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4 Most Important Emotions to Monetize Free to Play Games

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Great casual gameplay creates strong emotions that AB testing and traditional marketing methods can't measure. Other methods can and developers that access player emotions early in game development can innovate monetization mechanics with much less risk.

Beyond level packs and ammo, players crave specific emotions in exchange for their hard earned cash. Come find out how games such as Candy Crush Saga, Bejewled Blitz, and My Singing Monsters go beyond emotions like fiero and schadenfreude to motivate players to play.

Publicada em: Diversão e humor, Esportes
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4 Most Important Emotions to Monetize Free to Play Games

  1. 1. www.xeodesign.com © 2013 XEODesign, Inc. XEODesign: Putting Emotion in Play The 4 Most Important Emotions for Free to Play Games: Increase Purchasing with Emotions from Play www.xeodesign.com ©2013 XEODesign Inc. 1@NicoleLazzaro Nicole Lazzaro XEODesign, Inc. Casual Connect, San Francisco July 31, 2013
  2. 2. www.xeodesign.com © 2013 XEODesign, Inc. 20 Years of Player Experience Research and Design 2 100 Million Player Experiences XEODesign
  3. 3. www.xeodesign.com © 2013 XEODesign, Inc. 3 Player Experience Consulting Player TestingDesign Reviews PlayShopsGame DesignMobile Apps
  4. 4. www.xeodesign.com © 2013 XEODesign, Inc. Free = Downloads x 1,000 www.xeodesign.com 4 The Good News About F2P
  5. 5. www.xeodesign.com © 2013 XEODesign, Inc. < 1% $ www.xeodesign.com 5 Trouble is…
  6. 6. www.xeodesign.com © 2013 XEODesign, Inc. • Engagement loops to drive purchases • These are the same action>emotion pairs that drive play www.xeodesign.com 6 What’s Working
  7. 7. www.xeodesign.com © 2013 XEODesign, Inc. • Multiple loops increase the number of engagement points • Keep players engaged in activities related to purchases www.xeodesign.com 7 Emotion Increases Engagement
  8. 8. www.xeodesign.com © 2013 XEODesign, Inc. www.xeodesign.com 8 Emotion Increases Engagement Curiosity Fiero Amusement Desire Let’s pull out 4 of these loops and examine the emotions that drive them
  9. 9. www.xeodesign.com © 2013 XEODesign, Inc. The 4 Keys to Fun Create Engagement with Play 9 XEODesign
  10. 10. www.xeodesign.com © 2013 XEODesign, Inc. Emotion During Play Depended on Type of Activity CuriosityFiero Watched Player Emotions to Measure Kinds of Engagement DesireAmusement Emotions 1. Focus 2. Remember 3. Decide 4. Perform 5. Learn
  11. 11. www.xeodesign.com © 2013 XEODesign, Inc. Categorized Most Engaging Moments by Player Emotion 11 Player’s Favorite Moments Created Many Kinds of Emotions Wonder Surprise Curiosity Relax Desire Excite Schadenfreude Amusement Naches Frustration Fiero Relief Positive Engagement
  12. 12. www.xeodesign.com © 2013 XEODesign, Inc. Identified Actions that Created Engagement Mechanics 12 Player Choices Create Many Kinds of Emotions Wonder Surprise Curiosity Relax Desire Excite Schadenfreude Amusement Naches Frustration Fiero Relief Positive Engagement Actions Actions Actions Actions
  13. 13. www.xeodesign.com © 2013 XEODesign, Inc. Created Map of Action > Emotion Pairs for Designing Engagement 13 How Game Mechanics Create Engagement Wonder Surprise *Curiosity Relax *Desire Excite Schadenfreude *Amusement Naches Frustration *Fiero Relief Positive Engagement Hard Fun People Fun Easy Fun Serious Fun
  14. 14. www.xeodesign.com © 2013 XEODesign, Inc. 4 Keys To Engagement Novelty, Challenge, Friendship, Meaning 14 1. Easy Fun: Exploration Fantasy Creativity 2. Hard Fun: Goal Obstacle Strategy 3. People Fun: Communication Cooperation Competition 4. Serious Fun: Collection Rhythm Completion 4 Kinds of Player Actions that Create Emotion that Drives Play
  15. 15. 15 Free to Download: 4K2F.com
