4 Keys and Psychology of Fun from Awareness to Impact GSummit
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Standing on top of a temple in Egypt I had a vision of how to change the world with play. Games and work both require decisions, only games are often more engaging. Today we can use what people are naturally inclined to do to architect systems of engagement to better themselves and their world. We can use these games to succeed where corporations and public service institutions have failed. We can use the psychology of fun to create games of engagement to make us happier and smarter, help us achieve our goals, solve challenging problems like poverty and climate change. Research shows that people who are in a happy engaged brain states are 50% more productive. We can use the emotions from play to create brain states that drive success in the workplace and in life. Over thirty years games have evolved techniques to create strong emotions that drive play. Ultimately these games can actually deliver public services, such as Tilt World a game to plant 1 million trees. http://bit.ly/TiltWorld Movies like Al Gore's Inconvenient Truth, viral videos like Kony 2012 raise awareness about important issues. Games, the medium of the 21st century, have the power to turn this awareness into action. In this talk we cover what brain states improve performance, how games create engagement to create these brain states, how to design the specific choices with the Four Keys to Fun, and ultimately how to amplify a game's impact on the player and the real world.
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4 Keys and Psychology of Fun from Awareness to Impact GSummit
- 1. XEODesign: Putting Emotion in Play The Four Keys to Engagement The Psychology of Fun: Transform Awareness to Impact with the Emotions from Play Nicole Lazzaro XEODesign, Inc. GSummit SF, April 18, 2013 www.xeodesign.com @NicoleLazzaro 1 ©2013 XEODesign Inc.
- 2. I Am of the Pong Generation 2 I Grew Up Reading Sci Fi and Playing Games in the Arcades
- 3. www.xeodesign.com © 2013 XEODesign, Inc. 20 Years of Player Experience Research and Design XEODesign 3 100 Million Player Experiences
- 4. www.xeodesign.com © 2013 XEODesign, Inc. How Can Fun Take Us from Awareness to Impact? Want Reality Work Fun 20% 20% Fun Work 80% 80% 4 If This Is What We Want, Why Is This What We Get?
- 5. www.xeodesign.com © 2013 XEODesign, Inc. Create Natural Engagement Fun 20% Work 30% Fun Work 50% 5 The 4 Keys to Engagement: What we want is more fun
- 6. www.xeodesign.com © 2013 XEODesign, Inc. Dopamine Enhances Focus It Rewards and Feels Good Too DOPAMINE • Reward System • Focus increases focus (addiction is an over focus) • Love brain centers activate Instead of aiming for addiction, let’s use dopamine for good! Help people focus on what they need to unlock their potential and improve their quality of life. 6 Positive Brain States Focus Attention
- 7. www.xeodesign.com © 2013 XEODesign, Inc. Positive Engaged Brains Boost Productivity 50% Positive Mental States Increase: • 50% more productive • 237% generated new leads • Up to 50% closed sales faster • 210% increased profits • 67–100% more emotionally engaged Fear State Happy State AMA Survey 2013 7 If You Want People to Think Fear Is Not A Great Motivator
- 8. www.xeodesign.com © 2013 XEODesign, Inc. Deep Engagement = Fun The Good News is that Happiest Moments are in the Zone • In Flow engaged and happy • Balance difficulty and skill • Fiero requires frustration o/ Modified from “Flow” Csikszentmnihalyi 8 Work Also Requires a Balance of Difficulty and Skill
- 9. www.xeodesign.com © 2013 XEODesign, Inc. Emotion During Play Fiero Curiosity Amusement Relaxation Watched Player Emotions to Measure Kinds of Engagement
- 10. www.xeodesign.com © 2013 XEODesign, Inc. Categorized Most Engaging Moments by Player Emotion Frustration Wonder Fiero Surprise Relief Curiosity Schadenfreude Relax Amusement Desire Naches Excite Positive Engagement Player’s Favorite Moments Created Many Kinds of Emotions 10
