International edition
September 29, 2020

It plans to use the findings to optimize cross-marketing and up-selling opportunities

PKR turns to neurology to understand player preferences

(US).- Neurological research company Foviance has released details of a recent study conducted with online gaming operator PKR, in which the company used electroencephalography (EEG) to measure player’s visceral responses to different stages of gameplay and outcomes. EEG involves measuring electrical activity in different parts of the brain in response to certain stimuli.

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y recording reactions at different stages of interaction with a website - with emotions ranging from excitement and anticipation through to anxiety and boredom, Foviance says it can provide detailed and specific site design recommendations that improve customer conversion.

According to the study, PKR is of particular appeal to the novice player, offering much higher levels of emotional engagement compared to competitor’s sites. The research was also able to identify the peaks and lows in concentration, the areas that cause confusion for the novice player and the importance of the tutorial stages in engaging customers. PKR plans to use the findings to optimize its cross-marketing and up-selling opportunities during the game.

Simon Prodger, marketing director of PKR Technologies, said: “This method of user research helps us understand the all important emotional experience that customers go through when using our site. This is very important to PKR as we aim to provide the most engaging poker experience online.

“Foviance’s insight has helped us identify how we can harness and develop the unique aspects of PKR’s engaging and immersive approach to online poker to ensure that our customers enjoy the highest quality experience possible.”

Marty Carroll, consultancy director at Foviance, said: “We recognize that differentiation in user experience for many brands means moving beyond simple efficiency, performance and functionality, towards connecting with consumers emotionally. We are incredibly excited to be bringing this complex neurological science to the marketing industry for the benefit of businesses and consumers.”

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