Building Player-Centered Games from the Start
Included Games wanted to move beyond traditional development — where games were built first and player reactions measured later — to a player-feedback-focused approach. Their challenge was to embed authentic player insights into every stage of development, not just after launch.
As co-founder Michael Heywood explained:
In our early days… we tested with no tutorials, looking for that ‘click’ moment. We just wanted to watch people play and see if there’s fun.
Playtest Early, Playtest Often
Included Games’ playtesting journey began with single-session tests with no tutorials, observing whether players could naturally figure things out. As development matured, they expanded to moderated playtests to capture real-time feedback and expectations.
Their process included:
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Screener Surveys with marketing images to ensure target audience fit.
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Iterative testing loops — 55 playtests and counting.
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Holistic playtesting across not just the game itself, but also their website, ads, and App Store listings, ensuring every touchpoint resonated with players.
This combination created a swift and reliable feedback loop, allowing the team to pivot quickly and validate ideas with confidence.
Transforming Development with Player Narratives
PlaytestCloud became indispensable for Included Games, shaping both design and strategy:
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A continuous stream of feedback allowed them to refine mechanics and UX.
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Player narratives gave deep insights into expectations and frustrations.
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Holistic testing ensured their marketing presence aligned with gameplay promises.
As Michael summarized:
The ease of setting up playtests and the depth of feedback from narrating players has significantly impacted our development process.
Included Games is now firmly player-first, leveraging PlaytestCloud as a long-term partner to optimize every aspect of their products.
