In recent years, significant progress has been made in the research of the video games industry, with this field being elevated to the status of a specific discipline for some. It has its own solutions, such as playtesting, which are not used in other sectors. This has also allowed a new breed of research experts with specific skillsets to emerge, as well as specialised research agencies that provide services for them.
However, while this specialisation has taken place, the sector may have lost its connection with other types of research that are successfully applied in a variety of other sectors. This includes pieces of research that could make studio titles more relevant to the gaming community. At Origin Insights, we believe that it is time to reset video game industry research. It is time to look beyond what is normally done in the industry and start benefiting from research solutions that have been successfully applied in many other sectors. Studios that can successfully combine all the new, useful research solutions created for the industry with the other essential types of research used in other sectors will have a broader perspective and a competitive advantage to help them thrive.
Specialisation, not isolation
Most research in the video game industry typically falls into two categories:
- Game design optimisation. This is definitely very important for success. Games should be fun and engaging for players. Great experience design prevents player frustration and churn, enhances retention and monetisation, and improves reviews and ratings. Through playtesting and UX tests, studios can assess whether the game mechanics are enjoyable and whether players can navigate the interface easily. This type of research is essential for any studio.
- Motivational research. This is the type of research that finds out what drives people to pick up a controller in the first place. There are currently 3.5 billion players worldwide, and this figure is growing fast. One entire billion new players have entered the market in the last six years alone. It is imperative for the industry to understand the motivations and expectations of this rapidly growing population.
These two types of research are absolutely crucial for the industry. Every studio must conduct this research. But it’s not enough.
The industry is missing a layer of foundational research. Studios are often so focused on how games are played that they overlook why they matter. They optimise mechanics, but rarely interrogate meaning. And in doing so, they risk leaving immense value on the table.
Games are brands, not just products
Most game studios, particularly those launching new intellectual properties (IPs), still treat games as discrete entertainment products. They develop the game, test it, market it and then move on to the next one.
However, the most successful and enduring titles are more than just games. They are brands. They exist in popular culture, not just on store shelves. They have personality, values and communities. They stand for something — and, as a result, they endure.
Consider Fortnite, League of Legends, and Mario, for example. These are not just games — they are cultural landmarks. These are not just games — they are cultural landmarks. They occupy a place in people’s minds that extends well beyond gameplay. That is brand equity. And it doesn’t happen by accident. It requires building with an in-depth understanding of what we want the game to stand for and where we want it to sit in comparison to the competition.
Fortunately, this need is also present in many other industries, and there is a type of research designed precisely to answer these questions.
The missing piece: strategic positioning research
Businesses of all kinds invest in brand research, and more specifically, strategic positioning research. This includes everything from fast-moving consumer goods to banks, and from car makers to hotel chains. As long as a brand is competing with others, it is important to find out what image and attributes people associate with the brand, and how this image can evolve to become more relevant and unique.
If games are brands too, studios need to ask important questions to make games truly iconic:
- What does the game mean in the cultural landscape?
- What does it stand for, and just as importantly, what doesn’t it stand for?
- What emotional and symbolic territory does it seek to own?
- What is the ‘code’ of this genre, and how does this game challenge or reinforce it?
- How can we ensure coherence between the game’s narrative, aesthetics, mechanics and positioning?
This is the kind of research that creates worlds that players want to immerse themselves in and talk about. It’s not just about what makes people play. It’s about what makes them care.
Digital worlds in human minds
Video games recreate real or imaginary worlds in digital environments. But the image that players have of each game resides in the real world, inside their minds. Therefore, traditional research methodologies are still very useful to tap into this information and understand the image that players associate with each game.
Series of in-depth interviews or focus groups are an approach we usually recommend creating an accurate understanding of the title’s current image and opportunities to occupy a better place on the positioning map. Within qualitative research, insights communities have gained a niche in recent years because they allow to combine focus and interviews with other types of dynamics over a longer period of time. And whenever it is necessary to quantify some aspect, player surveys can answer questions quickly and efficiently.
From playtesting to meaning-making
At Origin Insights, we have conducted major research programmes for some of the world’s leading game titles in recent years. These experiences have helped us develop a clear understanding of the potential of strategic brand positioning research for video games, as well as a strong point of view on how gaming research should evolve to become even more impactful.
We believe that the future lies in bridging the gap between game design optimisation and brand strategy. This involves moving beyond functional feedback to explore symbolic, emotional and cultural resonance. It means treating a game launch like the launch of a brand, with a clear point of view and a deliberate effort to carve out a unique space in popular culture.
Studios that understand this will not only sell more games today, but also build franchises that endure.
Elena de Olano
CMO
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