Serco's PlayableGames Rebrands as ExperienceLab

Serco-owned game usability testing firm PlayableGames has changed its name to 'ExperienceLab', reflecting the convergence of mobile, gaming and web and the multi-platform environment in which its clients now operate.

Owned by British services giant Serco, and originally known as Serco Games Research, the company works with all the major gaming platforms and game genres, to understand user feedback to a game during its development, along with players' responses to gameplay.

Having recently celebrated its 40th anniversary, the company opened a new Insight Lab in central London providing client workshops, creative sessions, focus groups and usability testing projects.

Ben Weedon (pictured), Principal Consultant, explains: 'This name change strengthens our offering to clients across all sectors. As gaming broadens across domains and devices we draw on our cross-platform knowledge from the wider ExperienceLab team.'

Weedon says this team includes a range of psychologists, sociologists, anthropologists, interface designers, engineers, business analysts and marketers, who have been instrumental in pioneering gameplay research and game usability techniques.

Web sites: www.serco.com/experiencelab and www.experiencelabstudios.com .