NeuroFocus Tracks Gamers' Brains

US-based NeuroFocus has introduced a suite of brainwave-based tools to enhance video game development and players' enjoyment. The firm estimates the tools can shave years off the game development timeline, and many millions in costs.

The new NGame suite of products and services has been designed to accelerate the development process and improve every aspect of game design, and players' enjoyment. It covers the full range of game development, from concept to release to sequels.

NeuroFocus specializes in measuring consumers' actual brainwave activity as they respond to stimuli. As part of the process of developing the NGame suite, the firm researched the videogame industry for several years and conducted extensive tests evaluating thousands of game play sequences.

By measuring players' neurological reactions to games, the suite determines how gamers interact with and respond to avatars, storylines, realism, game scenarios, in-game advertising and sound effects.

Specifically, the tools can provide user group analysis, along with design, implementation and marketing recommendations. They can also be used to examine multi-player, social gaming, and multi-sensory gaming effectiveness.

'Videogames are playing an increasingly central role in the overall entertainment industry, including serving as an effective platform for advertising,' stated CEO Dr A. K. Pradeep. 'Now, with NGame, we are bringing the power of neuroscience to the art and business of videogame design.'

Earlier this month, NeuroFocus acquired brainwave measurement specialist Neuroco in the UK, as part of its strategy to expand into Europe.

The firm, which is backed by Nielsen, is online at www.neurofocus.com .

On Tuesday at Research 2009, the MRS' flagship event in London, James Myring and Max Willey of Continental Research outlined their recent profiling study of Xbox 360 online games in the UK, and noted the effectiveness of dynamic advertising embedded within the games.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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