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NeuroFocus Launches NGame; New Suite of Neuromarketing Products and Services for the Videogame Industry Elite
Date:3/26/2009

World's Leading Neurological Testing Company Offers Top-Tier Developers And Designers Powerful New Brainwave-Based Tools To Create and Market Games

BERKELEY, Calif., March 26 /PRNewswire/ -- As the videogame industry defies the economic downturn and records double-digit growth, the competition to create the next generation of best-selling games keeps pace.

Now NeuroFocus (www.neurofocus.com), the company that leads the global field in neuromarketing, has introduced a powerful new suite of products and services for the videogame industry. Titled NGame, the series provides game designers and developers with unique brainwave-based tools created to enhance players' engagement and enjoyment levels.

NeuroFocus specializes in measuring consumers' actual brainwave activity as they respond to stimuli. These stimuli can be anything that is experienced through any of the five senses. After capturing brainwave signals at 2,000 times a second across as many as 128 separate sectors of the brain, NeuroFocus analyzes them and distills the findings into primary metrics of attention, emotional engagement, and memory retention. Three additional metrics are derived from those: persuasion, awareness, and novelty.

The company is introducing:

  • NSequels: identification of core game elements that build a game into a franchise
  • NTarget: user group analysis, design, implementation, and marketing recommendations
  • NeuroNet: multi-player and social gaming
  • TGE (Total Gamer Experience): multi-sensory gaming effectiveness
  • NPlatform Analysis
  • NLevels: identification of NeuroFrustrators/NeuroRewards in games
  • GCA (Game Compression Analysis): automated selection of most powerful neurological components in a game to enhance players' enjoyment in alternative/shorter-play platforms

The NGame suite of products and services will accelerate the development process and heighten every aspect of game design, and players' enjoyment levels. The process covers the full range of game development, from concept to release to sequels.

NGame enables developers to:

  • shortcut investment risks
  • shrink margins of error
  • reduce revision times
  • accelerate time-to-market
  • amp player enjoyment
  • create franchises

NeuroFocus researched the videogame industry for several years and conducted extensive tests evaluating thousands of game play sequences in the process of creating the NGame suite. The company estimates that the NGame array can shave years off the typical game development timeline, and many millions in costs.

The company, which works with a wide range of Fortune 100 firms both domestically and internationally, is the world's leading neuromarketing and neurodesign company. NeuroFocus has the largest number of patents, the most highly-acclaimed neuroscientists on staff and on its international advisory board, and the largest normative database of any neuromarketing firm worldwide.

By measuring players' neurological reactions to games on a millisecond-by-millisecond basis, at the deep subconscious level of the brain, the NGame suite precisely determines how gamers interact with and respond to:

  • characters/avatars
  • storylines
  • authenticity/realism
  • weaponry/properties
  • game scenarios/action sequences
  • colors/schemas
  • in-game advertising
  • sound effects/soundtrack evaluation
  • intense personalization

"The brain is the ultimate game controller, and our expertise lies in measuring the brain's responses and translating that massive amount of data to enable marketers, and in this instance game designers and developers, to create the most effective products and messages," said Dr. A. K. Pradeep, Chief Executive Officer of NeuroFocus. "Videogames are playing an increasingly central role in the overall entertainment industry, including serving as an effective platform for advertising. Now, with NGame, we are bringing the power of neuroscience to the art and business of videogame design."

About NeuroFocus

NeuroFocus Inc. is the leader in bringing neuroscience knowledge and expertise to the worlds of advertising, marketing, product development and packaging, and entertainment. The company leverages Doctorate-level academic credentials in neuroscience and marketing from Berkeley, MIT, Harvard, and the Hebrew University combined with C-suite level business management and consulting experience.

NeuroFocus clients include Fortune 100 companies across dozens of categories, including automotive, consumer packaged goods, food and beverage, financial services, Internet, retail, and many more sectors. Entertainment category clients include major companies in the broadcast and cable television and motion picture industries. The Nielsen Company is a strategic investor in NeuroFocus.


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