Gamasutra is part of the Informa Tech Division of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. Informa PLC's registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726.

Gamasutra: The Art & Business of Making Gamesspacer
arrowPress Releases
If you enjoy reading this site, you might also want to check out these UBM Tech sites:


Yongcheng Liu's Blog


Yongcheng is the director of NetEase Games Thunder Fire User Experience Center, with 14 years of experience in game industry.

He graduated from Peking University with a master's degree in computer science. He leads a team of more than 100 employees, including 17 GDC speakers, and is responsible for the UX research/design and big data support of many well-known titles: Ghost Mobile, Justice, Naraka: Bladepoint, UNO, PHASE10, Conqueror's Blade, etc.

At NetEase, he is also an expert in the field of data analysis and user research. In addition, he has rich experience in game planning and has multiple years of experience as a game design director, being responsible for the development and publishing of multiple titles.

In the Core Concept of GDC 2020, he gave a lecture on MMORPG's economic system.


Member Blogs

Posted by Yongcheng Liu on Thu, 18 Nov 2021 11:29:00 EST in Design, Social/Online, Smartphone/Tablet
Travel frog is a subgenre of simulation game is another kind of simulation, with cultivation to be its core element. Players need to cultivate specific characters in-game and make them successfully, and the game bringing a sense of achievement is the key.

Posted by Yongcheng Liu on Thu, 18 Nov 2021 11:28:00 EST in Business/Marketing, Console/PC, Social/Online
Middle-aged gamers are important in game industry (no offences, but just player research for a specific group). But what are their characteristics? What are their needs for gaming? And how do they choose games?

Posted by Yongcheng Liu on Fri, 29 Oct 2021 07:20:00 EDT in Design, Production, Social/Online, Smartphone/Tablet
When you see players complaining: This hero/character is too strong and influences the game balance. However, when players say that the game is unbalanced, do you really believe in them and just take their words into your decision-making process?

Posted by Yongcheng Liu on Tue, 12 Oct 2021 11:07:00 EDT in Design, Console/PC, Social/Online, Smartphone/Tablet
In this article, I will take players' evaluation of the game's art style as an example, and show you how to get deeper into players' real thoughts by splitting and refining the "art style" in the interview question design and practical use.

Posted by Yongcheng Liu on Wed, 29 Sep 2021 10:29:00 EDT in Design, Production, Console/PC, Smartphone/Tablet
Have you ever felt lost, angry or desperate in a game? Whether it's because the game failed due to the death of the character, or we cannot get the desired items because determined "fate", we will always experience a variety of frustration in game.

Posted by Yongcheng Liu on Tue, 28 Sep 2021 12:25:00 EDT in Business/Marketing, Production, Console/PC, Smartphone/Tablet
Collaborations in similar areas such as collaboration between game IPs are common. There is another kind of collaboration which is cross-field. What can user research do during the process of collaboration?