The Four Keys to Fun: Designing Emotional Engagement and Viral Distribution without Spamming Your Friends
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Nicole Lazzaro at BayCHI August 11, 2009
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The Four Keys to Fun: Designing Emotional Engagement and Viral Distribution without Spamming Your Friends
- 1. The Four Keys to Fun: Designing Viral Distribution Without Spamming Your Friends Nicole Lazzaro, President XEODesign, Inc. BayCHI August 11, 2009 XEODesign Putting Emotion into Play ® ™ Follow my research on Twitter: @NicoleLazzaro Twitter: #BayCHI
- 2. XEODesign The 4 Keys to Fun Winner Best Game 2007 Tilt the first iPhone accelerometer game
- 4. Massively Social Online Game MSOs use fun to drive social distribution
- 5. The 4 Fun Keys Paint Engagement w/ Verbs 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
- 6. Diner Dash - emotions NPC emotions as game mechanic - Diner Dash
- 8. Fiero Curiosity Relaxation 3. Serious Fun: Creating Value Amusement 4. People Fun: Socialize 1. Hard Fun: Accomplishment 2. Easy Fun: Imagination
- 9. The 4 Fun Keys Design over 30 emotions from gameplay Hard Fun Fiero People Fun Amusement Easy Fun Curiosity Serious Fun Relaxation emotion < choice < mechanic > choice > emotion whitepapers: xeodesign.com
- 11. 1. Hard Fun = Fiero /
- 13. Hard Fun Challenge and mastery Super Monkey Ball Tilt
- 14. The Keys to Viral Distribution Gameplay Appeals to Everyone Social Features People Fun Tilt Factor Gameplay Increase # of Players Monetization Connect the dots Simple Goal Clear Role Connect Friends Messages Social Tokens Actions Feedback
- 15. Tilt Factor Use Hard Fun goals and points to coordinate individual actions to everyone interacting Microchannels
- 17. Simple + Mobile Over the Shoulder Play youtube.com/xeodesign Tilt: an adventure in 1.5 dimensions
- 18. Frictionless: TattleTalz Number of steps reduces gameplay, Twitter more viral than FB but less permanent Login 1.Discover 2. Sample 3. Play 4. Invite 5.Convert 6. Retain Invite Accept AddTTL AddTTL Tweet #TTZ x2 Login for more points invites accept actives Your results may vary. ;) free to play pay Facebook 15 Individual invites 5 steps Twitter 2 posts 1 step to play Already tweeting need trust need feedback 15:2 (13%) 1:25 (2,500%) 1:200 (20,000%) player friend 6 stages of adoption for viral games 10% Move to next step
- 19. Funnel: Photo Tag More Clicks = Fewer Photos
- 22. 2. Easy Fun = Curiosity
- 24. Easy Fun
- 25. Simple + Small = Viral Koi Pond
- 26. Appealing + Easy Participation Puzzle Pirates, LostZombies.com
- 30. Serious Fun: Brain Baths, Tap Tap Revolution Change how you think, feel, and behave
- 31. Serious Fun: Motion X Poker Completion Collection and Matching Mechanics
- 34. 4. People Fun = Amusement + Social Bonding
- 38. Wonder and Connection Ocarina: Easy Fun and People Fun
- 39. People Fun
- 40. Serious Fun Emotions from Theme: Tilt Viral Distribution ties Social Mechanics and Global Play and changes the real world
- 41. People Fun Feeling of being closer creates social fabric between people Friendship ≠ Capital $ ≠ Facts Winner Best Game 2008 TattleTalz.com How does he feel?
