For more than two decades, John has been one of the most influential voices in games user research. He has helped shape blockbuster franchises, guided studios in building data-driven cultures, and authored the seminal book The Secret Science of Games. Bringing John on board marks a major milestone for Sensemitter as we continue to deliver next-generation playtesting powered by neuroscience and artificial intelligence.
“At Sensemitter, our platform already delivers next-generation playtesting powered by neuroscience and AI − and John’s commitment to transforming player data into actionable insights is a perfect match with our mission.” − Katie Madding, CEO
A veteran research leader and thought partner
Dr. John Hopson has spent more than two decades at the forefront of games research and analytics, shaping how the world’s biggest studios build unforgettable player experiences. After earning his Ph.D. in experimental psychology from Duke University, he popularized the field with his landmark article Behavioral Game Design before joining Microsoft Game Studios, where he guided research programs for blockbuster franchises like Halo and Age of Empires. At Bungie, he led user research on Halo and Destiny, blending eye-tracking, telemetry, and player feedback into actionable fixes that kept players engaged.
His journey continued at Blizzard Entertainment, where he founded and led their first gameplay research team, supporting titles like World of Warcraft, Overwatch, and Hearthstone, before expanding into analytics at NCSoft/ArenaNet, earning credits in Guild Wars 2. Most recently, John served as Senior Director of User Insights at FunPlus and led core analytics at Epic Games, always championing one theme: speed to insights and research that drives real change.
Beyond his studio work, John is also the author of The Secret Science of Games, a behind-the-scenes look at the making of hits like Halo, Destiny, Age of Empires, and World of Warcraft. He has chaired the IGDA Games User Research and Analytics groups and is a regular voice at the Game Developers Conference, inspiring the next generation of researchers to turn science into player-first innovation.
Unlocking the future of playtesting at Sensemitter
John’s arrival accelerates our commitment to speed, actionable insights, and holistic analytics. His track record of combining user research with business intelligence ensures that Sensemitter’s neuro-AI platform continues to deliver clear, prioritized recommendations that developers can implement right away. We’re excited to see how his expertise helps our clients playtest smarter, iterate faster, and grow their games.
Join us on this journey
We’re honored to welcome Dr. John Hopson to the Sensemitter family. If you’d like to learn more about our next-generation playtesting platform or work with our research team, contact us or request a demo.