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Delta Award Winning Story

Aristocrat

Aristocrat Levels Up Player-Driven Innovation With a Scaled Research Engine Powering Game Development and Player Experience

Aristocrat Achieved

Consolidated research tools into a singular platform

200% increase in qualitative research output

Faster UX & CX decisions with innovative Qual + UX testing methodology

Overview

Aristocrat is focused on revolutionizing the gaming experience. They have developed a powerful research program to deeply understand players across their gaming divisions. These player insights provide valuable insight to their business.

Aristocrat has successfully scaled their research capabilities, rapidly deploying concept tests that inform game features, bonuses, and characters, making their games more user-friendly for millions globally. The team quickly recruits players for IDIs, focus groups and other video feedback for player insights.

A recent project leveraging external audiences with complex targeting turned around results in under an hour allowing the team to validate findings with the broader gaming community all within a single platform.

Program Goals:

Centralize quant and qual research into a single platform
Expand innovative use of research methods and UX testing capabilities
Scale research function to quickly provide feedback across gaming division

Business Opportunity

Leading global gaming and entertainment company, Aristocrat, was looking for ways to amplify their understanding and profiling of players across their gaming divisions. In order to capture feedback directly from players in a way that supported continuous and on-demand access to insights, the Aristocrat research team opted to build an in-house community of their most loyal players.

Once the team launched their gaming community, they were immediately able to collect critical input to inform gameplay development, uncover richer insights into player experiences, identify opportunities for improvement, and assess marketing effectiveness. The Aristocrat research team now conducts a wide variety of research activities within the community including surveys, focus groups, diary studies, IDIs, concept testing, product co-creation, experience testing, as well as competitive analysis.

Results

Over the past year, Aristocrat has deepened their commitment to qualitative research by incorporating additional qual methodologies using Alida’s Video Feedback and Video Discussion tools. The team can now quickly connect with players from across their games into IDIs and focus groups to dive deeper into gaming behaviour to improve UX and CX features. Since the deployment of their community, Aristocrat has increased their qualitative research practices by 200%, providing business units with crucial insights into gamer opinions.

Centralizing both qualitative and quantitative research has allowed Aristocrat to consolidate multiple tools into a single platform. This shift has generated significant cost savings and elevated the research team’s visibility and impact with executives and stakeholders.

In 2025, Aristocrat also expanded its reach by adopting external audiences into its research. For a recent critical CX study, the team was able to collect more than 200 responses in under an hour despite complex targeting requirements. The ability to tap into both community members and external respondents has been a game changer for the team as it’s a more cost-effective way of reaching out to players outside Aristocrat’s traditional CRMs.

The team has been exploring new and creative applications of the external audience sample including offering respondents the option to join their gaming community and inviting select participants to follow-up interviews, making it valuable for quantitative insights, recruitment, and qualitative work.