Brain Intelligence is a world class neuroscience company with a strong specialty is gaming.
We are based in Beijing, China.
Games are emotionally driven experiences. Immersion theory states that game elements
such as narrative determine whether or not players commit mentally and emotionally to the
game world. Conversely, flow theory focuses on game mechanics and how their usage brings
players to a feeling of heightened focus. Both theories are valuable, as well as
However, until now, there existed a glaring disconnect between the game elements
(narrative and mechanics) and the player’s emotional response. There was simply no reliable
way to quantify player emotions continuously throughout gameplay, and hence no reliable
way to link cause and effect. Previous testing frameworks (e.g. questionnaires, heuristic
testing, focus groups) provided only a selective and inexact picture of the player experience.
Rationalisations and memory / time discrepancies were common culprits that dogged
research in the area. In other words, we knew that game elements mattered. We also knew
that emotions mattered. Unfortunately, linking the two with any degree of precision or
continuous data was not possible. Until now.
Brain Intelligence utilises neuroscientific ways of measuring player emotions continuously
throughout gameplay. Such methods provides scientific, complete, and accurate player
feedback mechanism to game developers. In using such methods, both gamers and the
games industry as a whole can benefit from a newly found understanding of subconscious
feedback. Brain Intelligence is all about the science of gaming.