Gaming can mean very different things to different people.
Perhaps you spend hours exploring huge new worlds on your console. Maybe you squeeze in a mobile game while waiting for the bus. Or perhaps your seven-year-old knows far more about Roblox than you ever expected to learn.
They all count.
And when companies want to understand what makes a game fun, frustrating or impossible to put down, they need to hear from all kinds of players. That is where paid gaming market research comes in.
You do not need to be an expert. You do not need the newest console. You might not even describe yourself as a gamer. Your everyday experience could still be exactly what a researcher wants to hear about.
What is paid gaming market research?
Paid gaming market research gives people the chance to share their honest thoughts about games and gaming. In return for their time, participants usually receive an incentive, such as money or an eGift.
A company might be developing a new game, feature, advert or online experience. Before making big decisions, it needs to understand what real people think.
Researchers might ask questions such as:
- Is the game easy to understand?
- What makes people want to keep playing?
- Is anything confusing or frustrating?
- What do players think about the characters or story?
- Does an advert or trailer make the game look exciting?
- How do parents feel about a game their child plays?
- Does the experience feel welcoming and accessible?
There is no single correct answer. The useful part is hearing what different people genuinely think.
Big releases show just how much gaming matters
You only need to look at the excitement around GTA VI to see how invested people can become in a game.
Some fans have reportedly planned annual leave around its November 2026 release. Others have spent months discussing trailers, characters and rumours online. YouGov research also found that the game’s August preview was followed by increases in advertising awareness, positive sentiment and consideration among the UK public.
GTA VI is an unusually big example, of course. But it shows how differently people can react to the same game. One person may be counting down the days. Another may wonder what all the fuss is about.
Both reactions tell us something.
Gaming market research helps companies explore those differences. What catches someone’s attention? What puts them off? What are they hoping to experience? And what might make them choose one game over another?
You might be more of a gamer than you think
When you hear the word “gamer”, who comes to mind?
It might be someone with a gaming PC, a headset and an impressive number of hours logged online. That person could certainly be right for a research project. But they are only one kind of gamer.
Gaming can also include:
- Playing free games in a web browser
- Opening a puzzle game on your phone
- Joining friends for an online match
- Playing party games with the family
- Building new worlds in Minecraft or Roblox
- Helping your child complete a tricky level
- Picking up a controller every few weeks
- Watching other people play games online
Our clients often want a mixture of seasoned gamers and people who play much less often. An experienced player might spot small details or compare a game with others they have played. A less frequent player can show whether something is clear, welcoming and easy to use.
One opinion is not better than the other. Researchers need different viewpoints to see the full picture.
What does paid research for gamers involve?
Every project is different. You will always be told what a study involves before you agree to take part.
You might be invited to:
- Join an online interview or paid focus group
- Try a game, website or new feature
- Share your reaction to a trailer, advert or idea
- Keep a short diary about what you play
- Talk about your favourite games and gaming habits
- Join an online community over several days
- Play at home while a researcher learns about your experience
For example, one previous Angelfish project explored female gamers’ experiences. It included regular and casual gamers, who kept a seven-day WhatsApp diary about what they played and how gaming fitted into their lives. A smaller group then took part in research at home.
You can read about that gaming research project here.
You do not need any market research experience. The researcher simply wants you to be yourself, complete the agreed activities and explain what you really think.
Do I need to be good at gaming?
No. Unless a project specifically asks for highly experienced players, you do not need special skills or gaming knowledge.
In fact, researchers sometimes need people who:
- Only play occasionally
- Use one particular device
- Prefer free games
- Have never played a certain type of game
- Play alone, with friends or as a family
- Stopped playing a game and can explain why
The best thing you can do is answer the application questions honestly. Do not increase how often you play or pretend to know a game because you think it will improve your chances.
There may be another project where your real habits are the perfect fit.
Can children take part in gaming market research?
Yes. We have recruited lots of children and families for gaming research.
Children can offer brilliant feedback. They often notice things that adults miss and have strong opinions about what feels fun, difficult or boring. Research could cover console games, mobile apps, free web games or popular online experiences such as Roblox.
If your child is aged 15 or under, a parent or guardian must apply on their behalf. You will receive information about the project and what your child would be asked to do before taking part.
So, if your child is always talking about a favourite game, look out for suitable projects. Their knowledge and enthusiasm could be valuable.
Find out more about taking part in family market research.
How do I find gaming research opportunities?
We do not ask about gaming habits when you first register with Angelfish Opinions. Instead, we send out invitations when we have a suitable project. These include questions that help us find the right mix of people.
To hear about future opportunities:
- Join the Angelfish Opinions community.
- Look out for invitations from our team.
- Answer the application questions honestly.
- Check our current market research projects.
Registering does not guarantee that you will be selected straight away. Each project has different requirements, which might include age, location, device, favourite games or how often someone plays.
But joining our community means we can contact you when an opportunity looks like a possible match.
Ready to put your gaming opinions to good use?
You might be preparing to disappear into the next huge release. You might play a free game when you have five minutes to spare. Or you might be the parent of a Roblox fan who has plenty to say.
However gaming fits into your life, your experience matters.
Paid research for gamers is your chance to talk about what you enjoy, what annoys you and what you would love to see next. You could help researchers understand real players and receive an incentive for your time too.
Join the Angelfish Opinions community and keep an eye on our current projects for your next opportunity.
Want to know more about competitive gaming? Read our introduction to eSports and market research.
