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
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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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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
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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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