Evolution Research GameX Report

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GameX Concept Study Research Conducted October 27 – November 4, 2008

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The client provided Evolution Research with a text description of the game, a gameplay trailer, and a developer walkthrough video. A sample of 339 gamers were recruited to participate in the survey. Gamers participating in the survey were US gamers, ages 17-32, with gender split 70% male/30% female. Respondents were screened to be owners of a next-generation console, where “next-generation” is defined as an owner of an Xbox 360 or PlayStation 3 with at least 1 hour of play per week. Evolution tested the provided material online using a proprietary quantitative methodology, designed for the testing of videogame packaging. Methodology

Objectives: 

Objectives Primary Objective: Measure purchase intent pre- and post-introduction of test stimulus using a monadic survey methodology Measure interest and purchase intent after reading a text description Measure interest and purchase intent after watching gameplay footage Compare scores to Evolution’s proprietary normative averages Evaluate video of gameplay footage using Evolution Scene Select

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conclusions

Conclusions: 

Conclusions The GameX concept motivates strong likability and purchase intent among gamers. 56.2% of respondents indicated some amount of purchase intent after reading a text description, successfully exceeding the normative average. After viewing of the gameplay video, that score rose to 66.6%, which also exceeded the normative average for post-asset purchase intent. The text description of the game was slightly more persuasive among older gamers, with 59% of gamers ages 25-32 indicating some purchase intent, to 53.3% of gamers 17-24. Both groups responded similarly to the gameplay assets, with a 9.3% rise among the older group and an 11.7% among the younger.

Conclusions: 

Conclusions The game concept proved more appealing to females than males, both pre- and post-gameplay video. 60.3% of female respondents indicated some purchase intent after reading the text description, while 54.4% of males indicated the same. After viewing the gameplay video, purchase intent for both groups rose 10.5%. Female gamers seemed to be motivated to a greater degree by the RPG features of the game. Whereas “Hyper-Realistic Medieval Combat” was rated as the most liked feature of gameplay by males, “Build the Ultimate Champion” proved to be the most popular feature among women.

Conclusions: 

Conclusions GameX ’s focus upon innovative, realistic melee combat was not lost upon gamers. When asked to rank aspects of the game such as “Character models” and the “Environment,” gamers chose the “Combat system” as the most liked element. These results were reflected in open-ended commentary. Many respondents indicated excitement over the “gritty” realism of the game’s combat system, while specifically pointing to moments such as the lodging of crossbow bolts into the player’s shield and the slow motion action sequences.

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findings

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Post-Description Post-Trailer Change Top 2-Box Mean Top 2-Box Mean Top 2-Box Mean Likability 81.2% 4.07 86.5% 4.21 +5.3% +0.14 Purchase Intent 56.2% 3.56 66.6% 3.82 +10.4% +0.26 Rental Intent 62.6% 3.65 66.5% 3.75 +3.9% +0.1 Pre/Post Analysis - Overall Likability, Purchase & Rental Intent Base: Overall, n=339 Q. Based on the description, tell us how much you like or dislike this game on a scale of 1-5. Q. How likely would you be to purchase or rent this game if it were available on a platform you own? Q. Based on the trailer you just watched, tell us how much you like or dislike this game on a scale of 1-5. Q. How likely would you be to purchase or rent this game if it were available on a platform you own?

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Post-Description Post-Trailer Change Age 17-24 Age 25-32 Age 17-24 Age 25-32 Age 17-24 Age 25-32 Top 2 Mean Top 2 Mean Top 2 Mean Top 2 Mean Top 2 Mean Top 2 Mean Likability 79.8% 4.07 82.6% 4.08 86.6% 4.22 86.3% 4.21 +6.8% +0.15 +3.7% +0.13 Purchase Intent 53.3% 3.49 59% 3.63 65% 3.79 68.3% 3.85 +11.7% +0.3 +9.3% +0.22 Rental Intent 61.2% 3.63 63.9% 3.66 66% 3.73 67.1% 3.78 +4.8% +0.1 +3.2% +0.12 Pre/Post Analysis – By Age Group Likability, Purchase & Rental Intent Base: Age 17-24, n=177; Age 25-32, n=161 Q. Based on the description, tell us how much you like or dislike this game on a scale of 1-5. Q. How likely would you be to purchase or rent this game if it were available on a platform you own? Q. Based on the trailer you just watched, tell us how much you like or dislike this game on a scale of 1-5. Q. How likely would you be to purchase or rent this game if it were available on a platform you own?

