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Four Keys To Fun BayCHI Slides 100n081109

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The Four Keys to Fun: Designing Emotional Engagement and Viral Distribution without Spamming Your Friends
Nicole Lazzaro, XEODesign
Often ignored by usability, neuroscience now proves that emotion deeply connects decision making and performance. Emotions also coordinate the actions between people. Therefore the next design challenge for desktop and cloud applications is not making a UI "easy," but rather making it more emotional and social. The trick is that emotions and social experiences cannot be designed directly.
This presentation covers how the choices in games craft player emotions to increase engagement. In addition to competition there are game mechanics that increase curiosity and others that create social bonding that makes team work possible. We will examine these 4 Keys to Fun plus new social mechanics from XEODesign's research to see how successful social media and iPhone games offer more playful interfaces that increase engagement, loyalty, and viral distribution. By adding these kinds of choices designers can drive user behavior to create more engaging experiences.
From XEODesign's latest player research we will look at:
• How games create emotion and self-motivation
• What mechanics and emotions drive social engagement, networking, and increase social bonding
• How player choices create emotions such as Schadenfreude, Fiero, Curiosity, and Love
• The emotions and mechanics that drive viral distribution.

Comparing examples from social media such as Twitter and Facebook to games on the web, console, and iPhone we draw out the secrets of social play and the emotions that makes something viral. Come hear the latest research results on emotions and games played on iPhones and social networks and what that means for more serious applications.

  • Saw this presentation in person, it was great! See Nicole if you have a chance.
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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.

    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
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Four Keys To Fun BayCHI Slides 100n081109

