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The 4 Keys to Fun: Increasing Engagement with Games

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Nicole Lazzaro
Nicole Lazzaro
Entertainment & HumorTechnology
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XEODesign: Putting Emotion in Play The Four Keys to Fun The Psychology of Engagement www.xeodesign.com ©2013 XEODesign Inc. 1 Nicole Lazzaro XEODesign, Inc. IBM September 25, 2013 @NicoleLazzaro nlazzaro@xeodesign.com #4K2F
www.xeodesign.com © 2013 XEODesign, Inc. 20 Years of Player Experience Research and Design 2 100 Million Player Experiences XEODesign
www.xeodesign.com © 2013 XEODesign, Inc. 3 Player Experience Consulting Player TestingDesign Reviews PlayShopsGamificationMobile Apps
www.xeodesign.com © 2013 XEODesign, Inc. How Can Fun Increase Motivation? 4 Work 80% Fun 20% Reality Work 20% Fun 80% Want If This Is What We Want, Why Is This What We Get?
www.xeodesign.com © 2013 XEODesign, Inc. Create Natural Engagement 5 The 4 Keys to Engagement: What we want is more fun Work 30% Fun Work 50% Fun 20%
www.xeodesign.com © 2013 XEODesign, Inc. Dopamine Enhances Focus It Rewards and Feels Good Too 6 Positive Brain States Focus Attention DOPAMINE • Reward System • Focus increases focus (addiction is an over focus) • Love brain centers activate Many Emotions Focus Attention Instead of aiming for addiction, let’s use dopamine for good! Help people focus on what they need to unlock their potential and improve their quality of life.
www.xeodesign.com © 2013 XEODesign, Inc. Positive Engaged Brains Boost Productivity 50% 7 If You Want People to Think Fear Is Not A Great Motivator Positive Mental States Increase: • 50% more productive • 237% generated new leads • Up to 50% closed sales faster • 210% increased profits • 67–100% more emotionally engaged Fear State Happy State AMA Survey 2013
www.xeodesign.com © 2013 XEODesign, Inc. People Require Emotion to Decide
www.xeodesign.com © 2013 XEODesign, Inc. 9Emotion as a Design Tool
www.xeodesign.com © 2013 XEODesign, Inc. Workplace Example Design Emotion into the Tools and the Work
www.xeodesign.com © 2013 XEODesign, Inc. Design Emotion into the Tools and the Work
www.xeodesign.com © 2013 XEODesign, Inc. Deep Engagement = Fun The Good News is that Happiest Moments are in the Zone 12 Work Also Requires a Balance of Difficulty and Skill • In Flow engaged and happy • Balance difficulty and skill • Fiero requires frustration o/ Modified from “Flow” Csikszentmnihalyi
www.xeodesign.com © 2013 XEODesign, Inc. Emotion During Play CuriosityFiero Watched Player Emotions to Measure Kinds of Engagement RelaxationAmusement
www.xeodesign.com 14 How many smiles? [Ekman/Duchenne]
www.xeodesign.com 15 Orbicularis Oculi <---
www.xeodesign.com © 2013 XEODesign, Inc. Categorized Most Engaging Moments by Player Emotion 16 Player’s Favorite Moments Created Many Kinds of Emotions Wonder Surprise Curiosity Relax Desire Excite Schadenfreude Amusement Naches Frustration Fiero Relief Positive Engagement
www.xeodesign.com © 2013 XEODesign, Inc. Identified Engagement Mechanics 17 Player Choices Create Many Kinds of Emotions Wonder Surprise Curiosity Relax Desire Excite Schadenfreude Amusement Naches Frustration Fiero Relief Positive Engagement CHOICES CHOICES CHOICES CHOICES
www.xeodesign.com © 2013 XEODesign, Inc. Created Map for Designing Engagement 18 Identified Systems to Create Engagement Wonder Surprise Curiosity Relax Desire Excite Schadenfreude Amusement Naches Frustration Fiero Relief Positive Engagement CHOICES CHOICES CHOICES CHOICES
www.xeodesign.com © 2013 XEODesign, Inc. This Model Increases Engagement Metrics 20-40% 19 We are More Engaged When Emotion Surrounds Choice
www.xeodesign.com © 2013 XEODesign, Inc. 4 Keys To Engagement Novelty, Challenge, Friendship, Meaning 20 • Most Engaging Moments created emotion • Best Selling Games have 3-4 keys Easy Fun> Hard Fun> People Fun> Serious Fun
www.xeodesign.com © 2013 XEODesign, Inc. 21Free to Download at: www.4K2F.com
www.xeodesign.com © 2013 XEODesign, Inc. Gamification Can Kill
www.xeodesign.com © 2013 XEODesign, Inc. Gamification Can Kill
www.xeodesign.com © 2013 XEODesign, Inc. Challenge You can’t just push a button to win 24Challenge> Novelty> Friendship> Meaning
www.xeodesign.com © 2013 XEODesign, Inc. Hard Fun You can’t just push a button to win 25Challenge> Novelty> Friendship> Meaning
