Partnership of Affectiva and iMotions Means Better Assessments on Gaming
The partnership with Affectiva and iMotes announce the newest facial coding and emotion analytic software on the iMotions Biometric Research Platform: Affectiva’s Affdex. Combining eye tracking, brainwave measurements (EEG), and physiological sensors (GSR, ECG, EMG) with traditional surveys and questionnaires enables researchers to assess the impact of new digital and learning experiences like gaming, media, and entertainment. The concept will help understand how digital age technology affects humans during interaction, cognitively, and ultimately user behavior. Using this tools, better evaluation of audience engagements via TV and movies can help researchers understand more of the behavioral science and well-being of the audience.
What this means for gaming, is a better analysis of their audience while playing games. We know through studies and our own experience when we are part of something bigger than ourselves, we fall into this awe that motivates us to unify and feel good about it as discussed my “Reality is Broken” author Jane McGonigal. Emotions run evidently high when we play games. We build not only an emotional attachment to characters, but also with the stories and experience within the worlds games offer. To tap into these emotions and to help facilitate their impact on our lives, means tremendous opportunities to rediscover gaming’s true potential in our lives.
Emotions matter, they influence key aspects of our lives, from how we think, learn and communicate to how we behave and make decisions. A deep understanding of emotional reactions to digital content is critical to human behavior research. We are delighted to partner with iMotions. Adding our Affdex emotion analytics technology to iMotions’ biometrics research platform provides our clients that require multimodal on premises solutions robust insights.
–Nick Langeveld, President and CEO of Affectiva.
To measure unbiased and unfiltered emotional responses will be the key to understanding human behavior in regards to consumer engagement and user experience. Having that knowledge will impact consumer products that mold our behavior, understanding, and emotional acceptance of everything from games to movies, to ads and beyond. Imagine playing a game that is so emotionally driven it makes you cry? Or being caught in a psych-horror game that literally makes you pee your pants? What about having users experience an emotional connection so strong with strangers they band together unifying their resources, time, effort and stamina to challenge feats and overcome odds beyond the realms of gaming?
We are looking at something that will redefine the way we look at technology. Not only because it can be incorporated games directly to study player emotional experience, but because of what the findings will give birth to. We are looking at the next evolution of gaming. ( Think of it as a Thunder Stone.)
To learn more, visit www.affectiva.com.
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