While most game developers are focusing on improving graphics and gameplay, NeuroFocus is aiming for something different in terms of gameplay interface. NeuroFocus announced NGame, a suite of products and services providing game designers and developers with brainwave-based tools for creating and marketing games.

The NGame suite includes NSequels, which is designed to identify core game elements that build into a franchise; NTarget, which offers user group analysis, design, implementation, and marketing recommendations; NeuroNet, which is geared for multi-player and social gaming; and TGA (Total Gamer experience), which measures multi-sensory gaming effectiveness.

By measuring neurological reactions to games on a millisecond-by-millisecond basis, NeuroFocus believes that the NGame suite can determine how gamers interact with and respond to elements like characters/avatars, storylines, authenticity/realism, weaponry/properties, game scenarios/action sequences, colors/schemas, and in-game advertising.

(Source) Gamasutra