michael deinega, playtestix
TRANSCRIPT
EVALUATING USER EXPERIENCE THROUGH PLAYTESTING
Michael Deinega | CEO | [email protected] | playtestix.com
HAPPY VALENTINE’S DAY!
● Founded in 2013● Over 500 playtests● Over 100 partners● Real users - your
target audience● First and best in CIS
OUR EXPERIENCE
IF YOU WANNA HIGH RETENTIONS,
MEET THE USERS
HISTORY
● NO CONSUMER SOLUTIONS
● NO GAMERS● NO MARKET● NO COMPETITION
Designer Josef KatesRelease date 1950Genre Tic-Tac-Toe
Mode Single-player
MAKING GAMES IS SOMETIMES FUN, BUT MAKING MONEY IS ALWAYS A BUSINE$$
WHAT IS THE PLAYTEST
FEEDBACK FROM RANDOM USER
VIDEO RECORD OF GAMEPLAY OF RANDOM USER
MASS SURVEY
FOCUS GROUP INTERVIEW
NOT REALLY
WHAT IS THE PLAYTEST
A TEST IN WHICH A PRODUCT IS PLAYED, OR PLAYED WITH, TO ASSESS ITS QUALITY, SAFETY, OR MARKETABILITY.
● BUDGET SAVING● TIME SAVING● IDEAS● STRUCTURED FEEDBACK● MOTIVATION TO MOVE
FORWARD● DATA DRIVEN DECISIONS● REALITY HURTS
WHAT TO EXPECT
FOR WHOM
NEWBIE INDIES
SMALL INDEPENDENT TEAMS
LARGE PRODUCERS
PUBLISHERS
SEQUELS
PLAYTEST LIKE A BOSS
FUNNEL (F2P)
ACQUISITION
RETENTION
MONETISATION
MARKET
INSTALLS
ACTIVE PLAYERS
ACTIVE PAYERS
DEVICE x THEME x GAME MECHANICS
REACH, BANNERS, LANDING PAGES
EXPECTATIONS, PLAYABILITY, AMUSEMENT, UPDATES, SOCIALISATION
PAYWALLS, LOYALTY, GAME ECONOMICS
EXTENDING the FUNNEL
ACQUISITION
RETENTION
MONETISATION
● WRONG TA● WEAK ADS● LIMITED BUDGET
● UI, PLAYABILITY● DISAPPOINTMENT● BOTTLENECKS (BLOCKERS)
● PRICING● WRONG TA ● STORE UI
WHAT IS BEFORE THE FUNNEL
ACQ
UIS
ITIO
N
RET
ENTI
ON
MO
NET
ISA
TIO
N
SOME PROCESS
PRODUCT CREATION
IDEA
DESIGNDEVELOPMENT
TESTING
PRODUCT
NEW PRODUCT
UPDATED PRODUCT
NO IDEA
USER TESTINGUSER RESEARCH
CONCEPT ALFA BETA GOLD MASTER
GAME EVOLUTION
CONTENT UPDATES
NEW MECHANICSNEW CONTENTNEW IDEASMARKETING MATERIALS
PROTOTYPE
PLAYTESTING OBJECTS
PLAYTESTING OBJECTS AT ANY STAGE OF DEVELOPMENT
TARGET AUDIENCEIDEAS (GAME DESIGN SOLUTIONS)ART CONCEPTSCOMPETING/REFERENCE GAMESNAME
GAMEPLAY: ART, MUSIC, UI, CONTROLS, TUTORIAL, BALLANCE,PLAYABILITYMARKETING MATERIALS: BANNERS, STORE PAGES, LANDING PAGES, SCREENSHOTS, TRAILERSNAME LONGITUDINAL GAMEPLAY: RETENTION/MONETISATION ASPECTS
PLAYTEST OPTIONS TESTING OBJECTS SAMPLE DURATION
Marketing materials testingBanners, Landing pages, Trailers, Screenshots
251 DAY
Playtest 1 session /1day Art, UI, Navigation, Setting, Music, FX, Tutorial, Gameplay, Balance, Controls
Playtest 3 sessions/3 daysPaywall detection playtest
3 DAYS
Playtest 7 sessions/7 daysRetention playtestMonetization playtest
All above+ monetisation potential+ retention potential
50 7 DAYS
Comparative playtestCompetitors comparison playtestDiscover Target AudienceCompetitor analysis
All above+ several options+ competing games or reference games
50 1 DAY
Focus group interviews Anything 8 1 DAY
PLAYTEST PARAMETERS
SAMPLESIZE
25 50 75 100 150 200 300 400 800 1000
ERROR 19,5% 13,8% 11,3% 9,8% 8,0% 6,9% 5,7% 4,9% 3,5% 3,1%
SAMPLE SIZE
PLAYTESTING PROCESS
DAY 1 2 3 4 5 6 7 8 9 10SET THE GOALS
AUDIENCE RECRUITING
SCENARIO AND INSTRUCTIONS
TESTING OBJECT PREPARATION
DATA COLLECTION
ANALYTICS
KEY METRICS
SOCIAL● NET PROMOTER SCORE● VIRABILITY● GENERAL SCORE
GAME FLOW ● INTEREST TO THE GAME● FUN● WISH TO CONTINUE
OTHER● ART/MUSIC/FX/CONTROLS/ETC. SCORE● GAME BALANCE SCORE
AUDIENCE
GAME DEVELOPERS, EXHIBITIONS VISITORS
FRIENDS & FAMILY
HARDCORE PLAYERS
REAL USERS - TARGET AUDIENCE
INVITING TARGET AUDIENCE to PLAYTEST
LIE MINIMIZATION
PUBLIC PROFILES
TRUSTED SOURCES
ACTIVE SEARCH
1 PLAYTEST PER 6 MONTHS
USERS FEEDBACK
● ACTIVE○ PERSONAL SURVEY○ MASS SURVEY○ PERSONAL INTERVIEW○ SPEAK ALOUD○ FOCUS GROUP INTERVIEW
● PASSIVE○ OBSERVATION○ VIDEO TRANSCRIPTS
SURVEYS
YOU
EXPERTS
USERS
CHECK THE HYPOTHESIS
OPEN FORM FEEDBACK
FORMULATE HYPOTHESIS
PLAYTESTING SPACE
HOME
LAB
GAMING CONFERENCES
COZY
FOODS & DRINKS
TEAM OF EXTRAVERTS :)
PROJECT TEAM
RECRUITERS 60 invites for 1 USER
SUPERVISER 1 per 4 USERS
INTERVIEWER 1 per 1 USER
FG MODERATOR 1 per 8 USERS
ANALYST 4 days for 25 USERS
