Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Creating an MSO: Viral Emotions and the Keys to Social Play, GDC China 2009

3,191 views

Published on

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

There is more to social gaming than spamming your friends. Rather than play to the edges of a social network to increase viral distribution playing to the center deepens the connections between friends. The Keys to Social Play map out new forms of engagement that create tension and motivation through social interaction. These Keys structure social engagement (what we call People Fun) by giving players what they value the most: shared experiences and increased bonds between friends. Like micropayments there are nickels of time in peoples lives and a thirst to convert them into social capital. The biggest opportunity in multiplayer gaming is an MSO (massively social online game) that aggregates these into meaningful social experiences. Together we will explore social gaming from WOW, MAPLE STORY, PARKING WARS, to XEODesign's own iPhone games: TILT and TATTLETALZ.com.

  • Login to see the comments

Creating an MSO: Viral Emotions and the Keys to Social Play, GDC China 2009

  1. 1. Creating an MSO: (Massively Social Online Games) Viral Emotions and the Keys to Social Play Nicole Lazzaro, President XEODesign, Inc. GDC China October 13, 2009 XEODesign Putting Emotion into Play ® ™ Follow me on Twitter: @NicoleLazzaro Twitter: #gdcchina
  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 use fun to drive social distribution
  4. 4. <ul><li>Imagine </li></ul>
  5. 5. MSO’s Drive emotions through FMA Final Score: Emotions that Drive Play PX Potential Score MMO (5) MSO (8) <ul><li>Actions and States Limited Closed </li></ul><ul><li>+ Synchronous </li></ul><ul><li>+ Replay </li></ul><ul><li>- Deepening Ties </li></ul>Actions + Actions and States Unlimited Open + Asynchronous - Replay (except email) - Deepening Ties - Messaging Closed + Structure Immersive ++ Feedback - Personalize Messages <ul><li>+ Messaging Open </li></ul><ul><li>+ Structure Casual </li></ul><ul><li>Feedback </li></ul><ul><li>+ Personalize </li></ul><ul><li>Adding Friends Low </li></ul><ul><li>- Spread Low </li></ul><ul><li>- Social Calculus Low </li></ul>Friends + Adding Friends + Spread viral + Social Calculus
  6. 6. MSO Design Principles
  7. 7. <ul><li>PX </li></ul><ul><li>Emotion from Play </li></ul>
  8. 8. Vision: Gaming Together Bring people together <ul><li>Games in 2020 </li></ul>Egypt: Mankala
  9. 9. Emotions from social play: People Fun - Rayman
  10. 10. Fish Tank1 Player Choice and Curiosity from Easy Fun
  11. 11. Fish Tank 3 Player Choice and Curiosity from Easy Fun
  12. 12. Fiero Curiosity Relaxation 3. Serious Fun: Creating Value Amusement 4. People Fun: Socialize 1. Hard Fun: Accomplishment 2. Easy Fun: Imagination
  13. 13. The 4 Fun Keys Paint Engagement w/ Verbs 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
  14. 14. Diner Dash - emotions NPC emotions as game mechanic - Diner Dash
  15. 15. iPhone - Emotion Profile PX Profile <ul><li>Emotions create the iPhone experience </li></ul><ul><li>Stroke </li></ul><ul><li>Share </li></ul><ul><li>Tap </li></ul><ul><li>Talk </li></ul><ul><li>Hold </li></ul><ul><li>Music </li></ul><ul><li>Emotions </li></ul><ul><li>Wonder </li></ul><ul><li>Curiosity </li></ul><ul><li>Friendship </li></ul><ul><li>Amusement </li></ul>
