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iGames Summit Using Fun to Drive Social Distribution of iPhone Games to create an MSO

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Nicole Lazzaro of XEODesign presents
Using Fun to Drive Social Distribution of iPhone Games. At the iGames Summit March 19, 2009 in San Francisco

Tilt Sneak Peek: http://youtube.com/xeodesign

  • 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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  • I presented these slides at the iGames Summit March 19, 2009.

    I will present more details on how to use social emotions to create an MSO at my talk 'Creating an MSO: Viral Emotions and the Keys to Social Play' at GDC in SF March 26, 2009 West Hall Room 2022.
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iGames Summit Using Fun to Drive Social Distribution of iPhone Games to create an MSO

  1. 1. Using Fun to Drive Social Distribution of iPhone Games Nicole Lazzaro, President XEODesign, Inc. iGames Summit March 19, 2009 Twitter: @nicolelazzaro #igsummit2009 XEODesign Putting Emotion into Play ® ™
  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 a game the whole world would play
  4. 4. <ul><li>Imagine </li></ul>
  5. 5. <ul><li>1.Everyone </li></ul><ul><li>Can participate </li></ul>
  6. 6. Simple 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 Beyond Harry’s FOF! The Social Web
  7. 7. Appealing Fantasy number of players ? Type of Challenge
  8. 8. Area Under the Curve Matters number of players A B C D Type of Challenge Wanna play?
  9. 9. Participation is Easy
  10. 10. Massively Social Online Game how can we make a game the whole world would play?
  11. 12. <ul><li>2.Amadari </li></ul><ul><li>Social Emotions </li></ul><ul><li>More than Chat </li></ul>
  12. 13. <ul><li>ROFL </li></ul>
  13. 14. Number of Friends: Linked In Group Quest
  14. 15. Do you play “follow the leader” to increase your personal hype quotient? What would encourage idea exchange? Personal Hype Quotient
  15. 16. People Fun Feeling of being closer TattleTalz.com More than “ Social Capital” And information Winner Best Game 2008
  16. 18. <ul><li>3.Tilt </li></ul><ul><li>Increase # Players </li></ul><ul><li>Small simple social games </li></ul>
  17. 19. Tilt Factor
  18. 20. Simple <ul><li>10 sprites </li></ul><ul><li>No buttons </li></ul><ul><li>1.5 dimensions </li></ul><ul><li>2 web pages </li></ul><ul><li>1 YouTube video </li></ul><ul><li>250,000 visits </li></ul>
  19. 21. Tilt: an adventure in 1.5 dimensions Over the shoulder play youtube.com/xeodesign
  20. 22. Frictionless: TattleTalz Number of invites and gameplay at each step Login 1.Discover 2. Sample 3. Play 4. Invite 5.Convert 6. Retain 6 stages of adoption for viral games Invite Accept AddTTL AddTTL Tweet #TTZ x2 Login for more points invites accept actives Your results may vary. ;) free to play pay Facebook Individual invites Twitter 2 posts need trust need feedback 15:2 (13%) 1:25 (2,500%) 1:200 (20,000%) player friend
  21. 23. Funnel: Photo Tag Minimum Number of Clicks
  22. 25. <ul><li>4. PX Fun </li></ul><ul><li>Emotion from Play </li></ul>
  23. 26. Vision: Gaming Together Bring people together <ul><li>Games in 2020 </li></ul>Egypt: Mankala
  24. 27. Fiero Curiosity Relaxation 3. Serious Fun: Creating Value Amusement 4. People Fun: Socialize 1. Hard Fun: Accomplishment 2. Easy Fun: Imagination
  25. 28. 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
  26. 29. <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
  27. 30. Serious Fun: Brain Baths
  28. 31. People Fun: Pet Society Gratitude, Schadenfreude, Naches Rich choices between players Competition Cooperation Gifting Mentorship
  29. 32. People Fun: Photo Tag Amusement Personalize Tease Social Tokens http://apps.facebook.com/supertagphotos/
  30. 33. Gameplay Makes a Difference to the player to their friends <ul><li>Small actions </li></ul><ul><li>Confidence </li></ul><ul><li>Social emotions </li></ul><ul><li>Single actors working together </li></ul><ul><li>Viral distribution </li></ul>
  31. 34. Wakes up
  32. 35. Wakes up
  33. 36. Wakes up
  34. 37. Wakes up
  35. 38. Wakes up
  36. 39. 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
  37. 40. Viral Distribution ties Social Mechanics and Global Play
  38. 41. MMO MSO Lazzaro GDC 2008
  39. 43. <ul><li>5. MTX </li></ul><ul><li>Free to Play </li></ul>
  40. 44. Keys to Social Play Emotion drives distribution 1. Everyone Plays Gameplay Social Goods Services 2. Amadari: Social Emotions 3. Tilt Factor : Increase # of Players Features to build now $MTX 4. PX
  41. 45. Summary <ul><li>The market has shifted (Perfect Storm) </li></ul><ul><li>New Goal: Empowering games that connect friends challenge, imagine, value, connection </li></ul><ul><li>Harness the mainia for social interaction: </li></ul><ul><ul><li>Everyone: can play </li></ul></ul><ul><ul><li>Amadari: Social Emotions </li></ul></ul><ul><ul><li>Tilt Factor: Mechs that reward increasing the number of players </li></ul></ul><ul><ul><li>PX: Offer these in Game Mechanic </li></ul></ul><ul><ul><li>MTX: Free to play or micro payments </li></ul></ul>
  42. 46. Flip
  43. 47. Tilt Tilt Fun with all 4 Keys
  44. 48. 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
  45. 49. World at night
  46. 50. Massively Social Online Games <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>Coming Soon! TiltWorld.com

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