Using Fun to Drive Social Distribution  of iPhone Games Nicole Lazzaro, President  XEODesign, Inc. iGames Summit March 19,...
XEODesign The 4 Keys to More Emotion Winner Best Game 2007 Tilt  the first iPhone  accelerometer game
Massively Social Online Game a game the whole world would play
<ul><li>Imagine </li></ul>
<ul><li>1.Everyone </li></ul><ul><li>Can participate </li></ul>
Simple A B Technology Adoption Curve Number  of players Mass Market Diffusion of Innovation , Everett Rogers Crossing the ...
Appealing Fantasy number  of players ? Type of Challenge
Area Under the Curve Matters number  of players A B C D Type of Challenge Wanna play?
Participation is Easy
Massively Social Online Game how can we make a game the whole world would play?
 
<ul><li>2.Amadari </li></ul><ul><li>Social Emotions </li></ul><ul><li>More than Chat </li></ul>
<ul><li>ROFL </li></ul>
Number of Friends: Linked In Group Quest
Do you play “follow the leader” to increase your  personal hype quotient? What would encourage idea exchange? Personal Hyp...
People Fun   Feeling of being closer TattleTalz.com More than “ Social Capital” And information Winner Best Game 2008
 
<ul><li>3.Tilt </li></ul><ul><li>Increase # Players  </li></ul><ul><li>Small simple social games </li></ul>
Tilt Factor
Simple <ul><li>10 sprites </li></ul><ul><li>No buttons </li></ul><ul><li>1.5 dimensions </li></ul><ul><li>2 web pages </li...
Tilt:  an adventure  in 1.5 dimensions Over the shoulder play youtube.com/xeodesign
Frictionless: TattleTalz  Number of invites and gameplay at each step Login 1.Discover 2. Sample 3. Play 4. Invite 5.Conve...
Funnel: Photo Tag Minimum Number of Clicks
 
<ul><li>4. PX Fun </li></ul><ul><li>Emotion from Play  </li></ul>
Vision: Gaming Together  Bring people together <ul><li>Games in 2020 </li></ul>Egypt: Mankala
Fiero Curiosity Relaxation 3. Serious Fun: Creating Value Amusement 4. People Fun: Socialize 1. Hard Fun: Accomplishment 2...
The 4 Fun Keys 30 emotions from gameplay Hard Fun Fiero People Fun Amusement Easy Fun Curiosity Serious Fun Relaxation emo...
<ul><li>choices </li></ul><ul><li>goals  </li></ul><ul><li>challenge </li></ul><ul><li>obstacles </li></ul><ul><li>strateg...
Serious Fun: Brain Baths
People Fun: Pet Society Gratitude, Schadenfreude, Naches Rich choices between players Competition Cooperation Gifting Ment...
People Fun: Photo Tag Amusement Personalize Tease Social Tokens http://apps.facebook.com/supertagphotos/
Gameplay Makes a Difference to the player to their friends <ul><li>Small actions </li></ul><ul><li>Confidence </li></ul><u...
Wakes up
Wakes up
Wakes up
Wakes up
Wakes up
People Fun Emotions how social bonds form during player experience (PX) <ul><li>Choices </li></ul><ul><li>cooperate </li><...
Viral Distribution ties Social Mechanics and Global Play
MMO MSO Lazzaro GDC 2008
 
<ul><li>5. MTX </li></ul><ul><li>Free to Play  </li></ul>
Keys to Social Play Emotion drives distribution 1. Everyone Plays Gameplay Social Goods Services 2. Amadari:  Social Emoti...
Summary <ul><li>The market has shifted (Perfect Storm) </li></ul><ul><li>New Goal: Empowering games that connect friends c...
Flip
Tilt Tilt Fun with all 4 Keys
The 4 Fun Keys Everyone has fun playing Hard Fun Fiero People Fun Amusement Easy Fun Curiosity Serious Fun Relaxation emot...
World at night
Massively Social Online Games <ul><li>Nicole Lazzaro </li></ul><ul><li>Email:   [email_address] </li></ul><ul><li>Twitter:...
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iGames Summit Using Fun to Drive Social Distribution of iPhone Games to create an MSO

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Nicole Lazzaro of XEODesign presents
Using Fun to Drive Social Distribution of iPhone Games. At the iGames Summit March 19, 2009 in San Francisco

