Panel: From Wild Guesses to Winning Games | Emma Procter | NZGDC 2025

Value of the Information & Strength of the Argument

The panel provides valuable insights into the practical application of research and data in game development. The argumentation is solid, grounded in the panelists’ extensive industry experience. They effectively debunk common misconceptions, such as the idea that data is opposed to creativity, and advocate for a collaborative, data-informed approach. The discussion is well-structured, with each panelist contributing unique perspectives from their respective fields. The emphasis on actionable insights and the importance of framing findings in terms of design issues rather than player faults is particularly valuable. The panelists also offer practical advice for studios starting with research, such as building a habit of player feedback and leveraging industry resources.

Scientific Rigor, Source Quality, Title Accuracy

The panel demonstrates scientific rigor through the panelists’ expertise and their emphasis on evidence-based decision-making. While no formal sources are cited, the panelists reference industry tools like Newzoo and Game Refinery, and share case studies from their own work, such as the Fortnite audio visualizer. The title accurately reflects the content, focusing on moving from guesswork to data-informed decisions. The discussion is well-organized and stays on topic, providing a comprehensive overview of how different research disciplines can inform game development.

The title accurately reflects the content: a panel discussion on using data-informed insights to improve game development decisions.

7/10

Panel of experienced professionals from market research, UX research, and analytics, sharing practical insights and case studies. No formal citations, but expertise is evident. Some claims are anecdotal, but overall reliable.

Markers derived by PSI from the transcript: the creator did not define chapters.

• 00:00Introduction by moderator Jet Chong, setting the stage for the panel discussion on data-informed insights.
• 02:00Panelists introduce themselves: Emma Procter (market research), Ben (UX research), and Laura (analytics).
• 05:00Discussion on the types of questions each discipline answers: market research focuses on audience and market trends, UX research on player interaction, and analytics on player behavior.
• 10:00Examples of impactful research: Ben shares the Fortnite audio visualizer case study, highlighting how UX research improved accessibility and player experience.
• 15:00Misconceptions about each discipline: market research cannot predict the future, UX research is not about making games easy, and data is not opposed to creativity.
• 20:00Discussion on being 'data-informed' vs 'data-driven', emphasizing the importance of using data as a guide rather than a dictator.
• 25:00Collaboration between insights teams and developers: the importance of being in the room during decision-making and combining different types of insights.
• 30:00Handling conflicting insights: viewing surprises as opportunities for deeper investigation.
• 35:00Turning insights into actionable points: framing findings in terms of design issues, not player faults, and providing suggestions.
• 40:00Advice for getting started: build a habit of talking to players, use industry resources like Newzoo, and conduct playtests early.

• Newzoo — Mentioned as a resource for market research and industry trends.
• Game Refinery — Mentioned as a blog for game market insights.

• Newzoo — Industry standard for market data and trends, supporting the panel's advice.
• Game Refinery — Provides game market insights, aligning with the panel's recommendations.