SE/ASI Adds Four Gaming Research Specialists

Hollywood research firm Screen Engine/ASI (SE/ASI) has appointed video game researchers Maurice Scarborough and Randy Flores as Executive Directors, while Dan Hoyt joins as Senior Research Manager and Justin Iatropoulos as Research Manager.

Headquartered in Century City, CA and founded in 2010 by former OTX exec Kevin Goetz, SE/ASI serves major movie studios, production companies, TV broadcasters, streaming services and video game companies. The firm has recently expanded the capabilities of its EngineWorks facility to include gameplay testing in addition to focus groups, IDIs and UX testing. Located in Valley Village, CA, EngineWorks is equipped with two 48-seat dial and biometric-equipped theatres, six focus group rooms, and a new media lab for UX and playtesting.

Scarborough joins after a decade at Magid, where most recently he was Director of Business Development and Research, working across the gaming tech and media sectors. Flores joins from dietary supplements company Pharmavite as Associate Manager of Consumer Insights, before which he worked at National Research Group (NRG) as a Research Manager, leading projects in gaming and tech. Hoyt was Project Manager, Media & Tech at PSB Insights, focusing on consumer research with brands in tech and gaming; and Iatropoulos joins from Interpret LLC, where he was a Market Research Analyst, managing both custom and tracking projects for clients in the gaming and social media industries.

The four will become part of the Cross Platform Group led by EVP Mark Orne, who comments: 'We are very excited to welcome Justin, Randy, Dan and Maurice, who not only bring their experience as researchers but also as gamers and fans to the team. With their collective experience and our expanded EngineWorks capabilities, we will be able to elevate our gaming research offerings and provide an increasing number of services to our clients'.

Web site: www.screenengineasi.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.