- 43. Target Social Emotions @ RT DM #iPhone Personal Hype Quotient
- 45. Actions: Maple Story social interaction creates value
- 48. The 4 Fun Keys Paint Engagement w/ Verbs 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
- 49. Imagine Together
- 50. World at night Massively Social Online Game MSOs use fun to drive social distribution
Notes de l'éditeur
- Discovered the 4 Keys to Fun How emotion creates the experiences players like most Used this framework to create Tilt the first Accelerometer game for the iPhone (w/ Joe Hewitt)
- XEODesign Mission: Deliver new Player Experiences (PX) that Improve quality of life to unlock human potential through play - play so fundamental applies to everything
- Simple question: What would it take to create a game that 6B people would play? Based on our research, mastering the keys to social play To design emotion that drives viral distribution http://www.greatdanepro.com/Blue%20Bueaty/index.htm
- Audio and visuals create emotion Paint in Emotion with action, the verbs choose change the emotions users feel very true in games Emotion helps us decide Could add curiosity to Google Social bonding to Facebook and Twitter Engagement = attention and motivation Use fun to drive social distribution
- The verbs Apple iPhone offers change the emotions users experience Stroke iPhone to share Photos Rotate to create wonder Connect to others for social bonding and amusement
- Organized favorite moments in games by emotion Created playstyles from the verbs present in these favorite moments
- Model for attention Research predicted oppty space for Wii, iPhone, Brain Fitness games, Social Gaming etc. 3 of the 4 types of fun are in best selling games, and 3 of the 4 are the kinds that players like most Emotions can’t be designed directly, but can design the mechanics The 4 Fun Keys is a PX model for how games create the emotions people most like. Game designers cannot design the emotions that players feel directly. Instead they design the mechanics that offer players choices (in the center of the diagram). It is in the making of these choices that players feel the emotions coming from gameplay. It is this new way of creating emotion that separates games from other media. What is most important here is designing the center to create emotion in at least 3 of the 4 quadrants. Turns out that by watching people play there are over 30 emotions that come from the choices that players make in games. Designers who understand the relationship between their game mechanics and these emotions can craft these emotions as early as the concept stage rather than waiting for the end of design or even production where changes are harder to make. At XEODesign we can track how players really react to the game in context. We looked at what create emotion in players and mapped that to what they liked the most about games. There are seven emotions in the face and more in the body. We look at these emotions and match them to game mechanics to hack the “what’s fun?” problem from the player’s perspective. Watching emotions as people play we find that emotions are fluid and braided over time, one emotion blending into the next. We’ve taken this emotional response analysis and developed player experience models or PX to map out the relationship between player and choice. These models can be used to diagnose problems in the player experience and connect strong emotions with the game design and not leave them up to chance as we have here. There isn’t a language for many of these emotions or how to create them. Where required I will use the language we use at XEO to describe how players react to their favorite parts of games.
- 3 Mistakes * Spam friends to max installs * Play to edges Require synchronous play
- Let’s look into how games create Hard Fun and more emotions like Fiero* for players. Hard Fun: Emotions about choices from mechanics in the game. Emotions about choices made in the game. Several game features and mechanics enhance a player’s sense of Fiero and progress in the game. Hard Fun is the perfect balance of player skill with game difficulty. If the game is too easy the player quits because they are bored. If the game is too hard players quit because they are too frustrated. On the right are the choices and emotions players feel from the Hard Fun activities in a game, such as working towards a goal or scoring points. I first knew we were on to something new when I started seeing patterns in game players not predicted by Csikszentmihalyi’s model of Flow. First of all, emotional states for good games had to vary over time, not just get harder. So we added a wiggly line. Secondly, we saw a lot more emotions than boredom and frustration (anxiety). For example for Fiero to occur players had to become so frustrated that they were about ready to quit. To get Fiero, the player must succeed just when they are on the verge of quitting. When they achieve at that point they experience a huge phase shift in the body from feeling very bad to feeling very good. This enhances the positive elative feelings of Fiero. Players enjoyed alternating between Hard Fun and Easy Fun (definition coming up) to prevent becoming too frustrated or to motivate the next round of challenges. *Fiero is Italian word for “Personal triumph over adversity.” We don’t have a word in English for it, or an emoticon. o/
- Based on research iPhone, Client Games, and Social Media (Facebook, Twitter, Wow, Halo) How to drive social distribution Choice and emotion are connected Social Media uses Friends, messages, and actions to create emotions MSO Design Principles 1. Connect and make friends 2. Feedback to keep the ball in play (circles not lines) 3. Personalize play as well as avatars (Social Tokens)
