“The study focuses on the so called ideation part of videogame development, in which the design ideas are generated, developed and communicated in the work team. The primary data comes from interviews conducted with seven Swedish game developers, but a large quantity of secondary data has also been used. The study shows that the design practice in many studios is to focus on the player experience instead of game features. To secure the intended player experience, the studios have moved away from “big design up front” in the form of classical game design documents, and are instead using a variety of verbal, visual and audial tools to articulate and communicate their vision of the game-to-be.”

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