Online poker company uses science to assess player preferences
 
The ever-innovative online poker firm PKR.com is helping to fund new neurological 
research in a bid to better understand consumers' online experiences. The research is 
being used to shape the poker site's relaunch, which is scheduled for next year. Working 
with customer experience consultancy Foviance, PKR is exploiting the benefits of science 
using electroencephalography (EEG) technology to gather information on poker players' 
emotional relationship with a brand or service.
 
EEG works by measuring the electrical activity in parts of the brain, and PKR is hoping 
to use the results of the research to provide its 2.25 million subscribers with poker 
that appeals on a variety of personal levels. 
 
Early results suggest that for the novice player, PKR offers significantly higher levels 
of emotional engagement compared to competitor sites. Foviance was also able to identify 
the peaks and troughs in concentration, the areas that cause confusion for the novice 
player and the importance of the tutorial stages in engaging customers. This will enable 
the company to focus on what is happening at various stages of the game in order to 
improve cross-marketing and up-selling opportunities.
 
Simon Prodger, marketing director at PKR Technologies says: “This method of user 
research helps us understand the all important emotional experience that customers go 
through when using our site. This is very important to PKR as we aim to provide the most 
engaging poker experience online. Foviance’s insight has helped us identify how we can 
harness and develop the unique aspects of PKR’s engaging and immersive approach to 
online poker to ensure that our customers enjoy the highest quality experience possible.”
 
Foviance EEG measures factors ranging from cognitive and visual attention to emotional 
attraction and engagement, revealing the pattern of visceral activity during an 
experience. It uses an Apprehension / Excitement index to reveal how people respond to 
specific incidents and allows for comparison with other everyday activity benchmarks.
 
The service, developed in tandem with Neuroco is available immediately from Foviance, 
which claims that neuropsychologists have shown that 85 percent of decision making 
happens at a subconscious level. The company has pioneered the use of EEG in the 
assessment of user experiences for commercial purposes. By recording reactions at 
different stages of interaction with a website - with emotions ranging from excitement 
and anticipation through to anxiety and boredom - the researchers can provide detailed 
and specific site design recommendations that improve customer conversion.
 
So far, Foviance has analysed the emotional responses of online poker players, measured 
response to imagery alternatives on a travel site and identified effective merchandising 
strategies for an online retailer. 
 
Marty Carroll, consultancy director, Foviance said: "We recognise that differentiation 
in user experience for many brands means moving beyond simple efficiency, performance 
and functionality, towards connecting with consumers emotionally. We are incredibly 
excited to be bringing this complex neurological science to the marketing industry for 
the benefit of businesses and consumers."

Wir empfehlen Ihnen folgende aktuelle Seiten:

Casino-Informationen
- www.casinos.ch
- www.automatencasinos.ch
- www.roulette.ch
- www.swissroulette.ch
- www.swissblackjack.ch
- www.swisspoker.ch

Jackpots und Wettbewerbe
- www.Wintickets.ch

Casinopersonal
- www.casinopersonal.ch

Partner
- www.grandcasinos.de
- www.help.ch
- www.firmenscout.ch

Publisher:
swiss-press.com

Branche:
Casinos
Casinos
Kontakt:
Swiss Poker / Casinos.ch

Link zum Firmen-Portrait von Swiss Poker