Bonus Round: An Eilers & Krejcik Gaming Podcast
Nov 3, 2026 · 42 min · 12 segments
The EKG Game Performance Database tracks quantitative data such as coin in, theo win and GGR. What those numbers cannot tell us is exactly why a game works. Andy Jones has spent 25 years asking…
So when you're contacted, is the customer coming in with a specific question in mind? Would they like to know more about a certain game theme, more generalities? And what are those deliverables look like?
For the larger game providers, they tend to already have someone in-house who's over research, who's tasked with getting specific information on a product or a product category.
But because I have a reputation in the industry, they come to me to actually provide it.
How do they optimize their products? So they come to me, help us shape how research can fit into our long-term strategy, build it into the game design process.
So theirs is a little more vague, and we work more together as a strategic partnership rather than just as a supplier.
So you're kind of doing a bunch of things here with maybe vendors with a more comprehensive research group.
You might be answering a more specific question and then maybe for a smaller vendor or someone just trying to get started here and learn about asking what they should be asking, and you're sort of mentoring them in this space.
And then secondarily, and oftentimes the hardest part, is making sure they're talking to the right audience, the right player.
So over the years, I've developed best practices in how to make sure that we're going to talk to the people that are going to give them the answers they need.
So what is the mechanism then for actually getting the answers? You know, for qualitative research, you have focus groups, you could do like a written survey, you could do four intercepts when the player's leaving the slot machine.
Focus groups are really valuable if you are testing a game that is not available to the public yet, partway through the game design process.
So when you're contacted, is the customer coming in with a specific question in mind? Would they like to know more about a certain game theme, more generalities? And what are those deliverables look like?
For the larger game providers, they tend to already have someone in-house who's over research, who's tasked with getting specific information on a product or a product category.
But because I have a reputation in the industry, they come to me to actually provide it.
How do they optimize their products? So they come to me, help us shape how research can fit into our long-term strategy, build it into the game design process.
So theirs is a little more vague, and we work more together as a strategic partnership rather than just as a supplier.
So you're kind of doing a bunch of things here with maybe vendors with a more comprehensive research group.
You might be answering a more specific question and then maybe for a smaller vendor or someone just trying to get started here and learn about asking what they should be asking, and you're sort of mentoring them in this space.
And then secondarily, and oftentimes the hardest part, is making sure they're talking to the right audience, the right player.
So over the years, I've developed best practices in how to make sure that we're going to talk to the people that are going to give them the answers they need.
So what is the mechanism then for actually getting the answers? You know, for qualitative research, you have focus groups, you could do like a written survey, you could do four intercepts when the player's leaving the slot machine.
Focus groups are really valuable if you are testing a game that is not available to the public yet, partway through the game design process.
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