Four Keys To Fun BayCHI Slides 100n081109

by Nicole Lazzaro on Aug 12, 2009

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The Four Keys to Fun: Designing Emotional Engagement and Viral Distribution without Spamming Your Friends ...

The Four Keys to Fun: Designing Emotional Engagement and Viral Distribution without Spamming Your Friends
Nicole Lazzaro, XEODesign
Often ignored by usability, neuroscience now proves that emotion deeply connects decision making and performance. Emotions also coordinate the actions between people. Therefore the next design challenge for desktop and cloud applications is not making a UI "easy," but rather making it more emotional and social. The trick is that emotions and social experiences cannot be designed directly.
This presentation covers how the choices in games craft player emotions to increase engagement. In addition to competition there are game mechanics that increase curiosity and others that create social bonding that makes team work possible. We will examine these 4 Keys to Fun plus new social mechanics from XEODesign's research to see how successful social media and iPhone games offer more playful interfaces that increase engagement, loyalty, and viral distribution. By adding these kinds of choices designers can drive user behavior to create more engaging experiences.
From XEODesign's latest player research we will look at:
• How games create emotion and self-motivation
• What mechanics and emotions drive social engagement, networking, and increase social bonding
• How player choices create emotions such as Schadenfreude, Fiero, Curiosity, and Love
• The emotions and mechanics that drive viral distribution.

Comparing examples from social media such as Twitter and Facebook to games on the web, console, and iPhone we draw out the secrets of social play and the emotions that makes something viral. Come hear the latest research results on emotions and games played on iPhones and social networks and what that means for more serious applications.

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Four Keys To Fun BayCHI Slides 100n081109 — Presentation Transcript

The Four Keys to Fun: Designing Viral Distribution Without Spamming Your Friends Nicole Lazzaro, President XEODesign, Inc. BayCHI August 11, 2009 XEODesign Putting Emotion into Play ® ™ Follow my research on Twitter: @NicoleLazzaro Twitter: #BayCHI

XEODesign The 4 Keys to Fun Winner Best Game 2007 Tilt the first iPhone accelerometer game

Play Improves Quality of Life Bring people together

Vision Games in 2020

Egypt: Mankala

Massively Social Online Game MSOs use fun to drive social distribution

The 4 Fun Keys Paint Engagement w/ Verbs Curiosity Fiero Excitement Relaxation Amusement Naches Schadenfreude Generosity Coordinate Action Inside/Outside Social Grouping Twitter Facebook Flickr Wikipedia Brain Age Wonder Surprise Frustration Focus Attention Reward Accomplishment Challenge and Mastery Imagination Express Values Adventure Discovery Figure Out Bejeweled The Sims Create Value Basketball Halo Myst Mob Wars Who Has the Biggest Brain? Farmville Grand Theft Auto Personalize Grow Niche Interests Hard Fun Easy Fun Serious Fun People Fun Putting Emotion into Play XEODesign

Diner Dash - emotions NPC emotions as game mechanic - Diner Dash

iPhone - Emotion Profile PX Profile

Emotions create the iPhone experience

Stroke

Talk

Hold

Music

Emotions

Wonder

Curiosity

Friendship

Amusement

Fiero Curiosity Relaxation 3. Serious Fun: Creating Value Amusement 4. People Fun: Socialize 1. Hard Fun: Accomplishment 2. Easy Fun: Imagination

The 4 Fun Keys Design over 30 emotions from gameplay Hard Fun Fiero People Fun Amusement Easy Fun Curiosity Serious Fun Relaxation emotion < choice < mechanic > choice > emotion whitepapers: xeodesign.com

The 4 Keys to Fun

Hard Fun of Challenge and Mastery

Easy Fun of Exploration and Role Play

Serious Fun to Create and Express Value

People Fun for the Excuse to Hang Out with Friends

Engaging interactions inspire curiosity, stimulate the senses, structure social interaction, and work towards a goal.

1. Hard Fun = Fiero o/

choices

goals

challenge

obstacles

strategy

power ups

puzzles

score

levels

monsters

feelings

fiero

frustration

boredom

Hard Fun: Mastery, Fiero Easy Fun: Novelty>Curiosity modified from “Flow” Csikszentmihalyi player choice rewards effort

Hard Fun Challenge and mastery Super Monkey Ball Tilt

The Keys to Viral Distribution Gameplay Appeals to Everyone Social Features People Fun Tilt Factor Gameplay Increase # of Players Monetization Connect the dots Simple Goal Clear Role Connect Friends Messages Social Tokens Actions Feedback

Tilt Factor Use Hard Fun goals and points to coordinate individual actions to everyone interacting Microchannels

Simple + Mobile Over the Shoulder Play

10 sprites

2 web pages

1 YouTube video

1.5 dimensions

No buttons

250,000 visits

Simple + Mobile Over the Shoulder Play youtube.com/xeodesign Tilt: an adventure in 1.5 dimensions

Frictionless: TattleTalz Number of steps reduces gameplay, Twitter more viral than FB but less permanent Login 1.Discover 2. Sample 3. Play 4. Invite 5.Convert 6. Retain Invite Accept AddTTL AddTTL Tweet #TTZ x2 Login for more points invites accept actives Your results may vary. ;) free to play pay Facebook 15 Individual invites 5 steps Twitter 2 posts 1 step to play Already tweeting need trust need feedback 15:2 (13%) 1:25 (2,500%) 1:200 (20,000%) player friend 6 stages of adoption for viral games 10% Move to next step

Funnel: Photo Tag More Clicks = Fewer Photos

1. Hard Fun and Tilt Factor

Temptation is to add features and take advantage of friends

Mistake to spam friends to max installs and create illusion of social capital

Play to edges of network vs. deepening social bonds

Increase the number of players by keeping game mechanics simple, mobile, and frictionless.