www.xeodesign.com © 2013 XEODesign, Inc. 26 Goal Obstacle Strategy Hard Fun
www.xeodesign.com © 2013 XEODesign, Inc. 27 Hard Fun: Reward From Challenge Increases Engagement Challenge> Strategy> Progress
www.xeodesign.com © 2013 XEODesign, Inc. Hard Fun: Challenge and Mastery www.xeodesign.com 28Goals > Obstacles > Strategy
www.xeodesign.com © 2013 XEODesign, Inc. Points Change Behavior
www.xeodesign.com © 2013 XEODesign, Inc. 30Challenge> Novelty> Friendship> Meaning 1. Goal 2. Obstacle 3. Strategy Hard Fun You can’t just push a button to win
www.xeodesign.com © 2013 XEODesign, Inc. Novelty The bubble wrap of game design 31Challenge> Novelty> Friendship> Meaning
www.xeodesign.com © 2013 XEODesign, Inc. Easy Fun The bubble wrap of game design 32Challenge> Novelty> Friendship> Meaning
Player Choice and Curiosity from Easy Fun
Player Choice and Curiosity from Easy Fun
www.xeodesign.com © 2013 XEODesign, Inc. Easy Fun 35Easy Fun: Controls, Creativity, Exploration, Fantasy
www.xeodesign.com © 2013 XEODesign, Inc. 36 Easy Fun: Emotion from Novelty is Enjoyed and Remembered More Input> Output> Result
2. Easy Fun: Netter’s Neuroscience: Better if Explore
2. Easy Fun: Explore Your Own Brain
www.xeodesign.com © 2013 XEODesign, Inc. Easy Fun The bubble wrap of game design 39Challenge> Novelty> Friendship> Meaning 1. Controls 2. Creativity 3. Exploration 4. Fantasy
www.xeodesign.com © 2013 XEODesign, Inc. Friendship People are addictive 40Challenge> Novelty> Friendship> Meaning
www.xeodesign.com © 2013 XEODesign, Inc. People Fun People are addictive 41Challenge> Novelty> Friendship> Meaning
www.xeodesign.com © 2013 XEODesign, Inc. 42 People Fun People Fun: Communicate, Cooperate, Compete
www.xeodesign.com © 2013 XEODesign, Inc. 43Challenge> Novelty> Friendship> Meaning 1. Communicate 2. Cooperate 3. Compete People Fun People are addictive
www.xeodesign.com © 2013 XEODesign, Inc. Meaning Play creates value through learning and meaning 44Challenge> Novelty> Friendship> Meaning
www.xeodesign.com © 2013 XEODesign, Inc. Serious Fun Play creates value through learning and meaning 45Challenge> Novelty> Friendship> Meaning
46 Serious Fun Systems Create: Excitement, Relaxation, Learning, Enhance Sense of Value Goal: collect all you can • Enhance progress • Aspire and acquire 10. Serious Fun: Collection
www.xeodesign.com © 2013 XEODesign, Inc. 47 Serious Fun Serious Fun: Collection, Learning, Rhythm
www.xeodesign.com © 2013 XEODesign, Inc. Serious Fun: Collection Create Meaning
www.xeodesign.com © 2013 XEODesign, Inc. Meaning: Diner Dash Trophy = New Strategy
www.xeodesign.com © 2013 XEODesign, Inc. 50 Serious Fun: Meaningful Experiences are More Engaging Serious Fun: Values and Meaning
www.xeodesign.com © 2013 XEODesign, Inc. 51Challenge> Novelty> Friendship> Meaning 1. Collection 2. Learning 3. Rhythm Serious Fun Play creates value through learning and meaning
www.xeodesign.com © 2013 XEODesign, Inc. Increase Motivation with Games: Here’s what you can do 52 • Take players through all 4 engagement loops • Design strong emotional brain state required for the desired action • Design systems to create brain states with your brand’s emotions The Four Keys> Emotion> Engagement
Tag You’re It! Nicole Lazzaro • Email: nlazzaro@xeodesign.com • Twitter: @NicoleLazzaro • Blog: NicoleLazzaro.com • Game: TiltWorld.com The 4 Keys to Fun Poster Free Download • xeodesign.com • slideshare.com/NicoleLazzaro • 4k2f.com <- Downloads www.xeodesign.com Download Tilt World An iOS game that plants trees!
www.xeodesign.com © 2013 XEODesign, Inc. XEOPlay Tilt World iOS The Four Keys of Fun in Action! • Top Rated Kids Game in 10 Countries • 8 Million Tilt Points • 8k Trees Planted Awards: • Winner Best Game iPhoneDevCamp 2007 • Wired Magazine’s Top 9 Hacks for the iPhone 2007 • CNET Top 10 Apps from iPhoneDevCamp 2007 • #1 Kids game in China • #6 Kids game in the U.S. www.xeodesign.com 54
www.xeodesign.com © 2013 XEODesign, Inc. XEOPlay LUX iOS LUX is an unique interactive experience that revolves around player emotions, exploration, and curiosity. A genre bending cross platform adventure/puzzle game about the origin of the sun, LUX is set against an epic science fiction backdrop that answers the ultimate question: Who am I? www.xeodesign.com 55

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