Payal Shah is a seasoned expert in User Experience Research, with over two decades spent exploring the human experience and peoples’ needs and motivations, in order to understand how and why they act the way they do. Her passion for understanding player behavior and unwavering empathy have become guiding principles in advocating for player-centricity within the gaming realm. She spent the last two years as leading Player Research in live service gaming for CCP Games and the EVE Universe, including EVE Online, infusing innovation in game design through using emerging research methodologies and techniques that are unique to live service gaming and content creation models. With a keen ability to immerse herself in the perspectives of others through empathy and listening, Payal is a champion of the importance and need to connect and co-create with players as the bedrock of not only successful game development. Her upcoming talk at the conference will shine a light on the pivotal role of empathetic human understanding in crafting immersive and engaging gaming experiences. She truly believes that the gaming industry is poised to embrace a future where player needs and desires are not only acknowledged but also celebrated as catalysts for innovation and growth. Payal is also a proud Women in Games Global Ambassador, using her voice to be a strong and staunch supporter of women’s rights and experiences as a minority working or playing in the gaming industry.