Industry
Gaming
Use Case
Customer Satisfaction
Overview
Blizzard Entertainment, a leader in the gaming industry, sought to enhance its understanding of player preferences and improve game development decisions. Hasan Elsadig, Global Research and Consumer Insights Manager at Blizzard, turned to Sawtooth Software for advanced research tools. By implementing MaxDiff methodology, Blizzard achieved more accurate insights and elevated player satisfaction.
The Challenge
Before partnering with Sawtooth Software, Blizzard faced the challenge of accurately capturing player preferences. Traditional survey methods often led to flat or biased responses, making it difficult to prioritize development efforts. Blizzard needed a more precise tool to understand what features mattered most to players, helping them make informed decisions that enhance the gaming experience.
The Solution
Blizzard discovered Sawtooth Software while searching for advanced research solutions to complement their existing tools. Sawtooth Software’s reputation for robust methodologies like MaxDiff and conjoint analysis, along with flexible and customizable survey options, made it the ideal choice. Hasan and his team were impressed by the potential to gain deeper insights and make more data-informed decisions.
Once Blizzard started working with Sawtooth Software, they initially focused on implementing MaxDiff methodology. This approach allowed them to capture more nuanced player preferences by forcing trade-offs between different game features. Early collaboration involved training and support from Sawtooth Software, enabling Hasan’s team to quickly adapt and maximize the tool’s potential.
The Outcome
The implementation of MaxDiff at Blizzard led to significant improvements in understanding player preferences.
Key results included:
• Clear Differentiation: MaxDiff provided clear insights into which game features were most and least important to players, eliminating the ambiguity of traditional surveys.
• Informed Decisions: With more precise data, Blizzard could prioritize development efforts, focusing on features that truly mattered to players.
• Enhanced Player Satisfaction: By aligning game development with player preferences, Blizzard increased player satisfaction and engagement.
• Agile Research: Faster turnaround times for studies allowed Blizzard to respond quickly to player feedback and market changes.
Hasan Elsadig praised the collaboration, stating, “Sawtooth Software’s MaxDiff methodology has transformed how we understand and respond to player preferences. The insights we’ve gained are invaluable for guiding our game development.”