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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
[object Object]
[object Object],[object Object]
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?
 
[object Object],[object Object],[object Object]
[object Object]
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
 
[object Object],[object Object],[object Object]
Tilt Factor
Simple ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
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
 
[object Object],[object Object]
Vision: Gaming Together  Bring people together ,[object Object],Egypt: Mankala
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
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Hard Fun: Mastery>Fiero Easy Fun: Novelty>Curiosity modified from “Flow” Csikszentmihalyi player choice rewards effort
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 ,[object Object],[object Object],[object Object],[object Object],[object Object]
Wakes up
Wakes up
Wakes up
Wakes up
Wakes up
People Fun Emotions how social bonds form during player experience (PX) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],PX Profile
Viral Distribution ties Social Mechanics and Global Play
MMO MSO Lazzaro GDC 2008
 
[object Object],[object Object]
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 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
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 ,[object Object],[object Object],[object Object],[object Object],[object Object],Coming Soon! TiltWorld.com

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

  • 1. 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 ® ™
  • 2. XEODesign The 4 Keys to More Emotion Winner Best Game 2007 Tilt the first iPhone accelerometer game
  • 3. Massively Social Online Game a game the whole world would play
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  • 6. 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
  • 7. Appealing Fantasy number of players ? Type of Challenge
  • 8. Area Under the Curve Matters number of players A B C D Type of Challenge Wanna play?
  • 10. Massively Social Online Game how can we make a game the whole world would play?
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  • 14. Number of Friends: Linked In Group Quest
  • 15. Do you play “follow the leader” to increase your personal hype quotient? What would encourage idea exchange? Personal Hype Quotient
  • 16. People Fun Feeling of being closer TattleTalz.com More than “ Social Capital” And information Winner Best Game 2008
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  • 21. Tilt: an adventure in 1.5 dimensions Over the shoulder play youtube.com/xeodesign
  • 22. 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
  • 23. Funnel: Photo Tag Minimum Number of Clicks
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  • 27. Fiero Curiosity Relaxation 3. Serious Fun: Creating Value Amusement 4. People Fun: Socialize 1. Hard Fun: Accomplishment 2. Easy Fun: Imagination
  • 28. 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
  • 29.
  • 31. People Fun: Pet Society Gratitude, Schadenfreude, Naches Rich choices between players Competition Cooperation Gifting Mentorship
  • 32. People Fun: Photo Tag Amusement Personalize Tease Social Tokens http://apps.facebook.com/supertagphotos/
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  • 40. Viral Distribution ties Social Mechanics and Global Play
  • 41. MMO MSO Lazzaro GDC 2008
  • 42.  
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  • 44. 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
  • 45.
  • 46. Flip
  • 47. Tilt Tilt Fun with all 4 Keys
  • 48. 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
  • 50.