a candy crush case study: measuring the emotion connection
TRANSCRIPT
A Candy Crush Case Study:Measuring the Emotion Connection to
Premium Mobile Gaming
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Activision Blizzard is the largest gaming company in the western
world
Source: Gamasutra, ‘Earnings report roundup: Game industry winners and losers of the last quarter’, Nov 2017. 2
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#1mobile gaming publisher
in the US
#1franchise globally for 8 of
the last 9 years
#1most popular PC multiplayer
RPG of all time
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King is building an advertising model that respects the time and attention of users via value-exchange media, which is additive to the experience of players across King games.
King makes high quality games
• Multiple top-grossing games
• 37m daily time-spent
• Top reaching Mobile Game maker in the US
King’s Ad Model
• Values the player experience
• Enhances gameplay experience
• Value exchange media is the preferred ad unit among consumers
For over a decade, iMotions’ industry-leading platform has enabled 800+ global clients to set up cutting-edge labs and execute multimodal biometric research with maximum ease and efficiency.
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Sensors & Hardware
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Customized training, enablement services, and
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5 Total Mobile Apps Tested
Natural Ad Content & Ad Load
EEG and Galvanic Skin Response
N = 125
Ages 25-54
Neurological and Biometric Testing Methodology
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Neural and Biometric Impact
Lower GSR
High GSR
More“Avoid”
More“Approach”
Ads and experiences are visualized on a 2x2 matrix, displaying emotional relevance and
behavioral motivation as the two dimensions.Electroencephalography (EEG)
Measures cognitive-affective processing, in the absence of overt behavior
Indicates a consumer’s approach motivation towards an experience or advertisement
Galvanic Skin Response (GSR)
Measures the emotional relevance elicited by an ad or experience
Helps identify peak moments within an experience or advertisement
Neural and biometric techniques provide deeper insights into how individuals think and feel about an experience beyond potential biases inherently tied to self-response survey data.
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Neural and Biometric Impact
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Candy Crush ads elicit a more favorable emotional response than other premium platforms
18% Higher emotional arousal than social and entertainment ads
20% Higher approach motivation than social and entertainment ads
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Candy Crush ads create emotional lift for whole experiences, compared to other platforms where ads detract
Cognitive Principle
When individuals are in a heightened state of arousal/motivation, they may be more receptive to experiences or content around them.
In this study, Candy Crush ads may receive a “halo effect” of high arousal and motivation
Neural and Biometric Impact
Gameplay Ad
Thank you!
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