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Putting Emotion into Play ™ XEODesign www.xeodesign.com © 2008 XEODesign, Inc. Halo vs. Facebook: Emotion and the Fun of Games Nicole Lazzaro XEODesign,

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Presentation on theme: "Putting Emotion into Play ™ XEODesign www.xeodesign.com © 2008 XEODesign, Inc. Halo vs. Facebook: Emotion and the Fun of Games Nicole Lazzaro XEODesign,"— Presentation transcript:

1 Putting Emotion into Play ™ XEODesign © 2008 XEODesign, Inc. Halo vs. Facebook: Emotion and the Fun of Games Nicole Lazzaro XEODesign, Inc. February - March, 2008 XEODesign Putting Emotion into Play ® ™

2 ™ XEODesign © 2008 XEODesign, Inc. XEODesign, Inc. The 4 Fun Keys “Every designer should learn to read this language.” - Will Wright

3 New Undiscovered X

4 Iconic Simplicity

5 Emotional Feedback 200,000 visits O

6 Putting Emotion into Play ™ XEODesign © 2008 XEODesign, Inc. PX Profile Choices Over Time emotion intensity time People Fun Emotions From Friends Why no Fiero? Players win level

7 Putting Emotion into Play ™ XEODesign © 2008 XEODesign, Inc. How Does Emotion Drive Play? Facebook social utilityHalo multiplayer game

8 Putting Emotion into Play ™ XEODesign © 2008 XEODesign, Inc. The 4 Fun Keys 30 emotions from gameplay Hard Fun Fiero People Fun Amusement Easy Fun Curiosity Serious Fun Relaxatio n emotion choice > emotion whitepapers: xeodesign.com

9 Putting Emotion into Play ™ XEODesign © 2008 XEODesign, Inc. Hard Fun: Fiero

10 “It’s easy to tell what games my husband enjoys the most...” - Wife of a Hard Core PC Gamer

11 Putting Emotion into Play ™ XEODesign © 2008 XEODesign, Inc. 1. Hard Fun: Mastery Creates Fiero choices goals challenge obstacles strategy power ups puzzles score levels monsters feelings fiero frustration boredom modified from “Flow” Csikszentmihalyi player choice rewards effort

12 Putting Emotion into Play ™ XEODesign © 2008 XEODesign, Inc. Easy Fun: Curiosity

13 Putting Emotion into Play ™ XEODesign © 2008 XEODesign, Inc. Wii offers Next Gen PX: Easy Fun Sheer joy of novel interaction captivates attention 1/10 graphics speed Nintendo Wii and DS

14 Putting Emotion into Play ™ XEODesign © 2008 XEODesign, Inc. 2. Easy Fun: Imagination Creates Curiosity choices novelty fills attention choices iconic situations explore experiment fool around role play ambiguity detail fantasy uniqueness feelings curiosity surprise wonder awe

15 Putting Emotion into Play ™ XEODesign © 2008 XEODesign, Inc. Serious Fun: Relaxation

16 Putting Emotion into Play ™ XEODesign © 2008 XEODesign, Inc. 3. Serious Fun: Players Value Play purposeful play changes self and real world choices repetition rhythm completion collection meditation work out simulation study feelings relax / excite self change do real work esteem boost

17 Putting Emotion into Play ™ XEODesign © 2008 XEODesign, Inc. People Fun: Amusement

18 “It’s the people that are addictive, not the game.” - Bob a Hard Core Sports Player

19 Competition People Fun

20 Putting Emotion into Play ™ XEODesign © 2008 XEODesign, Inc. 4. People Fun: Friends Create Amusement choices with others increase emotions and social bonds choices cooperate compete communicate perform spectacle characters personalize feelings amusement shadenfreude naches generosity gratitude elevation

21 Putting Emotion into Play ™ XEODesign © 2008 XEODesign, Inc. People Fun Emotions how do 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

22 The Black Hole Emotion from Friends Super Smash Bros. Melee, GameCube

23 Putting Emotion into Play ™ XEODesign © 2008 XEODesign, Inc. Facebook vs. Halo

24 Putting Emotion into Play ™ XEODesign © 2008 XEODesign, Inc. People Fun the “Friend” Flavor Umami Choices that open the pipe Make friends Mock Apple Pie

