Game User Interaction and Intelligence Lab
Research on games, players, and AI for people
Research on games, players, and AI for people
Industry Partnerships >> Pioneering the Future of Play: Research, Innovation, and Player-Centric Design
To our industry partners: Welcome to the Game User Interaction and Intelligence (GUII) Lab at UC Santa Cruz, a world-renowned center for research and innovation at the intersection of games, artificial intelligence, and human-computer interaction. Our mission is to understand and enhance the player experience through cutting-edge research and data-driven insights. We collaborate with industry leaders and academic partners to tackle complex challenges, from creating more empathetic AI to developing games that drive positive social change. Explore our work and discover how we can partner with you to shape the future of interactive entertainment.
NEWS
Revolutionizing Climate Change Awareness Through Gaming: Our award-winning project, Sholka, demonstrates the power of serious games to foster engagement with critical global issues. This project explores the intersection of religion and climate change and earned a Best Paper award at the ACM Designing Interactive Systems (DIS) conference, which opens up opportunities for impactful game design. Our research, titled "Pray For Green, Play For Green": Integrating Religion into Climate Change Serious Games, is a testament to our commitment to developing games that can drive positive social change.
Securing Major Funding for Next-Generation Research: The GUII Lab has recently secured over $2.75 million in collaborative grants to tackle complex societal challenges. Please take a look at the news article. This includes an NSF $2.5 million grant with UC Berkeley to model and mitigate risks in hazard-prone communities and a $250,000 grant from the James McDonnald Foundation to study resilience through innovative alternate-reality games. These projects underscore our ability to lead large-scale, interdisciplinary research with real-world applications.
Pioneering Research in AI and Empathy: Our work on AI and empathy is pushing the boundaries of how we understand users' experiences as they interact with AI. This research gives invaluable advice to designers seeking to create more engaging and successful AI systems and companions. Please take a look at the news article.
Leadership and Recognition: We are proud to announce that our director, Dr. Magy Seif El-Nasr, has been appointed as the UC Presidential Chair at UCSC, a recognition of her significant contributions to the field. Dr. Seif El-Nasr's expertise is further highlighted in her recent talk at the Process Mining Cafe and her popular course on creating successful games. Please take a look at the news article.
Lab Meetings every other Tuesdays 2-3 PST see Lab calendar
Seif El-Nasr, M., Carstensdottir, E., John, M. (2025). Designing Serious Games. MIT Press. This book discusses the process of designing serious games, with over 21 interviews with various companies and organizations.
Seif El-Nasr, M., Nguyen, Troung-Huy, Canossa, A., and Drachen, A. (2021). Game Data Science. Oxford University Press. Check out the book website for more information.
Wildfire Games: A Community Approach to Designing Serious Games as Interventions for Wildfire Preparedness (CHI Play 2025 - Best Paper Award): This paper details our community-centered design process for creating serious games that improve wildfire preparedness. Citation: Johns, MJ, Escarce, M., Crosby, A., Lu, Y., Seif El-Nasr, M., Melcer, E., Isbister, K. (2025). Wildfire Games: A Community Approach to Designing Serious Games as Interventions for Wildfire Preparedness. CHI Play.
Pray For Green, Play For Green: Integrating Religion into Climate Change Serious Games (DIS 2025 - Best Paper Award). Citation: Maram, S., Malegaonkar, Y., Escarce, M., Seif El-Nasr, M. (2025). Pray For Green, Play For Green: Integrating Religion into Climate Change Serious Games, ACM DIS 2025.
Journal Papers:
Roshanaei, M., Rezapour, R., Seif El-Nasr, M. (2025). Talk, Listen, Connect: How Humans and AI Evaluate Empathy in Responses to Emotionally Charged Narratives. AI and Society. Springer Nature.
Received Best Paper Award at CHI Play 2025: Johns, MJ, Escarce, M., Crosby, A., Lu, Y., Seif El-Nasr, M., Melcer, E., Isbister, K. (2025). Wildfire Games: A Community Approach to Designing Serious Games as Interventions for Wildfire Preparedness. CHI Play.
Conference Peer-Reviewed Papers:
Escarce, M., Johns, MJ., Lu, Yiyang, Toledo, A., Lai, T., Ho, B., Dhandapani, K., Isbister, K., and Seif El-Nasr, M. (2025). Fostering Collaborative Knowledge-Building and Resilience Through Player Discourse in Serious Games for Wildfire Preparedness. Joint Conference on Serious Games.
