putting emotion into play ™ xeodesign © 2008 xeodesign, inc. halo vs. facebook: emotion and the...

Putting Emotion into Play ™

XEODesign

www.xeodesign.com© 2008 XEODesign, Inc.

Halo vs. Facebook: Emotion and the Fun of GamesNicole Lazzaro

XEODesign, Inc.

February - March, 2008

XEODesignPutting Emotion into Play

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™


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XEODesign, Inc.The 4 Fun Keys

“Every designer should learn to read this language.” - Will Wright

New UndiscoveredX

Iconic Simplicity

Emotional Feedback

200,000 visits

O


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PX Profile Choices Over Time

emotionintensity

time

People FunEmotionsFrom Friends

Why no Fiero?

Players win level


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How Does Emotion Drive Play?

Facebook social utility Halo multiplayer game


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The 4 Fun Keys30 emotions from gameplay

Hard FunFiero

People FunAmusement

Easy FunCuriosity

SeriousFunRelaxation

emotion < choice < mechanic > choice > emotion

whitepapers: xeodesign.com


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Hard Fun: Fiero

“It’s easy to tell what games

my husband enjoys the

most...” - Wife of a Hard Core PC Gamer


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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


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Easy Fun: Curiosity


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Wii offers Next Gen PX: Easy Fun

• Sheer joy of novel interaction captivates attention

• 1/10 graphics speed

Nintendo

Wii and DS


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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


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Serious Fun: Relaxation


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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


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People Fun: Amusement

“It’s the people that are

addictive, not the game.”- Bob a Hard Core Sports Player

Competition People Fun


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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


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People Fun Emotionshow do bonds form during player experience PX)?

Choices• cooperate• compete• communicate• mentor• lead• perform• spectacle• characters• personalize

Emotions• schadenfreud

e• envy• love• gratitude• generosity• elevation• inspire• excite• ridicule• embarrass

PX Profile

The Black HoleEmotion from Friends Super Smash Bros. Melee, GameCube


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Facebook vs. Halo


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People Fun the “Friend” Flavor

• Umami

• Choices that open the pipe

• Make friends

• Mock Apple Pie

Backyard Stonehenge

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


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30x40x16” 6 ft/hr


XEODesign


1. There is no Web in Web 2.0

• Libraries

• Television

• People


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Web 2.0: It Takes 2Emotion 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

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

1. It Takes 2

FacebookSocial media

It Takes 2


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• Reconnect w/old or far away friends

• Meet up in person• Track in background

Friends: Facebook & MySpacesocial value

closefriends

friends

acquaintances

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


XEODesign


• Shared interests• Express values• Explore identities• Create bonds• Inside jokes

– Amusement

The Relationship is the Messagesocial tokens and shared experiences bring us closer

HaloMultiplayer game

It Takes 2


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Messages: Voice for Strategy

“I could use some help right side!” Ed

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

Action: Emotions from Challenge Hard Fun

Friends: What they think


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Actions: Maple Storysocial interaction creates value


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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)

2. Draw Circles Not Lines

2. Draw Circles not Lines

poke pwn

share

link

fragcompare


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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

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


Draw Circles Not Lines


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• Send Hotness 5MM installs in 5 weeks

• Friends already there

• Invitation a compliment

• Compare• Bump/Grind friends

Friends: Send Hotness


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Action: Ping’s Law of Emotion

Circles escalate

ping

pongØ dead ends


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Poke>Super Poke>Quiz>Game

HaloMultiplayer gameDraw Circles Not Lines

Action: Rayman


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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 email, no in person play, long cycles Actions

+ Replay each game unique. Few details between games. Excuse to spend time w/friend

3. Secrets Lies and Videotapes

stupid shutup

dope

hotness

sloth


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Personalizewhat 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

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


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


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Messages: Secrets Lies Videotapes

“Never mind the gross fingers, meet your new love!” Amy

Social Tokens• Fashion, music,fooling around• Heavy metal• Creepy browsing

HaloMultiplayer game


PersonalizeIn front of your friends

“I LOVE Rock Band! It tells me I’m fabulous!”

- stranger excited by my RockBand sweatshirt


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Friends: Personalize the RulesScouts and Knives, Counter Strike Halo Taxi

Replay Value• Changes strategy • Rewards different

skill• Creates amusement


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Secrets Lies and VideotapesPX Potential Score


+ 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.

Social Calculus


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Final Score: Emotions that Drive Play PX Potential Score


+ 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 email)

- Deepening Ties

Actions

- Actions and States Limited Closed+ Synchronous+ Replay- Deepening Ties


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Choices for People Fun


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Be BraveEmotions Drive Play

Massively Social Online Games (MSO)

• Connect Friends• Offer Social Tokens• Draw Circles• Share Secrets

Keep it Simple

Poke! You’re It!

Nicole Lazzaronlazz @ xeodesign.comwhitepapers: www.xeodesign.com

XEO’s Hiring!

putting emotion into play ™ xeodesign © 2008 xeodesign, inc. halo vs. facebook: emotion and the...

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