Introducing user research in the form of usability or user experience evaluation at the developer site can potentially create a conflict between the publisher and the developer, because both parties-sometimes simultaneously-conduct user studies. Practically speaking, the user research workers at the developer site will do research

with, for instance, a usability focus, whereas the publisher mainly focuses its user research on marketing issues. At the very least, such a situation will require intense coordination between the publisher and the developer site, because they need to agree on, for example, who the users are, and what the consequences of particular results should be; i.e. if and how to use the results in the development and/or marketing of the game.