Towards understanding engagement in games: an eye‐tracking study

Abstract

Dr Tony Renshaw has been involved in research and consultancy using eyetracking and holds a PhD in this area. He has been responsible for the development of new and improved eyetracking metrics. Tony graduated from Loughborough University in Chemistry and Management Studies and has held a variety of senior positions within REACT Centre Limited and the Services Division of ICL. He is now Director of Usability North at Leeds Metropolitan University. Richard StevensRichard Stevens is a Senior Lecturer and Teacher Fellow in the Music, Sound and Performance Academy at Leeds Metropolitan University. As a Composer, Sound Designer, and Sound Artist his work explores the connections between audio and visual perception. His research interests include film sound, sound and music in interactive games, and the use of eyetracking technology for game analysis and interaction. TOWARDS UNDERSTANDING ENGAGEMENT IN GAMES: AN EYETRACKING STUDY SUMMARY ABSTRACTIn today"s fast moving consumer environment, electronic gaming through consoles, the Internet and Web 2.0 has fundamentally changed the way in which players expect to interact with and gain satisfaction from their media and entertainment sources. This paper aims to report research undertaken in developing improved understandings of games player interaction. The primary scope of this work is limited to obtaining new and unique insights into player involvement and experience within electronic gaming. From analysis using computerised eyetracking solutions, investigations into a range of techniques to determine which in addition, to providing signifiers of satisfaction, engagement or immersion, provide the evaluators with a detailed, re-playable record of how the player has interacted with the game. As well as the immediate applications for play testing this monitoring methodology also allows exploration of aspects related to usability, improved games level learning and recognition of new inherent commercial opportunities. STRUCTURED ABSTRACTPurpose -The purpose of this paper is to report research undertaken in developing improved understandings of games player interaction, with scope limited to obtaining new and unique insights into player involvement and experience within electronic gaming.Design/methodology/approach -The research presented within this paper is designed to provide evaluators with a detailed eyetracking approach how a player interacts with a game. The research also explores a variety of techniques designed to explore user/player insights into interaction, through consideration of user satisfaction, engagement or immersion. It is postulated by the authors that from this methodology insights related to usability, improved games level learning commercial opportunities based around in-game advertising, will be better understood.Findings -Whilst the data analysed in this limited pilot is it is perhaps too early to draw firm conclusions, it is concluded that it is technically possible to configure the Eye-Tracker and ancillary equipment to record the eye movements of ...

Using Reading Times and Eye-Movements to Measure Cognitive Engagement

“…For example, several prominent reviews of the engagement literature with sections focusing on measurement including Fredricks et al (2004) and Jimerson, Campos, and Greif (2003) do not mention selfpaced reading or eye-movement data. However, some programs of research related to science instruction such as computer tutoring and educational game design (Renshaw, Stevens, & Denton, 2009) have embraced these methods.…”

“…This finding has contributed to the wide use of eye-tracking technology in marketing research (Pieters & Wedel, 2004). In research on computer game design, Renshaw et al (2009) found that certain eye movements were associated with dissatisfaction. Jennett et al (2008) found that immersion in a game was associated with fewer but longer fixations.…”

Uso Do Eye Tracking Para Obtenção De Medidas Quantitativas Em Testes De Usabilidade: Um Estudo Focado Na Medida Da Satisfação

“…Com relação ao uso do eye tracking para medição direta da satisfação, foi verificado que muitos artigos utilizam o eye tracking em testes de usabilidade apenas para medir eficiência e satisfação, ou outros dados relativos à cognição, interesse visual e atenção mas continuam usando questionários para medir a satisfação, especificamente (CASTILLA et al, 2015;BAHARUM & JAAFAR, 2014;CHENG & LIU, 2011;SI-MUNICH, ROBINS & KELLY, 2015;RENSHAW, STEVENS & DENTON, 2009;GUO et al, 2016). Alguns dos artigos buscam fazer algumas inferências a partir dos resultados do eye tracking referente a algumas medições mais subjetivas como engajamento Em alguns dos artigos pesquisados, existe uma preocupação em obter dados quantitativos para a medida da satisfação.…”

Deconstructing Engagement

“…We may say that of learning too, of course, which draws again attention to the question of whether engagement takes place as a series of actions over time, or is a qualitative aspect of a specific experience. When studying games, researchers have also used physiological techniques such as analysis of facial expressions and body language (Hughey, 2002), measurement of physiological factors such as heart rate and brain activity (Nacke & Lindley, 2008), and tracking of eye movements (Jennett et al, 2008;Renshaw et al, 2009). Objective measures, such as frameworks for evaluation of activities (Sweetser & Wyeth, 2005), observations (Read, MacFarlane, & Casey, 2002), game metrics such as frequency and duration (Ronimus, Kujala, Tolvanen, & Lyytinen, 2014), and voluntary time on task (Ronimus et al, 2014;Virvou, Katsionis, & Manos, 2004) have also been used.…”