1.
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 Lazzaro
XEODesign, Inc.
Casual Connect, San Francisco
July 31, 2013

2.
www.xeodesign.com
© 2013 XEODesign, Inc.
20 Years of Player Experience
Research and Design
2
100 Million Player Experiences
XEODesign

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www.xeodesign.com
© 2013 XEODesign, Inc.
3
Player Experience Consulting
Player TestingDesign Reviews
PlayShopsGame DesignMobile Apps

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www.xeodesign.com
© 2013 XEODesign, Inc.
Free = Downloads x 1,000
www.xeodesign.com 4
The Good News About F2P

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www.xeodesign.com
© 2013 XEODesign, Inc.
< 1% $
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Trouble is…

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www.xeodesign.com
© 2013 XEODesign, Inc.
• Engagement loops to
drive purchases
• These are the same
action>emotion pairs that
drive play
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What’s Working

7.
www.xeodesign.com
© 2013 XEODesign, Inc.
• Multiple loops increase
the number of
engagement points
• Keep players engaged in
activities related to
purchases
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Emotion Increases
Engagement

8.
www.xeodesign.com
© 2013 XEODesign, Inc.
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Emotion Increases
Engagement
Curiosity
Fiero
Amusement
Desire
Let’s pull out 4 of
these loops and
examine the
emotions that drive
them

9.
www.xeodesign.com
© 2013 XEODesign, Inc.
The 4 Keys to Fun
Create Engagement with Play
9
XEODesign

10.
www.xeodesign.com
© 2013 XEODesign, Inc.
Emotion During Play
Depended on Type of
Activity
CuriosityFiero
Watched Player Emotions to Measure Kinds of Engagement
DesireAmusement
Emotions
1. Focus
2. Remember
3. Decide
4. Perform
5. Learn

11.
www.xeodesign.com
© 2013 XEODesign, Inc.
Categorized Most Engaging
Moments by Player Emotion
11
Player’s Favorite Moments Created Many Kinds of Emotions
Wonder
Surprise
Curiosity
Relax
Desire
Excite
Schadenfreude
Amusement
Naches
Frustration
Fiero
Relief
Positive Engagement

12.
www.xeodesign.com
© 2013 XEODesign, Inc.
Identified Actions that Created
Engagement Mechanics
12
Player Choices Create Many Kinds of Emotions
Wonder
Surprise
Curiosity
Relax
Desire
Excite
Schadenfreude
Amusement
Naches
Frustration
Fiero
Relief
Positive Engagement
Actions
Actions
Actions
Actions

13.
www.xeodesign.com
© 2013 XEODesign, Inc.
Created Map of Action > Emotion
Pairs for Designing Engagement
13
How Game Mechanics Create Engagement
Wonder
Surprise
*Curiosity
Relax
*Desire
Excite
Schadenfreude
*Amusement
Naches
Frustration
*Fiero
Relief
Positive Engagement
Hard Fun
People Fun
Easy Fun
Serious Fun

14.
www.xeodesign.com
© 2013 XEODesign, Inc.
4 Keys To Engagement
Novelty, Challenge, Friendship, Meaning
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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

15.
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Free to Download: 4K2F.com

16.
www.xeodesign.com
© 2013 XEODesign, Inc.
1. Appearance
2. Functional
3. Progress
4. Unlocks
$
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Why Do Players Spend
Money?
Best Performing Games Design the Emotions Around Sales

17.
www.xeodesign.com
© 2013 XEODesign, Inc.
Let’s Look Deeper
Emotions from Gameplay that Drive Player Spending
17
Psychology of Fun
Understand What Makes Spending Fun

18.
www.xeodesign.com
© 2013 XEODesign, Inc.
Players Spend to
Explore, Compete, Socialize, and Collect
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4 Emotions Increase Player Purchases

19.
www.xeodesign.com
© 2013 XEODesign, Inc.
Players Pay in Order to
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These Emotions Trigger Purchasing Behavior in Different Ways
Wonder
Surprise
Curiosity
Relax
Desire
Excite
Schadenfreude
Amusement
Naches
Frustration
Fiero
Relief
Emotions Engage Players to Purchase
Compete
Socialize
Explore
Collect

