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Slide 1: XEODesign ® Putting Emotion into Play ™ Using Fun to Drive Social Distribution of iPhone Games Nicole Lazzaro, President XEODesign, Inc. iGames Summit March 19, 2009 Twitter: @nicolelazzaro #igsummit2009 www.xeodesign.com © 2008 XEODesign, Inc.
Slide 2: XEODesign The 4 Keys to More Emotion Winner Best Game 2007 Tilt the first iPhone accelerometer game Putting Emotion into Play ™ XEODesign www.xeodesign.com © 2008 XEODesign, Inc.
Slide 3: Massively Social Online Game a game the whole world would play
Slide 4: Imagine
Slide 5: 1.Everyone Can participate
Slide 6: Simple Beyond Harry’s FOF! The Social Web Smaller, still tasty fish! B Mass Market Number of players A Putting Emotion into Play ™ XEODesign Time Technology Adoption Curve Diffusion of Innovation, Everett Rogers Crossing the Chasm, Geoffrey Moore www.xeodesign.com © 2008 XEODesign, Inc.
Slide 7: Appealing Fantasy number of players ? Type of Challenge Putting Emotion into Play ™ www.xeodesign.com © 2008 XEODesign, Inc. XEODesign
Slide 8: Area Under the Curve Matters D number of players Wanna play? A Putting Emotion into Play ™ XEODesign B C www.xeodesign.com © 2008 XEODesign, Inc. Type of Challenge
Slide 9: Participation is Easy
Slide 10: Massively Social Online Game how can we make a game the whole world would play?
Slide 12: 2.Amadari Social Emotions More than Chat
Slide 13: ROFL
Slide 14: Number of Friends: Linked In Group Quest Putting Emotion into Play ™ XEODesign www.xeodesign.com © 2008 XEODesign, Inc.
Slide 15: Do you play “follow the leader” to increase your personal hype quotient? What would encourage idea exchange? Personal Hype Quotient Putting Emotion into Play ™ XEODesign www.xeodesign.com © 2008 XEODesign, Inc.
Slide 16: People Fun Feeling of being closer Winner Best Game 2008 TattleTalz.com More than “Social Capital” And information Putting Emotion into Play ™ XEODesign www.xeodesign.com © 2008 XEODesign, Inc.
Slide 18: 3.Tilt Increase # Players Small simple social games
Slide 19: Tilt Factor Putting Emotion into Play ™ XEODesign www.xeodesign.com © 2008 XEODesign, Inc.
Slide 20: Simple • • • • • 10 sprites No buttons 1.5 dimensions 2 web pages 1 YouTube video • 250,000 visits
Slide 21: Tilt: an adventure in 1.5 dimensions Over the shoulder play youtube.com/xeodesign
Slide 22: Frictionless: TattleTalz Number of invites and gameplay at each step Facebook 15:2 (13%) Individual invites Twitter 2 posts player AddTTL friend AddTTL Accept Invite pay actives accept invites free to play Your results may vary. ;) 1:25 (2,500%) 1:200 (20,000%) need feedback Login Login for more points Tweet #TTZ x2 need trust 6 stages of adoption for viral games 1.Discover 2. Sample 3. Play 4. Invite 5.Convert 6. Retain Putting Emotion into Play ™ XEODesign www.xeodesign.com © 2008 XEODesign, Inc.
Slide 23: Funnel: Photo Tag Minimum Number of Clicks Putting Emotion into Play ™ XEODesign www.xeodesign.com © 2008 XEODesign, Inc.
Slide 25: 4. PX Fun Emotion from Play
Slide 26: Vision: Gaming Together Bring people together Games in 2020 Egypt: Mankala
Slide 27: Fiero Curiosity 1. Hard Fun: Accomplishment 2. Easy Fun: Imagination Amusement XEODesign Putting Emotion into Play ™ Relaxation 4. People Fun: Socialize www.xeodesign.com 3. Serious Fun: Creating Value © 2008 XEODesign, Inc.
Slide 28: The 4 Fun Keys 30 emotions from gameplay Hard Fun Fiero emotion < choice < mechanic > choice > emotion Easy Fun Curiosity People Fun Amusement Serious Fun Relaxation whitepapers: xeodesign.com Putting Emotion into Play ™ XEODesign www.xeodesign.com © 2008 XEODesign, Inc.
Slide 29: Hard Fun: Mastery>Fiero Easy Fun: Novelty>Curiosity player choice rewards effort choices • goals • challenge • obstacles • strategy • power ups • puzzles • score • levels • monsters feelings • • • fiero frustration boredom modified from “Flow” Csikszentmihalyi Putting Emotion into Play ™ XEODesign www.xeodesign.com © 2008 XEODesign, Inc.
Slide 30: Serious Fun: Brain Baths Putting Emotion into Play ™ XEODesign www.xeodesign.com © 2008 XEODesign, Inc.
Slide 31: People Fun: Pet Society Gratitude, Schadenfreude, Naches Rich choices between players Competition Cooperation Gifting Mentorship Putting Emotion into Play ™ XEODesign www.xeodesign.com © 2008 XEODesign, Inc.
Slide 32: People Fun: Photo Tag Amusement Personalize Tease Social Tokens http://apps.facebook.com/supertagphotos/ Putting Emotion into Play ™ XEODesign www.xeodesign.com © 2008 XEODesign, Inc.
Slide 33: Gameplay Makes a Difference to the player to their friends • • • • Small actions Confidence Social emotions Single actors working together • Viral distribution Putting Emotion into Play ™ XEODesign www.xeodesign.com © 2008 XEODesign, Inc.
Slide 34: Wakes up
Slide 35: Wakes up
Slide 36: Wakes up
Slide 37: Wakes up
Slide 38: Wakes up
Slide 39: People Fun Emotions how social bonds form during player experience (PX) PX Profile Choices • cooperate • compete • communicate • mentor • lead • perform • spectacle • characters • personalize Emotions • schadenfreude • envy • love • gratitude • generosity • elevation • inspire • excite • ridicule • embarrass www.xeodesign.com © 2008 XEODesign, Inc. Putting Emotion into Play ™ XEODesign
Slide 40: Viral Distribution ties Social Mechanics and Global Play
Slide 41: MSO MMO Putting Emotion into Play ™ XEODesign www.xeodesign.com Lazzaro GDC 2008 © 2008 XEODesign, Inc.
Slide 43: 5. MTX Free to Play
Slide 44: Keys to Social Play Emotion drives distribution Features to build now 2. Amadari: Social Emotions $MTX Social Goods Services 4. PX 3. Tilt Factor: Increase # of Players 1. Everyone Plays Gameplay Putting Emotion into Play ™ XEODesign www.xeodesign.com © 2008 XEODesign, Inc.
Slide 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: 1. 2. 3. 4. 5. 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
Slide 46: Flip QuickTimeª and a decompressor are needed to see this picture.
Slide 47: Tilt Tilt Fun with all 4 Keys
Slide 48: The 4 Fun Keys Everyone has fun playing Hard Fun Fiero emotion < choice < mechanic > choice > emotion Easy Fun Curiosity People Fun Amusement Serious Fun Relaxation whitepapers: xeodesign.com Putting Emotion into Play ™ XEODesign www.xeodesign.com © 2008 XEODesign, Inc.
Slide 49: World at night Putting Emotion into Play ™ XEODesign www.xeodesign.com © 2008 XEODesign, Inc.
Slide 50: Massively Social Online Games Nicole Lazzaro nlazzaro@xeodesign.com Twitter: @NicoleLazzaro Email: White papers and slides: xeodesign.com Coming Soon! TiltWorld.com