  16. 16. 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
  17. 17. <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
  18. 18. Hard Fun: Super Monkey Ball Challenge and mastery
  19. 19. Language of Choice Fiero Emotion from Hard Fun: Fiero o/
  20. 20. 2. Easy Fun: Imagination Creates Curiosity <ul><li>choices </li></ul><ul><li>iconic situations </li></ul><ul><li>explore </li></ul><ul><li>experiment </li></ul><ul><li>fool around </li></ul><ul><li>role play </li></ul><ul><li>ambiguity </li></ul><ul><li>detail </li></ul><ul><li>fantasy </li></ul><ul><li>uniqueness </li></ul><ul><li>feelings </li></ul><ul><li>curiosity </li></ul><ul><li>surprise </li></ul><ul><li>wonder </li></ul><ul><li>awe </li></ul>choices novelty fills attention
  21. 21. Easy Fun
  22. 22. Easy Fun
  23. 23. Easy Fun
  24. 24. Tilt: an adventure in 1.5 dimensions
  25. 25. Serious Fun: Brain Baths, Tap Tap Revolution Change how you think, feel, and behave
  26. 26. Serious Fun: Motion X Poker Completion Collection and Matching Mechanics
  27. 27. Competition People Fun
  28. 28. People Fun
  29. 29. Wonder and Connection Ocarina: Easy Fun and People Fun
  30. 31. Keys to Social Play 4 Steps to Create Emotions that Drive MSO Viral Distribution <ul><li>1. Gameplay </li></ul><ul><li>Everyone </li></ul><ul><ul><li>* Simple </li></ul></ul><ul><ul><li>* Appealing </li></ul></ul><ul><ul><li>* Participation </li></ul></ul><ul><li>2. Social Features People Fun </li></ul><ul><ul><li>* Social Emotions </li></ul></ul><ul><ul><li>* Match PX Profile </li></ul></ul><ul><ul><li>* Build Trust </li></ul></ul><ul><li>3. Tilt Factor Increase # of Players </li></ul><ul><ul><li>* Simple </li></ul></ul><ul><ul><li>* Mobile </li></ul></ul><ul><ul><li>* Frictionless </li></ul></ul><ul><li>4. Monetization Free </li></ul><ul><ul><li>* Social goods + services </li></ul></ul><ul><ul><li>* Enhance gameplay </li></ul></ul><ul><ul><li>* MTX 10% pay </li></ul></ul>PX
  31. 32. Keys to Social Play 4 Steps to Create Emotions that Drive MSO Viral Distribution <ul><li>1. Gameplay </li></ul><ul><li>Everyone </li></ul><ul><ul><li>* Simple </li></ul></ul><ul><ul><li>* Appealing </li></ul></ul><ul><ul><li>* Participation </li></ul></ul>PX
  32. 33. <ul><li>1.Gameplay </li></ul><ul><li>Everyone </li></ul>
  33. 34. 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
  34. 35. Simple + Small = Viral Koi Pond
  35. 36. Appealing Fantasy Area Under the Curve Matters number of players A B C D Type of Challenge Wanna play? DICE 2007
  36. 37. Participation is Easy Puzzle Pirates, LostZombies.com
  37. 39. MSO#1: Simple Appealing Participation
  38. 40. Keys to Social Play 4 Steps to Create Emotions that Drive MSO Viral Distribution PX <ul><li>1. Gameplay </li></ul><ul><li>Everyone </li></ul><ul><ul><li>* Simple </li></ul></ul><ul><ul><li>* Appealing </li></ul></ul><ul><ul><li>* Participation </li></ul></ul><ul><li>2. Social Features People Fun </li></ul><ul><ul><li>* Social Emotions </li></ul></ul><ul><ul><li>* Match PX Profile </li></ul></ul><ul><ul><li>* Build Trust </li></ul></ul>
  39. 41. <ul><li>2.Social Features </li></ul><ul><li>Social Emotions </li></ul><ul><li>More than Chat </li></ul>
  40. 42. <ul><li>ROFL </li></ul>
