the 4 most important emotions for social games, nicole lazzaro 100311
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XEODesignPutting Emotion into Play
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The 4 Most Important Emotions for Social Games Nicole LazzaroXEODesign, Inc.Game Developer’s Conference March 11, 2010
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Putting Emotion into Play ™
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XEODesign, Inc.The 4 Fun Keys
“Every designer should learn to read this language.” - Will Wright
Winner Best Game 2007
Tilt the first iPhone accelerometer game
Putting Emotion into Play ™
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Social EmotionsSocial Tokens are better than spamming high scores to the friend feed
> QuickTime™ and a decompressor
are needed to see this picture.
Putting Emotion into Play ™
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Mango = 100M DAU on FB
Putting Emotion into Play ™
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Separated at Birth?
Vision: Gaming Together Bring people together
Games in 2020
Egypt: Mankala
Player Experiences
<-- UX Controls ------------------ PX Choice -->
CuriosityFiero
ExcitementRelaxation
Amusement
The 4 Keys to FunPaint Engagement w/ Verbs
Emotions Make Games More Fun
Naches
Schadenfreude
Generosity
Coordinate Action
Inside/Outside Social GroupingTwitter
FacebookFlickr WikipediaBrain Age
Wonder
Surprise
FrustrationFocus Attention
Reward Accomplishment
Challenge and Mastery
Imagination
Express Values
Adventure
Discovery
Figure Out
Bejeweled
The Sims
Create Value
Basketball
Halo
Myst
Mob Wars
Who Has theBiggest Brain?
Farmville
Grand Theft Auto
Personalize
GrowNiche Interests
Hard Fun Easy Fun
Serious FunPeople Fun
Putting Emotion into PlayXEODesign
Putting Emotion into Play ™
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The 4 Keys to Fun30 emotions from gameplay
Hard FunFiero
People FunAmusement
Easy FunCuriosity
SeriousFunRelaxation
emotion < choice < mechanic > choice > emotion
whitepapers: xeodesign.com
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4 Keys to Farmville’s SuccessHard Fun: Score• Goals
People Fun: Friendship
• Social interaction
Easy Fun: Feedback• Imagination
Serious Fun: Reward• Collection
Completion
Social Emotions are ImportantWhy They are Fun adds to A/B Testing
• People Fun = More emotions• Require two people • Hard to A/B test• Drive viral distribution• Drive all of Web 2.0
Massively Social Online GameMSOs use fun to drive social distribution
MSO Viral Design Principles
4 EmotionsMake Games Social
[iPen]
What Emotions Make Players Share?
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Mango = Social Token symbolic in nature that increases in value with use
Amusement+ Grouping
Amidar+ Ranking
Amici+ Grooming
Amiero+ Reciprocity
Amusementlaughter
Putting Emotion into Play ™
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Amusement Grouping Mechanics
Amusement MechanicsGrouping
Teasing Friends Increases Social Bonds
Language Chat & Jokes Dancing Teasing …
Putting Emotion into Play ™
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AmusementGrouping Mechanics
AmiciChumminess
People FunTiltWorld.com
QuickTime™ and a decompressor
are needed to see this picture.
Cute Characters Change How it Feels to Play
Caretaking Emotions ~ Tilt: Flip’s adventure in 1.5 dimensions
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AmiciEasy to Start Social Grooming Mechanics
Putting Emotion into Play ™
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Amici Make Friends or Die vs.. Make Friends or Buy
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Real Friends = More EmotionCreate Stronger Social Emotions
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Likes and Interests Feeling of being closer creates social fabric between people
TattleTalz.com
Winner Best Game 2008
Amici MechanicsSocial Grooming
People Pets Plants Real friends Pet, like, caretaking Visit, be neighborly …
Make it Easy to Start Friendly Interaction
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AmiciSocial Grooming Mechanics
Farmville
AmidarAdmiration
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AmidarRanking Mechanics
=
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=
AmidarEpic Armor = Horse Stable
Putting Emotion into Play ™
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AmidarFriends as Important as Tools
Tilt the Real World: MightyOrBlighty.com
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Personal Hype Quotient
Do you play “follow the leader” to increase your personal hype quotient? What would encourage idea exchange?
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Players Pay for Admidar
Amidar Mechanics
Inspiration to Play More and Compete
Compare Rank Check in with friends See what others do …
Putting Emotion into Play ™
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AmidarRanking Mechanics
Farmville
AmieroSocial bonding
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Amiero Reciprocity Mechanics
Healing in WOW
Amiero Mechanics
Inspire and Reward Repeat Interaction
Gifting Reciprocity Offer risk to build trust …
Putting Emotion into Play ™
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AmieroReciprocity Mechanics
How Will Your Game Go Viral? Amusement
Grouping
AmiciGrooming
AmidarRanking
AmieroReciprocity
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How Will You Make Money? Keys to Viral Distribution4 Steps to Create Social Emotions that Drive MSO Viral Distribution
3. Tilt Factor Increase # of Players
* Simple* Mobile * Frictionless
4. Monetization Connect the dots
* Reward gameplay * Social goods + services* Max installs MTX 10% pay
PX
Features to build now
1. Gameplay Everyone
* Simple* Appealing* Participation
2. Social Features People Fun
* Social Emotions* People Fun * Social Tokens
How Will You Connect Friends?Tilt the Real World: MightyOrBlighty.com
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The Power of Play: Design Viral Distribution
First Bay Area public XEOPlayShop
• Why Viral Fails• Social Emotions• Design a game like
PacMan to Go ViralSaturday March 27XEODesign.com
Tag! You’re it!Contact Us With Questions
Nicole LazzaroEmail: [email protected]: @NicoleLazzaro
White papers and slides: xeodesign.comSlideshare.com/NicoleLazzaro
Sign Up for our Beta!!! > TiltWorld.com
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Resources• TiltWorld.com• The Wonder Woman ~ Fast Company http://bit.ly/5w7ASW
How The iPhone Accelerometer Game Tilt Taps Into Users' Emotions• White Papers XEODesign.com/WhyWePlayGames.html• Slides http://slideshare.net/NicoleLazzaro • Choices in Games: http://blog.ihobo.com/2010/02/lazzaro-on-choices-in-games.html
Book Chapters• The Four Keys to Fun, Beyond Game Design Ed. Bateman C • The Four Fun Keys, Game Usability: Advancing the Player Experience, Eds
Isbister K. & Schaffer, N.• Why We Play: Affect and the Fun of Games: Designing Emotions for Games,
Entertainment Interfaces and Interactive Products, Human Computer Interaction Handbook, Eds. Jako, J. & Sears
• Are Boy Games Even Necessary?, Beyond Barbie ョ and Mortal Kombat, Eds. Kafai,Y., Heeter, C., Denner, J., Sun, J.,
Follow my research on Twitter: @NicoleLazzaro