A new research group from the University of Minnesota will be researching MMO players to identify what "makes them tick" to give developers a way to provide gamers with a better experience overall. The software helps researchers determine psychological motivations behind player actions and reactions to various gaming components including in-game purchases.
"If [marketers] can analyze the social influences, it allows them to better target a customer," he explained. Srivastava believes the software startup will work with a range of titles, from Facebook games like Farmville to more broader subjects, like online communities such as Xbox Live. He hopes that the research, funded by the National Science Foundation, Air Force Research Labs, and the U.S. Army, will also be applicable to a wider scope of retailers and other businesses.
Read more at Gamasutra.
