Navigating game development during a pandemic: how Magid provided critical player feedback

In late 2020 and early 2021, a major game publisher faced a significant challenge. With several high-profile titles scheduled for release, the closure of their testing labs due to COVID-19 Stay-at-Home orders left them with no safe or secure way to test their games. The stakes were high, and the need for reliable player feedback was more critical than ever.

Magid stepped in to fill this gap, assembling a seasoned, multicultural team of expert evaluators. These experts were carefully aligned with the primary and secondary audiences of the games in development. Their task was to provide deep, actionable feedback at multiple stages of development—feedback that illuminated likely press reception and prioritized late-stage changes to improve overall sentiment.

Simultaneously, Magid’s qualitative team conducted a series of playtest engagements with a trusted panel of players. This consumer-focused feedback provided the developers with a clear understanding of how the games would be received in the broader market. To further refine the insights, Magid selected the best participants from these playtests for individual interviews, digging deeper into the pain points and ensuring that the gameplay experience was accurately reflected in the marketing materials.

The outcome was a hybrid engagement that delivered critical insights and actionable recommendations at various stages of development. These insights allowed the developers to address shortcomings that had not been elevated by their internal QA teams. The results were impressive—one of the titles went on to be anointed the 2021 Game of the Year by several major press outlets.