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.

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
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4. Player skills
Pure Hidden
Ouat Entertainment, 2009
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5. Tetris: the grand master 3 – Terror-instinct, arcade, Akira, 2005
Player skills
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6. The player measured
Space Invader, version arcade, Taito, 1978 Defender, Atari 2600, Williams inc., 1980
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7. Performance measure
Blue Estate The Game, HE SAW, 2014
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8. Playtest data
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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
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10. Player modeling In business

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

13. User data as
Business model
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14. Creating a psychological model
of the player

15. Bartle Typology 96
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16. Decision theory
Game theory
Guardiola /Natkin – 2005 – CEDRIC CNAM
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17. E.Guardiola - Seaside Agency

18. Holland RIASEC model
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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
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E.Guardiola - Seaside Agency

23. Digital advertising tendency
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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
• …
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PGP criteria

25. Game Data
• Task
• Strategy
• Motivation
• Preference Learning
• …
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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