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The 4 Most Important Emotions for Social Games Nicole Lazzaro XEODesign, Inc. Game Developer’s Conference March 11, 2010 XEODesign ® ™ Follow my research on Twitter: @NicoleLazzaro Twitter: #GDC

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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

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Social Emotions Social Tokens are better than spamming high scores to the friend feed >

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Mango = 100M DAU on FB

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Separated at Birth?

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Vision: Gaming Together Bring people together <ul><li>Games in 2020 </li></ul>Egypt: Mankala

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Player Experiences <-- UX Controls ------------------ PX Choice -->

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The 4 Keys to Fun Paint Engagement w/ Verbs Emotions Make Games More Fun Curiosity Fiero Excitement Relaxation Amusement Naches Schadenfreude Generosity Coordinate Action Inside/Outside Social Grouping Twitter Facebook Flickr Wikipedia Brain Age Wonder Surprise Frustration Focus 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 the Biggest Brain? Farmville Grand Theft Auto Personalize Grow Niche Interests Hard Fun Easy Fun Serious Fun People Fun Putting Emotion into Play XEODesign

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The 4 Keys to Fun 30 emotions from gameplay Hard Fun Fiero People Fun Amusement Easy Fun Curiosity Serious Fun Relaxation emotion < choice < mechanic > choice > emotion whitepapers: xeodesign.com

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4 Keys to Farmville’s Success <ul><li>Hard Fun: Score </li></ul><ul><li>Goals </li></ul><ul><li>People Fun: Friendship </li></ul><ul><li>Social interaction </li></ul><ul><li>Easy Fun: Feedback </li></ul><ul><li>Imagination </li></ul><ul><li>Serious Fun: Reward </li></ul><ul><li>Collection Completion </li></ul>

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Social Emotions are Important Why They are Fun adds to A/B Testing <ul><li>People Fun = More emotions </li></ul><ul><li>Require two people </li></ul><ul><li>Hard to A/B test </li></ul><ul><li>Drive viral distribution </li></ul><ul><li>Drive all of Web 2.0 </li></ul>

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Massively Social Online Game MSOs use fun to drive social distribution

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MSO Viral Design Principles

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<ul><li>4 Emotions </li></ul><ul><li>Make Games Social </li></ul>

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[iPen] What Emotions Make Players Share?

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Mango = Social Token symbolic in nature that increases in value with use <ul><li>Amusement </li></ul><ul><li>+ Grouping </li></ul><ul><li>Amidar </li></ul><ul><li>+ Ranking </li></ul>Amici + Grooming Amiero + Reciprocity

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<ul><li>Amusement </li></ul><ul><li>laughter </li></ul>

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Amusement Grouping Mechanics

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Amusement Mechanics Grouping Teasing Friends Increases Social Bonds <ul><li>Language </li></ul><ul><li>Chat & Jokes </li></ul><ul><li>Dancing </li></ul><ul><li>Teasing </li></ul><ul><li>… </li></ul>

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Amusement Grouping Mechanics

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<ul><li>Amici </li></ul><ul><li>Chumminess </li></ul>

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People Fun TiltWorld.com Cute Characters Change How it Feels to Play

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Caretaking Emotions ~ Tilt: Flip’s adventure in 1.5 dimensions

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Amici Easy to Start Social Grooming Mechanics

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Amici Make Friends or Die vs.. Make Friends or Buy

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Real Friends = More Emotion Create 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

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Amici Mechanics Social Grooming <ul><li>People Pets Plants </li></ul><ul><li>Real friends </li></ul><ul><li>Pet, like, caretaking </li></ul><ul><li>Visit, be neighborly </li></ul><ul><li>… </li></ul>Make it Easy to Start Friendly Interaction

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Amici Social Grooming Mechanics Farmville

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<ul><li>Amidar </li></ul><ul><li>Admiration </li></ul>

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Amidar Ranking Mechanics =

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= Amidar Epic Armor = Horse Stable

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Amidar Friends as Important as Tools

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Tilt the Real World: MightyOrBlighty.com

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Do you play “follow the leader” to increase your personal hype quotient? What would encourage idea exchange? Personal Hype Quotient

