Gaming Market Research That Levels Up Your Business

The gaming industry moves fast—and so do player expectations. Whether you're developing the next indie hit or refining a AAA franchise, understanding what players actually want (not what you think they want) can make or break your success.

That's where gaming market research comes in. At MindMarket, we connect you with authentic player insights from anywhere in the world, giving you the confidence to make smarter decisions at every stage of development. From concept testing to post-launch optimisation, we handle all the complexity so you can focus on creating brilliant games. 🎮

Get a Quote for Your Gaming Research Project

Why Gaming Market Research Matters More Than Ever

Let's be honest: the stakes have never been higher. Development budgets are climbing, player communities are more vocal than ever, and one misstep can derail years of work. You can't afford to guess what resonates with players—you need real, actionable insights.

The global gaming market was valued at USD 241.1 billion in 2024 and is expected to reach USD 535.29 billion by 2033 (according to IMARC), driven by mobile penetration, evolving player demographics, and new monetisation models. This explosive growth brings opportunity—but also fierce competition.

Gaming market research helps you:

• Validate concepts early before investing heavily in development

• Understand player motivations beyond surface-level preferences

• Identify pain points in gameplay, UI, or mechanics that frustrate users

• Test monetisation strategies that feel fair, not exploitative

• Optimise marketing assets to ensure trailers and messaging resonate

• Gain competitive intelligence on genre trends and player expectations

• Reduce costly pivots by catching issues before they become expensive problems

The best studios aren't guessing—they're asking. And more importantly, they're listening to the right players at the right time.

What Makes Gaming Research Different?

Gaming isn't like researching toothpaste preferences. Games involve extended play sessions, complex mechanics, emotional engagement, and often multiplayer dynamics that require observing multiple users simultaneously. Understanding the player experience requires specialised methodologies that go far beyond standard market research.

The Human Element Is Irreplaceable

Whilst AI and analytics tools are brilliant for tracking behaviour patterns, they can't tell you why a player felt frustrated during level three or how a character design made them feel connected to the story. Qualitative research helps discover how players feel, act, and think, leading to better designs.

Real conversations with real players reveal the emotional drivers, cultural nuances, and unexpected friction points that raw data simply misses. That's why we're steadfast in our belief that human insights provide depth and understanding that algorithms cannot replicate.

Global Players, Global Insights

Your game might launch in Tokyo, Toronto, and Madrid simultaneously—each market with distinct cultural preferences, play styles, and monetisation expectations. Understanding these differences isn't optional; it's essential.

At MindMarket, we specialise in international qualitative research across any market you need. Our global network means you get authentic insights from the players who'll actually be buying and playing your game—not just the easiest participants to recruit.

Our Gaming Market Research Services

We offer comprehensive research solutions tailored to every stage of your game's lifecycle:

🎯 Concept & Pre-Production Research

Validate ideas before you build. Test game concepts, character designs, art styles, and core mechanics with your target audience. Understand which features excite players and which fall flat—before you've written a single line of code.

Our concept testing combines visual stimulus (mood boards, concept art, feature descriptions) with in-depth qualitative discussions to gauge genuine player interest and identify potential concerns early.

🕹️ Playtesting & UX Research

See how real players actually interact with your game. Playtesting applies scientific methods to run professional quality studies and generate player data that game developers can trust. We recruit the right player profiles—from casual mobile gamers to hardcore PC enthusiasts—and observe how they navigate your game.

Whether you need moderated sessions with think-aloud protocols or unmoderated remote playtests at scale, we handle recruitment, moderation, and analysis across any platform: mobile, console, PC, or VR.

Key areas we evaluate:

• Onboarding and tutorial clarity

• Control schemes and input mechanics

• Level difficulty progression

• UI/UX intuitiveness

• Navigation and wayfinding

• Engagement and enjoyment factors

💬 Focus Groups & In-Depth Interviews

Dig deeper into player motivations. Bring together carefully segmented player groups to discuss their gaming habits, preferences, and expectations. Our expert moderators know how to ask the right questions and create environments where players feel comfortable sharing honest feedback.

