Game On: UX testing for Mobile Games

Case Brief:

India’s mobile gaming market is all set to cross $400 million by 2022. The number of mobile gamers are also predicted to reach 628 million by 2020 and 1.16 billion by 2030. But tapping into this huge market will need games to focus more on appealing to the users and creating an experience that leaves an impact.

A good UX can help build brand perception, acquire and retain more users, improve satisfaction levels. And at the same time, provide developmental savings as well as generate more word-of-mouth promotions. But a poor UX can result in losing 5 times more users than those acquired and losing $2.6 billion worth of sales.

In this study, a leading mobile games publisher wanted to compare the UX of 2 new racing games. The two games are herein referred to as A and B.


Why the study?

The publisher wanted to go in-depth into how the UX of the two games impact user interaction. The games were tested using the Affect Lab UX testing module for 3 segments in the games:

  1. Gaming duration
  2. Ads section
  3. User onboarding


What did we learn?

  1. The ATTENTION LEVELS dipped significantly when the ads interrupted the game play for both the apps.
  2. During the ad play, both the games ranked on similar levels of MENTAL EFFORT, keeping the players hooked.
  3. The on-boarding process of game A was better. It led to a positive difference in ENJOYMENT LEVELS once the player was in the game.
  4. Overall during the gaming duration, game A performed marginally better than game B


How did we analyse this?

The games were tested on a group of 10 users that matched the target demographics for the publisher. The test duration set for each game was 5 minutes to map how the user feels about the game’s UX.

Each user was given a mobile with the apps pre-installed. Both the games were played with a standard break in between, while wearing the Affect Lab headsets.

Affect Lab’s neuro market research technology generated quantified emotional data for each game, based on the interaction in the set 5 minutes. The headset tracked the brainwaves of the players on a moment-by-moment basis to analyse: attention, appreciation, concentration, happiness, boredom and familiarity levels.


How can you use this?

Affect Lab insights can be used to:

  1. Decrease COGNITIVE LOAD
  2. Improve the USER EXPERIENCE
  3. Improve the NAVIGATION for on-boarding section
  4. Improve INTERACTION with Ads

The scores can help quantify the motor and visual load of any UX. This data can be used to make sense of how a user interacts with the app, to improve their experience further.


To know more about how we conducted this comparative study on the UX of mobile games, and to read analysis for Emotion Parameters like Happiness, Boredom, Familiarity, etc…download our case study today. Leave your email in the comments section below or shoot a mail to us on


Affect Lab