20.
www.xeodesign.com
© 2013 XEODesign, Inc.
1. Curiosity
Encourage Exploration of Store
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Easy Fun of Exploration and Role Play
Curiosity

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www.xeodesign.com
© 2013 XEODesign, Inc.
www.xeodesign.com 21Tell Story with Description, Jet Pack Joy Ride

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www.xeodesign.com
© 2013 XEODesign, Inc.
2. Fiero! o/
Opportunity to Compete and Win
22
Hard Fun of Challenge and Mastery
Fiero

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www.xeodesign.com 23Earn the Right to Spend, Candy Crush

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www.xeodesign.com
© 2013 XEODesign, Inc.
www.xeodesign.com 24Cheat! Counterfeit Machine, Jet Pack Joy Ride

25.
www.xeodesign.com
© 2013 XEODesign, Inc.
www.xeodesign.com 25Buy More to Unlock More, Jet Pack Joy Ride

26.
www.xeodesign.com
© 2013 XEODesign, Inc.
www.xeodesign.com 26Shopping Missions, Jet Pack Joy Ride

27.
www.xeodesign.com
© 2013 XEODesign, Inc.
Shopping
for currency
is a game
www.xeodesign.com 27Conversion Rate Strategy, Tiny Towers

28.
www.xeodesign.com
© 2013 XEODesign, Inc.
3. Amusement
Money Erodes Trust
28
People Fun of Friendship and Social Bonds
Amusement

29.
www.xeodesign.com
© 2013 XEODesign, Inc.
www.xeodesign.com 29Bee Suits Create Amusement, Tiny Towers

30.
www.xeodesign.com
© 2013 XEODesign, Inc.
• Social comparison
drives need for
spending in game
• Make this amusing to
encourage sharing
www.xeodesign.com 30Compare Friends, Tiny Towers

31.
www.xeodesign.com
© 2013 XEODesign, Inc.
Make Fun to Share
www.xeodesign.com 31Amusement and Embarrassment, Farmville

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www.xeodesign.com
© 2013 XEODesign, Inc.
4. Desire
Increase Perception of Value
32
Serious Fun of Meaning and Value
Desire

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© 2013 XEODesign, Inc.
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Serious Fun: Create Meaning
Increase Value: Tactile Impressions of Worth

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© 2013 XEODesign, Inc.
www.xeodesign.com 34Free Coins and Items, Jet Pack Joy Ride

35.
www.xeodesign.com
© 2013 XEODesign, Inc.
Summary
35
The 4 Keys to Fun

36.
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© 2013 XEODesign, Inc.
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1. Make the Store Fun
Easy Fun: Curiosity Hard Fun: Fiero

37.
www.xeodesign.com
© 2013 XEODesign, Inc.
• Candy
Candy Crush Saga
1. Earn the right to
purchase
2. Can play
through
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2. Play to Progress (as Well as
Pay)
Hard Fun: Fiero

38.
www.xeodesign.com
© 2013 XEODesign, Inc.
Tiny Towers
1. Avatar and
World
Customization
2. Role Play
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3. Customization
People Fun: Amusement

39.
www.xeodesign.com
© 2013 XEODesign, Inc.
Jet Pack Joy
Ride
1. Generosity
2. End of Level
Spin Unlocks
Coins and
Items
www.xeodesign.com 39
4. Show Player You Care
Serious Fun: Desire

40.
www.xeodesign.com
© 2013 XEODesign, Inc.
Make Purchasing
Part of the Play
XXX
40
In Other Words
The 4 Keys to Fun
1. Explore
2. Compete
3. Socialize
4. Collect
Emotions
1. Focus
2. Remember
3. Decide
4. Perform
5. Learn

41.
www.xeodesign.com
© 2013 XEODesign, Inc.
Use Emotion to Drive
Purchases
Nicole Lazzaro
• Email: nlazzaro@xeodesign.com
• Twitter: @NicoleLazzaro
• Blog: NicoleLazzaro.com
• Game: TiltWorld.com
The 4 Keys to Fun Poster
Free Download
• xeodesign.com
• slideshare.com/NicoleLazzaro
• 4k2f.com <- Downloads
www.xeodesign.com
Download Tilt World
An iOS game that
plants trees!

42.
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