Nicole Lazzaro's presentation at the iGames Summit discusses driving social distribution of iPhone games through emotional engagement and gameplay mechanics. She presents the four keys to enhancing emotion in games: social participation, social emotions, the 'tilt factor' to increase players, and the importance of player experience. The document emphasizes the need for games that foster connections and provide fun experiences for all players.

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

3. Massively Social Online Game a game the whole world would play

4. Imagine

5. 1.Everyone Can participate

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. Appealing Fantasy number of players ? Type of Challenge

8. Area Under the Curve Matters number of players A B C D Type of Challenge Wanna play?

9. Participation is Easy

10. Massively Social Online Game how can we make a game the whole world would play?

12. 2.Amadari Social Emotions More than Chat

13. ROFL

14. Number of Friends: Linked In Group Quest

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

16. People Fun Feeling of being closer TattleTalz.com More than “ Social Capital” And information Winner Best Game 2008

18. 3.Tilt Increase # Players Small simple social games

19. Tilt Factor

20. Simple 10 sprites No buttons 1.5 dimensions 2 web pages 1 YouTube video 250,000 visits

21. Tilt: an adventure in 1.5 dimensions Over the shoulder play youtube.com/xeodesign

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

23. Funnel: Photo Tag Minimum Number of Clicks

25. 4. PX Fun Emotion from Play

26. Vision: Gaming Together Bring people together Games in 2020 Egypt: Mankala

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

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

29. choices goals challenge obstacles strategy power ups puzzles score levels monsters feelings fiero frustration boredom Hard Fun: Mastery>Fiero Easy Fun: Novelty>Curiosity modified from “Flow” Csikszentmihalyi player choice rewards effort

30. Serious Fun: Brain Baths

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

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

33. Gameplay Makes a Difference to the player to their friends Small actions Confidence Social emotions Single actors working together Viral distribution

34. Wakes up

35. Wakes up

36. Wakes up

37. Wakes up

38. Wakes up

39. People Fun Emotions how social bonds form during player experience (PX) Choices cooperate compete communicate mentor lead perform spectacle characters personalize Emotions schadenfreude envy love gratitude generosity elevation inspire excite ridicule embarrass PX Profile

40. Viral Distribution ties Social Mechanics and Global Play

41. MMO MSO Lazzaro GDC 2008

43. 5. MTX Free to Play

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

45. Summary The market has shifted (Perfect Storm) New Goal: Empowering games that connect friends challenge, imagine, value, connection Harness the mainia for social interaction: Everyone: can play Amadari: Social Emotions Tilt Factor: Mechs that reward increasing the number of players PX: Offer these in Game Mechanic MTX: Free to play or micro payments

46. Flip

47. Tilt Tilt Fun with all 4 Keys

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

49. World at night

50. Massively Social Online Games Nicole Lazzaro Email: [email_address] Twitter: @NicoleLazzaro White papers and slides: xeodesign.com Coming Soon! TiltWorld.com