GUXS 25 | A Science of Game Design | Mike Ambinder

- A Science of Game Design -

In this talk, Mike Ambinder (Founder and Chief Research Officer at Cognitive Explorations) explores how game design can begin to move from intuition-driven “art” toward a more scientific, empirical discipline.

Focusing on the study of player behavior, this session examines how designers can identify predictable, testable patterns in how players act, decide, and engage across different games. Mike outlines an empirical approach to understanding why players behave the way they do and how those insights can be used to inform more intentional, data-driven design decisions.

This talk is especially relevant for game designers, UX researchers and developers interested in building deeper, more informed models of player behavior to support better game design.
Mike is a scientist and a researcher. While theoretical research is interesting, his primary focus lies in work that directly impacts products that end up in the hands of users. His background is in experimental psychology, but his experience includes advanced expertise in user research, applied statistics and data science, game design, brain-computer interfaces (BCI), and AI/machine learning.

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