igames summit using fun to drive social distribution of iphone games to create an mso

www.xeodesign.com© 2008 XEODesign, Inc.

XEODesignPutting Emotion into Play

®

™

Using Fun to Drive Social Distribution of iPhone GamesNicole Lazzaro, President

XEODesign, Inc.

iGames Summit March 19, 2009

Twitter: @nicolelazzaro #igsummit2009

XEODesignPutting Emotion into Play

®

™

Putting Emotion into Play ™

XEODesign


XEODesign

The 4 Keys to More Emotion

Winner Best Game 2007

Tilt the first iPhone accelerometer game

Massively Social Online Gamea game the whole world would play

Imagine

1.EveryoneCan participate


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Simple

A

B

Technology Adoption Curve

Number of players Mass Market

Diffusion of Innovation, Everett RogersCrossing the Chasm, Geoffrey Moore

Smaller, still tasty fish!

Time

Beyond Harry’s FOF!

The Social Web


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Appealing Fantasy

number of players ?

Type of Challenge


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Area Under the Curve Matters

number of players

A B C

D

Type of Challenge

Wanna play?

Participation is Easy

Massively Social Online Gamehow can we make a game the whole world would play?

2.AmadariSocial Emotions

More than Chat


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Number of Friends: Linked InGroup Quest


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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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People Fun Feeling of being closer

TattleTalz.com

More than“Social Capital”And information

Winner Best Game 2008

3.TiltIncrease # Players Small simple social games


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Tilt Factor

Simple

• 10 sprites• No buttons• 1.5 dimensions• 2 web pages• 1 YouTube video

• 250,000 visits

Tilt: an adventure in 1.5 dimensions

Over the shoulder playyoutube.com/xeodesign


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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

AddTTLAddTTL

Tweet #TTZ x2

Login for more points

invites

accept

actives

Your results may vary. ;)

free to play

pay

FacebookIndividual invites

Twitter2 posts

need trust

need feedback

15:2 (13%)

1:25 (2,500%)

1:200 (20,000%)player friend


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Funnel: Photo TagMinimum Number of Clicks

4. PX FunEmotion from Play

Vision: Gaming Together Bring people together

Games in 2020

Egypt: Mankala


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Fiero Curiosity

Relaxation3. Serious Fun: Creating Value

Amusement4. People Fun: Socialize

1. Hard Fun: Accomplishment 2. Easy Fun: Imagination


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The 4 Fun Keys30 emotions from gameplay

Hard FunFiero

People FunAmusement

Easy FunCuriosity

SeriousFunRelaxation

emotion < choice < mechanic > choice > emotion

whitepapers: xeodesign.com


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choices• goals • challenge• obstacles• strategy• power ups• puzzles• score• levels• monsters

feelings • fiero• frustration• boredom

modified from “Flow” Csikszentmihalyi

player choice rewards effort

Hard Fun: Mastery>FieroEasy Fun: Novelty>Curiosity


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Serious Fun: Brain Baths


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People Fun: Pet SocietyGratitude, Schadenfreude, Naches

Rich choicesbetween players

CompetitionCooperationGiftingMentorship


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People Fun: Photo Tag

AmusementPersonalizeTeaseSocial Tokens

http://apps.facebook.com/supertagphotos/


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Gameplay Makes a Differenceto the player to their friends

• Small actions• Confidence• Social emotions• Single actors

working together• Viral distribution

Wakes up


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People Fun Emotionshow 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

Viral Distribution ties Social Mechanics and Global Play


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MMOMSO

Lazzaro GDC 2008

5. MTXFree to Play


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Keys to Social PlayEmotion drives distribution

1. Everyone Plays Gameplay

SocialGoodsServices

2. Amadari: Social Emotions

3. Tilt Factor: Increase # of Players

Features to build now

$MTX 4. PX

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. Everyone: can play

2. Amadari: Social Emotions

3. Tilt Factor: Mechs that reward increasing the number of players

4. PX: Offer these in Game Mechanic

5. MTX: Free to play or micro payments

Flip

QuickTime™ and a decompressor

are needed to see this picture.

Tilt

Tilt Fun with all 4 Keys


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The 4 Fun KeysEveryone has fun playing

Hard FunFiero

People FunAmusement

Easy FunCuriosity

SeriousFunRelaxation

emotion < choice < mechanic > choice > emotion

whitepapers: xeodesign.com


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World at night

Massively Social Online Games

Nicole LazzaroEmail: [email protected]

Twitter: @NicoleLazzaro

White papers and slides:

xeodesign.com

Coming Soon! TiltWorld.com

igames summit using fun to drive social distribution of iphone games to create an mso

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