  1. 1. The Four Keys to Fun: Designing Viral Distribution Without Spamming Your Friends Nicole Lazzaro, President XEODesign, Inc. BayCHI August 11, 2009 XEODesign Putting Emotion into Play ® ™ Follow my research on Twitter: @NicoleLazzaro Twitter: #BayCHI
  2. 2. XEODesign The 4 Keys to Fun Winner Best Game 2007 Tilt the first iPhone accelerometer game
  3. 3. Play Improves Quality of Life Bring people together <ul><li>Vision Games in 2020 </li></ul>Egypt: Mankala
  4. 4. Massively Social Online Game MSOs use fun to drive social distribution
  5. 5. 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
  6. 6. Diner Dash - emotions NPC emotions as game mechanic - Diner Dash
  7. 7. 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>
  8. 8. Fiero Curiosity Relaxation 3. Serious Fun: Creating Value Amusement 4. People Fun: Socialize 1. Hard Fun: Accomplishment 2. Easy Fun: Imagination
  9. 9. The 4 Fun Keys Design over 30 emotions from gameplay Hard Fun Fiero People Fun Amusement Easy Fun Curiosity Serious Fun Relaxation emotion < choice < mechanic > choice > emotion whitepapers: xeodesign.com
  10. 10. The 4 Keys to Fun <ul><li>Hard Fun of Challenge and Mastery </li></ul><ul><li>Easy Fun of Exploration and Role Play </li></ul><ul><li>Serious Fun to Create and Express Value </li></ul><ul><li>People Fun for the Excuse to Hang Out with Friends </li></ul>Engaging interactions inspire curiosity, stimulate the senses, structure social interaction, and work towards a goal.
  11. 11. 1. Hard Fun = Fiero o/
  12. 12. <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
  13. 13. Hard Fun Challenge and mastery Super Monkey Ball Tilt
  14. 14. The Keys to Viral Distribution Gameplay Appeals to Everyone Social Features People Fun Tilt Factor Gameplay Increase # of Players Monetization Connect the dots Simple Goal Clear Role Connect Friends Messages Social Tokens Actions Feedback
  15. 15. Tilt Factor Use Hard Fun goals and points to coordinate individual actions to everyone interacting Microchannels
  16. 16. Simple + Mobile Over the Shoulder Play <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>
  17. 17. Simple + Mobile Over the Shoulder Play youtube.com/xeodesign Tilt: an adventure in 1.5 dimensions
  18. 18. 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 5 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
  19. 19. Funnel: Photo Tag More Clicks = Fewer Photos
  20. 20. 1. Hard Fun and Tilt Factor <ul><li>Temptation is to add features and take advantage of friends </li></ul><ul><li>Mistake to spam friends to max installs and create illusion of social capital </li></ul><ul><li>Play to edges of network vs. deepening social bonds </li></ul>Increase the number of players by keeping game mechanics simple, mobile, and frictionless.
  21. 22. 2. Easy Fun = Curiosity
  22. 23. 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
  23. 24. Easy Fun
  24. 25. Simple + Small = Viral Koi Pond
  25. 26. Appealing + Easy Participation Puzzle Pirates, LostZombies.com
  26. 27. 2. Easy Fun Gameplay for Everyone <ul><li>&quot;Everything should be as easy as placing a sticker&quot; #Little Big Planet </li></ul><ul><li>Don’t require standing on your head to play </li></ul><ul><li>Address usability issues to get off the starting block </li></ul><ul><li>Offer small, simple, and appealing gameplay with drop dead simple participation. </li></ul><ul><ul><li>* Single concept </li></ul></ul><ul><ul><li>* Simple mechanic </li></ul></ul><ul><ul><li>* Easy contribution </li></ul></ul>
  27. 29. 3. Serious Fun = Excitement / Relaxation Create and Express Value Swiffer and Bejeweled Goal: to collect all you can <ul><li>Feedback </li></ul><ul><li>Enhanced sense of progress </li></ul>
  28. 30. Serious Fun: Brain Baths, Tap Tap Revolution Change how you think, feel, and behave
  29. 31. Serious Fun: Motion X Poker Completion Collection and Matching Mechanics
  30. 32. 3. Serious Fun Create Value <ul><li>Gameplay: enhance gameplay w/o buying advantage </li></ul><ul><li>Social Features: create more fun with friends </li></ul><ul><li>Connect gameplay, social features, and Tilt Factor to monetize game. </li></ul>Change how players think, feel, behave. Let them express their values.
  31. 34. 4. People Fun = Amusement + Social Bonding
  32. 35. <ul><li>ROFL </li></ul>
  33. 36. 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
  34. 37. 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 McGonagall's GDC slides
  35. 38. Wonder and Connection Ocarina: Easy Fun and People Fun
  36. 39. People Fun
  37. 40. Serious Fun Emotions from Theme: Tilt Viral Distribution ties Social Mechanics and Global Play and changes the real world
  38. 41. People Fun Feeling of being closer creates social fabric between people Friendship ≠ Capital $ ≠ Facts Winner Best Game 2008 TattleTalz.com How does he feel?
  39. 42. The Relationship is the Message sharing social tokens brings us closer together <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><ul><li>“ Cool” is a social emotion </li></ul>Share interests Express values Explore identities Create bonds Inside jokes Amusement
  40. 43. Target Social Emotions @ RT DM #iPhone Personal Hype Quotient
  41. 44. Top Facebook Apps use People Fun Gratitude, Schadenfreude, Naches <ul><li>Friendship </li></ul><ul><li>Compare </li></ul><ul><li>Sending messages </li></ul><ul><li>Saving environment </li></ul><ul><li>Rich choices between players </li></ul><ul><li>Competition </li></ul><ul><li>Cooperation </li></ul><ul><li>Gifting </li></ul><ul><li>Mentorship </li></ul>
  42. 45. Actions: Maple Story social interaction creates value
  43. 46. 4. People Fun and Social Features <ul><li>People Fun has more emotions than other 3 keys combined </li></ul><ul><li>Social marketing creates shared experiences not “eyeballs” </li></ul><ul><li>Make game part of making / maintaining friends </li></ul><ul><li>Game is the message passed between friends </li></ul><ul><li>Social features = game’s voice into player’s realities </li></ul>Share ≠ Spam: Offer features that create social emotions to weave social bonds between players.
  44. 48. 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
  45. 49. Imagine Together
  46. 50. World at night Massively Social Online Game MSOs use fun to drive social distribution
  47. 51. 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

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