Flexible Research Aligned with Your Development Process
We deliver flexible, high-quality research solutions across every stage of game development — from planning and early development (including vertical slicing and alpha/beta testing) to launch and promotion.
As a long-term research partner, we support sustainable growth by providing consistently high-quality insights for both domestic and international markets.
Production Phase
Planning: Identifying Market Potential and Concept Acceptance
We conduct quantitative research to estimate the size of the target player base and overall market potential, including analysis of competing titles and related IP fan bases.
This is complemented by in-depth qualitative research to uncover player expectations and assess concept acceptance. Based on these insights, we provide clear, actionable guidance to help align the project’s direction with market needs.
Development: Ensuring the Creative Direction Resonates with Target Players
Through structured test play sessions with dozens of participants, we evaluate players’ willingness to continue playing and identify the underlying reasons behind their responses.
We analyze qualitative feedback in detail and deliver concrete recommendations on gameplay, usability, and content design to enhance engagement and attract target users.
Marketing Phase
Promotion: Fine-Tuning Messaging to Maximize Target Engagement
Through qualitative interviews, we gain a deep understanding of what current players find appealing and emotionally resonant, allowing us to identify core appeal drivers.
We also conduct quantitative evaluations to verify whether creative concepts and messaging truly resonate with the target audience.
By integrating insights from both qualitative and quantitative research, we help optimize promotional strategies to ensure strong market fit and effective communication.
Specialized Services Designed for the Gaming Market
Cross Marketing Inc. provides proprietary research services tailored specifically to the game industry.
We help address critical challenges in game development and live operations, such as target definitions based on intuition rather than evidence, and gaps between expected and actual user acceptance prior to launch.
By leveraging robust, data-driven insights, we support more accurate decision-making throughout both the development and operational phases of game projects.
GEM: A Gamer-Focused Research Database
Conventional web-based surveys often overrepresent light-to-mid-core players due to the natural affinity between online surveys and casual gaming. As a result, research findings may fail to reflect the behavior and needs of core gamer segments.
This can lead to discrepancies between the target audience and user needs defined during planning and development, and the reality observed after launch.
GEM is a gamer-focused research service designed to address this issue. It is built on a dedicated database of over 300,000 verified gamer panelists, enabling more accurate and reliable insights into real player behavior and preferences.
Closed Beta Test (CBT) Support Incorporating Feedback from General Gamers
CBT is an effective way to evaluate how your target audience will realistically perceive a game prior to launch, while also identifying opportunities for gameplay improvement and promotional optimization.
Unlike CBT services that focus primarily on bug detection and technical verification, Cross Marketing Inc.’s approach emphasizes unbiased player feedback, including perspectives from general gamers. This allows us to assess content acceptance, player satisfaction, and gameplay usability in a way that closely reflects real market conditions.
We offer flexible CBT support options, including tester recruitment, first-line response to participant inquiries, home-use testing over a defined play period, and highly confidential, venue-based testing.
By leveraging the expertise and methodologies unique to a research company, we provide end-to-end CBT support designed to deliver actionable insights and support successful game launches.
Dedicated Gaming Research Team with Industry Expertise in Japanese and English
The "Game Unit", our dedicated game research team, is made up of experienced researchers with hands-on backgrounds at leading game companies.
This deep expertise in both game development and live operations enables us to design and analyze research that delivers clear, actionable insights for development and improvement strategies.
In addition, we maintain a robust information security framework - an essential requirement when handling highly confidential, unreleased titles - allowing you to work with us with complete confidence.
Meet our team of experts
Research Solutions Department
Manager N.H.
After serving as a manager of the global research team, N.H. founded the Gaming Unit. He brings extensive experience in international research and a deep understanding of both the game development process and player behavior across markets.
Professional Manager
A.J
With over 20 years of experience in the game industry, A.J. has led numerous overseas research initiatives. He possesses deep expertise in qualitative research methods and test play, and has extensive experience as a moderator specializing in game research.
Researcher
M.M
After working on multi-country research operations, M.M. transitioned into a research role and has since led numerous global qualitative research projects. Having lived in Thailand and several European countries, he brings strong insight into local markets and cultural contexts.
Professional Manager
T.K.
T.K. serves as the client-facing lead of the game industry research team. With a strong focus on the gaming sector, he oversees a wide range of research projects and supports clients throughout the research process.
Free Survey Report
Understanding Change in the Game Market — Original Research Report
We regularly conduct game-related surveys to capture the latest trends and structural shifts in the gaming market.
By comparing annual data, our reports reveal how the market is evolving over time, providing valuable insights to support strategic planning and decision-making.
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