Games user research

Games live and die commercially on the player experience. Games User Research is collectively the way we optimise the quality of that user experience in games, working with all aspects of a game from the mechanics and interface, visuals and art, interaction and progression, making sure every element works in concert and supports the game user experience (UX). This means that Games User Research (GUR) is essential and integral to the production of games and to shape the experience of players. Today, Games User Research stands as the primary pathway to understanding players and how to design, build, and launch games that provide the right game UX.