This presentation will discuss how Key Lime Interactive, a usability research firm, and THQ, a video game publisher, evaluated how best to leverage eye-tracking for game usability research. We will discuss the benefits of eye-tracking applications in game research and development, as well as the design and findings from our first study. Additionally, we will share the lessons learned in conducting this kind of research. Our case study will include an overview of the methods employed in our initial test sessions, the decision-making process that led to these methods, and a review of their efficacy. Specifically, we will discuss what questions or issues in video game design are most appropriate for exploration through use of eye-tracking, and how our methods were tailored to the needs of this unique domain. We will describe our selection of techniques such as the "think aloud protocol" and/or "retrospective protocol" for gathering insights from players during the session. We will review the differences between such methods, and the implications of each for games usability research. Also to be discussed is the selection of participants, and the thought process behind finding the right user profile to achieve the goals of the study. For this study, we selected SMI Vision for our eye-tracking technology provider, and we will discuss what to expect when using SMI to conduct user research. We will discuss how we used the data generated from the study to come up with actionable recommendations that could be used to provide measurable improvements in usability. Finally, we will conclude with lessons-learned and insights regarding the use of eye-tracking for games as well as other domains and applications.

1. Exploring Eye Tracking for Games User Research! A case study of lessons learned Ania Rodriguez, M.S. CEO/Founder Key Lime Interactive @KeyLimeInteract Karl Steiner, Ph.D. Manager of Usability THQ, Inc @THQ © 2010 Key Lime Interactive + THQ, IUE2010 Ann Arbor, MI

6. A “Usable” Game Click Here to WIN!!!

10. Anatomy of a 3D Game Screen © 2010 Key Lime Interactive + THQ, IUE2010 Ann Arbor, MI 7/26/2010

11. Objects in 3D World Enemies Enemies Enemies Buildings Enemies Buildings Terrain © 2010 Key Lime Interactive + THQ, IUE2010 Ann Arbor, MI 7/26/2010

12. Heads-Up Display (HUD) Score / Timer Target Reticle Mini-map Target Reticle Player Status © 2010 Key Lime Interactive + THQ, IUE2010 Ann Arbor, MI 7/26/2010

15. How we did it Lessons learned from running our first eye-tracking study in Gaming © 2010 Key Lime Interactive + THQ, IUE2010 Ann Arbor, MI

17. Step#2 : Double PC Setup Monitor #1 with SMI Eye Tracker Xbox Controller Monitor #2 with SMI Experiment Center Software Laptop running SMI iView X™ Software The Gaming Machine © 2010 Key Lime Interactive + THQ, IUE2010 Ann Arbor, MI 7/26/2010

23. Step #6: Gridded AOIs [Dwell Time] © 2010 Key Lime Interactive + THQ, IUE2010 Ann Arbor, MI After 30 seconds End 60 seconds Example: Gridded Areas of Interests (AOIs) for E3 Promotional Video 7/26/2010

25. Step #8: Example of Dwell time on Custom AOIs © 2010 Key Lime Interactive + THQ, IUE2010 Ann Arbor, MI Pick object (e.g. skull) 7/26/2010

27. Step #10: Highlight Videos © 2010 Key Lime Interactive + THQ, IUE2010 Ann Arbor, MI Show Sample Video Eye-tracking playback of the online publically available promotional video on THQ’s site 7/26/2010

28. Ania Rodriguez, M.S. Key Lime Interactive Founder [email_address] @keylimeinteract Karl Steiner, Ph.D. Manger of Usability Research [email_address] © 2010 Key Lime Interactive + THQ, IUE2010 Ann Arbor, MI