Applying Personas to Game Design
In the context of software development, personas are fictional characters created to represent the userbase of a product. They’re a common technique in software development when dealing with user-centered design, as it allows developers to keep in mind a user’s goal and methods of interactivity. For more information, take a look at the wikipedia page. Let’s take a look at how personas can be translated from software development to be useful tools for game designers.
Primarily, the purpose of personas is to allow you to keep your players in mind throughout the design and development phases. All gamers are not the same — they have individual wants and needs when they play a game. Many designers will look at demographics for their target audience, but designing for a vague stereotype will not satisfy these individual characteristics.
They allow you to see from the player’s perspective. By creating a fictional character with human attributes, you gain the ability to empathize with them and visualize their interaction with your game. When using these personas, you should visualize the persona as being real, and follow their actions as they step through your game. What difficulties do they encounter? What features could be added to let them reach their goal of having fun? What features do they ignore?
You also avoid the pitfall of your perspective being the only input on the design process. Being the developer, your view on the system is biased - you already know how everything works, in addition to your play style being only one of many.
Unnecessary features or aspects can be cut. Resources are limited, and key features should be implemented first. If it isn’t a feature that players desire, why waste time working on it? Let’s say I’ve got a platformer game and I’m designing the map system. Is it important that the player see the entire game world at once or just the local area? Will the player ever need to place map notes so he/she can find that place again? By walking through how a player interacts with the game, you can discover if these features will ever actually be used. These features may be useless when applied to your specific game. Even though your developers can do it, maybe in just a few hours, if it’s unnecessary for your players, it’s a waste of time to implement.
There are no rules to defining a persona: you include what you believe to be important or relevant. First, let’s take a look at some common demographic factors:
- Name
- Age
- Gender
- Background - A short biography
- Money - How much do they budget for gaming?
- Gaming platforms available
- Skill set - Are they a slow typer? Can they only coordinate one hand at a time?
- Usage patterns - When and how often do they play games?
These are all characteristics used commonly in software development personas, but let’s take a look at a few characteristics that drive gamers and affect their playing experience.
- Is the gamer a perfectionist? Lots of gamers love finding all items and Easter eggs to get 100% completion.
- Emotional investment - Does the player care about emotional investment? If you’re designing a game that you hope will move players emotionally, you must also factor in that not all players care about it. If you don’t, you’re splitting your player base in half.
- Competition - Is the player constantly seeking to be #1 on the scoreboards?
- Playing environment - If I’m gaming in a dark basement, I’ll certainly have a different experience with immersion than if I’m playing with a bunch of friends at a party or in a living room with my family.
- Aggressive or tactical - Does the player like to rush headlong into encounters or stay back and let his/her teammates take the frontlines?
These are only a few characteristics. Brainstorm more factors that define gamers and include them in your design process - some of them can be specific to game genres. Create rewards for these player characteristics in your game design. For example, if your game has item collection, it might be beneficial to add a completion aspect to it - then these perfectionists can shoot for 100%.
Here are a few things to keep in mind while designing your personas:
- Give the personas a background story, but don’t write a novel: focus on the goals of the player and relevant details.
- Your personas may begin as stereotypes of demographic segments. Ideally, however, you will continue refactoring them into something more useful and usable as you encounter more possibilities of player behaviour patterns.
- Give them goals and motivations! Satisfying these criteria is your primary goal as the designer. Be specific, as in the above examples: of course the player wants to have fun, but what does having fun in a game mean to them?
- Avoid designing personas to fit your system! If you aren’t encountering any issues, you’re most likely doing something wrong. When visualizing a persona’s interaction with your game, it should not always be the same as yours. It should encounter usability issues.
- Different personas might follow roughly many of the same paths through a game, but should differ in some ways. If they become too similar, drop one or merge them.
- Keep your personas in mind throughout the design & development process. Once you’ve created them and thought through a scenario or two, you aren’t done. Continue to use them often, as your project evolves and features change, so will the persona’s interaction with the system.
So what shouldn’t you do with personas? Don’t use them as a replacement for play testing. Personas are faster, easier, and cheaper to use while making design decisions, and can be used from the beginning of the design phase until project completion, while player feedback has to wait until development begins. But play testing still has the advantage that real players are playing through your system, which is invaluable and free of developer bias.
Personas are a powerful tool that allow a quick and easy way to evaluate the effectiveness of your design. Many of the realizations discovered are merely good game design practices that you’ve overlooked, while others might have been found by play testers down the road. The value in personas lies in their ease of use for simulating multiple perspectives on your game design, and ensuring that you’re satisfying your players’ goals at every step in the development and design process.
If I get any requests for a part 2, I’ll write more and give concrete examples of personas and how to use them.



