Exploring methods to gain deeper insights into your players

Understanding which games you prefer is often straightforward, but comprehending why specific games captivate you can be much more elusive. While recognizing the appeal of certain aspects such as aesthetics or plotlines, explaining the underlying reasons can be challenging. This complexity extends to game creators as well, who not only need to decipher what game elements attract players but also why.

Several approaches help address these inquiries. Traditional techniques like player testing, surveys, market analysis, and in-game metrics clarify what engages players. The more complex puzzle is deciphering why certain elements captivate audiences, necessitating insights into personal motivations.

Exploring motivations isn't new. Concepts like "Meyers-Briggs," "heuristics," and "personality tests" are all part of a field aimed at understanding individual inclinations across various domains, including gaming. In gaming, terms such as "player personas" and "Bartle Player Types" are widely used.

But how can these concepts be applied effectively in game creation? Here are three steps game developers can adopt to integrate player psychology into creating games that truly engage their audience.

1. Identify your audience first

At Metacore, the focus is on the players. Before delving deeply into game design, it’s essential to define the intended audience. This process can occur in two ways:

Idea first: Start with a concept—whether a gaming mechanic, world, or genre—and identify the audience that would appreciate it.

Audience first: Alternatively, tailor a game to a predefined audience by understanding their preferences.

Both strategies are effective. Don’t rush into creating intricate details prematurely. Instead, use analytical tools like Game Refinery to discover potential audience interests. Game Refinery processes vast amounts of mobile gaming data to identify player behavior patterns through motivations and archetypes.

For instance, examining insights on a new merge game using Game Refinery can highlight player motivations seen in games like Merge Mansion, which emphasize milestone completion and escapism over competition. Knowing this allows developers to focus on features that fit these preferences, such as a rewarding system rather than competitive modes.

Designers often fall into the trap of developing features they assume are entertaining without verifying audience interest. Tools like Game Refinery help ensure alignment with player preferences, making sure designs appeal to the audience’s interests.

2. Understand audience motivations using player data

With a game in the market, actual player data becomes an invaluable resource, surpassing reliance solely on competitor data. This information helps pinpoint which game aspects resonate most and indicates areas needing improvement.

Behavior clustering allows creating player personas or archetypes tailored to specific audience segments. Interviews with these segments uncover shared motivations, enhancing understanding of why certain elements are appealing.

Developers can either create their own player models or use existing ones, like the Magic: The Gathering "Timmy, Johnny, and Spike" model, which categorizes players based on motivations to win, creativity, or enjoyment in grandeur plays.

Each new card or feature in Magic is ensured to cater to at least one of these player categories, aligning development closely with player desires.

3. Extend player insights beyond game development

Company-specific models are beneficial but can overlook those outside your game. Using platforms like Solsten, incorporating cognitive science and AI, delves into player psychographics beyond gaming behavior.

Solsten's "Traits" platform helps Metacore understand gaming motivations and life preferences, such as a focus on "Mastery" and "Milestone Completion."

Often, in-game motivations reflect life motivations, a connection that might prompt skepticism but proves helpful when examined with behavioral psychology insights.

Players and developers: Human at core

Recognizing both the who and why behind player motivations is crucial for game development strategies.

While psychographic frameworks have existed since early theories like Bartle's, integration with modern data and AI allows for unprecedented understanding of players. The intrinsic motivations of your audience should drive your game design.

Applying insights into player motivations, using questions and psychological frameworks, leads to games that align with player aspirations, promoting enjoyment and sustained engagement. Exploring how personal motivations correlate between gameplay and life might unveil surprising insights.

If intrigued by player personas and psychographics, consider exploring personality quizzes to gain insight into your own playing and life motivations.

Resources

Videos:

• How Your Personality Affects What You Play, Daryl Talks Games
• 5 Domains of Play, 2012, 2018, Jason VandenBerghe

Models & reports:

• Bartle Player Types
• Who Plays Mobile Games (Google)
• GameRefinery Archetypes
• Solsten
• Big 5 / OCEAN (Wikipedia)
• 9 Quantric Gamer Types
• Magic the Gathering: Timmys, Johnnys, and Spikes (Fandom)

Books:

• Robert Cialdini, "Influence: The Psychology of Persuasion"
• Daniel Kahneman, "Thinking, Fast and Slow"
• Dan Ariely, "Predictably Irrational: The Hidden Forces that Shape our Decisions"