The tool, called Game On, is designed to help developers and publishers assess every level of game development, identifying unmet gamer needs, and will run gaming laboratories across the UK, Europe and the US.

In addition, Game On will capture the beliefs, feelings and experiences of gamers by looking at their qualitative and quantitative responses to games.

Game On will be part of 4media’s entertainment team, led by Lee Kirton, entertainment director/creative producer, and Ian Jenkins, head of global strategy and insights.

Kirton said: “We know developers and publishers of all sizes can benefit from this offering.

“Our testing philosophy will not only give confidence ahead of launch, but it will ensure the final game has been trialled and tested for success. This will also add value in terms of strategic planning and marketing for the future of the game.”

Jenkins added: “Unlocking gamers’ responses in as near real-life situations and real-time is key to improving a games’ chances of success.

“Helping companies to develop truly immersive and rewarding game experiences comes through a combination of observing, listening and knowing what the right questions to ask are, something that’s too often overlooked in game product development insight.”