4 most important emotions to monetize free to play games

www.xeodesign.com© 2013 XEODesign, Inc.

XEODesign: Putting Emotion in Play

The 4 Most Important Emotions for Free to Play Games:

Increase Purchasing with Emotions from Play

www.xeodesign.com ©2013 XEODesign Inc.

1@NicoleLazzaro

Nicole LazzaroXEODesign, Inc.

Casual Connect, San Francisco

July 31, 2013

http://www.xeodesign.com/


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20 Years of Player ExperienceResearch and Design

100 Million Player Experiences

XEODesign


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Player Experience Consulting

Player TestingDesign Reviews

PlayShopsGame DesignMobile Apps


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Free = Downloads x 1,000

The Good News About F2P


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< 1% $

Trouble is…


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• Engagement loops to drive purchases

• These are the same action>emotion pairs that drive play

What’s Working


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• Multiple loops increase the number of engagement points

• Keep players engaged in activities related to purchases

Emotion Increases Engagement


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Emotion Increases Engagement

Curiosity

Fiero

AmusementDesire

Let’s pull out 4 of these loops and examine the emotions that drive them


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The 4 Keys to FunCreate Engagement with Play

XEODesign


Emotion During Play Depended on Type of Activity

CuriosityFiero

Watched Player Emotions to Measure Kinds of Engagement

DesireAmusement

Emotions1. Focus2. Remembe

r3. Decide4. Perform5. Learn


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Categorized Most Engaging Moments by Player Emotion

Player’s Favorite Moments Created Many Kinds of Emotions

WonderSurpriseCuriosity

RelaxDesireExcite

SchadenfreudeAmusementNaches

FrustrationFieroRelief

Positive Engagement


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Identified Actions that Created Engagement Mechanics

Player Choices Create Many Kinds of Emotions


RelaxDesireExcite



Positive Engagement

Actions

Actions

Actions

Actions


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Created Map of Action > Emotion Pairs for Designing Engagement

How Game Mechanics Create Engagement

WonderSurprise*Curiosity

Relax*DesireExcite

Schadenfreude*AmusementNaches

Frustration*FieroRelief

Positive Engagement

Hard Fun

People Fun

Easy Fun

Serious Fun


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4 Keys To EngagementNovelty, Challenge, Friendship, Meaning

1. Easy Fun: Exploration Fantasy Creativity

2. Hard Fun: Goal Obstacle Strategy

3. People Fun: Communication Cooperation Competition

4. Serious Fun: Collection Rhythm Completion

4 Kinds of Player Actions that Create Emotion that Drives Play

Free to Download: 4K2F.com


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1. Appearance2. Functional3. Progress 4. Unlocks$

Why Do Players Spend Money?

Best Performing Games Design the Emotions Around Sales


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Let’s Look DeeperEmotions from Gameplay that Drive Player

Spending

Psychology of Fun

Understand What Makes Spending Fun


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Players Spend toExplore, Compete, Socialize, and Collect

4 Emotions Increase Player Purchases


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Players Pay in Order to

These Emotions Trigger Purchasing Behavior in Different Ways


RelaxDesireExcite



Emotions Engage Players to Purchase

Compete

Socialize

Explore

Collect


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1. CuriosityEncourage Exploration of Store

Easy Fun of Exploration and Role Play

Curiosity


www.xeodesign.com 21Tell Story with Description, Jet Pack Joy Ride


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2. Fiero! \o/Opportunity to Compete and Win

Hard Fun of Challenge and Mastery

Fiero

Earn the Right to Spend, Candy Crush


www.xeodesign.com 24Cheat! Counterfeit Machine, Jet Pack Joy Ride


www.xeodesign.com 25Buy More to Unlock More, Jet Pack Joy Ride


www.xeodesign.com 26Shopping Missions, Jet Pack Joy Ride



Shopping for currency is a game

Conversion Rate Strategy, Tiny Towers


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3. AmusementMoney Erodes Trust

People Fun of Friendship and Social Bonds

Amusement


www.xeodesign.com 29Bee Suits Create Amusement, Tiny Towers



• Social comparison drives need for spending in game

• Make this amusing to encourage sharing

Compare Friends, Tiny Towers



Make Fun to Share

Amusement and Embarrassment, Farmville


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4. DesireIncrease Perception of Value

Serious Fun of Meaning and Value

Desire


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Serious Fun: Create Meaning

Increase Value: Tactile Impressions of Worth


www.xeodesign.com 34Free Coins and Items, Jet Pack Joy Ride


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Summary

The 4 Keys to Fun



1. Make the Store Fun

Easy Fun: Curiosity Hard Fun: Fiero



• CandyCandy Crush Saga

1. Earn the right to purchase

2. Can play through

2. Play to Progress (as Well as Pay)

Hard Fun: Fiero



Tiny Towers

1. Avatar and World Customization

2. Role Play

3. Customization

People Fun: Amusement



Jet Pack Joy Ride

1. Generosity2. End of Level

Spin Unlocks Coins and Items

4. Show Player You Care

Serious Fun: Desire


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Make Purchasing Part of the Play

XXX

In Other Words

The 4 Keys to Fun

1. Explore2. Compete3. Socialize4. Collect

Emotions1. Focus2. Remember3. Decide4. Perform5. Learn


Use Emotion to Drive Purchases

Nicole Lazzaro• Email:

[email protected]• Twitter: @NicoleLazzaro• Blog: NicoleLazzaro.com• Game: TiltWorld.com

The 4 Keys to Fun PosterFree Download• xeodesign.com• slideshare.com/

NicoleLazzaro• 4k2f.com <- Downloads

www.xeodesign.com

Download Tilt WorldAn iOS game that plants trees!

4 most important emotions to monetize free to play games

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