The 4 Keys to Fun: Increasing Engagement with Games

XEODesign: Putting Emotion in Play

The Four Keys to FunThe Psychology of Engagement

Nicole LazzaroXEODesign, Inc.

IBM September 25, 2013

@NicoleLazzaronlazzaro@xeodesign.com

20 Years of Player ExperienceResearch and Design

100 Million Player Experiences

XEODesign

Player Experience Consulting

Player TestingDesign Reviews

PlayShopsGamificationMobile Apps

How Can Fun Increase Motivation?

Work80%

Fun20%

Reality

Work20%

Fun80%

If This Is What We Want, Why Is This What We Get?

Create Natural Engagement

The 4 Keys to Engagement: What we want is more fun

Work30%

Fun Work50%

Fun20%

Dopamine Enhances FocusIt Rewards and Feels Good Too

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.

Positive Engaged BrainsBoost Productivity 50%

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 engagedFear State

Happy State

AMA Survey 2013

People Require Emotion to Decide

9Emotion as a Design Tool

Workplace Example

Design Emotion into the Tools and the Work

Deep Engagement = FunThe Good News is that Happiest Moments are in the Zone

Work Also Requires a Balance of Difficulty and Skill

• In Flow engaged and happy

• Balance difficulty and skill• Fiero requires frustration \

Modified from “Flow” Csikszentmnihalyi

Emotion During Play

CuriosityFiero

Watched Player Emotions to Measure Kinds of Engagement

Relaxation

Amusement

How many smiles? [Ekman/Duchenne]

Orbicularis Oculi

Categorized Most Engaging Moments by Player Emotion

Player’s Favorite Moments Created Many Kinds of Emotions

WonderSurpriseCuriosity

RelaxDesireExcite

SchadenfreudeAmusementNaches

FrustrationFieroRelief

Positive Engagement

Identified Engagement Mechanics

Player Choices Create Many Kinds of Emotions

RelaxDesireExcite

Positive Engagement

CHOICES

Created Map for Designing Engagement

Identified Systems to Create Engagement

RelaxDesireExcite

Positive Engagement

CHOICES

This Model Increases Engagement Metrics 20-40%

We are More Engaged When Emotion Surrounds Choice

4 Keys To EngagementNovelty, Challenge, Friendship, Meaning

• Most Engaging Moments created emotion

• Best Selling Games have 3-4 keys

Easy Fun> Hard Fun> People Fun> Serious Fun

21Free to Download at: www.4K2F.com

Gamification Can Kill

ChallengeYou can’t just push a button to win

Challenge> Novelty> Friendship> Meaning

Hard FunYou can’t just push a button to win

Obstacle

Strategy

Hard Fun

Hard Fun: Reward From ChallengeIncreases Engagement

Challenge> Strategy> Progress

www.xeodesign.com 28

Hard Fun: Challenge and Mastery

Goals > Obstacles > Strategy

Points Change Behavior

30Challenge> Novelty> Friendship> Meaning

1. Goal2. Obstacle3. Strategy

Hard FunYou can’t just push a button to win

NoveltyThe bubble wrap of game design

Easy FunThe bubble wrap of game design

Player Choice and Curiosity from Easy Fun

Easy Fun

Easy Fun: Controls, Creativity, Exploration, Fantasy

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

Easy FunThe bubble wrap of game design

1. Controls2. Creativity3. Exploration 4. Fantasy

FriendshipPeople are addictive

People FunPeople are addictive

People Fun

People Fun: Communicate, Cooperate, Compete

1. Communicate2. Cooperate3. Compete

People FunPeople are addictive

MeaningPlay creates value through learning and meaning

Serious FunPlay creates value through learning and meaning

Serious FunSystems Create: Excitement, Relaxation, Learning, Enhance Sense of Value

Goal: collect all you can

• Enhance progress• Aspire and acquire

10. Serious Fun: Collection

Serious Fun

Serious Fun: Collection, Learning, Rhythm

Serious Fun: Collection Create Meaning

Meaning: Diner Dash Trophy = New Strategy

Serious Fun: Meaningful Experiences are More Engaging

Serious Fun: Values and Meaning

1. Collection2. Learning3. Rhythm

Serious FunPlay creates value through learning and meaning

Increase Motivation with Games:Here’s what you can do

• 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 PosterFree Download• xeodesign.com• slideshare.com/

NicoleLazzaro• 4k2f.com <- Downloads

www.xeodesign.com

Download Tilt WorldAn iOS game that plants trees!

XEOPlayTilt 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.

XEOPlayLUX 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?

The 4 Keys to Fun: Increasing Engagement with Games

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