Creating an MSO: Viral Emotions and the Keys to Social Play GDC09 100n032609
 

Creating an MSO: Viral Emotions and the Keys to Social Play GDC09 100n032609

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How to use emotion to create an MSO (Massively Social Online game) by using social emotions to drive the viral distribution of games.

How to use emotion to create an MSO (Massively Social Online game) by using social emotions to drive the viral distribution of games.

Slides from my presentation at GDC 2009

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  • 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.

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

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

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  • What would it take to create a game that 6B people would play?

    This presentation is on how emotion drives viral distribution of games. The Keys to Social Play connect gameplay, social features, Tilt Factor, and monetization to increase the viral distribution of online games.
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Creating an MSO: Viral Emotions and the Keys to Social Play GDC09 100n032609 Creating an MSO: Viral Emotions and the Keys to Social Play GDC09 100n032609 Presentation Transcript

  • MSO: Massively Social Online games Viral Emotions and the Keys to Social Play Nicole Lazzaro, President @nicolelazzaro XEODesign, Inc. GDC March 26, 2009 XEODesign Putting Emotion into Play ® ™ Follow me on Twitter: @NicoleLazzaro Twitter: #gdc09
  • XEODesign The 4 Keys to More Emotion Winner Best Game 2007 Tilt the first iPhone accelerometer game
  • Massively Social Online Game use fun to drive social distribution
    • Imagine
  • MSO’s Drive emotions through FMA Final Score: Emotions that Drive Play PX Potential Score [rescore this for MSO connect, feedback, social token/open] MMO (5) MSO (8)
    • Actions and States Limited Closed
    • + Synchronous
    • + Replay
    • - Deepening Ties
    Actions + Actions and States Unlimited Open + Asynchronous - Replay (except email) - Deepening Ties - Messaging Closed + Structure Immersive ++ Feedback - Personalize Messages
    • + Messaging Open
    • + Structure Casual
    • Feedback
    • + Personalize
    • Adding Friends Low
    • - Spread Low
    • - Social Calculus Low
    Friends + Adding Friends + Spread viral + Social Calculus
  • MSO Design Principles
    • PX
    • Emotion from Play
  • Vision: Gaming Together Bring people together
    • Games in 2020
    Egypt: Mankala
  • Emotions from social play: People Fun - Rayman
  • Fish Tank1 Player Choice and Curiosity from Easy Fun
  • Fish Tank 3 Player Choice and Curiosity from Easy Fun
  • 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 30 emotions from gameplay Hard Fun Fiero People Fun Amusement Easy Fun Curiosity Serious Fun Relaxation emotion < choice < mechanic > choice > emotion whitepapers: xeodesign.com
    • 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: Super Monkey Ball Challenge and mastery
  • Language of Choice Fiero Emotion from Hard Fun: Fiero o/
  • 2. Easy Fun: Imagination Creates Curiosity
    • choices
    • iconic situations
    • explore
    • experiment
    • fool around
    • role play
    • ambiguity
    • detail
    • fantasy
    • uniqueness
    • feelings
    • curiosity
    • surprise
    • wonder
    • awe
    choices novelty fills attention
  • Easy Fun
  • Easy Fun
  • Easy Fun
  • Tilt: an adventure in 1.5 dimensions
  • Serious Fun: Brain Baths, Tap Tap Revolution Change how you think, feel, and behave
  • Serious Fun: Motion X Poker Completion Collection and Matching Mechanics
  • Competition People Fun
  • People Fun
  • Wonder and Connection Ocarina: Easy Fun and People Fun
  •  
  • Keys to Social Play 4 Steps to Create Emotions that Drive MSO Viral Distribution
    • 1. Gameplay
    • Everyone
      • * Simple
      • * Appealing
      • * Participation
    • 2. Social Features People Fun
      • * Social Emotions
      • * Match PX Profile
      • * Build Trust
    • 3. Tilt Factor Increase # of Players
      • * Simple
      • * Mobile
      • * Frictionless
    • 4. Monetization Free
      • * Social goods + services
      • * Enhance gameplay
      • * MTX 10% pay
    PX
  • Keys to Social Play 4 Steps to Create Emotions that Drive MSO Viral Distribution
    • 1. Gameplay
    • Everyone
      • * Simple
      • * Appealing
      • * Participation
    PX
    • 1.Gameplay
    • Everyone
  • Simple and Short Games A B Technology Adoption Curve Number of players Mass Market Diffusion of Innovation , Everett Rogers Crossing the Chasm , Geoffrey Moore Smaller, still tasty fish! Time The Social Web 15% 70% 15% DICE 2007
  • Simple + Small = Viral Koi Pond
  • Appealing Fantasy Area Under the Curve Matters number of players A B C D Type of Challenge Wanna play? DICE 2007
  • Participation is Easy Puzzle Pirates, LostZombies.com
  •  
  • MSO#1: Simple Appealing Participation
  • Keys to Social Play 4 Steps to Create Emotions that Drive MSO Viral Distribution PX
    • 1. Gameplay
