Kevin Wong

The entertainment computing industry has experienced exponential growth over the last few years and has also attracted many researchers to the field. This area of the entertainment industry has become a highly competitive area. While in the past, excellent graphics were enough to increase the likelihood of success for such entertainment computing application. In the present climate a high standard of graphics is assumed or expected. Recently, it can be observed a shift to focus on the design of the entertainment media for individual, so as to increase the perceive value. The shift of this focus is similar to the customer relationship management (CRM), the term used in business world. One of the important models in CRM is personalization, which is to provide perceived value to customer when interacting with a business. In entertainment computing industry, the objectives of the designer or developer are quite similar to that of the business, which is to increase the perceive value when interacting with the entertaining media. This is normally done by market research to identify the target group or pre-production concept pitch.