  41. 43. <ul><li>Shared interests </li></ul><ul><li>Express values </li></ul><ul><li>Explore identities </li></ul><ul><li>Create bonds </li></ul><ul><li>Inside jokes </li></ul><ul><ul><li>Amusement </li></ul></ul>The Relationship is the Message social tokens and shared experiences bring us closer
  42. 44. MSO: 3 Laws of Social Play for viral social games (this is what we do know) this is what the play will look like <ul><li>Friends Messages Actions </li></ul><ul><li>Connect It Takes 2 </li></ul><ul><li>Feedback Draw Circles </li></ul><ul><li>Social Tokens symbolic in nature that increases in value with use </li></ul>stupid shutup dope hotness sloth poke pwn share link frag compare Lazzaro GDC 2008
  43. 45. Do you play “follow the leader” to increase your personal hype quotient? What would encourage idea exchange? Personal Hype Quotient
  44. 46. Twitter Features Targets Social Emotions @ RT DM #gdc09
  45. 47. Match PX Profile Top Facebook Apps <ul><li>1: Slide Brand 21,410,050 11% </li></ul><ul><li>2: Top Friends 2 19,091,190 9% </li></ul><ul><li>3: Super Wall 18,918,652 8% </li></ul><ul><li>4: Bumper Sticker Footer 10,892,138 11% </li></ul><ul><li>5: (Lil) Green Patch 5,671,964 33% </li></ul><ul><li>Friendship </li></ul><ul><li>Compare </li></ul><ul><li>Sending messages </li></ul><ul><li>Saving environment </li></ul><ul><li>Poker </li></ul>
  46. 48. People Fun Feeling of being closer creates social fabric between people TattleTalz.com Winner Best Game 2008
  47. 49. Friendship ≠ Money why social capital must die <ul><li>Like oil and water don’t give you $100 to drive me to the airport </li></ul><ul><li>More give more have </li></ul><ul><li>Reverse interest </li></ul><ul><li>“ Money is there for when friendship cannot take care of it.” Jerry Michalski </li></ul>Yes this is an ad! How does he feel?
  48. 50. Blight Serious Fun Emotions from Theme: Tilt
  49. 51. Blight Serious Fun Emotions from Theme: Tilt
  50. 52. Mushroom Soil Backgrounds with Emotions from 3 Keys: Tilt
  51. 53. Viral Distribution ties Social Mechanics and Global Play and changes the real world
  52. 54. People Fun: Pet Society Gratitude, Schadenfreude, Naches Rich choices between players Competition Cooperation Gifting Mentorship
  53. 55. People Fun: Photo Tag Amusement Personalize Tease Social Tokens http://apps.facebook.com/supertagphotos/
  54. 56. Build Trust Between players and their friends <ul><li>PX Mechanics </li></ul><ul><li>schadenfreude </li></ul><ul><li>gratitude </li></ul><ul><li>reciprocity </li></ul><ul><li>trust </li></ul><ul><li>embarrassment </li></ul>
  55. 57. 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
  56. 58. People Fun Emotions how social bonds form during player experience (PX) <ul><li>Choices </li></ul><ul><li>compete </li></ul><ul><li>gifting, helping, forced grouping </li></ul><ul><li>transparency, identity, risk, repeat interaction </li></ul><ul><li>silliness, dancing* </li></ul><ul><li>Emotions </li></ul><ul><li>schadenfreude </li></ul><ul><li>gratitude </li></ul><ul><li>reciprocity </li></ul><ul><li>trust </li></ul><ul><li>embarrassment </li></ul>PX Profile *See Jane McGonigal’s GDC slides and Nintendo keynote on DSI camera games
  57. 59. MMO MSO Lazzaro GDC 2008
  58. 61. MSO#2: Social Emotions, Match PX Profile, Build Trust