  16. 16. www.xeodesign.com © 2013 XEODesign, Inc. 1. Appearance 2. Functional 3. Progress 4. Unlocks $ www.xeodesign.com 16 Why Do Players Spend Money? Best Performing Games Design the Emotions Around Sales
  17. 17. www.xeodesign.com © 2013 XEODesign, Inc. Let’s Look Deeper Emotions from Gameplay that Drive Player Spending 17 Psychology of Fun Understand What Makes Spending Fun
  18. 18. www.xeodesign.com © 2013 XEODesign, Inc. Players Spend to Explore, Compete, Socialize, and Collect 18 4 Emotions Increase Player Purchases
  19. 19. www.xeodesign.com © 2013 XEODesign, Inc. Players Pay in Order to 19 These Emotions Trigger Purchasing Behavior in Different Ways Wonder Surprise Curiosity Relax Desire Excite Schadenfreude Amusement Naches Frustration Fiero Relief Emotions Engage Players to Purchase Compete Socialize Explore Collect
  20. 20. www.xeodesign.com © 2013 XEODesign, Inc. 1. Curiosity Encourage Exploration of Store 20 Easy Fun of Exploration and Role Play Curiosity
  21. 21. www.xeodesign.com © 2013 XEODesign, Inc. www.xeodesign.com 21Tell Story with Description, Jet Pack Joy Ride
  22. 22. www.xeodesign.com © 2013 XEODesign, Inc. 2. Fiero! o/ Opportunity to Compete and Win 22 Hard Fun of Challenge and Mastery Fiero
  23. 23. www.xeodesign.com 23Earn the Right to Spend, Candy Crush
  24. 24. www.xeodesign.com © 2013 XEODesign, Inc. www.xeodesign.com 24Cheat! Counterfeit Machine, Jet Pack Joy Ride
  25. 25. www.xeodesign.com © 2013 XEODesign, Inc. www.xeodesign.com 25Buy More to Unlock More, Jet Pack Joy Ride
  26. 26. www.xeodesign.com © 2013 XEODesign, Inc. www.xeodesign.com 26Shopping Missions, Jet Pack Joy Ride
  27. 27. www.xeodesign.com © 2013 XEODesign, Inc. Shopping for currency is a game www.xeodesign.com 27Conversion Rate Strategy, Tiny Towers
  28. 28. www.xeodesign.com © 2013 XEODesign, Inc. 3. Amusement Money Erodes Trust 28 People Fun of Friendship and Social Bonds Amusement
  29. 29. www.xeodesign.com © 2013 XEODesign, Inc. www.xeodesign.com 29Bee Suits Create Amusement, Tiny Towers
  30. 30. www.xeodesign.com © 2013 XEODesign, Inc. • Social comparison drives need for spending in game • Make this amusing to encourage sharing www.xeodesign.com 30Compare Friends, Tiny Towers
  31. 31. www.xeodesign.com © 2013 XEODesign, Inc. Make Fun to Share www.xeodesign.com 31Amusement and Embarrassment, Farmville
  32. 32. www.xeodesign.com © 2013 XEODesign, Inc. 4. Desire Increase Perception of Value 32 Serious Fun of Meaning and Value Desire
  33. 33. www.xeodesign.com © 2013 XEODesign, Inc. 33 Serious Fun: Create Meaning Increase Value: Tactile Impressions of Worth
  34. 34. www.xeodesign.com © 2013 XEODesign, Inc. www.xeodesign.com 34Free Coins and Items, Jet Pack Joy Ride
  35. 35. www.xeodesign.com © 2013 XEODesign, Inc. Summary 35 The 4 Keys to Fun
  36. 36. www.xeodesign.com © 2013 XEODesign, Inc. www.xeodesign.com 36 1. Make the Store Fun Easy Fun: Curiosity Hard Fun: Fiero
  37. 37. www.xeodesign.com © 2013 XEODesign, Inc. • Candy Candy Crush Saga 1. Earn the right to purchase 2. Can play through www.xeodesign.com 37 2. Play to Progress (as Well as Pay) Hard Fun: Fiero
  38. 38. www.xeodesign.com © 2013 XEODesign, Inc. Tiny Towers 1. Avatar and World Customization 2. Role Play www.xeodesign.com 38 3. Customization People Fun: Amusement
  39. 39. www.xeodesign.com © 2013 XEODesign, Inc. Jet Pack Joy Ride 1. Generosity 2. End of Level Spin Unlocks Coins and Items www.xeodesign.com 39 4. Show Player You Care Serious Fun: Desire
  40. 40. www.xeodesign.com © 2013 XEODesign, Inc. Make Purchasing Part of the Play XXX 40 In Other Words The 4 Keys to Fun 1. Explore 2. Compete 3. Socialize 4. Collect Emotions 1. Focus 2. Remember 3. Decide 4. Perform 5. Learn
  41. 41. www.xeodesign.com © 2013 XEODesign, Inc. Use Emotion to Drive Purchases 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!
  42. 42. www.xeodesign.com 42

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