The 4 Most Important Emotions for Social Games, Nicole Lazzaro 100311

by Nicole Lazzaro on Mar 11, 2010

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Social Emotions are responsible for Farmville's success and drive all of Web 2.0. ...

Social Emotions are responsible for Farmville's success and drive all of Web 2.0.
Games on emerging social platforms such as Facebook and the iPhone leverage the emotions between friends to drive viral distribution and build new player experiences. Using examples from PlayFish, Zynga’s Mafia Wars, Playdom, Nexon, and others. We'll distill their social critical success factors. We'd also cover how to apply lessons learned from these games to add social features to existing genres, and what emotions games should target to take advantage of this new era of gaming.
We will examine the 4 most important emotions for social games including new social mechanics from XEODesign's research such as Tilt our experimental iPhone game to see what kinds of choices successful social media and iPhone games offer to inspire 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 the 4 most important emotions in social games
What mechanics and emotions drive social engagement, networking, and increase social bonding
How player choices create social emotions such as Schadenfreude and Naches
The emotions and mechanics that drive viral distribution.

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The 4 Most Important Emotions for Social Games, Nicole Lazzaro 100311 — Presentation Transcript

The 4 Most Important Emotions for Social Games Nicole Lazzaro XEODesign, Inc. Game Developer’s Conference March 11, 2010 XEODesign ® ™ Follow my research on Twitter: @NicoleLazzaro Twitter: #GDC

XEODesign, Inc. The 4 Fun Keys “ Every designer should learn to read this language.” - Will Wright Winner Best Game 2007 Tilt the first iPhone accelerometer game

Social Emotions Social Tokens are better than spamming high scores to the friend feed >

Mango = 100M DAU on FB

Separated at Birth?

Vision: Gaming Together Bring people together

Games in 2020

Egypt: Mankala

Player Experiences <-- UX Controls ------------------ PX Choice -->

The 4 Keys to Fun Paint Engagement w/ Verbs Emotions Make Games More Fun 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

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

4 Keys to Farmville’s Success

Hard Fun: Score

Goals

People Fun: Friendship

Social interaction

Easy Fun: Feedback

Imagination

Serious Fun: Reward

Collection Completion

Social Emotions are Important Why They are Fun adds to A/B Testing

People Fun = More emotions

Require two people

Hard to A/B test

Drive viral distribution

Drive all of Web 2.0

Massively Social Online Game MSOs use fun to drive social distribution

MSO Viral Design Principles

4 Emotions

Make Games Social

[iPen] What Emotions Make Players Share?

Mango = Social Token symbolic in nature that increases in value with use

Amusement

+ Grouping

Amidar

+ Ranking

Amici + Grooming Amiero + Reciprocity

Amusement

laughter

Amusement Grouping Mechanics

Amusement Mechanics Grouping Teasing Friends Increases Social Bonds

Language

Chat & Jokes

Dancing

Teasing

Amusement Grouping Mechanics

Amici

Chumminess

People Fun TiltWorld.com Cute Characters Change How it Feels to Play

Caretaking Emotions ~ Tilt: Flip’s adventure in 1.5 dimensions

Amici Easy to Start Social Grooming Mechanics

Amici Make Friends or Die vs.. Make Friends or Buy

Real Friends = More Emotion Create Stronger Social Emotions

Likes and Interests Feeling of being closer creates social fabric between people TattleTalz.com Winner Best Game 2008

Amici Mechanics Social Grooming

People Pets Plants

Real friends

Pet, like, caretaking

Visit, be neighborly

Make it Easy to Start Friendly Interaction

Amici Social Grooming Mechanics Farmville

Amidar

Admiration

Amidar Ranking Mechanics =

= Amidar Epic Armor = Horse Stable

Amidar Friends as Important as Tools

Tilt the Real World: MightyOrBlighty.com

Do you play “follow the leader” to increase your personal hype quotient? What would encourage idea exchange? Personal Hype Quotient

Players Pay for Admidar

Amidar Mechanics Inspiration to Play More and Compete

Compare

Rank

Check in with friends

See what others do

Amidar Ranking Mechanics Farmville

Amiero

Social bonding

Amiero Reciprocity Mechanics Healing in WOW

Amiero Mechanics Inspire and Reward Repeat Interaction

Gifting

Reciprocity

Offer risk to build trust

Amiero Reciprocity Mechanics

How Will Your Game Go Viral?