- 11. www.xeodesign.com © 2013 XEODesign, Inc. Identified Engagement Mechanics Frustration Wonder Fiero Surprise Relief Curiosity CHOICES CHOICES Schadenfreude Relax Amusement Desire Naches Excite CHOICES CHOICES Positive Engagement 11 Player Choices Create Many Kinds of Emotions
- 12. www.xeodesign.com © 2013 XEODesign, Inc. Created Map for Designing Engagement Frustration Wonder Fiero Surprise Relief Curiosity CHOICES CHOICES Schadenfreude Relax Amusement Desire Naches Excite CHOICES CHOICES Positive Engagement 12 Identified Systems to Create Engagement
- 13. www.xeodesign.com © 2013 XEODesign, Inc. This Model Increases Engagement Metrics 20-40% 13 We are More Engaged When Emotion Surrounds Choice
- 14. www.xeodesign.com © 2013 XEODesign, Inc. 4 Keys To Engagement Novelty, Challenge, Friendship, Meaning • Most Engaging Moments created emotion • Best Selling Games have 3-4 keys 14 Easy Fun> Hard Fun> People Fun> Serious Fun
- 15. www.xeodesign.com © 2013 XEODesign, Inc. 15 Free to Download at: www.4K2F.com
- 16. www.xeodesign.com © 2013 XEODesign, Inc. Hard Fun You can’t just push a button to win 16 Challenge> Novelty> Friendship> Meaning
- 17. www.xeodesign.com © 2013 XEODesign, Inc. Obstacle Goal Strategy 17 Hard Fun
- 18. www.xeodesign.com © 2013 XEODesign, Inc. Easy Fun The bubble wrap of game design 18 Challenge> Novelty> Friendship> Meaning
- 19. www.xeodesign.com © 2013 XEODesign, Inc. Easy Fun 19 Easy Fun: Controls, Creativity, Exploration, Fantasy
- 20. www.xeodesign.com © 2013 XEODesign, Inc. People Fun People are addictive 20 Challenge> Novelty> Friendship> Meaning
- 21. www.xeodesign.com © 2013 XEODesign, Inc. People Fun 21 People Fun: Communicate, Cooperate, Compete
- 22. www.xeodesign.com © 2013 XEODesign, Inc. Serious Fun Play creates value through learning and meaning 22 Challenge> Novelty> Friendship> Meaning
- 23. www.xeodesign.com © 2013 XEODesign, Inc. Serious Fun 23 Serious Fun: Impact, Collection, Rhythm
- 24. www.xeodesign.com © 2013 XEODesign, Inc. Play is How We Learn Dr. Sergio Pellis Rats who played are better at* • Novelty • Problem Solving • Social Skills • Handling Stress *Compared to Rats without same age playmate I’m Often Asked What Play Can Do for Us 24
- 25. www.xeodesign.com © 2013 XEODesign, Inc. Awareness to Impact: Here’s what you can do • Take players through all 4 engagement loops • Design strong emotional brain state required for the desired action • Design systems to create brain states with your brand’s emotions 25 The Four Keys> Emotion> Engagement
- 26. www.xeodesign.com © 2013 XEODesign, Inc. Easy Fun: Emotion from Interaction is Enjoyed and Remembered More 26 Input> Output> Result
- 27. www.xeodesign.com © 2013 XEODesign, Inc. Hard Fun: Reward From Challenge Increases Engagement 27 Challenge> Strategy> Progress
- 28. www.xeodesign.com © 2013 XEODesign, Inc. People Fun: Emotion Between Friends Increases Engagement and Viral Spread 28 Communicate> Cooperate> Compete
- 29. www.xeodesign.com © 2013 XEODesign, Inc. Serious Fun: Meaningful Experiences are More Engaging 29 Serious Fun: Values and Meaning
- 30. www.xeodesign.com © 2013 XEODesign, Inc. Tilt World: Points to Trees 30 Real World Impact Amplifies the Results and Meaning
- 31. Tag You’re It! Nicole Lazzaro • Email: nlazzaro@xeodesign.com • Twitter: @NicoleLazzaro • Blog: NicoleLazzaro.com • Game: TiltWorld.com The 4 Keys to Fun Poster Free Download • xeodesign.com Download Tilt World • slideshare.com/NicoleLazzaro An iOS game that • 4k2f.com <- Downloads plants trees! www.xeodesign.com
- 32. www.xeodesign.com © 2013 XEODesign, Inc. Motivation "If you want to build a ship, don't drum up the men to gather wood, divide the work, and give orders. Instead, teach them to yearn for the vast and endless sea." - Saint-Exupéry www.xeodesign.com 32 Motivation is About Values and Meaning