Our full suite of in-house research services.
Comprehensive solutions tailored to the unique challenges and opportunities of the video game industry. Every service is delivered with VGM's hallmark expertise and in-house control.
SLS (Significant Live Sample) Playtesting & Concept Testing
VGM created SLS Playtesting & Concept Testing in 2007.
- Recruit 100–500 respondents to play a game, take a survey, and a portion of the total sample participates in a group discussion.
- Benchmark survey scores against our normative database of thousands of tests to provide a quantitative assessment of overall quality.
- Start SLS in the concept phase and measure improvement through to launch.
- Hybrid quantitative + qualitative deliverable with 100% asset security in our secure facilities. Nothing can ever leak online with this approach.
For playtesting & concept testing, the SLS approach is superior to traditional focus groups because you get both quantitative metrics and qualitative feedback. Our methodology is also safer than online surveys because assets cannot leak.
Player Experience & Usability
Onsite and remote playtesting, UX analysis, and behavioral insights to perfect gameplay across every platform.
- Iterative usability testing in our purpose-built labs
- Deep behavioral analysis with eye-tracking, biometrics & screen capture
- Onboarding & first-time user experience optimization
- Live-ops and post-launch refinement studies
Market Intelligence & Strategy
Market sizing, competitor analysis, trend identification, and monetization strategy from a team that lives and breathes gaming.
- TAM / SAM / SOM market sizing
- Competitive teardowns and benchmark studies
- Pricing & monetization research
- Genre and trend forecasting
Custom Recruiting Solutions
Finding any player, anywhere. Specialized recruitment for even the most niche audiences via our proprietary player panel.
- Global recruitment across PC, console, mobile, VR, and cloud
- Niche audience targeting (whales, pro players, lapsed users)
- Multilingual screening and consent management
- Compliance with COPPA, GDPR, and platform-specific NDAs
Qualitative Research
Uncover the 'why' behind player behavior. We conduct in-depth interviews (IDIs), focus groups (both in our state-of-the-art suites and online), diary studies, and ethnographic research to provide rich, contextual insights.
- Focus Groups (Onsite & Online)
- In-Depth Interviews (IDIs)
- Diary Studies & Longitudinal Qualitative Tracking
- Ethnographic Research & In-Home Playtesting
- Concept & Narrative Testing
Quantitative Research
Measure attitudes, behaviors, and market potential at scale. Our quantitative services include large-scale global surveys, concept testing, advertising effectiveness studies, conjoint analysis, and advanced statistical modeling.
- Large-Scale Surveys (Global Reach)
- Concept & Feature Prioritization (MaxDiff, Conjoint)
- Advertising & Creative Testing
- Brand Health & Awareness Tracking
- Usage & Attitude Studies (U&A)
Specialized Consulting
Leverage VGM's decades of combined gaming-specific expertise. We offer strategic advice on research program design, methodology development, establishing in-house research functions, and interpreting complex market data to drive your business forward.
- Research Roadmap & Strategy Development
- Custom Methodology Design
- Training & Workshops for Internal Teams
- Data Interpretation & Action Planning
- Due Diligence Research Support
Custom Development & Technology
Beyond standard research, VGM offers bespoke technology solutions. Our in-house development team creates custom research tools, proprietary data platforms, interactive dashboards, and specialized software to meet unique client needs, ensuring you have the precise technology to unlock deeper insights.
- Bespoke Research Tool Development
- Custom Data Dashboards & Visualization
- Proprietary Platform Creation
- API Integration for Research Systems
- Technology-Driven Insight Solutions