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NeuroFocus Launches Brainwave-based Game Tools
by Eric Caoili [PC, Console/PC]
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March 27, 2009
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Neurological testing company NeuroFocus announced NGame, a suite of products and services providing game designers and developers with brainwave-based tools for creating and marketing games.
NeuroFocus specializes in measuring consumers' actual brainwave activity as they respond to stimuli,
The NGame suite includes NSequels, which is designed to identify core game elements that build into a franchise; NTarget, which offers user group analysis, design, implementation, and marketing recommendations; NeuroNet, which is geared for multi-player and social gaming; and TGA (Total Gamer experience), which measures multi-sensory gaming effectiveness.
NGame also offers NPlatform Analysis; NLevels, which identifies "NeuroFrustrators/NeuroRewards" in games, and GCA (Game Compressions Analysis), an automated selection of the most powerful neurological components in a game.
By measuring neurological reactions to games on a millisecond-by-millisecond basis, NeuroFocus believes that the NGame suite can determine how gamers interact with and respond to elements like characters/avatars, storylines, authenticity/realism, weaponry/properties, game scenarios/action sequences, colors/schemas, and in-game advertising.
"The brain is the ultimate game controller, and our expertise lies in measuring the brain's responses and translating that massive amount of data to enable marketers, and in this instance game designers and developers, to create the most effective products and messages," says NeuroFocus CEO Dr. A. K. Pradeep.
"Video games are playing an increasingly central role in the overall entertainment industry, including serving as an effective platform for advertising. Now, with NGame, we are bringing the power of neuroscience to the art and business of video game design."
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