The eye tracking methodology is now increasingly widespread in the market research market and in particular in the UX, User Experience sector. When talking about “gaming,” reference is obviously made to the video game sector and the target that populates it, namely gamers.
UX has among its main objectives that of evaluating the experience of the user interacting with an interface, typically digital.

In gaming, this process has the purpose of bringing to light any problems or hitches that can negatively influence the gaming experience, leading to a physiological drop in engagement in the player.

The consequence of this phenomenon can lead to obtaining negative feedback from video game critics and a subsequent drop in sales. Here, therefore, is the importance of the eye tracking methodology within the evaluation process of the experience of the user interacting with the video game.
Thanks to this technology, it is in fact possible to successfully analyze the visual-attentive dynamics of users in order to identify critical issues and problems to be solved. The process of creating a video game can be summarized in the following phases:

• CONCEPT

• PROTOTYPE

• PRE-PRODUCTION

• PRODUCTION

• POST-PRODUCTION

In each of these phases, it is possible to evaluate the UX of the product in order to launch a title on the market that reflects as much as possible the user’s needs from a usability point of view.
From our point of view, eye tracking technology is an important added value within the video game creation and evaluation flow.

Here is a small example in this video: