1.
X GAMES CONSULTING
(ZOMBOMB)
QUALITATIVE & QUANTITATIVE
RESEARCH
An investigation into online
mobile gaming
Chris Gillanders, Joe Harris, Joe Zaric, Ash James

2.
X Games: The Issue
• Aim: To investigate whether there is a market for online
mobile zombie games and as a result would our game be
accepted into it
The issue: Zombomb have asked us to
draw up a mini proposal of and conduct
research regarding the following aspects.
• Would students play the game.
• What do they except from a zombie game.
• Online leader boards and multiplayer modes.
• Online leagues against other universities.

3.
Aims & Objectives
• Objective 1: To investigate what features and what is expected
in a zombie gaming app.
• Objective 2: Whether or not ages (18-25) university students
would play zombie games. Do the play games?
• Objective 3: To determine how much money would students
be willing to pay for an app like our new gaming app
• Objective 4: To test a beta on university students aged (18-25)
on the proposed gaming app to determine views on it.

4.
Qualitative Research
During this stage of our research we carried out a focus group
with university students that are active gamers.
We carried out a series of studies and projects using a
moderators guide within this research. This included
• Character Drawing
• Gaming Attribute test
• Story board exercise
Our first practical exercise was to gauge an idea of
what specific things students would or wouldn’t want
from a zombie gaming app.
The results were as follows.

5.
Top Responses
• Group 1: Most Important- Realistic, Horror, Graphics
• Group 1: Least Important- Add-ons, Price
• Group 2: Most Important-Personalisation, Gory, Multiple Characters
• Group 2: Least Important- Updates, Simplicity

6.
Character Design
Suggests a realistic
looking character with a
set of different powers.
Different items allow different
experiences for every player.
Another realistic character
design.
Science-Fiction
approach. Different
powers and non-
human attributes.

7.
Quantitative Data
• Sampling (methods, analysis) interpretation od the data
• During our Quantitative stage of our research we used a
survey program (Qualtrics) to gather data based around
our objectives.
• This program used software called skip logic to which we
implemented in our screening questions to ensure that all
data is from the intended target audience.
• Looking at a sample size of 50 people although a sample
size so far we have seen distinguished trends throughout
the data.

8.
Quantitative Research Graphs
• As shown in the graph there is a huge trend 80% of
university students have 1-4 games while 17% and 2% of
participants have 5+ games.

9.
Mobile Gaming Usage
This graph
illustrates the
frequency of
how often
university
students play
games.

10.
Storage
Analysis of questions surrounding storage consumption of mobile games
48% of students expressed that it is a important feature. We will take this
into account when developing the game.

11.
Costing's
The Quantitative
Research
produced a
strong response
towards a
cheaper type
game, with 78%
of students
saying they
would pay for a
game less than
99p.

12.
Gaming Traits
There where three main
features that stood out in
our data. The importance
of including graphics a
good storyline and
gameplay all stood out.
This suggests that
students prefer games
that are more complex
and refrain from a one
level monotonous game.
Weapon choices were
also seen as very
important as well with
36% of students choosing
this trait.

13.
Gaming Traits
This graph illustrates that 51% of all
students that took part in the survey
prefer realistic traits in a zombie game.
60% of students say that they'd prefer
to include both multiplayer and single
player games

14.
Limitations of Research
Qualitative
• First of all, we only interviewed 6 participants as
it would have been to time consuming to
interview larger numbers.
• Because of this, the qualitative research we
conducted has less statistical power and in
depth analysis of our topics e.g. costing's and
game characteristics .
• If we were to repeat this process, we would
attempt to hold more than 1 focus group.

15.
Limitations of Research
Quantitative
• One limitation of quantitative research is our
surveys. It is only as efficient as the questions
asked.
• The survey will give us a response of what
factors to include, but it wouldn’t provide
information about how participants may and
deep underlying meanings.
• we only received 50 responses, this isn’t a wide
enough insight into how the whole target
market feels.

16.
Summary
(Based on our findings)
• University students will use a online
Zombie zombie gaming app.
• Traits such as storyline, memory and
costing's are a big factor when
developing the game.
• In game characteristics such as
gore, weapon choices and
personalisation of characters are all
seen as important issues to include.

17.
Thank you for your time.
Any Questions?