Nicole Lazzaro of XEODesign presents Using Fun to Drive Social Distribution of iPhone Games. At the iGames Summit March 19, 2009 in San Francisco Tilt Sneak Peek: http://youtube.com/xeodesign

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

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?

9. Participation is Easy

10. Massively Social Online Game how can we make a game the whole world would play?

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

19. Tilt Factor

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

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

30. Serious Fun: Brain Baths

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/

34. Wakes up

35. Wakes up

36. Wakes up

37. Wakes up

38. Wakes up

40. Viral Distribution ties Social Mechanics and Global Play

41. MMO MSO Lazzaro GDC 2008

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

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

49. World at night