Emma Pretty is a postdoctoral researcher at the Gamification Group, Tampere University. She has contributed to interdisciplinary research that blends cognitive neuroscience, psychology, and human-computer interaction, with a particular focus on adaptive and personalised experiences in video games and virtual environments. Emma has designed and conducted numerous studies utilising physiological data to enhance player engagement and user experience, investigating how adaptive non-player characters (NPCs) can influence player behaviour, decision-making, and emotional responses. With a background in psychology and cognitive neuroscience, she has extensive experience in psychometric tool evaluation, experiment design, and data-driven user research. Emma is also passionate about ethical and user-centred technology design, and her current research explores how social interactions in virtual reality can promote engagement, trust, and technology adoption.