In order to effectively generate actionable user insights using biometric data, a deep understanding of the psychophysiological processes involved is required. However, despite a few notable commercial exceptions, psychophysiology remains primarily an academic discipline. Isolating the video game sector as a case study, this work brushes on some of the factors that hold back the adoption of psychophysiology in the industry and introduces an unsupervised approach that aims to facilitate the adoption of multimodal physiological data in product development and decision making.