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In recognition that our clients operate in an increasingly multi platform environment as the worlds of mobile, gaming and web converge, PlayableGames will become ExperienceLab as of February 2013.

The PlayableGames specialists have always worked closely with the wider ExperienceLab team and the name change will not affect their day to day operations or the services they offer to clients in the games industry.

Ben Weedon, Principal Consultant, says,

"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."

The ExperienceLab team includes some of the most experienced gameplay research specialists in the UK, and has pioneered gameplay research and game usability. Working with all the major gaming platforms and game genres, as part of the UXalliance they are also part of a network of over 500 UX specialists worldwide.

This marks the beginning of a year of change for ExperienceLab, which includes the official celebration of our 40th birthday and opening of the new Insight Lab in central London.

To find out more about the gameplay research please contact

About ExperienceLab

ExperienceLab are an experience design research agency. We have been helping to drive innovation, shape new products and services and direct strategic thinking for more than forty years, and are proud to have some of the best researchers in the business.

Our team are skilled at gathering rich insights based both on people’s real life experiences, as well as the views and preferences they express in a lab environment. We work across an array of customer experiences, from web to TV and mobile, to services, advertising and physical environments. We have a large and varied client list, including the BBC, Sky, Microsoft, Sony, Orange, charities and public sector organisations.

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This press release was distributed by ResponseSource Press Release Wire on behalf of Serco Usability Services in the following categories: Consumer Technology, Media & Marketing, Computing & Telecoms, for more information visit