  59. 62. Keys to Social Play 4 Steps to Create Emotions that Drive MSO Viral Distribution <ul><li>3. Tilt Factor Increase # of Players </li></ul><ul><ul><li>* Simple </li></ul></ul><ul><ul><li>* Mobile </li></ul></ul><ul><ul><li>* Frictionless </li></ul></ul>PX <ul><li>1. Gameplay </li></ul><ul><li>Everyone </li></ul><ul><ul><li>* Simple </li></ul></ul><ul><ul><li>* Appealing </li></ul></ul><ul><ul><li>* Participation </li></ul></ul><ul><li>2. Social Features People Fun </li></ul><ul><ul><li>* Social Emotions </li></ul></ul><ul><ul><li>* Match PX Profile </li></ul></ul><ul><ul><li>* Build Trust </li></ul></ul>
  60. 63. <ul><li>3.Tilt Factor </li></ul><ul><li>Increase # Players </li></ul><ul><li>Small simple social games </li></ul>
  61. 64. Tilt Factor Microchannels
  62. 65. Simple <ul><li>10 sprites </li></ul><ul><li>2 web pages </li></ul><ul><li>1 YouTube video </li></ul><ul><li>1.5 dimensions </li></ul><ul><li>No buttons </li></ul><ul><li>250,000 visits </li></ul>
  63. 66. Mobile Over the Shoulder youtube.com/xeodesign Tilt: an adventure in 1.5 dimensions
  64. 67. 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
  65. 68. Funnel: Photo Tag More Clicks = Fewer Photos
  66. 70. MSO#3: Simple Mobile Frictionless
  67. 71. Keys to Social Play 4 Steps to Create Emotions that Drive MSO Viral Distribution <ul><li>3. Tilt Factor Increase # of Players </li></ul><ul><ul><li>* Simple </li></ul></ul><ul><ul><li>* Mobile </li></ul></ul><ul><ul><li>* Frictionless </li></ul></ul><ul><li>4. Monetization Free </li></ul><ul><ul><li>* Social goods + services </li></ul></ul><ul><ul><li>* Enhance gameplay </li></ul></ul><ul><ul><li>* MTX 10% pay </li></ul></ul>PX <ul><li>1. Gameplay </li></ul><ul><li>Everyone </li></ul><ul><ul><li>* Simple </li></ul></ul><ul><ul><li>* Appealing </li></ul></ul><ul><ul><li>* Participation </li></ul></ul><ul><li>2. Social Features People Fun </li></ul><ul><ul><li>* Social Emotions </li></ul></ul><ul><ul><li>* Match PX Profile </li></ul></ul><ul><ul><li>* Build Trust </li></ul></ul>
  68. 72. <ul><li>4. Monetization </li></ul><ul><li>Free to Play </li></ul>
  69. 73. Actions: Maple Story social interaction creates value
  70. 74. MSO#4: Social Goods and Services, Enhance Gameplay, MTX 10%
  71. 75. Keys to Social Play 4 Steps to Create Emotions that Drive MSO Viral Distribution <ul><li>3. Tilt Factor Increase # of Players </li></ul><ul><ul><li>* Simple </li></ul></ul><ul><ul><li>* Mobile </li></ul></ul><ul><ul><li>* Frictionless </li></ul></ul><ul><li>4. Monetization Free </li></ul><ul><ul><li>* Social goods + services </li></ul></ul><ul><ul><li>* Enhance gameplay </li></ul></ul><ul><ul><li>* MTX 10% pay </li></ul></ul>PX Features to build now <ul><li>1. Gameplay </li></ul><ul><li>Everyone </li></ul><ul><ul><li>* Simple </li></ul></ul><ul><ul><li>* Appealing </li></ul></ul><ul><ul><li>* Participation </li></ul></ul><ul><li>2. Social Features People Fun </li></ul><ul><ul><li>* Social Emotions </li></ul></ul><ul><ul><li>* Match PX Profile </li></ul></ul><ul><ul><li>* Build Trust </li></ul></ul>
  72. 76. <ul><li>Imagine </li></ul>
  73. 77. Together
  74. 78. Fun with all 4 Keys Hard Fun Easy Fun Serious Fun People Fun
  75. 79. 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
  76. 80. World at night
  77. 81. World at night
  78. 82. Tag! You’re it! Make your next game M assively S ocial and O nline! <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><ul><li>Slideshare.com/NicoleLazzaro </li></ul>Coming Soon! TiltWorld.com

×