A Global Leader in Digital Entertainment & Video Games

Screen Engine/ASI has led hundreds of projects for the largest brands in gaming and entertainment. Our research is designed to help clients every step of the way from concept ideation through post launch.

Our work covers a broad range of platforms (e.g., PC, console, mobile) and genres which allows us to understand the needs of gamers as well as identify and contextualize the latest trends within gaming, including what’s next.

The Screen Engine/ASI Gaming Group is made up of passionate researchers and gamers providing a breadth of gaming expertise. We understand gamers because we are gamers.

Our Clients

What We Do

How We Do It

Guiding our clients through every step of the gaming development lifecycle

Planning/Design
  • Genre Exploration & Competitive Analysis
  • Market Sizing & Audience Segmentation
  • Opportunity Analysis
  • Brand Assessment & White Space Identification
  • Brand & Title Tracking
Development
  • Early Concept Ideation & Refinement
  • Concept Evaluation & Feature Prioritization
  • Monetization Strategy
  • Art Asset Evaluation
  • Narrative Testing
Pre-Launch
  • Audience Sentiment Analysis
  • Playtesting/Gameplay Optimization
  • Customer Identification, Profiling, & Targeting
  • Marketing/Positioning Evaluation & Refinement
  • Creative Testing
  • Launch Strategy
Post-Launch
  • Campaign Effectiveness
  • Brand/Title/Audience
  • Sentiment Tracking
  • Post-Launch Content Testing
  • Product Maintenance/Repositioning

Our Facility –

Located in Valley Village, EngineWorks is a state-of-the-art qualitative facility with the ability to do a variety of quick-turn, affordable research, including:

UX/UI & Playtesting Research
New media lab with biometrics
Two theaters that seat N=48 each equipped with dials
Six focus group rooms

Live Dial Testing –

Screen Engine/ASI utilizes our proprietary dial technology to collect feedback on a variety of gaming content including gameplay trailers, press conferences at major gaming events (e.g., E3, PlayStation Experience, Xbox Game Showcase, etc.), early cinematic game footage, etc. in addition to testing interest and viewership engagement in story modes from narrative games and live streams.

Gamers are recruited to participate in live viewing sessions and turn their dials positive or negative depending on their level of engagement with the content/announcements, followed by short surveys and focus groups.

This allows us to capture their second-by-second feedback in real-time, along with quantitative and qualitative insights, which provide unbiased feedback on the event that day.

Gameplay & Usability Testing –

Thanks to our EngineWorks facility, Screen Engine/ASI has the capacity to conduct gameplay and usability testing in a large, dedicated venue.

With six focus group rooms plus two 48-seat theatres, we can conduct gameplay and usability testing at the scale you desire.

We strive to help our clients gauge customer feedback at all stages of development, whether that be pre-alpha or post-release, in one convenient and secure location.

Meet the Team

Cross Platform & Gaming

Our Game Team consists of some of the best and brightest researchers from across the industry, each leveraging their love for gaming and years of research expertise to provide creative and compelling insights and solutions for our clients.
MARK ORNE Executive Vice President 20+ years in Entertainment Research. Former head of Global Consumer Insights at Sony Pictures, overseeing research for Home Entertainment releases, retail, tech, and biz dev. Prior to Sony, was Project Director in the entertainment group at Lieberman Research Worldwide. Once a hard-core gamer, Mark has now lapsed into an occasional gamer, living vicariously through his two avid gamer sons. For the past 7 years, he has led the Cross Platform Group, including developing a gaming pod to better support its growing gaming research business.
DAN CHRISTMAN Senior Vice President Daniel has nearly 20 years experience in entertainment marketing and research leading end-to-end campaigns at Sony for Blade Runner 2049, Venom, Spider-Man, and more. He is also an avid gamer and leverages this knowledge for SEASI’s game research group. Daniel previously held roles in International Marketing and Shopper Insights and started in Research at NRG.
MAURICE SCARBOROUGH Executive Director Maurice has 10 years of market research experience sitting at the intersection of gaming, tech, and media with an emphasis on Business Development and Research Strategy. He has expertise at all levels of gaming from AAA to mobile, working with the likes of EA, 2K Games, Blizzard, Nexon, Zynga, Rovio, etc.
Ryung Kim Executive Director Ryung has nearly a decade of market research experience with a strong emphasis on problem solving and complex custom work. She previously led an international project management team at Toluna servicing clients from a wide range of industries including P&G, Amazon, and WB. Ryung is a casual gamer and has leveraged her experience for clients including Square Enix, Blizzard, and Sega. Ryung started her research career in Seoul where she focused on issues addressing APAC markets.
LEXIE ASATANI Research Analyst Lexie is a former SEASI intern turned Research Analyst working as a member of the gaming pod. Her primary focus is on qualitative research including focus groups, IDIs, dial testing, and playtesting – for entertainment and gaming clients. Lexie received a bachelor’s in Marketing from California State University, Long Beach.
JUSTIN IATROPOULOS Senior Research Manager Based in Toronto Canada, Justin has three years of research experience with a focus on gaming and digital entertainment. He previously worked at NRG and Interpret where he worked on numerous gaming research projects. Justin double majored in Human Biology and Psychology at the University of Toronto and received a Masters in Applied Psychology from USC.

“In gaming it is critical to identify how developers and publishers can capture the mindshare of players and keep them engaged in their titles and ecosystems indefinitely. At Screen Engine/ASI, we understand the broad shifts happening within the media, gaming, and entertainment landscapes, and pride ourselves in providing solutions and guidance to these complex questions, through best-in-class research and consulting.”

– Mark Orne, Executive Vice President