- Look for ways to increase distribution Simple way to play with the biggest impact Roll Downhill Simple Design for funnel Over the shoulder/mobile Asynchronous Build traffic in small amounts
- Simple way to play with big impact Viruses are small for a reason Tilt used accelerometer to create wonder Only 20-30% traffic came from Apple’s website on the big days quickly dropped to 1-5% Most came from social media = individual bloggers people who were excited about the experience Blogs / News media with lots of followers sent more
- iPhone taps into a primal social sharing behavior “ I show you what I’ve found at the App Store and you show me what you’ve found” Made the over the shoulder play more interesting
- Design for the funnel Remove friction points Facebook has 5 steps (b/c invite process), Twitter has 2 Facebook could discover new apps from profile pages, now hard to tell
- Adding a screen to explain what it did reduced the number of photos created to near zero. Our informal research shows that only 1-10% of users will make the second click. Here is what this means from one of our consulting projects: Photo Tag http://www.facebook.com/apps/application.php?id=31795713748 http://apps.facebook.com/supertagphotos Photo Tag Case Study 1. Welcome Screen: The idea was to explain what Photo Tag does 2. Starter Set Adding an extra step decreased photo production in Photo Tag The idea was to explain the application and expose different types of content to players What worked: 3. Mini Tutorial as user makes a photo increased photo production by 30% Being able to see right away where the fun is helps. Platform changes 4. Facebook's redesign pulled tagged photos from feed of friend network. Only the friend tagged sees the photo. This reduces the fun passing of a social token around a group of friends. Without social emotions building on each other, the number of photos, and the frequency of posts goes down. It also reduced new users from a photo link by 70%.
- From 1 to 6B w/o Spam individual action to everyone interacting 3 Mistakes * Spam friends to max installs * Play to edges Require synchronous play
- Creativity Imagination Fantasy Single concept Simple mechanic Easy contribution (everyone knows how to act like a Pirate or Zombi or take care of a pet) 3 Mistakes * “WOW killer” * Hardcore solo niche game (Hard core only15% of market) User created games
- Easy Fun: Best selling games offer interactions outside the main challenge to inspire player imagination and capture their attention in between challenges. Thse opportunities for fantasy exploration and role play increase immersion into the game world and offer a refreshing alternative to the emotions from Hard Fun. Players often self regulate when the challenge becomes too hard by switching from Hard Fun activities to Easy Fun such as goofing off inside the game, off track play, or exploring what Will Wright calls “interesting failure states.” Like Improv Theater games such as Grand Theft Auto make offers to the player. To get from point A to point B in a mission the game offers the player a car, in fact any car they want and then other things such as parking meters, plate glass windows, freeway exit ramps. The game leaves it up to the player to explore how the two interact.
- Easy Fun is the fun outside of challenge. It’s a combination of bubble wrap and Fantasy Island.
- 15 second demo more viral than 1hour tutorial iPhone Apps *are* Social Tokens passed btwn friends. Repeat exposure is how to get more than 10% conversion Apple = Genius At least a simple front end - the ad is this taste of a game Deepen game after the introduction Social marketing is about creating shared experiences not collecting eyeballs
- Appealing Fantasy When you see it, you know what to do Not spamming friends if it’s a fun way to interact Something easy for me to do that creates high value for you
- Appealing fantasy 3 Mistakes * “WOW killer” * Hardcore solo niche game (Hard core only15% of market) * User created games
- Serious Fun is about create and express Value 3 Mistakes * “Store” over game - store needs a reason to exist, also shopping needs to be as fun as the game * Ad supported Send promotional messages through Social Network
- 3 Mistakes adding store * “Store” over game * Ad supported Send promotional messages through SN Offer: Social goods, services Enhance gameplay Micro Transacations 10% pay
- Here a mother and her son play Wii Boxing. The competition and social interaction make it more fun. She enjoys how it helps her work out a little of that “parent child frustration.” 2. Social Features People Fun * Social Emotions * Match PX Profile Build Trust Connection feedback personalize Social bonding (not capital) beyond social features more that chat and avatar customization 3 Mistakes * Competition, Chat & Profile are enough * Reward PHQ as a measure of social capital Social Capital
- It Takes 2: For technology to bring people closer, it must first connect them. What would get all your friends to play? Relationship is the message - Connection with others 1. Connect Establish connection 2. Feedback Activity we mutually agree 3. Social Tokens Deepen feeling of connection through play
- Paint new emotions by selecting the right verbs Here these choices create the social bonding emotions associated with People Fun
- It’s an interactive show and tell Sharing w/a friend recreates / reexperiences the emotions from the first time
- To create people fun add more mechanics, and create characters that live in this world that respond to your action Even virtual pets create people fun Here are three character designs for Tilt that create different levels of emotional responses.
