Left to right: Philipp Karstaedt, general manager for Europe, Gree International; Adam Telfer, product lead, Wooga; Tammy Levy, director of product, mobile, Kongregate;
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Data-driven versus intuition-driven game design

  • Posted byby Dean Takahashi
  • Updated
  • 23 min

When it comes to game design, we’ll find out one of these days if artificial intelligence can beat a human being at creativity. But today, the matter is still up for debate.

Some game designers believe that intuition is the best tool for being creative while others think that data-driven design rules, particularly in an age of digital games — mobile or online — where you can collect so much data about what players want.

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Written by

Dean Takahashi

Dean Takahashi is editorial director for GamesBeat. He has been a tech journalist since 1988, and he has covered games as a beat since 1996. He was lead writer for GamesBeat at VentureBeat from 2008 to April 2025. Prior to that, he wrote for the San Jose Mercury News, the Red Herring, the Wall Street Journal, the Los Angeles Times, and the Dallas Times-Herald. He is the author of two books, "Opening the Xbox" and "The Xbox 360 Uncloaked." He organizes the annual GamesBeat Next, GamesBeat Summit and GamesBeat Insider Series: Hollywood and Games conferences and is a frequent speaker at gaming and tech events. He lives in the San Francisco Bay Area.