4 keys and psychology of fun from awareness to impact gsummit
DESCRIPTION
Standing on top of a temple in Egypt I had a vision of how to change the world with play. Games and work both require decisions, only games are often more engaging. Today we can use what people are naturally inclined to do to architect systems of engagement to better themselves and their world. We can use these games to succeed where corporations and public service institutions have failed. We can use the psychology of fun to create games of engagement to make us happier and smarter, help us achieve our goals, solve challenging problems like poverty and climate change. Research shows that people who are in a happy engaged brain states are 50% more productive. We can use the emotions from play to create brain states that drive success in the workplace and in life. Over thirty years games have evolved techniques to create strong emotions that drive play. Ultimately these games can actually deliver public services, such as Tilt World a game to plant 1 million trees. http://bit.ly/TiltWorld Movies like Al Gore's Inconvenient Truth, viral videos like Kony 2012 raise awareness about important issues. Games, the medium of the 21st century, have the power to turn this awareness into action. In this talk we cover what brain states improve performance, how games create engagement to create these brain states, how to design the specific choices with the Four Keys to Fun, and ultimately how to amplify a game's impact on the player and the real world.TRANSCRIPT
- 1.XEODesign: Putting Emotionin PlayThe Four Keys to Engagement The Psychology of Fun:Transform Awareness to Impact with the Emotions from PlayNicole Lazzaro XEODesign, Inc.GSummit SF, April 18, 2013 www.xeodesign.com @NicoleLazzaro 12013 XEODesign Inc.
2. I Am of the Pong Generation2I Grew Up Reading Sci Fi and Playing Games in the Arcades 3. www.xeodesign.com 2013 XEODesign, Inc.20 Years of Player ExperienceResearch and DesignXEODesign 3100 Million Player Experiences 4. www.xeodesign.com 2013 XEODesign, Inc.How Can Fun Take Us fromAwareness to Impact?Want Reality WorkFun 20% 20%Fun Work80% 80%4If This Is What We Want, Why Is This What We Get? 5. www.xeodesign.com 2013 XEODesign, Inc.Create Natural EngagementFun20% Work30% Fun Work 50%5The 4 Keys to Engagement: What we want is more fun 6. www.xeodesign.com 2013 XEODesign, Inc. Dopamine Enhances Focus It Rewards and Feels Good TooDOPAMINE Reward System Focus increases focus (addiction is an over focus) Love brain centers activate Instead of aiming for addiction, lets use dopamine for good! Help people focus on what they need to unlock their potential and improve their quality of life.6Positive Brain States Focus Attention 7. www.xeodesign.com 2013 XEODesign, Inc. Positive Engaged Brains Boost Productivity 50% Positive Mental States Increase: 50% more productive 237% generated new leads Up to 50% closed sales faster 210% increased profits 67100% more emotionally engagedFear StateHappy StateAMA Survey 2013 7If You Want People to Think Fear Is Not A Great Motivator 8. www.xeodesign.com 2013 XEODesign, Inc. Deep Engagement = Fun The Good News is that Happiest Moments are in the Zone In Flow engaged and happy Balance difficulty and skill Fiero requires frustration o/Modified from Flow Csikszentmnihalyi8Work Also Requires a Balance of Difficulty and Skill 9. www.xeodesign.com 2013 XEODesign, Inc.Emotion During Play Fiero CuriosityAmusement RelaxationWatched Player Emotions to Measure Kinds of Engagement 10. www.xeodesign.com 