Focus groups are brilliant for exploring genre preferences, understanding competitive landscapes, testing marketing messaging, and uncovering the emotional drivers behind player choices.

💰 Monetisation & Pricing Research

Find the balance between revenue and player satisfaction. The most successful games integrate player insights into monetisation strategies that are both profitable and player-friendly. We help you test pricing models, in-game purchase options, subscription tiers, and promotional offers to identify what feels fair and compelling.

Our research reveals which monetisation approaches align with player values and which risk backlash—helping you optimise revenue without alienating your community.

🌍 Cross-Market Comparative Research

Understand how player preferences vary globally. What works in Western markets might not resonate in Asia, and vice versa. Our international research capabilities let you compare player responses across multiple markets simultaneously, all coordinated through a single point of contact.

We help you identify universal appeal whilst respecting cultural nuances—ensuring your game feels locally relevant in each market without requiring separate development tracks.

📊 Post-Launch & Live Operations Research

Keep improving after launch. Player needs evolve, metas shift, and communities develop their own cultures. Ongoing research helps you understand player sentiment, identify retention issues, evaluate new content updates, and prioritise feature development based on what players actually want.

Discuss Your Gaming Research Needs

How We Make Complex Research Brilliantly Simple

International research can be a logistical nightmare—different time zones, language barriers, varying methodologies, multiple vendors. That's exactly why we exist: to handle the complexity so you don't have to.

One Point of Contact, Unlimited Markets

Need insights from players in Japan, Germany, Brazil, and South Korea? You shouldn't need to coordinate four different agencies. We manage everything through a single project manager who understands your objectives and orchestrates research across all your target markets.

You get consistent methodologies, unified reporting, and one person who actually knows your project inside-out. It's brilliant research without the headache.

Expert Recruitment That Gets It Right

Finding the perfect participants for gaming studies requires specialised databases and screening expertise. Whether you need hardcore MOBA players, casual puzzle gamers, or parents buying for their children, our international network delivers precisely the right participants.

We screen rigorously to ensure participants match your specifications—because insights are only valuable when they come from the right people.

Quality You Can Trust

We're obsessive about quality. Every session is recorded (with permission), every moderator is briefed on your specific objectives, and every piece of feedback is analysed in context. You receive clear, actionable insights—not just transcripts and data dumps.

Our deliverables include:

• Executive summaries with key takeaways

• Detailed findings with supporting evidence

• Video highlights of critical moments

• Actionable recommendations prioritised by impact

• Cross-market comparisons (when applicable)

Real Gaming Challenges We Solve

"Is our core loop actually fun?"

You've playtested internally dozens of times, but you're too close to see clearly. Fresh eyes from your target demographic reveal exactly where engagement drops, which mechanics feel rewarding, and what needs refinement.

"Will players in our target markets understand the monetisation model?"

What feels fair in one market might feel exploitative in another. Our research identifies the sweet spot where monetisation meets player expectations—by market, by player type, and by purchase context.

"Should we pivot or persevere with this concept?"

Early-stage concept testing can save months of development time by validating core ideas before you're committed. Get honest reactions from players who represent your actual audience—not just industry colleagues and friends.

"Why are players churning after the first week?"

Post-launch research pinpoints exactly where and why players disengage. Is it progression pacing? Content variety? Technical issues? Social features? We identify the root causes so you can prioritise fixes that actually improve retention.

"How do we balance accessibility with depth?"

Different player segments have different needs. Our segmented research helps you understand how to serve both casual players who want quick sessions and hardcore fans who demand complexity—without alienating either group.

Why MindMarket for Gaming Research?

Truly Global Reach

Research participants from any market you need—Asia-Pacific, EMEA, Americas, or emerging markets. We've got networks everywhere your players are.

Human-First Philosophy

Whilst we embrace technology to enhance efficiency, we believe real human insights provide depth that algorithms simply cannot replicate. You get authentic conversations, emotional context, and cultural nuance—not just numbers.

Fast Turnaround Without Sacrificing Quality

We know game development moves quickly. Our streamlined processes mean you get insights when you need them—typically within 2-3 weeks from brief to final report—without cutting corners on recruitment or analysis.

