X GAMES CONSULTING(ZOMBOMB)

QUALITATIVE & QUANTITATIVE RESEARCH

An investigation into online mobile gaming

Chris Gillanders, Joe Harris, Joe Zaric, Ash James

X Games: The Issue• Aim: To investigate whether there is a market for online

mobile zombie games and as a result would our game be accepted into it

The issue: Zombomb have asked us to draw up a mini proposal of and conduct research regarding the following aspects.

• Would students play the game.

• What do they except from a zombie game.

• Online leader boards and multiplayer modes.

• Online leagues against other universities.

Aims & Objectives• Objective 1: To investigate what features and what is expected

in a zombie gaming app.

• Objective 2: Whether or not ages (18-25) university students would play zombie games. Do the play games?

• Objective 3: To determine how much money would students be willing to pay for an app like our new gaming app

• Objective 4: To test a beta on university students aged (18-25) on the proposed gaming app to determine views on it.

Qualitative ResearchDuring this stage of our research we carried out a focus group with university students that are active gamers.

We carried out a series of studies and projects using a moderators guide within this research. This included • Character Drawing • Gaming Attribute test• Story board exercise

Our first practical exercise was to gauge an idea of what specific things students would or wouldn’t want from a zombie gaming app.

The results were as follows.

Top Responses

• Group 1: Most Important- Realistic, Horror, Graphics

• Group 1: Least Important- Add-ons, Price

• Group 2: Most Important-Personalisation, Gory, Multiple Characters

• Group 2: Least Important- Updates, Simplicity

Character Design

Suggests a realistic looking character with a set of different powers.

Different items allow different experiences for every player. Another realistic character

design.

Science-Fiction approach. Different

powers and non-human attributes.

Quantitative Data• Sampling (methods, analysis) interpretation od the data

• During our Quantitative stage of our research we used a survey program (Qualtrics) to gather data based around our objectives.

• This program used software called skip logic to which we implemented in our screening questions to ensure that all data is from the intended target audience.

• Looking at a sample size of 50 people although a sample size so far we have seen distinguished trends throughout the data.

Quantitative Research Graphs

• As shown in the graph there is a huge trend 80% of university students have 1-4 games while 17% and 2% of participants have 5+ games.

Mobile Gaming Usage

This graph illustrates the frequency of how often university students play games.

Storage Analysis of questions surrounding storage consumption of mobile games 48% of students expressed that it is a important feature. We will take this into account when developing the game.

Costing's The Quantitative Research produced a strong response towards a cheaper type game, with 78% of students saying they would pay for a game less than 99p.

Gaming TraitsThere where three main features that stood out in our data. The importance of including graphics a good storyline and gameplay all stood out. This suggests that students prefer games that are more complex and refrain from a one level monotonous game.

Weapon choices were also seen as very important as well with 36% of students choosing this trait.

Gaming Traits

This graph illustrates that 51% of all students that took part in the survey prefer realistic traits in a zombie game.

60% of students say that they'd prefer to include both multiplayer and single player games

Limitations of ResearchQualitative

• First of all, we only interviewed 6 participants as it would have been to time consuming to interview larger numbers.

• Because of this, the qualitative research we conducted has less statistical power and in depth analysis of our topics e.g. costing's and game characteristics .

• If we were to repeat this process, we would attempt to hold more than 1 focus group.

Limitations of ResearchQuantitative

• One limitation of quantitative research is our surveys. It is only as efficient as the questions asked.

• The survey will give us a response of what factors to include, but it wouldn’t provide information about how participants may and deep underlying meanings.

• we only received 50 responses, this isn’t a wide enough insight into how the whole target market feels.

Summary (Based on our findings)

• University students will use a online Zombie zombie gaming app.

• Traits such as storyline, memory and costing's are a big factor when developing the game.

• In game characteristics such as gore, weapon choices and personalisation of characters are all seen as important issues to include.

Thank you for your time.

Any Questions?