2. Easy Fun = Curiosity

2. Easy Fun: Imagination Creates Curiosity

choices

iconic situations

explore

experiment

fool around

role play

ambiguity

detail

fantasy

uniqueness

feelings

curiosity

surprise

wonder

choices novelty fills attention

Easy Fun

Simple + Small = Viral Koi Pond

Appealing + Easy Participation Puzzle Pirates, LostZombies.com

2. Easy Fun Gameplay for Everyone

"Everything should be as easy as placing a sticker" #Little Big Planet

Don’t require standing on your head to play

Address usability issues to get off the starting block

Offer small, simple, and appealing gameplay with drop dead simple participation.

* Single concept

* Simple mechanic

* Easy contribution

3. Serious Fun = Excitement / Relaxation Create and Express Value Swiffer and Bejeweled Goal: to collect all you can

Feedback

Enhanced sense of progress

Serious Fun: Brain Baths, Tap Tap Revolution Change how you think, feel, and behave

Serious Fun: Motion X Poker Completion Collection and Matching Mechanics

3. Serious Fun Create Value

Gameplay: enhance gameplay w/o buying advantage

Social Features: create more fun with friends

Connect gameplay, social features, and Tilt Factor to monetize game.

Change how players think, feel, behave. Let them express their values.

4. People Fun = Amusement + Social Bonding

ROFL

MSO: 3 Laws of Social Play for viral social games (this is what we do know) this is what the play will look like

Friends Messages Actions

Connect It Takes 2

Feedback Draw Circles

Social Tokens symbolic in nature that increases in value with use

stupid shutup dope hotness sloth poke pwn share link frag compare Lazzaro GDC 2008

People Fun Emotions how social bonds form during player experience (PX)

Choices

compete

gifting, helping, forced grouping

transparency, identity, risk, repeat interaction

silliness, dancing*

Emotions

schadenfreude

gratitude

reciprocity

trust

embarrassment

PX Profile *See Jane McGonagall's GDC slides

Wonder and Connection Ocarina: Easy Fun and People Fun

People Fun

Serious Fun Emotions from Theme: Tilt Viral Distribution ties Social Mechanics and Global Play and changes the real world

People Fun Feeling of being closer creates social fabric between people Friendship ≠ Capital $ ≠ Facts Winner Best Game 2008 TattleTalz.com How does he feel?

The Relationship is the Message sharing social tokens brings us closer together

PX Mechanics

schadenfreude

gratitude

reciprocity

trust

Embarrassment

“ Cool” is a social emotion

Share interests Express values Explore identities Create bonds Inside jokes Amusement

Target Social Emotions @ RT DM #iPhone Personal Hype Quotient

Top Facebook Apps use People Fun Gratitude, Schadenfreude, Naches

Friendship

Compare

Sending messages

Saving environment

Rich choices between players

Competition

Cooperation

Gifting

Mentorship

Actions: Maple Story social interaction creates value

4. People Fun and Social Features

People Fun has more emotions than other 3 keys combined

Social marketing creates shared experiences not “eyeballs”

Make game part of making / maintaining friends

Game is the message passed between friends

Social features = game’s voice into player’s realities

Share ≠ Spam: Offer features that create social emotions to weave social bonds between players.

Imagine Together

World at night Massively Social Online Game MSOs use fun to drive social distribution

Tag! You’re it! Make your next game M assively S ocial and O nline!

Nicole Lazzaro

Email: [email_address]

Twitter: @NicoleLazzaro

White papers and slides:

xeodesign.com

Slideshare.com/NicoleLazzaro

Coming Soon! TiltWorld.com

krismet Saw this presentation in person, it was great! See Nicole if you have a chance. 2 years ago

Are you sure you want to Yes No

Nicole Lazzaro , Player Experience Designer / Researcher, Consultant, Speaker at XEODesign, Inc. Design Emotions to Drive Social Distribution at XEODesign’s First Public XEOPlayShop! November 9th, Seattle WA co-hosted with SigCHI Puget Sound!

Using Fun to Drive Social Distribution and Monetization Without Spamming Your Friends, A XEOPlayShop Often ignored by usability, neuroscience now proves that emotion deeply connects decision making and performance. Emotions also coordinate the actions between people. The trick is that emotions and social experiences are emergent qualities that cannot be designed directly. Nicole brings this challenge to life in her workshop.

Space is running out!

Register here: http://bit.ly/1E9WKp

If you like these slides, learn how to apply them to your game or social UI!

Have Fun!

\o/
Nicole 2 years ago

Four Keys To Fun BayCHI Slides 100n081109

by Nicole Lazzaro on Aug 12, 2009

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Four Keys To Fun BayCHI Slides 100n081109 — Presentation Transcript