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MSO: Massively Social Online games Viral Emotions and the Keys to Social Play Nicole Lazzaro, President @nicolelazzaro XEODesign, Inc. GDC March 26, 2009 XEODesign Putting Emotion into Play ® ™ Follow me on Twitter: @NicoleLazzaro Twitter: #gdc09

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XEODesign The 4 Keys to More Emotion Winner Best Game 2007 Tilt the first iPhone accelerometer game

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Massively Social Online Game use fun to drive social distribution

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<ul><li>Imagine </li></ul>

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MSO’s Drive emotions through FMA Final Score: Emotions that Drive Play PX Potential Score [rescore this for MSO connect, feedback, social token/open] 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

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MSO Design Principles

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<ul><li>PX </li></ul><ul><li>Emotion from Play </li></ul>

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Vision: Gaming Together Bring people together <ul><li>Games in 2020 </li></ul>Egypt: Mankala

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Emotions from social play: People Fun - Rayman

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Fish Tank1 Player Choice and Curiosity from Easy Fun

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Fish Tank 3 Player Choice and Curiosity from Easy Fun

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Fiero Curiosity Relaxation 3. Serious Fun: Creating Value Amusement 4. People Fun: Socialize 1. Hard Fun: Accomplishment 2. Easy Fun: Imagination

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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

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<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

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Hard Fun: Super Monkey Ball Challenge and mastery

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Language of Choice Fiero Emotion from Hard Fun: Fiero o/

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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

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Easy Fun

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Easy Fun

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Easy Fun

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Tilt: an adventure in 1.5 dimensions

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Serious Fun: Brain Baths, Tap Tap Revolution Change how you think, feel, and behave

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Serious Fun: Motion X Poker Completion Collection and Matching Mechanics

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Competition People Fun

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People Fun

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Wonder and Connection Ocarina: Easy Fun and People Fun

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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

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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

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<ul><li>1.Gameplay </li></ul><ul><li>Everyone </li></ul>

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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

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Simple + Small = Viral Koi Pond

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Appealing Fantasy Area Under the Curve Matters number of players A B C D Type of Challenge Wanna play? DICE 2007

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Participation is Easy Puzzle Pirates, LostZombies.com

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MSO#1: Simple Appealing Participation

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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>

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<ul><li>2.Social Features </li></ul><ul><li>Social Emotions </li></ul><ul><li>More than Chat </li></ul>

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<ul><li>ROFL </li></ul>

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<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

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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

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Do you play “follow the leader” to increase your personal hype quotient? What would encourage idea exchange? Personal Hype Quotient

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Twitter Features Targets Social Emotions @ RT DM #gdc09

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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>

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People Fun Feeling of being closer creates social fabric between people TattleTalz.com Winner Best Game 2008

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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?

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Blight Serious Fun Emotions from Theme: Tilt

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Blight Serious Fun Emotions from Theme: Tilt

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Mushroom Soil Backgrounds with Emotions from 3 Keys: Tilt

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Viral Distribution ties Social Mechanics and Global Play and changes the real world

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People Fun: Pet Society Gratitude, Schadenfreude, Naches Rich choices between players Competition Cooperation Gifting Mentorship

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People Fun: Photo Tag Amusement Personalize Tease Social Tokens http://apps.facebook.com/supertagphotos/

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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>

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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

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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

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MMO MSO Lazzaro GDC 2008

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MSO#2: Social Emotions, Match PX Profile, Build Trust

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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>

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<ul><li>3.Tilt Factor </li></ul><ul><li>Increase # Players </li></ul><ul><li>Small simple social games </li></ul>

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Tilt Factor Microchannels

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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>

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Mobile Over the Shoulder youtube.com/xeodesign Tilt: an adventure in 1.5 dimensions

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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

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Funnel: Photo Tag More Clicks = Fewer Photos

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MSO#3: Simple Mobile Frictionless

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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>

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<ul><li>4. Monetization </li></ul><ul><li>Free to Play </li></ul>

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Actions: Maple Story social interaction creates value

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MSO#4: Social Goods and Services, Enhance Gameplay, MTX 10%

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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>

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<ul><li>Imagine </li></ul>

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Together

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Fun with all 4 Keys Hard Fun Easy Fun Serious Fun People Fun

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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

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World at night

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World at night

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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