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Post-Description Post-Trailer Change Male Female Male Female Male Female Top 2 Mean Top 2 Mean Top 2 Mean Top 2 Mean Top 2 Mean Top 2 Mean Likability 80.8% 4.07 82.2% 4.09 87.9% 4.25 83.3% 4.12 +7.1% +0.18 +1.1% +0.03 Purchase Intent 54.4% 3.52 60.3% 3.68 64.9% 3.8 70.8% 3.87 +10.5% +0.28 +10.5% +0.19 Rental Intent 58.6% 3.53 71.9% 3.94 64.2% 3.7 72% 3.88 +5.6% +0.17 +0.1% -0.06 Pre/Post Analysis – By Gender Likability, Purchase & Rental Intent Base: Male, n=242; Female, n=96 Q. Based on the description, tell us how much you like or dislike this game on a scale of 1-5. Q. How likely would you be to purchase or rent this game if it were available on a platform you own? Q. Based on the trailer you just watched, tell us how much you like or dislike this game on a scale of 1-5. Q. How likely would you be to purchase or rent this game if it were available on a platform you own?

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Gameplay Element Rankings – Overall Post-Description Rank Element Mean 1 Hyper-Realistic Medieval Combat 4.17 2 Build the Ultimate Champion 4.11 3 Multiplayer Warfare 4.08 4 Live and Fight in the Dark Ages 4.06 5 Master the Seven Virtues 3.89 Base: Overall, n=339 Q. Please tell us how much you like or dislike the x elements on a scale of 1-5.

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Gameplay Element Rankings – By Age Group Post-Description Age 17-24 Age 25-35 Rank Element Mean Mean 1 Hyper-Realistic Medieval Combat 4.13 4.22 2 Build the Ultimate Champion 4.12 4.1 3 Multiplayer Warfare 4.16 4.01 4 Live and Fight in the Dark Ages 3.99 4.13 5 Master the Seven Virtues 3.83 3.95 Base: Age 17-24, n=177; Age 25-32, n=161 ; Overall, n=339 Q. Please tell us how much you like or dislike the x elements on a scale of 1-5.

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Gameplay Element Rankings – By Gender Post-Description Male Female Rank Element Mean Mean 1 Hyper-Realistic Medieval Combat 4.16 4.2 2 Build the Ultimate Champion 4.05 4.25 3 Multiplayer Warfare 4.06 4.15 4 Live and Fight in the Dark Ages 4.0 4.2 5 Master the Seven Virtues 3.74 4.25 Base: Male, n=242; Female, n=96; Overall, n=339 Q. Please tell us how much you like or dislike the x elements on a scale of 1-5.

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Age 17-24 Age 25-32 Overall Elements Top 2-Box Mean Top 2-Box Mean Top 2-Box Mean The game is cool 85.7% 4.21 87% 4.18 86.4% 4.19 The game looks fun to play 87.5% 4.3 86.4% 4.22 86.9% 4.25 I like the look of the game 79.1% 4.1 85.1% 4.15 82.1% 4.12 The game is unique 63.8% 3.73 68.9% 3.79 66.4% 3.76 The story is interesting 64.1% 3.77 65.1% 3.86 64.6% 3.81 I would enjoy playing this game 78.6% 4.05 75.7% 4.05 77.1% 4.05 Agree/Disagree Statements - By Age Group Post-Trailer Base: Age 17-24, n=177; Age 25-32, n=161; Overall, n=339 Q. Do you agree or disagree with the following statements?

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Male Female Overall Elements Top 2-Box Mean Top 2-Box Mean Top 2-Box Mean The game is cool 87.2% 4.2 84.4% 4.19 86.4% 4.19 The game looks fun to play 88% 4.26 84.4% 4.27 86.9% 4.25 I like the look of the game 82% 4.12 82.2% 4.14 82.1% 4.12 The game is unique 65% 3.73 69.7% 3.82 66.4% 3.76 The story is interesting 59.3% 3.71 77% 4.07 64.6% 3.81 I would enjoy playing this game 75.9% 4.01 80.2% 4.16 77.1% 4.05 Base: Male, n=242; Female, n=96; Overall, n=339 Q. Do you agree or disagree with the following statements? Agree/Disagree Statements - By Gender Post-Trailer

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Game Aspect Rankings – Overall Post-Trailer Rank Element Mean 1 Combat system (special attacks, armor damage, etc.) 4.21 2 Character animations (walking, fighting, etc.) 4.03 3 Environment (setting, weather, etc.) 4.03 4 Pace of game 3.8 5 Character models (protagonist and enemies) 3.8 6 Sound (music, effects, etc.) 3.68 Base: Overall, n=339 Q. Please rate on a scale of 1-5 how much you like or dislike the following aspects of the game.

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Game Aspect Rankings – By Age Group Post-Trailer Age 17-24 Age 25-35 Rank Element Mean Mean 1 Combat system (special attacks, armor damage, etc.) 4.25 4.16 2 Character animations (walking, fighting, etc.) 4.03 4.04 3 Environment (setting, weather, etc.) 4.03 4.03 4 Pace of game 3.78 3.82 5 Character models (protagonist and enemies) 3.77 3.83 6 Sound (music, effects, etc.) 3.75 3.61 Base: Age 17-24, n=177; Age 25-32, n=161; Overall, n=339 Q. Please rate on a scale of 1-5 how much you like or dislike the following aspects of the game.

