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Massively Social Games: Next Generation Experiences

What form will the next generation of interactive experiences take? The exact nature of the future is always unknown. But now that everything is 'social', and games are a fully legitimate cultural phenomenon more profitable and more popular than Hollywood films, we can expect to see the emergence of experiences that combine aspects of games and social media in new ways.

One example of a hybrid experience that combines game elements and complex social interactions is the cross-media environment formed by the popular Killzone games and their companion site Killzone.com.

By design, the Killzone games and the Killzone.com site have co-evolved over time to interconnect on many levels. In the most recent version (planned for public release in early 2009), the game console and web site experiences work in concert to enhance gameplay with sophisticated social dynamics, and provide an active community destination that is 'synchronized' with events in the game in real time. The hybrid Killzone environment allows active game players and community members to move back and forth between game and web experiences, with simultaneous awareness of and connection to people and events in both settings.

Leading games researcher and designer Nicole Lazzaro calls these hybrid experiences 'Massively Social On-line Games'. In these types of interactive experiences, players build meaningful histories for individual characters and groups of all sizes through competitive and cooperative interactions that take place in the linked game and community contexts. Game mechanisms and social architecture elements are designed to encourage the accumulation of shared experiences, group identities, and collective histories. Over time, designers hope shared experiences will serve as the basis for a body of social memory.

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Massively Social Games: Next Generation Experiences

