Tracking player psychological profile in game - emmanuel guardiola

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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.

Marketing

Game design
Manipulating 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 Hidden
Ouat Entertainment, 2009
E.Guardiola - Seaside Agency

Tetris: the grand master 3 – Terror-instinct, arcade, Akira, 2005
Player skills
E.Guardiola - Seaside Agency

The player measured
Space Invader, version arcade, Taito, 1978 Defender, Atari 2600, Williams inc., 1980
E.Guardiola - Seaside Agency

Performance measure
Blue Estate The Game, HE SAW, 2014
E.Guardiola - Seaside Agency

Playtest data
E.Guardiola - Seaside Agency

Clone
Différents comportements de joueur face à des patterns (segments de circuit)
mesurés dans Forza Motorsport
Forza Motorsport, Microsoft Xbox, Microsoft Game Studios, 2005
E.Guardiola - Seaside Agency

Player path model
Acquisition, retention
Share
E.Guardiola - Seaside Agency

Buyer Typology
E.Guardiola - Seaside Agency
E.Guardiola - Seaside Agency

User data as
Business model
E.Guardiola - Seaside Agency

Creating a psychological model
of the player

Bartle Typology 96
E.Guardiola - Seaside Agency

Decision theory
Game theory
Guardiola /Natkin – 2005 – CEDRIC CNAM
E.Guardiola - Seaside Agency

Holland RIASEC model
E.Guardiola - Seaside Agency

Why using gameplay
psychological profiling

On the other: Ad and Shop ingame
Player path
E.Guardiola - Seaside Agency
E.Guardiola - Seaside Agency

Digital advertising tendency
E.Guardiola - Seaside Agency

Task
• Performance
• Efficiency & Effectiveness
• Completion & Perseverance
• …
Motivation
• Motivation type, extrinsic to
intrinsic (Deci)
• pay off preference
• …
Strategy
• Conservative or try new
• Risk aversion
• …
Learning
• follow tuto, objectives or
experiment (Kolb)
• Push limits
• …
Preferences
• Gameplay types
• Narrative context
• …
E.Guardiola - Seaside Agency
PGP criteria

Game Data
• Task
• Strategy
• Motivation
• Preference Learning
• …
E.Guardiola - Seaside Agency
Gameplay Typology /
Style / Archetype
Existing model
(some examples)
RIASEC
Professional interest
LOV
List Of Values
Big 5
Bartle like typo Personality traits

03:52
Preference for timed
gameplay mechanics
Challenge based on
executions skills
http://utsa.edu/careercenter/students/career_assessments/RIASEC_Holland_Codes.html
https://www.iusb.edu/career-services/rsrc-holland.php
http://www.livenaturallymag.com/2013/06/01/comment-faire-son-choix-de-carriere/
http://www.reussirmavie.net/Pour-quels-metiers-etes-vous-fait_a1524.html

+ =
Experiment solution,
non explicit choice.
Challenge: associative
thinking, complex
system
http://utsa.edu/careercenter/students/career_assessments/RIASEC_Holland_Codes.html
https://www.iusb.edu/career-services/rsrc-holland.php
http://www.livenaturallymag.com/2013/06/01/comment-faire-son-choix-de-carriere/
http://www.reussirmavie.net/Pour-quels-metiers-etes-vous-fait_a1524.html

Digital marketing:
Increasing matching
Social game
Player Data
Platform
User Data
Digital marketing
ecosystem
Agency /
product
Player
Consumer
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
E.Guardiola - Seaside Agency

Emmanuel Guardiola
+33 612 952 094
emmanuel.guardiola@seasideagency.com

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Tracking player psychological profile in game - emmanuel guardiola

1. Tracking and using Player psychological profile Emmanuel Guardiola Ph.D

2. Game design Manipulating the player model

3. Behind the Press-Button The Game Feel model of interactivity extrait de Game Feel, Steve Swink E.Guardiola - Seaside Agency

