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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
XEODesign The 4 Keys to More Emotion Winner Best Game 2007 Tilt  the first iPhone  accelerometer game
Massively Social Online Game use fun to drive social distribution
[object Object]
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) ,[object Object],[object Object],[object Object],[object Object],Actions +  Actions and States  Unlimited Open +  Asynchronous   -  Replay  (except email) - Deepening   Ties - Messaging  Closed +  Structure  Immersive   ++  Feedback - Personalize Messages ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Friends +  Adding Friends +  Spread  viral   +  Social Calculus
MSO Design Principles
[object Object],[object Object]
Vision: Gaming Together  Bring people together ,[object Object],Egypt: Mankala
Emotions from social play: People Fun - Rayman
Fish Tank1 Player Choice and Curiosity from Easy Fun
Fish Tank 3 Player Choice and Curiosity from Easy Fun
Fiero Curiosity Relaxation 3. Serious Fun: Creating Value Amusement 4. People Fun: Socialize 1. Hard Fun: Accomplishment 2. Easy Fun: Imagination
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
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Hard Fun: Mastery>Fiero Easy Fun: Novelty>Curiosity modified from “Flow” Csikszentmihalyi player choice rewards effort
Hard Fun: Super Monkey Ball  Challenge and mastery
Language of Choice Fiero Emotion from Hard Fun: Fiero  /
2. Easy Fun:  Imagination Creates Curiosity ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],choices novelty fills attention
Easy Fun
Easy Fun
Easy Fun
Tilt: an adventure in 1.5 dimensions
Serious Fun: Brain Baths,  Tap Tap Revolution Change how you think, feel, and behave
Serious Fun: Motion X Poker Completion Collection and Matching Mechanics
Competition People Fun
People Fun
Wonder and Connection Ocarina: Easy Fun and People Fun
 
Keys to Social Play 4 Steps to Create Emotions that Drive MSO Viral Distribution ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],PX
Keys to Social Play 4 Steps to Create Emotions that Drive MSO Viral Distribution ,[object Object],[object Object],[object Object],[object Object],[object Object],PX
[object Object],[object Object]
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
Simple + Small = Viral Koi Pond
Appealing Fantasy   Area Under the Curve Matters number  of players A B C D Type of Challenge Wanna play? DICE 2007
Participation is Easy Puzzle Pirates, LostZombies.com
 
MSO#1: Simple Appealing Participation
Keys to Social Play 4 Steps to Create Emotions that Drive MSO Viral Distribution PX ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object]
[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],The Relationship is the Message social tokens and shared experiences bring us closer
MSO: 3 Laws of Social Play for viral social games (this is what we do know) this is what the play will look like ,[object Object],[object Object],[object Object],[object Object],stupid shutup dope hotness sloth poke pwn share link frag compare Lazzaro GDC 2008
Do you play “follow the leader” to increase your  personal hype quotient? What would encourage idea exchange? Personal Hype Quotient
Twitter Features Targets Social Emotions @ RT DM #gdc09
Match PX Profile Top Facebook Apps ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
People Fun   Feeling of being closer creates social fabric between people TattleTalz.com Winner Best Game 2008
Friendship ≠ Money why social capital must die ,[object Object],[object Object],[object Object],[object Object],Yes this is an ad! How does  he feel?
Blight Serious Fun Emotions from Theme: Tilt
Blight Serious Fun Emotions from Theme: Tilt
Mushroom Soil  Backgrounds with Emotions from 3 Keys: Tilt
Viral Distribution ties Social Mechanics and Global Play  and changes the real world
People Fun: Pet Society Gratitude, Schadenfreude, Naches Rich choices between players Competition Cooperation Gifting Mentorship
People Fun: Photo Tag Amusement Personalize Tease Social Tokens http://apps.facebook.com/supertagphotos/
Build Trust  Between players and their friends ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
People Fun Emotions how social bonds form during player experience (PX) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],PX Profile
People Fun Emotions how social bonds form during player experience (PX) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],PX Profile *See Jane McGonigal’s GDC slides and  Nintendo keynote on DSI camera games
MMO MSO Lazzaro GDC 2008
 
MSO#2: Social Emotions, Match PX Profile, Build Trust
Keys to Social Play 4 Steps to Create Emotions that Drive MSO Viral Distribution ,[object Object],[object Object],[object Object],[object Object],PX ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object]
Tilt Factor Microchannels
Simple ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Mobile Over the Shoulder youtube.com/xeodesign Tilt:  an adventure  in 1.5 dimensions
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
Funnel: Photo Tag More Clicks = Fewer Photos
 
MSO#3: Simple Mobile Frictionless
Keys to Social Play 4 Steps to Create Emotions that Drive MSO Viral Distribution ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],PX ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object]
Actions: Maple Story social interaction creates value
MSO#4: Social Goods and Services, Enhance Gameplay, MTX 10%
Keys to Social Play 4 Steps to Create Emotions that Drive MSO Viral Distribution ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],PX Features to  build now ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object]
Together
Fun with all 4 Keys Hard Fun Easy Fun Serious Fun People Fun
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
World at night
World at night
Tag! You’re it! Make your next game  M assively  S ocial and  O nline! ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Coming Soon! TiltWorld.com

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