Hendawy, M., Zaman, U., Esmail, O. K., Li, J., and Seif El Nasr, M. (2025). Towards A Games Ladder for Real-World Action. Joint Conference on Serious Games.
Hendawy, M., Pfau, J., Teng, Z., and Seif El-Nasr, M. (2025). Towards Digital Circular Urban Futures: Exploring Circularity in the Smart City Strategies of Berlin, Vienna, and Zurich. 6th Symposium on Circular Economy and Sustainability.
Roshanaei, M., Rezapour, S. , and Seif El-Nasr, M. (2025). Talk, Listen, Connect: Navigating Empathy in Human-AI Interactions. In Proceedings of Machines as (new) actors in digital communication: Challenges and Opportunities for Science and Society,
Received Best Paper Award at DIS 2025: Maram, S., Malegaonkar, Y., Escarce, M., Seif El-Nasr, M. (2025). Pray For Green, Play For Green: Integrating Religion into Climate Change Serious Games, ACM DIS 2025.
Journal Papers:
Maram, S., Pfau, J., Kasar, M. R., Seif El-Nasr, M. (2024). "A Topic Modeling Approach Towards Understanding the Discourse between Religion and Videogames on Reddit." ACM CHI Play 2024, Tampere, Finland
Maram, S.S., Kleinman, E, Villareale, J.,Fox, B., Zhu, J., and Seif El-Nasr, M. (2024). : "Ah, I See - Facilitating Process reflection in gameplay through a novel Spatio-Temporal Visualization System, ACM CHI 2024, Hawaii, USA
Kleinman, E., Xu, J., Pfau, J., and Seif El-Nasr, M. (2024). : "Trust the Process'': An Exploratory Study of Process Visualizations for Self-Reflection in League of Legends, ACM CHI Play 2024, Tampere, Finland
Kleinman, E., Habibi, R., Powell, G. B., Reeves, B., Prather, J., & Seif El-Nasr, M. (2024, May). ``Backseat Gaming" A Study of Co-Regulated Learning within a Collegiate Male Esports Community. In Proceedings of the CHI Conference on Human Factors in Computing Systems
Pfau, J., Charan, M., Kleinman, E., & Seif El-Nasr, M. (2024, May). Damage Optimization in Video Games: A Player-Driven Co-Creative Approach. In Proceedings of the CHI Conference on Human Factors in Computing Systems, Hawaii, USA.
Conference Peer-Reviewed Papers:
Teng, Z., Pfau, J., Maram, S. S., & Seif El-Nasr, M. (2024, May). Interactive Player Journeys: Co-designing a Process Visualization System to Video Game Analytics. In Proceedings of the 19th International Conference on the Foundations of Digital Games
Maram, S., Malegaonkar, Y., Escarce, M. J., and Seif El-Nasr, M. (2024). Shloka: Developing Climate Change interventions through a lens of Religion and Videogames. ACM CHI PLAY 2024, Tampre, Finland
Maram, S. S., Amato, A., Troiano, G. M., Sutherland, S. C., Matuk, C., Melcer, E., Carstensdottir, E., Harteveld, C., & Seif El-Nasr, M. (2024). An instructor's lens into the role of AI in teaching experimental research via gamification. In Proceedings of the 39th ACM/SIGAPP Symposium on Applied Computing
Maram, S. S., Villareale, J., Zhu, J., & Seif El-Nasr, M. (2024, April). Open Player Modeling-Using AI to Help Reflection and Learning in Serious Games. In Proceedings of the 39th ACM/SIGAPP Symposium on Applied Computing
Johns, M. J., Emmanuel Chinedum Ezenwa, Seunghyun Lee, Thomas Maiorana, Ciel Wood, Josh D. Levano, Rita Aksum Tesfay et al. "Participatory Design of a Serious Game to Improve Wildfire Preparedness with Community Residents and Experts." In Extended Abstracts of the CHI Conference on Human Factors in Computing Systems, pp. 1-8. 2024.
Journal Papers:
Received Honorable Mention in CHI 2023: Pfau, J. and Seif El-Nasr, M. (2023). Player-Driven Game Analytics: The Case of Guild Wars 2. CHI 2023.
Kleinman, E., Villareale, J., Shergadwala, M., Teng, Z., Bryant, A., Zhu, J., Seif El-Nasr, M. (2023). "What else can I do?" Examining the Impact of Community Data on Adaptation and Quality of Reflection in an Educational Game. CHI 2023.
