“…Even when such data is available, it is difficult to judge its validity given the nature of the subjective qualities, which together contribute to the design of a game (for example, how can aspects such as “good” or “bad” graphics, sound, and gameplay be objectively determined?). As a medium that is frequently compared to film, music, and art (Hodgson, 2004), judgements and evaluations of game quality are more often than not a matter of personal taste (Rouse, 2001; Fabricatore et al , 2002) as compared with other products and/or services where factors of quality and performance can be more easily quantified. For example, car performance figures are commonly used to assess and evaluate the fastest or most efficient car, but objective comparisons such as these are rarely carried out between games (or, for that matter, between films or musical recordings) for factors such as the quality of graphics, sound, and gameplay – these aspects simply cannot be easily quantified.…”