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True-Play, a revolutionary new analysis system from University of Sussex spin-out company Vertical Slice, is allowing video games manufacturers such as Sega, Relentless and Disney to understand how players think and feel during game play. 

By using research from academic disciplines such as Human-Computer Interaction and Psychology, and techniques such as biometric testing, they focus solely on improving the quality of video games from the player's viewpoint. 

Director of Vertical Slice and Senior Lecturer in Informatics Dr Graham McAllister explains: "We were one of the first 'ideas' to get funding from the University's Enterprise Fund. That was crucial as it meant that I could buy out my teaching time and concentrate on starting the company. 

"We began trading in June and have just completed two sizeable projects: the first is with Relentless in Brighton on their new murder mystery game, 'Blue Toad Murder Files'. It's a particularly notable game as it's pioneering a new business model for purchasing games called 'episodic'. 

"The second game we worked on was 'Alien vs Predator' for Sega. Sega is a world-leading games manufacturer and we worked with them to help improve the game from the player's point of view." 

The company comprises three staff - Gareth White, Pejman Mirza-Babaei and Graham - but also allows students on the MSc in Human-Centred Computing Systems to assist in the user research, thereby gaining valuable direct interaction with leading games companies. 

"Incorporating the students has brought many fringe benefits that we never expected," says Graham. "Some of the students actually chose the course because of the opportunity to work at Vertical Slice. 

"Going through the official University-supported route with the Sussex Innovation Centre meant that not only did we get capital funding but also that my teaching facilities are close by, there is onsite marketing, business and financial support at our disposal and continual mentoring and help from staff. 

"We have several bids we're waiting to hear about and 2010 is shaping up to be a great year for us."