Tilt Sneak Peek: http://youtube.com/xeodesign

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

    1. 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. 2. XEODesign The 4 Keys to More Emotion Winner Best Game 2007 Tilt the first iPhone accelerometer game
    3. 3. Massively Social Online Game a game the whole world would play
    4. 4. <ul><li>Imagine </li></ul>
    5. 5. <ul><li>1.Everyone </li></ul><ul><li>Can participate </li></ul>
    6. 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. 7. Appealing Fantasy number of players ? Type of Challenge
    8. 8. Area Under the Curve Matters number of players A B C D Type of Challenge Wanna play?
    9. 9. Participation is Easy
    10. 10. Massively Social Online Game how can we make a game the whole world would play?
    11. 12. <ul><li>2.Amadari </li></ul><ul><li>Social Emotions </li></ul><ul><li>More than Chat </li></ul>
    12. 13. <ul><li>ROFL </li></ul>
    13. 14. Number of Friends: Linked In Group Quest
    14. 15. Do you play “follow the leader” to increase your personal hype quotient? What would encourage idea exchange? Personal Hype Quotient
    15. 16. People Fun Feeling of being closer TattleTalz.com More than “ Social Capital” And information Winner Best Game 2008
    16. 18. <ul><li>3.Tilt </li></ul><ul><li>Increase # Players </li></ul><ul><li>Small simple social games </li></ul>
    17. 19. Tilt Factor
    18. 20. Simple <ul><li>10 sprites </li></ul><ul><li>No buttons </li></ul><ul><li>1.5 dimensions </li></ul><ul><li>2 web pages </li></ul><ul><li>1 YouTube video </li></ul><ul><li>250,000 visits </li></ul>
    19. 21. Tilt: an adventure in 1.5 dimensions Over the shoulder play youtube.com/xeodesign
    20. 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
    21. 23. Funnel: Photo Tag Minimum Number of Clicks
    22. 25. <ul><li>4. PX Fun </li></ul><ul><li>Emotion from Play </li></ul>
    23. 26. Vision: Gaming Together Bring people together <ul><li>Games in 2020 </li></ul>Egypt: Mankala
    24. 27. Fiero Curiosity Relaxation 3. Serious Fun: Creating Value Amusement 4. People Fun: Socialize 1. Hard Fun: Accomplishment 2. Easy Fun: Imagination
    25. 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
    26. 29. <ul><li>choices </li></ul><ul><li>goals </li></ul><ul><li>challenge </li></ul><ul><li>obstacles </li></ul><ul><li>strategy </li></ul><ul><li>power ups </li></ul><ul><li>puzzles </li></ul><ul><li>score </li></ul><ul><li>levels </li></ul><ul><li>monsters </li></ul><ul><li>feelings </li></ul><ul><li>fiero </li></ul><ul><li>frustration </li></ul><ul><li>boredom </li></ul>Hard Fun: Mastery>Fiero Easy Fun: Novelty>Curiosity modified from “Flow” Csikszentmihalyi player choice rewards effort
    27. 30. Serious Fun: Brain Baths
    28. 31. People Fun: Pet Society Gratitude, Schadenfreude, Naches Rich choices between players Competition Cooperation Gifting Mentorship
    29. 32. People Fun: Photo Tag Amusement Personalize Tease Social Tokens http://apps.facebook.com/supertagphotos/
    30. 33. Gameplay Makes a Difference to the player to their friends <ul><li>Small actions </li></ul><ul><li>Confidence </li></ul><ul><li>Social emotions </li></ul><ul><li>Single actors working together </li></ul><ul><li>Viral distribution </li></ul>
    31. 34. Wakes up
    32. 35. Wakes up
    33. 36. Wakes up
    34. 37. Wakes up
    35. 38. Wakes up
    36. 39. People Fun Emotions how social bonds form during player experience (PX) <ul><li>Choices </li></ul><ul><li>cooperate </li></ul><ul><li>compete </li></ul><ul><li>communicate </li></ul><ul><li>mentor </li></ul><ul><li>lead </li></ul><ul><li>perform </li></ul><ul><li>spectacle </li></ul><ul><li>characters </li></ul><ul><li>personalize </li></ul><ul><li>Emotions </li></ul><ul><li>schadenfreude </li></ul><ul><li>envy </li></ul><ul><li>love </li></ul><ul><li>gratitude </li></ul><ul><li>generosity </li></ul><ul><li>elevation </li></ul><ul><li>inspire </li></ul><ul><li>excite </li></ul><ul><li>ridicule </li></ul><ul><li>embarrass </li></ul>PX Profile
    37. 40. Viral Distribution ties Social Mechanics and Global Play
    38. 41. MMO MSO Lazzaro GDC 2008
    39. 43. <ul><li>5. MTX </li></ul><ul><li>Free to Play </li></ul>
    40. 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
    41. 45. Summary <ul><li>The market has shifted (Perfect Storm) </li></ul><ul><li>New Goal: Empowering games that connect friends challenge, imagine, value, connection </li></ul><ul><li>Harness the mainia for social interaction: </li></ul><ul><ul><li>Everyone: can play </li></ul></ul><ul><ul><li>Amadari: Social Emotions </li></ul></ul><ul><ul><li>Tilt Factor: Mechs that reward increasing the number of players </li></ul></ul><ul><ul><li>PX: Offer these in Game Mechanic </li></ul></ul><ul><ul><li>MTX: Free to play or micro payments </li></ul></ul>
    42. 46. Flip
    43. 47. Tilt Tilt Fun with all 4 Keys
    44. 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
    45. 49. World at night
    46. 50. Massively Social Online Games <ul><li>Nicole Lazzaro </li></ul><ul><li>Email: [email_address] </li></ul><ul><li>Twitter: @NicoleLazzaro </li></ul><ul><li>White papers and slides: </li></ul><ul><li>xeodesign.com </li></ul>Coming Soon! TiltWorld.com

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