At Emhance, we see research as infrastructure. It supports innovation, reduces risk, and shortens the path from hypothesis to decision. Whether you are launching a new mobile title or optimising live performance, the objective is the same: clear, actionable insight delivered efficiently.

We began by analysing emotional response in two high-impact areas: first-time user experience and ad creatives. Early studies focused on:

• FTUE diagnostics during the first play session

• Creative testing to measure sustained engagement during ad exposure

These studies clarified what players reacted to, where engagement weakened, and which elements failed to carry momentum forward.

As our methodology matured, client questions became more layered. Teams wanted to connect creative exposure to store behaviour, and store behaviour to early-session gameplay. They wanted to understand how character choice in an ad influenced install intent when paired with different store visuals, or how video and playable formats interacted across a campaign set.

These broader funnel analyses require structured design thinking. Human expertise remains central when framing hypotheses and interpreting cross-stage behaviour. At the same time, many standardised test formats are repeatable. For that reason, we automated core workflows.

Introducing the Emhance Platform

You can now log into the Emhance Platform and measure emotional engagement directly. Standard FTUE and creative bundle tests are fully automated.

The platform allows you to:

• Define your target audience

• Upload game builds or ad assets

• Launch a study in minutes

• Access structured dashboards without intermediary coordination

Over 70% of returning clients continue with more advanced studies after initial testing. To mark the platform launch, new clients receive a 20% discount on their first study.

Expanding beyond standard tests

While FTUE and creative testing remain foundational, many teams need deeper funnel analysis. Typical questions include:

• How does the character featured in an ad influence install rates when the store page design varies?

• Is there a measurable interaction between video and playable formats that increases click-through and installs?

• How does early-session friction influence downstream monetisation behaviour?

The platform supports independent execution for standard studies, while advanced funnel or UX analyses can be conducted in collaboration with our research team.

Why teams value the platform

Early-access partners highlighted several practical benefits:

Faster turnaround
Automated workflows remove coordination delays. Test setup, execution, and reporting follow a predefined structure.

Reduced ambiguity
Preset study designs minimise misalignment between intention and execution.

Shared access to insight
All study data and dashboards are stored centrally. Entire teams can review results, not just those attending analyst calls.

Workflow integration
Many established publishers run continuous prototype and UA testing cycles. Automation enables direct integration into R&D and marketing pipelines without additional technical integration or SDK requirements.

Irina Barsukova, COO of Sensemitter, described the shift clearly:

“Creating games and creatives often relies on intuition about how players feel. Emotion analytics allows us to measure what was previously invisible. The platform simplifies access to that signal. In minutes, teams can launch a study and gain structured insight.”

The platform is already in use with established publishers, including:

• Wargaming

• InnoGames

• Nexters

• Wooga

• Pixonic

Goodbye manual testing?

The platform is currently in soft launch. The most frequently requested tests are fully automated. More complex, custom-designed studies remain available in partnership with our research team.

Our objective is consistent: holistic, accurate, and fast research on gaming content, without SDKs or technical overhead. The Emhance Platform becomes a central knowledge hub for product and UA teams seeking measurable clarity across the funnel.

Visit our website to request early access or book a demo.