Conference Peer-Reviewed Papers:
Habibi, R., Pfau, J., and Seif El-Nasr, M. (2023). "Modeling Player Personality Factors from In-Game Behavior and Affective Expression." ACII 2023, What’s next in Affect Modelling Workshop.
Kashani, A., Pfau, J., and Seif El-Nasr, M. (2023). "Assessing the Impact of Personality on Affective States from Video Game Communication." ACII 2023, Social and Affective Intelligence (SAI Workshop).
Maram, S., Pfau, J., Villareale, J., Teng, Z., Zhu, J., and Seif El-Nasr, M. (2023). "Mining Player Behavior Patterns from Domain-Based Spatial Abstraction in Games." IEEE CoG 2023.
Maram, S., Villareale, J.,Fox, B., Zhu, J., and Seif El-Nasr, M. (2023). "Parallel OPM: A Visualization System for Analyzing Peers Board States for Gameplay Reflection" IEEE CoG 2023 (Demo Paper).
Maram, S. S., Pfau, J., Dodechani, J., and Seif El-Nasr, M. (2023). A Visual Ethnographic Study at Cultural Spaces to Identify Character Creation Opportunities. ACM Foundations of Digital Games.
Habibi, R., Johannes Pfau, J., Maram, S. S., Li, J., Larsen, B., Xu, J., Kashani, A., Sisodiya, S., Holmes, J., Teng, Z., Carstensdottir, E.,and Seif El-Nasr, M. (2023). Under Pressure: A Multi-Modal Analysis of Induced Stressors in Games for Resilience. ACM Foundations of Digital Games.
Journal Papers:
Kleinman, E., Habibi, R., Yao, Y., Gayle, C., and Seif El-Nasr, M. (2022). A Time and Phase for Everything" - Towards A Self Regulated Learning Perspective on Computational Support for Esports. CHIPlay.
Kleinman, E., Shergadwala, M., Seif El-Nasr, M. (2022). Kills, Deaths, and (Computational) Assists: Identifying Opportunities for Computational Support in Esport Learning. 2022 CHI Conference on Human Factors in Computing Systems.
Kleinman, E., Shergadwala, M., Teng, Z., Villareale, J., Baryant, A., Zhu, J., Seif El-Nasr, M. (2022). Analyzing Students' Problem Solving Sequences: A Human-in-the-loop Approach. Journal of Learning Analytics.
Duval, J., Thakkar, R., Du, D., Chin, K., Luo, S., Elor, A., Seif El-Nasr, M., and John, M. (2022). Designing Spellcasters: Immersive Virtual Reality Stroke Rehabilitation from Clinician Perspectives: A Customizable Gesture Based Immersive Virtual Reality Game for Stroke Rehabilitation. TACCESS.
Haider, A., Harteveld, C., Johnson, D., Birk, M. V., Mandryk, R. L., Seif El-Nasr, M., Nacke, L. E., Gerling, K., Abeele, V. V. (2022). miniPXI: Development and Validation of an Eleven-Item Measure of the Player Experience Inventory. CHIPlay.
Conference Peer-Reviewed Papers:
Habibi, R., Pfau, J., Holmes, J., and Seif El-Nasr, M. (2022). EAI: Empathetic AI for Empowering Resilience in Games. AIIDE Workshop on Experimental AI in Games.
Teng, Z., Pfau, J., Maram, S. S., Seif El-Nasr, M. (2022). Player Segmentation with INSPECT: Revealing Systematic Behavior Differences within MMORPG and Educational Game Case Studies. CHI Play.
Kleinman, E., Villareale, J., Shergadwala, M., Teng, Z., Bryant, A., Zhu, J., and Seif El-Nasr, M. (2022). Open to Interpretation: Towards an Understanding of how Players Make Meaning from Post-Play Process Visualizations. IFIP-ICEC.
Pfau, J., Debus, M., Juul, J., Hammar, E., Canossa, A. and Seif El-Nasr, M. (2022). Predicting Success Factors of Video Game Titles and Companies. IFIP-ICEC.
Partlan, N., Soto, L., Howe, J., Shrivastava, S., Seif El-Nasr, M., Marsella, S. (2022). EvolvingBehavior: Towards Co-Creative Evolution of Behavior Trees for Game NPCs. Foundations of Digital Games.
