[MyResearch] Connection between game design and cognitive psychology experiments design

I was wondering about connections between experiment design (in psychology) and game design. I was mixing my reflection I had when working for video game companies and what I am currently doing (setting up a mobile game experiment). This is quite close. When doing the experiment design, we have to build an environment (virtual or not) and some stuff that can gather data generated by users (when interacting with this environment). The purpose is different in game design (gathering data to know if the game is usable, fun and fits to users' expectations) compared to psychology (understanding a phenomenon) but it is quite close.