Yesterday, I came across a company appropriately named Immersyve, measuring "customer motivation and engagement" in "interactive applications". For video games, they have developed a methodology called PENS:
"video game developers can now employ our Player Experience of Need Satisfaction (PENS) methodology, proven to predict sustained enjoyment and engagement much more accurately than most in-house methods and basic usability testing."
It is explained more elaborately in a PDF found on their webpage.
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