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Players Pay for Admidar

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Amidar Mechanics Inspiration to Play More and Compete <ul><li>Compare </li></ul><ul><li>Rank </li></ul><ul><li>Check in with friends </li></ul><ul><li>See what others do </li></ul><ul><li>… </li></ul>

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Amidar Ranking Mechanics Farmville

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<ul><li>Amiero </li></ul><ul><li>Social bonding </li></ul>

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Amiero Reciprocity Mechanics Healing in WOW

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Amiero Mechanics Inspire and Reward Repeat Interaction <ul><li>Gifting </li></ul><ul><li>Reciprocity </li></ul><ul><li>Offer risk to build trust </li></ul><ul><li>… </li></ul>

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Amiero Reciprocity Mechanics

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How Will Your Game Go Viral? <ul><li>Amusement Grouping </li></ul><ul><li> Amici </li></ul><ul><ul><li>Grooming </li></ul></ul><ul><li> Amidar </li></ul><ul><ul><li>Ranking </li></ul></ul><ul><li> Amiero </li></ul><ul><ul><li>Reciprocity </li></ul></ul>

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How Will You Make Money? Keys to Viral Distribution 4 Steps to Create Social Emotions that Drive MSO Viral Distribution <ul><li>3. Tilt Factor Increase # of Players </li></ul><ul><ul><li>* Simple </li></ul></ul><ul><ul><li>* Mobile </li></ul></ul><ul><ul><li>* Frictionless </li></ul></ul><ul><li>4. Monetization Connect the dots </li></ul><ul><ul><li>* Reward gameplay </li></ul></ul><ul><ul><li>* Social goods + services </li></ul></ul><ul><ul><li>* Max installs MTX 10% pay </li></ul></ul>PX Features to build now <ul><li>1. Gameplay </li></ul><ul><li>Everyone </li></ul><ul><ul><li>* Simple </li></ul></ul><ul><ul><li>* Appealing </li></ul></ul><ul><ul><li>* Participation </li></ul></ul><ul><li>2. Social Features People Fun </li></ul><ul><ul><li>* Social Emotions </li></ul></ul><ul><ul><li>* People Fun </li></ul></ul><ul><ul><li>* Social Tokens </li></ul></ul>

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How Will You Connect Friends? Tilt the Real World: MightyOrBlighty.com

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The Power of Play: Design Viral Distribution <ul><li>First Bay Area public XEOPlayShop </li></ul><ul><li>Why Viral Fails </li></ul><ul><li>Social Emotions </li></ul><ul><li>Design a game like PacMan to Go Viral </li></ul><ul><li>Saturday March 27 </li></ul><ul><li>XEODesign.com </li></ul>

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Tag! You’re it! Contact Us With Questions <ul><li>Nicole Lazzaro </li></ul><ul><li>Email: [email_address] </li></ul><ul><li>Twitter: @NicoleLazzaro </li></ul><ul><li>White papers and slides: </li></ul><ul><li>xeodesign.com </li></ul><ul><li>Slideshare.com/NicoleLazzaro </li></ul>Sign Up for our Beta!!! > TiltWorld.com

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Resources <ul><li>TiltWorld.com </li></ul><ul><li>The Wonder Woman ~ Fast Company http://bit.ly/5w7ASW How The iPhone Accelerometer Game Tilt Taps Into Users' Emotions </li></ul><ul><li>White Papers XEODesign.com/WhyWePlayGames.html </li></ul><ul><li>Slides http://slideshare.net/NicoleLazzaro </li></ul><ul><li>Choices in Games: http://blog.ihobo.com/2010/02/lazzaro-on-choices-in-games.html </li></ul><ul><li>Book Chapters </li></ul><ul><li>The Four Keys to Fun, Beyond Game Design Ed. Bateman C </li></ul><ul><li>The Four Fun Keys, Game Usability : Advancing the Player Experience, Eds Isbister K. & Schaffer, N. </li></ul><ul><li>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 </li></ul><ul><li>Are Boy Games Even Necessary?, Beyond Barbie ｮ and Mortal Kombat , Eds. Kafai,Y., Heeter, C., Denner, J., Sun, J., </li></ul>Follow my research on Twitter: @NicoleLazzaro