable difficulty, offering challenge while remaining approachable for new players.
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Diverse teams in game development lead to richer storytelling, yielding greater representation and relevance in games.
Notable Quotes
"Whoever dominates gaming is going to wield clout in every form of communication."
"Games have grown up from a childhood pastime into a media powerhouse."
"We are in a place where there is more representation and inclusion."
"Game software is also meant to be challenging at times, not always intuitive."
"When you think about our audience, half the world identifies as gamers."
"The accessibility toolkit is essential for creating inclusive gaming experiences."
"We need to understand the preferences of gamers a little bit better."
"One of the biggest changes is normalization; games are now recognized as art."
"We are not asking who gamers are, we're just accepting that they play games."
"A game that is fundamentally fun produces emotional engagement."
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