  1. Massively Social Games Next Generation Experiences MediaCatalyst Thursday, March 5, 2009
  2. Joe Lamantia Strategist & Experience Architect Active in User Experience & the Internet since 1996. Speak and write on diverse topics inspired by work. web: JoeLamantia.com twitter: MoJoe EuroIA 2008 Joe Lamantia 2 Thursday, March 5, 2009
  3. Media Catalyst is a full service interactive agency with ofices in Europe and North America I Amsterdam Malta New York Los Angeles NY Thursday, March 5, 2009
  4. “Beyond next-generation hardware, players want next-generation experiences.” Nicole Lazarro Thursday, March 5, 2009
  5. Thursday, March 5, 2009
  6. Thursday, March 5, 2009
  7. Fun Thursday, March 5, 2009
  8. “Itʼs All a Game” Games are real! Games dominate the media horizon Games address all ages audiences Game mechanisms are standard experience elements Games are ʻseriousʼ Thursday, March 5, 2009
  9. “Only Cartman would have fun in an amusement park by himself.” Matt Stone Trey Parker Thursday, March 5, 2009
  10. Social Thursday, March 5, 2009
  11. Digital = Social Experiences are social Social interactions are the source of experience value New experience environments are primarily social Networks are primary organizing structures MediaCatalyst | 3 Thursday, March 5, 2009
  12. Social Social Network MMOG Multi-player On-line Game Wii Investment Banking Game Thursday, March 5, 2009
  13. Whatʼs next? Thursday, March 5, 2009
  14. Thursday, March 5, 2009
  15. “Beyond next-generation hardware, players want next-generation experiences.” Nicole Lazarro Thursday, March 5, 2009
  16. Next Gen PX = More Emotion game PX player experience fiero curiosity mastery imagination  win explore imagine goals interpret challenge Hard Easy investigate obstacles creativity strategy Fun Fun figure out power ups levels goal open ended amuse relax People Serious cooperate meditate compete Fun Fun workout communicate learn perform repetition spectacle rhythm relationship values characters completion personalize collection life ™ Putting Emotion into Play www.xeodesign.com © 2007 XEODesign, Inc. XEODesign Thursday, March 5, 2009
  17. Social Emotions Play “...emotion comes from connecting friends, the messages they pass, and the actions they take. Each of these are channels that carry and amplify the emotions between people.” Nicole Lazarro Thursday, March 5, 2009
  18. Social Emotions Drive Play Facebook social utility WOW social multiplayer game ™ Putting Emotion into Play www.xeodesign.com © 2008 XEODesign, Inc. XEODesign Thursday, March 5, 2009
  19. Final Score: Emotions that Drive Play PX Potential Score Social Media (8) MMO Games (5) Friends + Adding Friends - Adding Friends Low + Spread viral - Spread Low + Social Calculus - Social Calculus Low + Messaging Open - Messaging Closed + Structure Casual + Structure Immersive Messages - Feedback ++ Feedback + Personalize - Personalize + Actions and States - Actions and States Limited Closed Unlimited Open Actions + Synchronous + Asynchronous + Replay - Replay (except email) - Deepening Ties - Deepening Ties ™ Putting Emotion into Play www.xeodesign.com © 2008 XEODesign, Inc. XEODesign Thursday, March 5, 2009
  20. “Neither Social Media nor Multiplayer Games do much to deepen the ties between friends.” Nicole Lazarro Thursday, March 5, 2009
  21. Massively Social } On-line Games Thursday, March 5, 2009
  22. Social MSOG Massively Social Social Network On-line Game MMOG Multi-player On-line Game Wii Investment Banking Game Thursday, March 5, 2009
  23. How ? Thursday, March 5, 2009
  24. “Shakespeare designed the emotional space between characters.” Nicole Lazarro Thursday, March 5, 2009
  25. “Game developers design the emotional space between player and game.” Nicole Lazarro Thursday, March 5, 2009
  26. Next Gen PX = More Emotion game PX player experience fiero curiosity mastery imagination  win explore imagine goals interpret challenge Hard Easy investigate obstacles creativity strategy Fun Fun figure out power ups levels goal open ended amuse relax People Serious cooperate meditate compete Fun Fun workout communicate learn perform repetition spectacle rhythm relationship values characters completion personalize collection life ™ Putting Emotion into Play www.xeodesign.com © 2007 XEODesign, Inc. XEODesign Thursday, March 5, 2009
  27. Game mechanic player choice emotion experience Thursday, March 5, 2009
  28. Hard Fun Choices Link Mastery and Fiero ™ Putting Emotion into Play www.xeodesign.com © 2007 XEODesign, Inc. XEODesign Thursday, March 5, 2009
  29. 1. Hard Fun: Mastery Creates Fiero choices player choice rewards effort goals  challenge  obstacles  strategy  power ups  puzzles  score  levels  monsters  feelings fiero  frustration   boredom modified from “Flow” Csikszentmihalyi ™ Putting Emotion into Play www.xeodesign.com © 2007 XEODesign, Inc. XEODesign Thursday, March 5, 2009
  30. What about social emotions? Thursday, March 5, 2009
  31. People Fun: Friends Create Amusement choices with others increase emotions and social bonds choices  cooperate  compete  communicate  perform  spectacle  characters  personalize feelings generosity   amusement gratitude   shadenfreude elevation   naches ™ Putting Emotion into Play www.xeodesign.com © 2007 XEODesign, Inc. XEODesign Thursday, March 5, 2009
  32. The 4 Fun Keys Easy Fun Curiosity 30 emotions from gameplay Hard Fun Fiero emotion choice mechanic choice emotion People Fun Serious Fun Amusement Relaxation whitepapers: xeodesign.com ™ Putting Emotion into Play www.xeodesign.com © 2008 XEODesign, Inc. XEODesign Thursday, March 5, 2009
  33. Player Experiences game PX player experience fiero curiosity mastery imagination  Killzone win explore imagine goals interpret challenge Hard Easy investigate Game obstacles creativity strategy Fun Fun figure out power ups levels goal open ended amuse relax People Serious cooperate meditate KZ.com compete Fun Fun workout communicate learn perform repetition spectacle Community rhythm relationship values characters completion personalize collection life ™ Putting Emotion into Play www.xeodesign.com © 2007 XEODesign, Inc. XEODesign Thursday, March 5, 2009
  34. Individual Experience Game Play Social Activities Thursday, March 5, 2009
  35. Collective Experiences Community Experience Game • Identity Play Social Activities Community Experience • History Game Play Community Experience Social • Memory Activities Game Play Social Activities Community Experience Game Play Community Experience Social Activities Game Play Social Activities Thursday, March 5, 2009
  36. Leader board My Killzone (profile) Tournaments Thursday, March 5, 2009
  37. Social MSOG Massively Social Social Network On-line Game MMOG Multi-player On-line Game Wii Game Thursday, March 5, 2009
  38. Cross-media “a media property, service, story or experience distributed across media platforms using a variety of media forms.” Gary Hayes Thursday, March 5, 2009
  39. Bridges “...the story or service structure is specifically authored to drive the audience across media devices to continue the journey.” Gary Hayes Thursday, March 5, 2009
  40. Experiences “an environment, much like a game, that the participant/s ʻlivesʼ inside of, following their own path and personalizing the experience. ...co-creative collaborative play” Gary Hayes Thursday, March 5, 2009
  41. Experiences Console On-line Bridges KZ Game KZ.com Extras Pushed ʻCross-medianessʼ Thursday, March 5, 2009
  42. Thursday, March 5, 2009
  43. Contact MediaCatalyst Herengracht 182 1016 BR Amsterdam The Netherlands T: +31 20 626 2976 F: +31 20 626 4026 EdwinDuys@mediacatalyst.com Thursday, March 5, 2009

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