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iGames Summit Using Fun to Drive Social Distribution of iPhone Games to create an MSO

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  • + NicoleLazzaro Nicole Lazzaro 3 weeks ago
    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
  • + NicoleLazzaro Nicole Lazzaro 8 months ago
    I presented these slides at the iGames Summit March 19, 2009.

    I will present more details on how to use social emotions to create an MSO at my talk 'Creating an MSO: Viral Emotions and the Keys to Social Play' at GDC in SF March 26, 2009 West Hall Room 2022.
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iGames Summit Using Fun to Drive Social Distribution of iPhone Games to create an MSO - Presentation Transcript

  1. Using Fun to Drive Social Distribution of iPhone Games Nicole Lazzaro, President XEODesign, Inc. iGames Summit March 19, 2009 Twitter: @nicolelazzaro #igsummit2009 XEODesign Putting Emotion into Play ® ™
  2. XEODesign The 4 Keys to More Emotion Winner Best Game 2007 Tilt the first iPhone accelerometer game
  3. Massively Social Online Game a game the whole world would play
    • Imagine
    • 1.Everyone
    • Can participate
  6. Simple 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 Beyond Harry’s FOF! The Social Web
  7. Appealing Fantasy number of players ? Type of Challenge
  8. Area Under the Curve Matters number of players A B C D Type of Challenge Wanna play?
  9. Participation is Easy
  10. Massively Social Online Game how can we make a game the whole world would play?
  11.  
    • 2.Amadari
    • Social Emotions
    • More than Chat
    • ROFL
  14. Number of Friends: Linked In Group Quest
  15. Do you play “follow the leader” to increase your personal hype quotient? What would encourage idea exchange? Personal Hype Quotient
  16. People Fun Feeling of being closer TattleTalz.com More than “ Social Capital” And information Winner Best Game 2008
  17.  
    • 3.Tilt
    • Increase # Players
    • Small simple social games
  19. Tilt Factor
  20. Simple
    • 10 sprites
    • No buttons
    • 1.5 dimensions
    • 2 web pages
    • 1 YouTube video
    • 250,000 visits
  21. Tilt: an adventure in 1.5 dimensions Over the shoulder play youtube.com/xeodesign
  22. Frictionless: TattleTalz Number of invites and gameplay at each step Login 1.Discover 2. Sample 3. Play 4. Invite 5.Convert 6. Retain 6 stages of adoption for viral games Invite Accept AddTTL AddTTL Tweet #TTZ x2 Login for more points invites accept actives Your results may vary. ;) free to play pay Facebook Individual invites Twitter 2 posts need trust need feedback 15:2 (13%) 1:25 (2,500%) 1:200 (20,000%) player friend
  23. Funnel: Photo Tag Minimum Number of Clicks
  24.  
    • 4. PX Fun
    • Emotion from Play
  26. Vision: Gaming Together Bring people together
    • Games in 2020
    Egypt: Mankala
  27. Fiero Curiosity Relaxation 3. Serious Fun: Creating Value Amusement 4. People Fun: Socialize 1. Hard Fun: Accomplishment 2. Easy Fun: Imagination
  28. 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
  30. Serious Fun: Brain Baths
  31. People Fun: Pet Society Gratitude, Schadenfreude, Naches Rich choices between players Competition Cooperation Gifting Mentorship
  32. People Fun: Photo Tag Amusement Personalize Tease Social Tokens http://apps.facebook.com/supertagphotos/
  33. Gameplay Makes a Difference to the player to their friends
    • Small actions
    • Confidence
    • Social emotions
    • Single actors working together
    • Viral distribution
  34. Wakes up
  35. Wakes up
  36. Wakes up
  37. Wakes up
  38. Wakes up
  39. 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
  40. Viral Distribution ties Social Mechanics and Global Play
  41. MMO MSO Lazzaro GDC 2008
  42.  
    • 5. MTX
    • Free to Play
  44. Keys to Social Play Emotion drives distribution 1. Everyone Plays Gameplay Social Goods Services 2. Amadari: Social Emotions 3. Tilt Factor : Increase # of Players Features to build now $MTX 4. PX
  45. Summary
    • The market has shifted (Perfect Storm)
    • New Goal: Empowering games that connect friends challenge, imagine, value, connection
    • Harness the mainia for social interaction:
      • Everyone: can play
      • Amadari: Social Emotions
      • Tilt Factor: Mechs that reward increasing the number of players
      • PX: Offer these in Game Mechanic
      • MTX: Free to play or micro payments
  46. Flip
  47. Tilt Tilt Fun with all 4 Keys
  48. 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
  49. World at night
  50. Massively Social Online Games
    • Nicole Lazzaro
    • Email: [email_address]
    • Twitter: @NicoleLazzaro
    • White papers and slides:
    • xeodesign.com
    Coming Soon! TiltWorld.com

+ Nicole LazzaroNicole Lazzaro, 8 months ago

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Nicole Lazzaro of XEODesign presents
Using Fun to more

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