Eyetracking technology and the gamification world
Have you ever volunteered for a marketing research? To evaluate how much a poster or a piece of advertisement is useful and effective a new trend came out in the last decades: eye tracking. With eye tracking a software is able to identify where, visualizing an image, you focus more and which spots “steals” your eyes attention.
The process, repeated for many volunteers, gives a clear approximation of what people will look at when staring at your advertisement. This will help the marketing guys choose which pictures are more effectives and which have the ability to make people focus on the message you are trying to sell.
These technologies, slow and rather inaccurate up until sometimes ago are now very very very efficient (if we do not think about battery life) and are spreading all over the world, well beyond marketing research labs.
The diffusion of smart devices and the era of smart appliances brought us to the next level of eyetracking. The first and most used eye tracking gadgets are the glasses and 3D visors. From the Oculus Rift passing all the way through all kind of 3D they can implement an eye tracking technology and is very likely most of them will in the next future. However nowadays there are many glasses devices, which serve for this purpose, like Tobii and Natural Gaze™ by SMI. Another trend is represented by the newest smartphones which are able to do a basic eyetracking.
But what eye tracking has to do with gaming and gamification?
Ubisoft and Tobii are here to give us a hint with the eye tracking in Assassin’s Creed Rouge. What they did is implementing Tobii technology into their pc version of the game eliminating the need for a control of the camera which is now managed by the look of the player! Wherever the player focus their look the camera will adapt and zoom out/in that direction. To reduce errors due to moms calling for lunch, when the player looks away from the screen the game pause itself.
This concept might be easily applied to virtually any game and thus results perfect for gamification aimed at marketing researches. In this case the application is similar to the “marketing poster”, in order to understand the usefulness of some products or preferences, however it is possible to recreate a 3D game in which the user interact with the rooms and with various objects. Depending on their choices and actions in the game and in connection with the points where their eyes looked at it is possible to gather data about preferences and products attractiveness in a funny and involving way.
Do you want to make marketing research through gamification? Write us here!