25 Backyard Stonehenge Backyard Stonehenge: Don’t Wait for Permission Wally Wallington, Flint MI

26 Putting Emotion into Play ™ XEODesign © 2008 XEODesign, Inc. 30x40x16” 6 ft/hr

27 Putting Emotion into Play ™ XEODesign © 2008 XEODesign, Inc.

28 1. There is no Web in Web 2.0 Libraries Television People

29 Putting Emotion into Play ™ XEODesign © 2008 XEODesign, Inc. Web 2.0: It Takes 2 Emotion between people is the passion that drives web 2.0 Flickr My Space Facebook Twitter Wikipedia Social Text Google Bar Camp Crowd sourcing DIY Ajax Mash-up User generated content Microblogging RSS Social Networking Wikinomics Tags Tag clouds The Long Tail Folksonomies Wisdom of crowds

30 How did technology made you feel closer to someone today? “Technology actually doesn't really make me feel closer to someone...it makes things A LOT easier, but an actual face to face meeting makes me feel closer than technology.” - Ed

31 1. It Takes 2

32 Facebook Social media It Takes 2

33 Putting Emotion into Play ™ XEODesign © 2008 XEODesign, Inc. Reconnect w/old or far away friends Meet up in person Track in background Friends: Facebook & MySpace social value close friends acquaintances

34 How did technology make you feel closer to someone today? “Even though we have hectic/busy lives, we are still able to make each other laugh and bond over stupid inside jokes.” Barb

35 Putting Emotion into Play ™ XEODesign © 2008 XEODesign, Inc. Shared interests Express values Explore identities Create bonds Inside jokes –Amusement The Relationship is the Message social tokens and shared experiences bring us closer

36 Halo Multiplayer game It Takes 2

37 Putting Emotion into Play ™ XEODesign © 2008 XEODesign, Inc. Messages: Voice for Strategy “I could use some help right side!” Ed

38 Trash Talk: Amusement or Anger? “I do more trash talking against someone I know. I guess it is not as funny with a stranger.” George

39 Action: Emotions from Challenge Hard Fun

40 Friends: What they think

41 Putting Emotion into Play ™ XEODesign © 2008 XEODesign, Inc. Actions: Maple Story social interaction creates value

42 Putting Emotion into Play ™ XEODesign © 2008 XEODesign, Inc. It Takes 2: The Relationship is the Message PX Potential Score Social Media (5) Multiplayer Games (2) + Adding Friends Zero barrier to entry Browsing warm fuzzies Friends - Adding Friends High barrier to entry, no fuzzies, (Mii’s friends) + Messaging Open. Friend relevant (mostly exhaust data) + Structure Casual more open. (not shared) Messages - Messaging Closed Voice, text, and links. Game relevant + Structure Immersive (limits interaction friends) + Actions and States Open API infinite emotions + Asynchronous Low coordination, no permission required, on PC already Actions - Actions and States Closed API (shoot/chat, alive/dead/ emote) + Synchronous Highly interactive (coordination, permission required, special hardware)

43 2. Draw Circles Not Lines

44 2. Draw Circles not Lines poke pwn share link frag compare

45 Putting Emotion into Play ™ XEODesign © 2008 XEODesign, Inc. Metcalfe’s Law: Maximize Spread More connections increases the value of the network The more people install the more valuable the application Or is it? Wikipedia.org

46 Document a Social Network “I felt comfortable and loved. My boyfriend came to see me at school and I wanted to show that I was taken.” Barb

47 Facebook Social media Draw Circles Not Lines

48 Putting Emotion into Play ™ XEODesign © 2008 XEODesign, Inc. Send Hotness 5MM installs in 5 weeks Friends already there Invitation a compliment Compare Bump/Grind friends Friends: Send Hotness

49 Putting Emotion into Play ™ XEODesign © 2008 XEODesign, Inc. Action: Ping’s Law of Emotion Circles escalate ping pong Ø dead ends

