Rob Homewood

Rob Homewood

The Use of Procedural Content Generation in Personalising Game Aesthetics

The worldwide games industry is a huge market and as the spectrum of people who spend time playing games increases, there is more and more competition to create games that capture the attentions of a wide audience. Whilst games have been traditionally designed with specific cultural demographics in mind, a game that could dynamically match the cultural values of a range of demographics would maximize its potential market.  Rob’s research looks at developing techniques for procedurally generating dynamic game assets that can be viewed as being ‘culturally relevant’ at a ‘per player’ level. He aims to do this by actively profiling a player’s portfolio of social networks and building up a picture of the contemporary and anthropological references with which they identify. This knowledge could then be used to create game assets that match an aesthetic the player would likely feel comfortable with, allowing a more flexible decoupling between game mechanics and aesthetic during the design process. Designers could then focus on creating interesting game mechanics that could work in a variety of settings and the system would fill in the aesthetic detail based on the requirements of the individual player at run-time. Rob’s work has the potential to make games not only more appealing to individual players (making the game more competitive in the market) but also generate analytics data on the matching of aesthetics and game mechanics to specific demographics in a discrete and empirical manner. 

Born in South Africa, Rob has studied in five countries, holding a Bachelor's degree in Game Design and Production management from the University of Abertay Dundee. This included a year at George Mason University in Northern Virginia on an international exchange program, and spending a year studying Serious Games at Post Graduate level in Sweden. With a passion for creative thinking and and boundless curiosity he strives to carve a niche for himself in the world of game technology. 

Home institution: Goldsmiths

Supervisor: Dr Jeremy Gow

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