Time on task.  Cart abandonment. MAU and DAU. What about..."fun?" Experiences from fin-tech to mobility use a select, core set of metrics and outcomes. The gaming space does, too, but they also have unique characteristics and opportunities, especially for user researchers. Veronica Zammitto has been working, thinking, and researching in this space long enough to see its maturity in real time. She spent nearly a decade growing the UX practice at Electronic Arts, one of the largest game studios. Now, she's consulting for the wider industry, helping to level up the ways this fast-moving space can stay user-centered and nimble. Veronica reflects on the maturity of the gaming industry, where UX fits, and how the wider experience community can learn from the fun, play, and action elements symbolic of games.  Show Notes: Overview of Flow Theory, used by Veronica when testing a game's UX Macadamian's UX Maturity Framework, which helps Veronica benchmark Veronica's IxDA Keynote is a deeper look into the maturity opportunities facing gaming New to playtesting? Here's a primer to get you started and going.