Actionable Insights, Not Just Data

We don't just hand you transcripts and wish you luck. Our reports translate findings into clear, prioritised recommendations that your team can actually act upon.

Gaming-Specific Expertise

Our researchers understand gaming culture, terminology, and player psychology. We know how to moderate playtests, ask the right probing questions, and interpret feedback in the context of game design best practices.

Strict Confidentiality

We understand the sensitivity of pre-release games. Every participant signs NDAs, all research facilities are secure, and our team treats your unreleased content with the confidentiality it deserves.

Frequently Asked Questions About Gaming Market Research

What is gaming market research?

Gaming market research involves gathering and analysing insights about player behaviour, preferences, and experiences to inform game development, marketing, and monetisation decisions. It combines qualitative methods (like playtesting, focus groups, and interviews) with quantitative approaches to understand both what players do and why they do it.

When should I conduct gaming research?

The best answer? Throughout your entire development cycle. Effective market research helps companies gain valuable insights into consumer behaviour, preferences, and industry trends at every stage—from initial concept validation through post-launch optimisation. Early research prevents costly pivots; mid-development research refines mechanics and UX; post-launch research drives live operations.

How much does gaming market research cost?

Investment varies based on scope, methodology, geographic coverage, and sample size. A focused study with 15-20 participants in 2-3 markets typically ranges from £8,000-£20,000. Larger multi-market studies naturally require greater investment. The key question isn't cost—it's ROI: what's the value of avoiding a development pivot, improving retention by 10%, or validating a monetisation strategy? Get a tailored quote based on your specific needs.

What's the difference between playtesting and game user research?

Playtesting is where users play the game and researchers collect data using qualitative and quantitative approaches, often focusing on moment-to-moment gameplay issues. Game user research (GUR) is broader—encompassing playtesting but also concept testing, market sizing, competitive analysis, and player segmentation. Think of playtesting as one methodology within the larger discipline of gaming research.

Can you recruit niche gaming audiences?

Absolutely. Whether you need esports professionals, retro gaming collectors, mobile-only parents, accessibility-focused players, or fans of specific genres (roguelikes, visual novels, grand strategy), our specialised databases and screening processes deliver precisely the participants your study requires. Niche audiences are our forte.

How do you ensure players give honest feedback?

Several ways: First, we create comfortable, non-judgemental environments where players feel safe sharing critical thoughts. Second, our moderators are trained to ask open-ended, neutral questions that don't lead participants toward "correct" answers. Third, we often use behavioural observation alongside stated preferences—watching what players do, not just what they say. Focusing on player behaviour rather than subjective opinions provides more reliable insights.

Do you offer remote or in-person research?

Both. Remote research expands geographic reach and often feels more natural for players in their own gaming environments. In-person research (at our facilities or yours) allows for deeper observation, better rapport, and the ability to test hardware or unannounced titles in secure settings. We'll recommend the best approach for your specific objectives.

How long does a gaming research project take?

Timeline depends on complexity, but a typical qualitative study follows this pattern: 1 week for planning and recruitment, 1-2 weeks for fieldwork, 1 week for analysis and reporting. Rush projects can be accommodated when needed. We're transparent about realistic timelines—and we always deliver when promised.

What deliverables will I receive?

You'll receive a comprehensive report including: executive summary, detailed findings organised by research objective, video highlights of key moments, verbatim quotes, cross-market comparisons (if applicable), and prioritised recommendations. We also offer presentation debriefs where we walk your team through findings and answer questions.

How do I get started?

Simple: get in touch with details about your game, target markets, and what you're hoping to learn. We'll schedule a brief call to understand your needs, recommend the right approach, and provide a transparent quote. From there, we handle everything—you just receive brilliant insights that help you build better games.

Ready to Understand Your Players Better?

Stop guessing what players want. Start knowing.

Whether you're validating a bold new concept, refining gameplay mechanics, or optimising your live operations, we're here to deliver the authentic human insights you need—from any market in the world, all through one simple point of contact.

Get a Quote for Your Gaming Research Project

Or schedule a call to discuss your specific needs. Let's create something players will love. 🚀