- Core fantasy of Tilt spills over into the real world: Suggests and creates global community action Viral distribution ties these all together Game mech illustrates one’s personal decisions multiplied on a global scale, shows the value of global change through cooperative action The environmental theme allows players to express their values and also connects people together
- Emotions from friendship are more than“Social Capital”And information Like oil and water money and friendship oppose. I don’t give you $100 to drive me to the airport More you give more you have Reverse interest contact required to maintain (unless a long time and then it all comes back “so god to see you!”) “Money is there for when friendship cannot take care of it.” Jerry Michalski
- Social Emotions between players and their friends Social emotions require two people Gameplay creates this message being passed by friends The relationship is the message. Social tokens velocity creates the value more than scarcity It takes 2 to understand the message, because the message includes the emotions from social interaction around the media. It is the experience of passing the message and feeling closer, knowing who you can count on to make each other laugh - that counts Not the experience of the media but how the media expands the friendship (likes and dislikes) The video or photo becomes a social token, is another way of telling a story. The video may not be entertaining enough to justify popcorn and $10 to watch. But the social context in which the video is sent is. The social tokens supports social interaction as people enjoy the emotions coming from sharing or creating something they like. “The Guido Fan Club Part 1” is a video response to “My New Hair Cut” Social media offers a new way of connecting people because it hosts the conversation. = References = The Guido Fan Club Part 1 http://www.youtube.com/watch?v=xO0orX2mXoo My New Hair Cut: http://www.youtube.com/watch?v=4JMOh-cul6M&feature=related 1,500 video posts of related videos - shared related other stories
- Do you play “follow the leader” to increase your personal hype quotient? What would encourage idea exchange? The score changes the relationships between people Social emotions drive behavior * Rewarding # of friends, PHQ Overshadows Other actions * Spam of friend acquisition unbalances the game Emotional design - the thrill of getting more to follow you competes w/finding interesting information on the feed Score becomes meaningless RSS reader becomes less fun
- Amusement Personalize Tease Social Tokens Missed oppty: Biggest Brain: More interaction between players What really going on is emotion http://apps.facebook.com/supertagphotos/ Top 100 Facebook Applications (source Appsaholic on Facebook) (circ 2008) 1: Slide Brand 21,410,050 11% 2: Top Friends 2 19,091,190 9% 3: Super Wall 18,918,652 8% 4: Bumper Sticker Footer 10,892,138 11% 5: (Lil) Green Patch 5,671,964 33% 6: Pieces of Flair 5,419,758 16% 7: Compare People 5,224,712 4% 8: Flixster 728x90 5,074,612 10% 9: iLike 4,976,270 3% 10: SuperPoke! 4,966,127 3% 11: Owned! 4,829,547 35% 12: Are YOU Interested? 4,745,653 7% 13: Texas Hold'em Poker 4,521,714 8% 14: We're Related 4,378,311 1% 15: Likeness 4,372,752 1% 16: Hug Me 4,234,705 2% 17: Friends For Sale! 4,134,404 18% 18: Birthday Calendar (TV) 3,487,778 3% 19: Who Has The Biggest Brain? 3,376,508 21% 20: Causes 2,997,740 1% 1: Slide Brand 21,410,050 11% 2: Top Friends 2 19,091,190 9% 3: Super Wall 18,918,652 8% 4: Bumper Sticker Footer 10,892,138 11% 5: (Lil) Green Patch 5,671,964 33% 6: Pieces of Flair 5,419,758 16% 7: Compare People 5,224,712 4% 8: Flixster 728x90 5,074,612 10% 9: iLike 4,976,270 3% 10: SuperPoke! 4,966,127 3% 11: Owned! 4,829,547 35% 12: Are YOU Interested? 4,745,653 7% 13: Texas Hold'em Poker 4,521,714 8% 14: We're Related 4,378,311 1% 15: Likeness 4,372,752 1% 16: Hug Me 4,234,705 2% 17: Friends For Sale! 4,134,404 18% 18: Birthday Calendar (TV) 3,487,778 3% 19: Who Has The Biggest Brain? 3,376,508 21% 20: Causes 2,997,740 1%
