Player preferences were evolving quickly. They had an unlimited amount of entertainment options at their fingertips, and hundreds of games were entering the market daily.
Jam City had momentum, with many of its franchises growing at a healthy rate. The company was also preparing to launch multiple exciting, new games. To continue building success, Jam City needed to better understand players to deliver experiences and innovations that meet their entertainment preferences.
Jam City’s leadership team, along with the research and analytics team, saw an opportunity to build deeper relationships with the company’s most valued players. Learning about gameplay motivations was key to keeping players engaged and driving innovation for years to come.
Jam City Insiders is a community made up of the company’s most active players. The community helps shape the game design process, marketing and business strategy.
In one example, the company engaged the community to understand the potential of a game in development. Over a series of studies, community members tested an early version of the game, providing feedback on narrative, characters and other game elements.
Today, feedback from the community helps enhance content, player rewards and social media features. Behavioral data shows that members of the Insiders community become more engaged in the Jam City games they play.