50 Putting Emotion into Play ™ XEODesign © 2008 XEODesign, Inc. Poke>Super Poke>Quiz>Game

51 Halo Multiplayer game Draw Circles Not Lines

52 Action: Rayman

53 Putting Emotion into Play ™ XEODesign © 2008 XEODesign, Inc. Circles Not Lines: Keeping the Ball in Play PX Potential Score Social Media (1) Multiplayer Games (3) + Spread High viral adoption Instant social value, matches the PX Friends - Spread Slow, anti- social themes don’t match PX (new games) - Feedback Lag between messages, dead ends. (Vote, Fave, Tag, Comment, Respond coming: New between actions Messages ++ Feedback In person play. Hard Fun: strategy, obstacles, goals. Conversation topics. (no interests. Pause btwn games) - Replay Low outside of , no in person play, long cycles Actions + Replay each game unique. Few details between games. Excuse to spend time w/friend

54 3. Secrets Lies and Videotapes stupid shutup dope hotness sloth

55 Putting Emotion into Play ™ XEODesign © 2008 XEODesign, Inc. Personalize what makes people feel closer Social Media Photos of real people What people like and don’t like Testimonials of friends News feed of updates from friends Status updates fun to read Histories and secrets shared over time Multiplayer Dress up character Halo/Mii Choices are conversation starters Games are like appetizers

56 Secrets Lies Videotapes “I like looking at pictures on Facebook. It's a bit voyeuristic and maybe taboo-- but I like looking at other people's pictures.” Carl

57 Facebook Social media Secrets Lies Videotapes

58 “My Space is more for single people. We are getting married.” - Harry

59 Putting Emotion into Play ™ XEODesign © 2008 XEODesign, Inc. Messages: Secrets Lies Videotapes “Never mind the gross fingers, meet your new love!” Amy Social Tokens Fashion, music,fooling around Heavy metal Creepy browsing

60 Halo Multiplayer game Secrets Lies Videotapes

61 Personalize In front of your friends “I LOVE Rock Band! It tells me I’m fabulous!” - stranger excited by my RockBand sweatshirt

62 Putting Emotion into Play ™ XEODesign © 2008 XEODesign, Inc. Friends: Personalize the Rules Scouts and Knives, Counter Strike Halo Taxi Replay Value Changes strategy Rewards different skill Creates amusement

63 Putting Emotion into Play ™ XEODesign © 2008 XEODesign, Inc. Secrets Lies and Videotapes PX Potential Score Social Media (2) Multiplayer Games (0) + Social Calculus Friend centric, about me content, friends always there. Friends - Social Calculus Game centric, customize limits, friends not there. + Personalize High Open APIs, public and private, MySpace, risk free browsing, fun status updates, real-self issues, preferences, opinions. Messages - Personalize Low Gamer Tag icon, short bio, list of games. Closed messages, (public and private channels) -Deepen Ties Less than real life interaction. Potential high number of player actions and states. Actions -Deepen Ties Social tools encourage shallow interaction (Wii,RockBand Halo Taxi) Few player actions and states.

64 Social Calculus

65 Putting Emotion into Play ™ XEODesign © 2008 XEODesign, Inc. Final Score: Emotions that Drive Play PX Potential Score Social Media (8) Multiplayer Games (5) + Adding Friends + Spread viral + Social Calculus Friends - Adding Friends Low - Spread Low - Social Calculus Low + Messaging Open + Structure Casual - Feedback + Personalize Messages - Messaging Closed + Structure Immersive ++ Feedback - Personalize + Actions and States Unlimited Open + Asynchronous - Replay (except ) - Deepening Ties Actions - Actions and States Limited Closed + Synchronous + Replay - Deepening Ties

66 Putting Emotion into Play ™ XEODesign © 2008 XEODesign, Inc.

67 Choices for People Fun

68 Putting Emotion into Play ™ XEODesign © 2008 XEODesign, Inc. Be Brave Emotions Drive Play Massively Social Online Games (MSO) Connect Friends Offer Social Tokens Draw Circles Share Secrets Keep it Simple

69 Poke! You’re It! Nicole Lazzaro xeodesign.com whitepapers: XEO’s Hiring!


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