Amusement Grouping

 Amici

Grooming

 Amidar

Ranking

 Amiero

Reciprocity

How Will You Make Money? Keys to Viral Distribution 4 Steps to Create Social Emotions that Drive MSO Viral Distribution

3. Tilt Factor Increase # of Players

* Simple

* Mobile

* Frictionless

4. Monetization Connect the dots

* Reward gameplay

* Social goods + services

* Max installs MTX 10% pay

PX Features to build now

1. Gameplay

Everyone

* Simple

* Appealing

* Participation

2. Social Features People Fun

* Social Emotions

* People Fun

* Social Tokens

How Will You Connect Friends? Tilt the Real World: MightyOrBlighty.com

The Power of Play: Design Viral Distribution

First Bay Area public XEOPlayShop

Why Viral Fails

Social Emotions

Design a game like PacMan to Go Viral

Saturday March 27

XEODesign.com

Tag! You’re it! Contact Us With Questions

Nicole Lazzaro

Email: [email_address]

Twitter: @NicoleLazzaro

White papers and slides:

xeodesign.com

Slideshare.com/NicoleLazzaro

Resources

TiltWorld.com

The Wonder Woman ~ Fast Company http://bit.ly/5w7ASW How The iPhone Accelerometer Game Tilt Taps Into Users' Emotions

White Papers XEODesign.com/WhyWePlayGames.html

Slides http://slideshare.net/NicoleLazzaro

Choices in Games: http://blog.ihobo.com/2010/02/lazzaro-on-choices-in-games.html

Book Chapters

The Four Keys to Fun, Beyond Game Design Ed. Bateman C

The Four Fun Keys, Game Usability : Advancing the Player Experience, Eds Isbister K. & Schaffer, N.

Why We Play: Affect and the Fun of Games: Designing Emotions for Games, Entertainment Interfaces and Interactive Products, Human Computer Interaction Handbook , Eds. Jako, J. & Sears

Are Boy Games Even Necessary?, Beyond Barbie ｮ and Mortal Kombat , Eds. Kafai,Y., Heeter, C., Denner, J., Sun, J.,

Follow my research on Twitter: @NicoleLazzaro

Gaurav Mishra , Asia Director of Social Media at MSLGROUP at MSLGROUP I like slide #9: The 4 Keys to Fun: Hard Fun Fiero, People Fun Amusement, Easy Fun Curiosity, Serious Fun Relaxation 1 year ago

Are you sure you want to Yes No

Nicole Lazzaro , Player Experience Designer / Researcher, Consultant, Speaker at XEODesign, Inc. For those who enjoyed/missed this GDC talk come to my PlayShop I am giving for BayCHI on Designing Social Emotions! It’s my first public XEOPlay Shop in the Bay Area March 27th, 2010. Pardon the plug, but I thought many of you would be interested.

It’s a Full Day PlayShop on how to design the emotions that create viral distribution! Only $170 for BayCHI members!

REGISTER: http://bit.ly/cE1cRV

The Power of Play: Using Fun to Increase Engagement and Drive Viral Distribution

Full-Day XEOPlayShop Comes to the Bay Area. One Day Only! Everyone knows how to reduce frustration and make things usable what’s next is exploring how to make things self-motivating and fun.

The Power of Play. The Key to Viral Distribution.

What would you do with these super hero powers?

+ X-Ray Vision: See why games fail to go viral and social experience design (SXD) fails.
+ Super Decoder Ring: Unlock the secret language of Social Emotions that users speak. With every click create deeper more engaging experiences.
+ Magic Paint Brush: Paint on the engagement that drives viral distribution and color the screen with any emotion you choose.

Saturday March 27, 2010 9:30 AM - 4:00 PM
Location Campbell Community Center map: http://bit.ly/cN6YmI
1 West Campbell Avenue. Campbell, CA 95008

XEOPlayShop Registration (via EventBright)
http://bit.ly/cE1cRV

BayCHI Member: $170 Non-Member: $200 2 years ago

The 4 Most Important Emotions for Social Games, Nicole Lazzaro 100311

by Nicole Lazzaro on Mar 11, 2010

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The 4 Most Important Emotions for Social Games, Nicole Lazzaro 100311 — Presentation Transcript