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Game Aspect Rankings – By Gender Post-Trailer Male Female Rank Element Mean Mean 1 Combat system (special attacks, armor damage, etc.) 4.19 4.25 2 Character animations (walking, fighting, etc.) 4.0 4.12 3 Environment (setting, weather, etc.) 3.97 4.18 4 Pace of game 3.78 3.85 5 Character models (protagonist and enemies) 3.78 3.84 6 Sound (music, effects, etc.) 3.6 3.87 Base: Male, n=242; Female, n=96; Overall, n=339 Q. Please rate on a scale of 1-5 how much you like or dislike the following aspects of the game.

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verbatim summaries

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“What do you like most about the game?” TYPICAL RESPONSES “I like the reality of the attacks and wounds to enemies. So many other games simply hit the opponent and they fall over with blood flying around.” “Realistic, for example the arrows don't disappear when shot [at] you.” “Very realistic fighting, almost real use of physics, great finishing moves.” “Realistic and gritty gameplay complete with arrows still stuck in your shield as well as environment. Moves and attacks are pretty violent.” Hyper-Realistic Combat

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“What do you like most about the game?” TYPICAL RESPONSES “The use of the EPIC Gears of war movement engine and the style of combat, the crossbow grabbing the guy and bolting him through the head was graphic and cool enough to be something I'd want to try too often.” “I also think that based on the video the combat system does look very visceral, intense, and overall pretty rewarding. Also, in the rendered scenes the quality and feel both seems pretty exciting and inviting. A few specific things I particularly liked were the masonry being chipped by missile fire; shield-bashing in general; and although it is easy to over-do it, slow motion is hard not to enjoy.” “Medieval grittiness. I like the concept, and it looks like it will pull it off better than Assassin's Creed.” Gritty Quality of Combat Realism

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“What do you like most about the game?” TYPICAL RESPONSES “The crossbow bolts in the shield were a major ‘wow’ moment for me. Out of what I've seen, the way that combat has persistent visual effects on both the environment and characters, specifically the characters, is really very interesting.” “I liked seeing the arrow strike the shield. I think the combat looked best from the close angle where it was almost an over the shoulder view. it seemed more intense that that moment than the typical 3rd person view.” “...Liked the fact that when the arrows were stopped with the shield that the arrows did penetrate the shield, which gave a better feel for the damage inflicted by those arrows and gave a feeling of realism...not seen in many games.” Shield-Penetrating Crossbow Bolt

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“What do you like most about the game?” TYPICAL RESPONSES “Battle looks fluid. Love the slow motion kill (hope there is more than of that).” “The manual aim and slow motion kills.” “When he shoots the arrow and you follow the arrow until it hits the target in slow motion.” “This game is awesome! I like how you can watch the kills in slow motion.” Slow Motion Sequences

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“What do you like most about the game?” TYPICAL RESPONSES “I like that it is a third person action video set in the Dark Ages with Medieval combat.” “I like how it is a fantasy application of the style and dynamics of Gears of War.” “Slow motion, personal fighting. The physics/graphics engine. Interesting era to apply this to.” “Middle Ages combat. The Middle Ages is such a cool time period for a game like this!” Original Setting for Type of Game

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“What do you dislike most about the game?” TYPICAL RESPONSES “Wasn't a big fan of the repetitive sword fight where both characters swung a sword back and forth at each other in the same way... Hopefully there are different animations in how and where you can strike an opponent with a sword/ other weapons.” “Well, the combat seemed a little bland when they were blocking / striking. I did notice the shield coming apart, but perhaps you could be a little more creative with the camera's and or a sword-play animations.” “The generic attacks, but since it is still in development, it probably doesn't have the extra polish that it needs yet.” “Though I know this wasn't representative of the final attack set, some of the attacks did get a bit repetitive.” Combat Could Be More Creative

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“What do you dislike most about the game?” TYPICAL RESPONSES “Hard to say. I imagine after playing for a while the slowed down "bullet time" type kill scenes might get annoying. There should be a button press to end them.” “Slow, maybe too scripted.” “The 1-on-1 sword fight looked fairly boring, the recoil from the main character hitting the enemies shield felt way too long and would probably get very annoying if you had to deal with it too much.” “I didn't like how long you had to fight that one guy to kill him.” Speed of Combat May Frustrate

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“What do you dislike most about the game?” TYPICAL RESPONSES “The slow motion blows and kill shots are a bit over done. Also, a person does not get pegged to a wall ten feet away when hit with an arrow.” “The main problem I saw with the game engine in the trailer is the distance of knockback: for example, with the crossbow bolt that pins an enemy to a door behind him; the quarrel actually lifts him off the ground, penetrates directly through him and hangs him from the wooden door. This sequence felt too unbelievable to me, enough so as to take away from other aspects I did enjoy and to remove me from being ‘inside’ the game…” “The actions were overexaggerated. Shooting an arrow hard enough to send someone flying would also generate enough kickback to send the archer flying.” Some Animations Perhaps Too Unrealistic