michael deinega, playtestix
TRANSCRIPT
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EVALUATING USER EXPERIENCE THROUGH PLAYTESTING
Michael Deinega | CEO | [email protected] | playtestix.com
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HAPPY VALENTINE’S DAY!
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● Founded in 2013● Over 500 playtests● Over 100 partners● Real users - your
target audience● First and best in CIS
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OUR EXPERIENCE
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IF YOU WANNA HIGH RETENTIONS,
MEET THE USERS
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HISTORY
● NO CONSUMER SOLUTIONS
● NO GAMERS● NO MARKET● NO COMPETITION
Designer Josef KatesRelease date 1950Genre Tic-Tac-Toe
Mode Single-player
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MAKING GAMES IS SOMETIMES FUN, BUT MAKING MONEY IS ALWAYS A BUSINE$$
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WHAT IS THE PLAYTEST
FEEDBACK FROM RANDOM USER
VIDEO RECORD OF GAMEPLAY OF RANDOM USER
MASS SURVEY
FOCUS GROUP INTERVIEW
NOT REALLY
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WHAT IS THE PLAYTEST
A TEST IN WHICH A PRODUCT IS PLAYED, OR PLAYED WITH, TO ASSESS ITS QUALITY, SAFETY, OR MARKETABILITY.
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● BUDGET SAVING● TIME SAVING● IDEAS● STRUCTURED FEEDBACK● MOTIVATION TO MOVE
FORWARD● DATA DRIVEN DECISIONS● REALITY HURTS
WHAT TO EXPECT
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FOR WHOM
NEWBIE INDIES
SMALL INDEPENDENT TEAMS
LARGE PRODUCERS
PUBLISHERS
SEQUELS
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PLAYTEST LIKE A BOSS
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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
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EXTENDING the FUNNEL
ACQUISITION
RETENTION
MONETISATION
● WRONG TA● WEAK ADS● LIMITED BUDGET
● UI, PLAYABILITY● DISAPPOINTMENT● BOTTLENECKS (BLOCKERS)
● PRICING● WRONG TA ● STORE UI
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WHAT IS BEFORE THE FUNNEL
ACQ
UIS
ITIO
N
RET
ENTI
ON
MO
NET
ISA
TIO
N
SOME PROCESS
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PRODUCT CREATION
IDEA
DESIGNDEVELOPMENT
TESTING
PRODUCT
NEW PRODUCT
UPDATED PRODUCT
NO IDEA
USER TESTINGUSER RESEARCH
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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
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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
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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
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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
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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
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AUDIENCE
GAME DEVELOPERS, EXHIBITIONS VISITORS
FRIENDS & FAMILY
HARDCORE PLAYERS
REAL USERS - TARGET AUDIENCE
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INVITING TARGET AUDIENCE to PLAYTEST
LIE MINIMIZATION
PUBLIC PROFILES
TRUSTED SOURCES
ACTIVE SEARCH
1 PLAYTEST PER 6 MONTHS
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USERS FEEDBACK
● ACTIVE○ PERSONAL SURVEY○ MASS SURVEY○ PERSONAL INTERVIEW○ SPEAK ALOUD○ FOCUS GROUP INTERVIEW
● PASSIVE○ OBSERVATION○ VIDEO TRANSCRIPTS
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SURVEYS
YOU
EXPERTS
USERS
CHECK THE HYPOTHESIS
OPEN FORM FEEDBACK
FORMULATE HYPOTHESIS
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PLAYTESTING SPACE
HOME
LAB
GAMING CONFERENCES
COZY
FOODS & DRINKS
TEAM OF EXTRAVERTS :)
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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