tracking player psychological profile in game - emmanuel guardiola
DESCRIPTION
Player's input in a game is a decision. By observing people decisions or choices, you can deduce psychological traits. This is a new way to understand your players, users, consumers. It opens a new field in managing communities, producing online content or marketing products. This lecture exposes last researches and experimentations into tracking player psychological profile in game. How can we make match data and existing psychological model? What are the right items to collect during gameplay and how to transform them into practical dimensions? This state of art and examples update the possible tools we have to understand the player. Intended audience & prerequisites: Producer, management, marketing, creative direcor Session takeaway: This session is a opening window on a new way to track and profile the player.TRANSCRIPT
Tracking and using Player psychological profile
Emmanuel Guardiola Ph.D
Game designManipulating the player model
Behind the Press-Button
The Game Feel model of interactivity extrait de Game Feel, Steve Swink
E.Guardiola - Seaside Agency
Player skills
Pure HiddenOuat Entertainment, 2009
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Tetris: the grand master 3 – Terror-instinct, arcade, Akira, 2005
Player skills
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The player measured
Space Invader, version arcade, Taito, 1978 Defender, Atari 2600, Williams inc., 1980E.Guardiola - Seaside Agency
Performance measure
Blue Estate The Game, HE SAW, 2014
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Playtest data
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Clone
Différents comportements de joueur face à des patterns (segments de circuit) mesurés dans Forza Motorsport
Forza Motorsport, Microsoft Xbox, Microsoft Game Studios, 2005E.Guardiola - Seaside Agency
Player modeling In business
Player path modelAcquisition, retention
Share
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E.Guardiola - Seaside Agency
Buyer Typology
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User data as Business model
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Creating a psychological model of the player
Bartle Typology 96
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Decision theoryGame theory
Guardiola /Natkin – 2005 – CEDRIC CNAM
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E.Guardiola - Seaside Agency
Holland RIASEC model
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E.Guardiola - Seaside Agency
E.Guardiola - Seaside Agency
Why using gameplay psychological profiling
Player path
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On the other: Ad and Shop ingame
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Digital advertising tendency
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Motivation • Motivation type, extrinsic to
intrinsic (Deci)• pay off preference• …
Task• Performance• Efficiency & Effectiveness • Completion & Perseverance• …
Strategy• Conservative or try new • Risk aversion• …
Learning• follow tuto, objectives or
experiment (Kolb)• Push limits• …
Preferences • Gameplay types• Narrative context• …
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PGP criteria
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Game Data
Gameplay Typology / Style / Archetype
Existing model (some examples)
RIASEC Professional interest
LOV List Of Values
Big 5Personality traitsBartle like typo
• Task• Strategy• Motivation• Preference Learning • …
03:52Preference for timed
gameplay mechanicsChallenge based on executions skills
http://utsa.edu/careercenter/students/career_assessments/RIASEC_Holland_Codes.htmlhttp://www.livenaturallymag.com/2013/06/01/comment-faire-son-choix-de-carriere/https://www.iusb.edu/career-services/rsrc-holland.php
http://www.reussirmavie.net/Pour-quels-metiers-etes-vous-fait_a1524.html
http://utsa.edu/careercenter/students/career_assessments/RIASEC_Holland_Codes.htmlhttp://www.livenaturallymag.com/2013/06/01/comment-faire-son-choix-de-carriere/https://www.iusb.edu/career-services/rsrc-holland.php
http://www.reussirmavie.net/Pour-quels-metiers-etes-vous-fait_a1524.html
Experiment solution, non explicit choice. Challenge: associative thinking, complex system
+ =
Digital marketing: Increasing matching
Social game
Player Data
Platform
User Data
Digital marketing ecosystem
Agency / product
PlayerConsumer
Game dev: giving value to
player data
Platform: Better user segmentation,
CPM value
Matchmaking Ad/user
E.Guardiola - Seaside Agency
TAKE AWAY
Game design = manipulating player models (psychological, sociological, cognitive…)
Gameplay data = allow creation of archetype
Gameplay profiles = impact value chain of online advertising
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