The Gamer's Brain

Making a successful video game is hard. Even games that are well-received at launch may fail to engage players in the long term due to issues with the user experience (UX) that they are delivering. That''s why makers of successful video games like Fortnite and Assassin''s Creed invest both time and money perfecting their UX strategy. These top video game creators know that a bad user experience can ruin the prospects for any game, regardless of its budget, scope, or ambition.

The game UX accounts for the whole experience players have with a video game, from first hearing about it to navigating menus and progressing in the game. UX as a discipline offers guidelines to assist developers in creating the optimal experience they want to deliver, including shipping higher quality games (whether indie, triple-A or "serious" games) and meeting business goals -- all while staying true to design vision and artistic intent.

At its core, UX is about understanding the g