2013 XEODesign, Inc.Categorized Most EngagingMoments by Player EmotionFrustration WonderFiero SurpriseReliefCuriositySchadenfreude RelaxAmusement DesireNachesExcitePositive Engagement Players Favorite Moments Created Many Kinds of Emotions10 11. www.xeodesign.com 2013 XEODesign, Inc.Identified EngagementMechanicsFrustration WonderFiero SurpriseReliefCuriosityCHOICES CHOICESSchadenfreude RelaxAmusement DesireNachesExciteCHOICES CHOICESPositive Engagement 11 Player Choices Create Many Kinds of Emotions 12. www.xeodesign.com 2013 XEODesign, Inc. Created Map for Designing EngagementFrustrationWonderFieroSurpriseRelief CuriosityCHOICESCHOICESSchadenfreudeRelaxAmusementDesireNaches ExciteCHOICESCHOICESPositive Engagement12Identified Systems to Create Engagement 13. www.xeodesign.com 2013 XEODesign, Inc.This Model IncreasesEngagement Metrics 20-40% 13We are More Engaged When Emotion Surrounds Choice 14. www.xeodesign.com 2013 XEODesign, Inc. 4 Keys To Engagement Novelty, Challenge, Friendship, Meaning Most EngagingMoments createdemotion Best Selling Gameshave 3-4 keys 14Easy Fun> Hard Fun> People Fun> Serious Fun 15. www.xeodesign.com 2013 XEODesign, Inc. 15Free to Download at: www.4K2F.com 16. www.xeodesign.com 2013 XEODesign, Inc. Hard FunYou cant just push a button to win 16Challenge> Novelty> Friendship> Meaning 17. www.xeodesign.com 2013 XEODesign, Inc.Obstacle GoalStrategy17 Hard Fun 18. www.xeodesign.com 2013 XEODesign, Inc. Easy FunThe bubble wrap of game design 18Challenge> Novelty> Friendship> Meaning 19. www.xeodesign.com 2013 XEODesign, Inc.Easy Fun19Easy Fun: Controls, Creativity, Exploration, Fantasy 20. www.xeodesign.com 2013 XEODesign, Inc.People Fun People are addictive 20Challenge> Novelty> Friendship> Meaning 21. www.xeodesign.com 2013 XEODesign, Inc.People Fun 21People Fun: Communicate, Cooperate, Compete 22. www.xeodesign.com 2013 XEODesign, Inc.Serious FunPlay creates value through learning and meaning 22 Challenge> Novelty> Friendship> Meaning 23. www.xeodesign.com 2013 XEODesign, Inc.Serious Fun 23Serious Fun: Impact, Collection, Rhythm 24. www.xeodesign.com 2013 XEODesign, Inc. Play is How We LearnDr. Sergio PellisRats who played arebetter at* Novelty Problem Solving Social Skills Handling Stress *Compared to Rats without same age playmateIm Often Asked What Play Can Do for Us24 25. www.xeodesign.com 2013 XEODesign, Inc. Awareness to Impact: Heres what you can do Take players through all 4 engagement loops Design strong emotional brain state required for the desired action Design systems to create brain states with your brands emotions 25The Four Keys> Emotion> Engagement 26. www.xeodesign.com 2013 XEODesign, Inc.Easy Fun: Emotion fromInteraction is Enjoyed andRemembered More26 Input> Output> Result 27. www.xeodesign.com 2013 XEODesign, Inc.Hard Fun: Reward FromChallengeIncreases Engagement 27Challenge> Strategy> Progress 28. www.xeodesign.com 2013 XEODesign, Inc.People Fun: Emotion BetweenFriends Increases Engagementand Viral Spread 28Communicate> Cooperate> Compete 29. www.xeodesign.com 2013 XEODesign, Inc. Serious Fun: Meaningful Experiences are More Engaging 29Serious Fun: Values and Meaning 30. www.xeodesign.com 2013 XEODesign, Inc. Tilt World: Points to Trees 30Real World Impact Amplifies the Results and Meaning 31. Tag Youre It!Nicole LazzaroEmail: [email protected]: @NicoleLazzaroBlog: NicoleLazzaro.comGame: TiltWorld.comThe 4 Keys to Fun PosterFree Downloadxeodesign.com Download Tilt Worldslideshare.com/NicoleLazzaroAn iOS game that4k2f.com