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iGames Summit Using Fun to Drive Social Distribution of iPhone Games to create an MSO

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Information about iGames Summit Using Fun to Drive Social Distribution of iPhone Games to...
Design

Published on March 22, 2009

Author: NicoleLazzaro

Source: slideshare.net

Description

Nicole Lazzaro of XEODesign presents
Using Fun to Drive Social Distribution of iPhone Games. At the iGames Summit March 19, 2009 in San Francisco

Tilt Sneak Peek: http://youtube.com/xeodesign
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Using Fun to Drive Social Distribution of iPhone Games Nicole Lazzaro, President XEODesign, Inc. iGames Summit March 19, 2009 Twitter: @nicolelazzaro #igsummit2009 XEODesign Putting Emotion into Play ® ™

XEODesign The 4 Keys to More Emotion Winner Best Game 2007 Tilt the first iPhone accelerometer game

Massively Social Online Game a game the whole world would play

Imagine

Imagine

1.Everyone Can participate

1.Everyone

Can participate

Simple A B Technology Adoption Curve Number of players Mass Market Diffusion of Innovation , Everett Rogers Crossing the Chasm , Geoffrey Moore Smaller, still tasty fish! Time Beyond Harry’s FOF! The Social Web

Appealing Fantasy number of players ? Type of Challenge

Area Under the Curve Matters number of players A B C D Type of Challenge Wanna play?

Participation is Easy

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

 

2.Amadari Social Emotions More than Chat

2.Amadari

Social Emotions

More than Chat

ROFL

ROFL

Number of Friends: Linked In Group Quest

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

People Fun Feeling of being closer TattleTalz.com More than “ Social Capital” And information Winner Best Game 2008

 

3.Tilt Increase # Players Small simple social games

3.Tilt

Increase # Players

Small simple social games

Tilt Factor

Simple 10 sprites No buttons 1.5 dimensions 2 web pages 1 YouTube video 250,000 visits

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 play youtube.com/xeodesign

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 AddTTL AddTTL Tweet #TTZ x2 Login for more points invites accept actives Your results may vary. ;) free to play pay Facebook Individual invites Twitter 2 posts need trust need feedback 15:2 (13%) 1:25 (2,500%) 1:200 (20,000%) player friend

Funnel: Photo Tag Minimum Number of Clicks

 

4. PX Fun Emotion from Play

4. PX Fun

Emotion from Play

Vision: Gaming Together Bring people together Games in 2020 Egypt: Mankala

Games in 2020

Fiero Curiosity Relaxation 3. Serious Fun: Creating Value Amusement 4. People Fun: Socialize 1. Hard Fun: Accomplishment 2. Easy Fun: Imagination

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

choices goals challenge obstacles strategy power ups puzzles score levels monsters feelings fiero frustration boredom Hard Fun: Mastery>Fiero Easy Fun: Novelty>Curiosity modified from “Flow” Csikszentmihalyi player choice rewards effort

choices

goals

challenge

obstacles

strategy

power ups

puzzles

score

levels

monsters

feelings

fiero

frustration

boredom

Serious Fun: Brain Baths

People Fun: Pet Society Gratitude, Schadenfreude, Naches Rich choices between players Competition Cooperation Gifting Mentorship

People Fun: Photo Tag Amusement Personalize Tease Social Tokens http://apps.facebook.com/supertagphotos/

Gameplay Makes a Difference to the player to their friends Small actions Confidence Social emotions Single actors working together Viral distribution

Small actions

Confidence

Social emotions

Single actors working together

Viral distribution

Wakes up

Wakes up

Wakes up

Wakes up

Wakes up

People Fun Emotions how 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

Choices

cooperate

compete

communicate

mentor

lead

perform

spectacle

characters

personalize

Emotions

schadenfreude

envy

love

gratitude

generosity

elevation

inspire

excite

ridicule

embarrass

Viral Distribution ties Social Mechanics and Global Play

MMO MSO Lazzaro GDC 2008

 

5. MTX Free to Play

5. MTX

Free to Play

Keys to Social Play Emotion drives distribution 1. Everyone Plays Gameplay Social Goods Services 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: Everyone: can play Amadari: Social Emotions Tilt Factor: Mechs that reward increasing the number of players PX: Offer these in Game Mechanic MTX: Free to play or micro payments

The market has shifted (Perfect Storm)

New Goal: Empowering games that connect friends challenge, imagine, value, connection

Harness the mainia for social interaction:

Everyone: can play

Amadari: Social Emotions

Tilt Factor: Mechs that reward increasing the number of players

PX: Offer these in Game Mechanic

MTX: Free to play or micro payments

Flip

Tilt Tilt Fun with all 4 Keys

The 4 Fun Keys Everyone has fun playing Hard Fun Fiero People Fun Amusement Easy Fun Curiosity Serious Fun Relaxation emotion < choice < mechanic > choice > emotion whitepapers: xeodesign.com

World at night

Massively Social Online Games Nicole Lazzaro Email: [email_address] Twitter: @NicoleLazzaro White papers and slides: xeodesign.com Coming Soon! TiltWorld.com

Nicole Lazzaro

Email: [email_address]

Twitter: @NicoleLazzaro

White papers and slides:

xeodesign.com

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