- In the game Maple Story (published by Nexon), it is the social value that justifies someone spending $5 for colored contact lenses for their avatar or additional emotes. There are a lot of design decisions used to support enjoying the game more in this way. == References == --- Maple Story, Nexon http://www.mcvuk.com/press-releases/32203/MapleStoryndash-Game-Currencies-And-Cash-Shop-Explained The Cash Shop � Spending NEXON Cash MapleStory offers those players looking to stand out in the online crowd everything from the latest fashions in clothing, hair salon coupons to plastic surgery coupons and other appearance-altering items � all of which can be purchased from the Cash Shop. To do this, players need to click on the red 舛 A SH SHOP � button at the bottom of the screen to enter. Here you can recharge NEXON Cash through three, ultra-safe payment systems, those being: PayPal, Click&Buy and Paysafecard ,as well, using this button. If you run out of NEXON Cash, you can only purchase an item after recharging it. You can also check the amount of NEXON cash you have left in your account by clicking the green 舛 h eck Cash � button, as well. Another neat feature of the Cash Shop is the ability to try before you buy. Double-click on the item you'd like to purchase to see your character try on the item at the top left corner � the perfect way to see if the item looks good or not! Most of the equipment you purchase is largely just decorative for your character. Put simply, these items go over whatever equipment you are currently wearing, masking your current equipment. You can also buy pets at the Cash Shop, and equipment for pets. The latest MapleStory Europe Cash Shop update includes, for example, the hugely popular Red Hood, Lined Hip-Hop Pants, and Henesy 痴 Cosmetic Lens Coupon. The Red Cape fits snuggly over any costume currently adorning your character and doesn 稚 affect the Mapler 痴 level of protection. The lined, hip and happening Hip-Hop Pants are the latest in a long line of fashionable clothes available in the Cash Shop, and the cosmetic lenses are the ultimate fashion expression in choosing the colour of your character 痴 eyes. -- wikipedia 50MM subs http://en.wikipedia.org/wiki/MapleStory MapleStory ( Korean : 메이플스토리 ) is a free-of-charge , 2D , side-scrolling Massively Multiplayer Online Role Playing Game developed by the Korean company Wizet . Several versions of the game are available for specific countries or regions, and each is published by various companies such as Wizet and Nexon . Although playing the game is free, many player appearances and gameplay enhancements can be purchased from the &quot; Cash Shop &quot; using real money . MapleStory has a combined total of over 50 million subscriber accounts in all of its versions. [1] [2] MapleStory North America (Global), for players mainly in North America and outside of East Asia , Southeast Asia and Europe , has over three million players. [1] In the game, players walk around in the &quot;Maple World&quot; and defeat monsters and develop their character's skills and abilities, as in typical role-playing games . Players can interact with others in many ways, such as through chatting , trading , and playing minigames . Groups of players can band together in parties to hunt monsters and share the rewards. Players can also band in a guild to interact more easily with each other.
- Working together makes bigger things happen like wikipedia 3 Mistakes * Competition, Chat & Profile are enough * Reward PHQ as a measure of social capital Social Capital
- The key is working together to build emotion into great products. We can pick ourselves up and build small games that make a big difference to you, your friends, the world
- Social media games web 2.0 is a conversation Imagine your next project what conversation do you want the whole world to have? And together we just might save the world http://www.greatdanepro.com/Blue%20Bueaty/index.htm