In an industry worth millions of dollars it obviously pays to get every title you put out to be spot on and deliver exactly what gamers want, and that’s where THQ’s new development technique comes in.

The publisher contracted EmSense, a Monterey, California-based company, to measure people's heart rates, brain waves, and sweat responses as they play while they played Frontlines: Fuel of War.

"Combing all these measurements together, you get a model of how someone's responding to an ad or a game," commented Hans Lee, chief technology officer of EmSense.

"We can get a second-by-second emotional and cognitive response of the audience."

Obviously THQ didn’t want to just rely on what its marketing groups said about the game. With this data they could see what gamers were thinking at every stage of the action, measuring how the title could be improved.

It still remains to be seen whether this technology has created truly spectacular game as it isn’t out until early 2008, but the trial could see the industry take off in a new direction as more developers and publishers, not to mention advertisers, employ the technology.