4. Player skills Pure Hidden Ouat Entertainment, 2009 E.Guardiola - Seaside Agency

5. Tetris: the grand master 3 – Terror-instinct, arcade, Akira, 2005 Player skills E.Guardiola - Seaside Agency

6. The player measured Space Invader, version arcade, Taito, 1978 Defender, Atari 2600, Williams inc., 1980 E.Guardiola - Seaside Agency

7. Performance measure Blue Estate The Game, HE SAW, 2014 E.Guardiola - Seaside Agency

8. Playtest data E.Guardiola - Seaside Agency

9. Clone Différents comportements de joueur face à des patterns (segments de circuit) mesurés dans Forza Motorsport Forza Motorsport, Microsoft Xbox, Microsoft Game Studios, 2005 E.Guardiola - Seaside Agency

10. Player modeling In business

11. Player path model Acquisition, retention Share E.Guardiola - Seaside Agency

12. Buyer Typology E.Guardiola - Seaside Agency E.Guardiola - Seaside Agency

13. User data as Business model E.Guardiola - Seaside Agency

14. Creating a psychological model of the player

15. Bartle Typology 96 E.Guardiola - Seaside Agency

16. Decision theory Game theory Guardiola /Natkin – 2005 – CEDRIC CNAM E.Guardiola - Seaside Agency

17. E.Guardiola - Seaside Agency

18. Holland RIASEC model E.Guardiola - Seaside Agency

19. E.Guardiola - Seaside Agency

20. E.Guardiola - Seaside Agency

21. Why using gameplay psychological profiling

22. On the other: Ad and Shop ingame Player path E.Guardiola - Seaside Agency E.Guardiola - Seaside Agency

23. Digital advertising tendency E.Guardiola - Seaside Agency

24. Task • Performance • Efficiency & Effectiveness • Completion & Perseverance • … Motivation • Motivation type, extrinsic to intrinsic (Deci) • pay off preference • … Strategy • Conservative or try new • Risk aversion • … Learning • follow tuto, objectives or experiment (Kolb) • Push limits • … Preferences • Gameplay types • Narrative context • … E.Guardiola - Seaside Agency PGP criteria

25. Game Data • Task • Strategy • Motivation • Preference Learning • … E.Guardiola - Seaside Agency Gameplay Typology / Style / Archetype Existing model (some examples) RIASEC Professional interest LOV List Of Values Big 5 Bartle like typo Personality traits

26. 03:52 Preference for timed gameplay mechanics Challenge based on executions skills http://utsa.edu/careercenter/students/career_assessments/RIASEC_Holland_Codes.html https://www.iusb.edu/career-services/rsrc-holland.php http://www.livenaturallymag.com/2013/06/01/comment-faire-son-choix-de-carriere/ http://www.reussirmavie.net/Pour-quels-metiers-etes-vous-fait_a1524.html

27. + = Experiment solution, non explicit choice. Challenge: associative thinking, complex system http://utsa.edu/careercenter/students/career_assessments/RIASEC_Holland_Codes.html https://www.iusb.edu/career-services/rsrc-holland.php http://www.livenaturallymag.com/2013/06/01/comment-faire-son-choix-de-carriere/ http://www.reussirmavie.net/Pour-quels-metiers-etes-vous-fait_a1524.html

28. Digital marketing: Increasing matching Social game Player Data Platform User Data Digital marketing ecosystem Agency / product Player Consumer Game dev: giving value to player data Platform: Better user segmentation, CPM value Matchmaking Ad/user E.Guardiola - Seaside Agency

29. TAKE AWAY Game design = manipulating player models (psychological, sociological, cognitive…) Gameplay data = allow creation of archetype Gameplay profiles = impact value chain of online advertising E.Guardiola - Seaside Agency

30. Emmanuel Guardiola +33 612 952 094 emmanuel.guardiola@seasideagency.com

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