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 GDC09 100n032609

5,156 views

Published on

How to use emotion to create an MSO (Massively Social Online game) by using social emotions to drive the viral distribution of games.

Slides from my presentation at GDC 2009

  • 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
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • What would it take to create a game that 6B people would play?

    This presentation is on how emotion drives viral distribution of games. The Keys to Social Play connect gameplay, social features, Tilt Factor, and monetization to increase the viral distribution of online games.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

Creating an MSO: Viral Emotions and the Keys to Social Play GDC09 100n032609

  1. 1. 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
  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 [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
  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 30 emotions from gameplay Hard Fun Fiero People Fun Amusement Easy Fun Curiosity Serious Fun Relaxation emotion < choice < mechanic > choice > emotion whitepapers: xeodesign.com
  14. 14. <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
  15. 15. Hard Fun: Super Monkey Ball Challenge and mastery
  16. 16. Language of Choice Fiero Emotion from Hard Fun: Fiero o/
  17. 17. 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
  18. 18. Easy Fun
  19. 19. Easy Fun
  20. 20. Easy Fun
  21. 21. Tilt: an adventure in 1.5 dimensions
  22. 22. Serious Fun: Brain Baths, Tap Tap Revolution Change how you think, feel, and behave
  23. 23. Serious Fun: Motion X Poker Completion Collection and Matching Mechanics
  24. 24. Competition People Fun
  25. 25. People Fun
  26. 26. Wonder and Connection Ocarina: Easy Fun and People Fun
  27. 28. 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
  28. 29. 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
  29. 30. <ul><li>1.Gameplay </li></ul><ul><li>Everyone </li></ul>
  30. 31. 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
  31. 32. Simple + Small = Viral Koi Pond
  32. 33. Appealing Fantasy Area Under the Curve Matters number of players A B C D Type of Challenge Wanna play? DICE 2007
  33. 34. Participation is Easy Puzzle Pirates, LostZombies.com
  34. 36. MSO#1: Simple Appealing Participation
  35. 37. 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>
  36. 38. <ul><li>2.Social Features </li></ul><ul><li>Social Emotions </li></ul><ul><li>More than Chat </li></ul>
  37. 39. <ul><li>ROFL </li></ul>
  38. 40. <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
  39. 41. 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
  40. 42. Do you play “follow the leader” to increase your personal hype quotient? What would encourage idea exchange? Personal Hype Quotient
  41. 43. Twitter Features Targets Social Emotions @ RT DM #gdc09
  42. 44. 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>
  43. 45. People Fun Feeling of being closer creates social fabric between people TattleTalz.com Winner Best Game 2008
  44. 46. 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?
  45. 47. Blight Serious Fun Emotions from Theme: Tilt
  46. 48. Blight Serious Fun Emotions from Theme: Tilt
  47. 49. Mushroom Soil Backgrounds with Emotions from 3 Keys: Tilt
  48. 50. Viral Distribution ties Social Mechanics and Global Play and changes the real world
  49. 51. People Fun: Pet Society Gratitude, Schadenfreude, Naches Rich choices between players Competition Cooperation Gifting Mentorship
  50. 52. People Fun: Photo Tag Amusement Personalize Tease Social Tokens http://apps.facebook.com/supertagphotos/
  51. 53. 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>
  52. 54. 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
  53. 55. 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
  54. 56. MMO MSO Lazzaro GDC 2008
  55. 58. MSO#2: Social Emotions, Match PX Profile, Build Trust
  56. 59. 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>
  57. 60. <ul><li>3.Tilt Factor </li></ul><ul><li>Increase # Players </li></ul><ul><li>Small simple social games </li></ul>
  58. 61. Tilt Factor Microchannels
  59. 62. 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>
  60. 63. Mobile Over the Shoulder youtube.com/xeodesign Tilt: an adventure in 1.5 dimensions
  61. 64. 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
  62. 65. Funnel: Photo Tag More Clicks = Fewer Photos
  63. 67. MSO#3: Simple Mobile Frictionless
  64. 68. 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>
  65. 69. <ul><li>4. Monetization </li></ul><ul><li>Free to Play </li></ul>
  66. 70. Actions: Maple Story social interaction creates value
  67. 71. MSO#4: Social Goods and Services, Enhance Gameplay, MTX 10%
  68. 72. 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>
  69. 73. <ul><li>Imagine </li></ul>
  70. 74. Together
  71. 75. Fun with all 4 Keys Hard Fun Easy Fun Serious Fun People Fun
  72. 76. 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
  73. 77. World at night
  74. 78. World at night
  75. 79. 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

×