Jemmali, C., Seif El-Nasr, M., and Cooper, S. (2022). The Effects of Adaptive Procedural Levels on Engagement and Performance in an Educational Programming Game. Foundations of Digital Games.
Habibi, R and Seif El-Nasr, M. (2022). Understanding emotions, social belonging, and resilience using ARG. ISRE 2022 workshop.
Received Best Paper Award at HCII 2022: Habibi, R., Maram, S., Pfau, J., Wei, J., Sisodiya, S., Kashani, A., Carstensdottir, E., Seif El-Nasr, M. (2022). A Data-driven Design of AR Alternate Reality Games to Measure Resilience. HCII Conference .
Maram, S. S., Pfau, J., Habibi, R., and Seif El-Nasr, M. "AstraVerse: Establishing a Culturally Sensitive Framework for Integrating Elements from Mythological Backgrounds". IFIP-ICEC 2022.
Kleinman, E., Gayle, C., and Seif El-Nasr, M. (2021). "Because I'm Bad at the Game!" A Microanalytical Study of Self-Regulated Learning in League of Legends. Frontiers in Psychology, Educational Psychology.
Zhu, J. and Seif El-Nasr, M. (2021). Open Player Modeling: Empowering Players through Data Transparency. EXAG Workshop at AIIDE.
Madkour, A., Marsella, S., Harteveld, C., Seif El-Nasr, M. and Van de Meent, J. (2021). Guiding Generative Graph Grammars of Dungeon Mission Graphs via Examples. EXAG Workshop at AIIDE.
Kleinman, E., Preetham, N., Teng, Z., Bryant, A. and Seif El-Nasr, M. (2021). "What Happened Here!?" Towards a Taxonomy for User Interaction with Spatio-Temporal Game Data Visualization. Proc. ACM Hum. Comput. Interact. 5, CHIPLAY.
Shergadwala, M., Teng, Z., Seif El-Nasr, M. (2021). An Approach for Computational Cognitive Modeling of Player Behaviors: Towards Player Models with a Theory of Mind. AIIDE (AI and Interactive Digital Entertainment). Poster Presentation.
Ahmad, S., Seif El-Nasr, M., and Elhamifar, E. (2021). Hierarchical Dual Attention-Based Recurrent Neural Networks for Individual and Group Activity Recognition. AIIDE (AI and Interactive Digital Entertainment).
Partlan, N., Kleinman, E., Howe, J., Ahmad, S., Marsella, S., and Seif El-Nasr, M. (2021). Design-Driven Requirements for Computationally Co-Creative Game AI Design Tools. Foundations of Digital Games.
Shergadwala, M. and Seif El-Nasr, M. (2021). Human-Centric Design Requirements and Challenges for Enabling Human-AI Interaction in Engineering Design: An Interview Study. Proceedings of International Design Engineering Technical Conferences Computers and Information in Engineering
Conference.
Kleinman, E., Seif El-Nasr, M.. (2021). Using Data to "Git Gud": A Push for a Player-Centric approach to the Use of Data in Esports, In EHPHCI: Esports and High Performance HCI Workshop, 2021 CHI Conference on Human Factors in Computing Systems.
Shergadwala, M.N., Seif El-Nasr, M.. (2021). Esports Agents with a Theory of Mind: Towards Better Engagement, Education, and Engineering, In EHPHCI: Esports and High Performance HCI Workshop, 2021 CHI Conference on Human Factors in Computing Systems.
Kleinman, E., Chojnacki, S., and Seif El-Nasr, M. (2021). The Gangs All Here: How People Used Games to cope with COVID19 Quarantine. CHI 2021.
Carstensdottir, E., Kleinman, E., Williams, R., and Seif El-Nasr, M. (2021). "Naked and on fire":Examining Player Agency Experiences in Narrative-Focused Gameplay. CHI 2021.
Bunian, S., Li, K., Jemmali, C., Harteveld, C., Fu, Y.,Seif El-Nasr, M. (2021). VINS: Visual Search for Mobile User Interface Design. CHI 2021.
Received Honorable Mention at CHI 2021: Saksono, H., Castaneda-sceppa, C., Homan, J., Seif El-Nasr, M., and Parker, A. G. (2021). StoryMap: Using Social Modeling and Self-Modeling for Supporting Physical Activity Among Low-SES Families. CHI 2021.
Contact mseifeln at ucsc dot edut to get more information on the project