    • Everyone
      • * Simple
      • * Appealing
      • * Participation
    • 2. Social Features People Fun
      • * Social Emotions
      • * Match PX Profile
      • * Build Trust
    • 2.Social Features
    • Social Emotions
    • More than Chat
    • ROFL
    • Shared interests
    • Express values
    • Explore identities
    • Create bonds
    • Inside jokes
      • Amusement
    The Relationship is the Message social tokens and shared experiences bring us closer
  • 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
  • Do you play “follow the leader” to increase your personal hype quotient? What would encourage idea exchange? Personal Hype Quotient
  • Twitter Features Targets Social Emotions @ RT DM #gdc09
  • Match PX Profile Top Facebook Apps
    • 1: Slide Brand 21,410,050 11%
    • 2: Top Friends 2 19,091,190 9%
    • 3: Super Wall 18,918,652 8%
    • 4: Bumper Sticker Footer 10,892,138 11%
    • 5: (Lil) Green Patch 5,671,964 33%
    • Friendship
    • Compare
    • Sending messages
    • Saving environment
    • Poker
  • People Fun Feeling of being closer creates social fabric between people TattleTalz.com Winner Best Game 2008
  • Friendship ≠ Money why social capital must die
    • Like oil and water don’t give you $100 to drive me to the airport
    • More give more have
    • Reverse interest
    • “ Money is there for when friendship cannot take care of it.” Jerry Michalski
    Yes this is an ad! How does he feel?
  • Blight Serious Fun Emotions from Theme: Tilt
  • Blight Serious Fun Emotions from Theme: Tilt
  • Mushroom Soil Backgrounds with Emotions from 3 Keys: Tilt
  • Viral Distribution ties Social Mechanics and Global Play and changes the real world
  • People Fun: Pet Society Gratitude, Schadenfreude, Naches Rich choices between players Competition Cooperation Gifting Mentorship
  • People Fun: Photo Tag Amusement Personalize Tease Social Tokens http://apps.facebook.com/supertagphotos/
  • Build Trust Between players and their friends
    • PX Mechanics
    • schadenfreude
    • gratitude
    • reciprocity
    • trust
    • embarrassment
  • People Fun Emotions how social bonds form during player experience (PX)
    • Choices
    • cooperate
    • compete
    • communicate
    • mentor
    • lead
    • perform
    • spectacle
    • characters
    • personalize
    • Emotions
    • schadenfreude
    • envy
    • love
    • gratitude
    • generosity
    • elevation
    • inspire
    • excite
    • ridicule
    • embarrass
    PX Profile
  • 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 McGonigal’s GDC slides and Nintendo keynote on DSI camera games
  • MMO MSO Lazzaro GDC 2008
  •  
  • MSO#2: Social Emotions, Match PX Profile, Build Trust
  • Keys to Social Play 4 Steps to Create Emotions that Drive MSO Viral Distribution
    • 3. Tilt Factor Increase # of Players
      • * Simple
      • * Mobile
      • * Frictionless
    PX
    • 1. Gameplay
    • Everyone
      • * Simple
      • * Appealing
      • * Participation
    • 2. Social Features People Fun
      • * Social Emotions
      • * Match PX Profile
      • * Build Trust
    • 3.Tilt Factor
    • Increase # Players
    • Small simple social games
  • Tilt Factor Microchannels
  • Simple
    • 10 sprites
    • 2 web pages
    • 1 YouTube video
    • 1.5 dimensions
    • No buttons
    • 250,000 visits
  • Mobile Over the Shoulder 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 6 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
  •  
  • MSO#3: Simple Mobile Frictionless
  • Keys to Social Play 4 Steps to Create Emotions that Drive MSO Viral Distribution
    • 3. Tilt Factor Increase # of Players
      • * Simple
      • * Mobile
      • * Frictionless
    • 4. Monetization Free
      • * Social goods + services
      • * Enhance gameplay
      • * MTX 10% pay
    PX
    • 1. Gameplay
    • Everyone
      • * Simple
      • * Appealing
      • * Participation
    • 2. Social Features People Fun
      • * Social Emotions
      • * Match PX Profile
      • * Build Trust
    • 4. Monetization
    • Free to Play
  • Actions: Maple Story social interaction creates value
  • MSO#4: Social Goods and Services, Enhance Gameplay, MTX 10%
  • Keys to Social Play 4 Steps to Create Emotions that Drive MSO Viral Distribution
    • 3. Tilt Factor Increase # of Players
      • * Simple
      • * Mobile
      • * Frictionless
    • 4. Monetization Free
      • * Social goods + services
      • * Enhance gameplay
      • * MTX 10% pay
    PX Features to build now
    • 1. Gameplay
    • Everyone
      • * Simple
      • * Appealing
      • * Participation
    • 2. Social Features People Fun
      • * Social Emotions
      • * Match PX Profile
      • * Build Trust
    • Imagine
  • Together
  • Fun with all 4 Keys Hard Fun Easy Fun Serious Fun People Fun
  • The 4 Fun Keys Everyone has fun playing Hard Fun Fiero People Fun Amusement Easy Fun Curiosity Serious Fun Relaxation emotion < choice < mechanic > choice > emotion whitepapers: xeodesign.com
  • World at night
  • World at night
  • 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