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DESIGNING GAMES<br />for “the 43-year-old woman”<br />Chris Trottier, Zynga<br />
“<br />average social gamer is a 43-year-old woman <br />Information Services Group / Popcap Study, 2010<br />Bejewelled 3...
I am a woman.<br />I am 42.<br />I am a mom. <br />
more importantly…<br />
I am a game designer.<br />I am not a gamer.<br />
When I say “not a gamer,” I mean…<br />
When we invite people over…<br />We do this. <br />But not this. <br />
In my world…<br />dice have six sides. <br />exclusively.<br />
If there were a spectrum…<br />GAMER<br />NOT A GAMER<br />
Touchy Ground<br />This is very subjective.<br />There is no ONE 43-yr-old woman. <br />Most female game developers would ...
We’ve experienced a sea change<br />re: whose mindshare we have access to<br />
Ten Years Ago…<br />HARDCORE<br />GAMERS<br />GAMERS<br />CASUAL <br />GAMERS<br />Passionate about games<br />Opportunist...
Suddenly, we’re under the noses of EVERYONE<br />“a friend of yours played a game…”<br />
HARDCORE<br />GAMERS<br />GAMERS<br />CASUAL <br />GAMERS<br />“ACCIDENTAL” GAMERS<br />Don’t seek out games but will play...
We’re spoiled.<br />We are used to making games for a captive audience.<br />
Understanding (and Respecting)<br />the Accidental Gamer<br />
“What should I do for fun?”<br />choices, choices…<br />
Computer time is also crowded.<br />
(But those are people with leisure time.)<br />Let’s talk about moms.<br />
In the game of raising kids…<br />Energy<br />Brain Power<br />Composure<br />these are your resources.<br />
Kids have Al states  behavior<br />breakdown<br />distress<br />cease fire<br />cuddly<br />With a gravity well at the bo...
You WANT to spend resource on progressionMore often spending it on disaster avoidance and basic maintenance.<br />Energy<b...
Non-linear day<br />WAHHHHHHHHHH!!!!!<br />MOM!!<br />Where’s a changing table? Shit.<br />DIAPER GROSS-OUT!<br />Shit, wh...
Repair<br />Remember<br />Regroup<br />Restrategize<br />This is when it makes sense for me to game.<br />Naptime is speci...
When I game, I don’t want to be: <br />Bothered<br />Hassled<br />Challenged<br />I’m already good for all that stuff, thx...
A game for moms would be wise to…<br />Pour her a proverbial glass of wine<br />Expect little<br />Be charming<br />…be ea...
The Art of Woo<br />
TOP 10 DEAL-BREAKERS<br />
#10 WORK TO PLAY<br />
Day 1 No-No’s<br />
#9 EYE-HAND COORDINATION<br />
Donkey Kong, Nintendo <br />LOVE this game. (I just lose all the time.)<br />
#8 DUDE FICTIONS<br />
Orcs, dungeons, warfare, guns, Armageddon, space ships, sci-fi, aliens<br />
#7 PINKY-PINK<br />
Note: these mega-hits are not pink!<br />The Sims 2, Electronic Arts<br />FarmVille, Zynga<br />Players quick to call thin...
#6 RIGID TIMING<br />
Mommy’s busy helping her guild right now.<br />
My free time is not predictable.<br />live events<br />tournaments<br />raid schedule<br />I can’t/won’t schedule my day a...
Contradiction?<br />An appointment *I* make<br />With a big, big buffer<br />
#5 STUCK POINTS<br />
Zork, Infocom<br />Day of the Tentacle, Lucas Arts<br />Lemmings, DMA Design<br />Loved these. Got stuck. Stopped.<br />
#4 STRANGERS<br />
Strangers are intimidating<br />
They act weird.<br />And talk like they’re in secret clubs.<br />
#3 GADGETRY<br />
Uhhh?<br />Errr?<br />Or????<br />Quick, grab your sword and swing while jumping!!<br />
Applies to UI too<br />EACH PIECE of info adds a reason to not engage.<br />
#2 THE MERE SCENT OF A RIGHT/WRONG CHOICE<br />
FarmVille, Zynga<br />Players got stuck at this step until we REMOVED info re: # friends with that specialty.<br />
#1 3D CAMERA<br />
Real-life 3D navigation is not a problem. <br />3D game navigation is a BIG problem.<br />
Rule of thumb: <br />if my BODY doesn’t rotate, the world hasn’t rotated.<br />
TOP 11 TURN-ONS<br />
#11 REAL-WORLD VALUE<br />
What is this doing for me?<br />Am I wasting my time?<br />Player will ask themselves this every so often. <br />
not necessarily #1 consideration for moms<br />fun<br />
Creative outlet<br />Keep connected<br />“<br />Good for others<br />more than 80 percent of social gamers [report] that p...
#10 HELP ME EXPRESS MYSELF<br />
Could be really simple<br />An impressive score<br />A clever name<br />An aesthetic preference<br />CityVille, Zynga<br /...
FarmVille, Zynga<br />The Sims Online, Maxis/EA<br />Hard to beat a satisfying deco play<br />
#9 KEEP EVOLVING<br />
The Sims 2, Maxis/EA<br />The Sims, Maxis/EA<br />FrontierVille, Zynga<br />Continued surprise<br />
FarmVille, Zynga<br />Mafia Wars, Zynga<br />Same core, different twist<br />
This is not yet being solved well.<br />This is a problem for game designers.<br />Happy long-term committed relationship!...
#8REAL-WORLD FANTASY<br />
Skype<br />IMVU<br />vSide<br />Pogo, Electronic Arts<br />The Sims 2, <br />Electronic Arts<br />My avatars: me, with a s...
YoVille, <br />Zynga<br />FrontierVille, Zynga<br />FarmVille, <br />Zynga<br />YoVille, <br />Zynga<br />“Fantasy” = real...
what I’m grinding on in FarmVille right now. <br />
Beauty Pageant? Really?<br />Over-the-top Christmas<br />The Sims Online, Maxis/EA<br />FarmVille, Zynga<br />Life, unboun...
#7REFLECTS MY PEOPLE<br />
Cool, I hired Mark Pincus!<br />Thanks, Mags.<br />FrontierVille, Zynga<br />Restaurant City, PlayFish/EA<br />
sister<br />???<br />Friend from spore<br />???<br />Friend of friend<br />???<br />Former boss<br />???<br />High school ...
Bijou Phillips<br />
#6BIG-DEAL MILESTONES<br />
The Sims 2, Maxis/EA<br />The Sims 2, Maxis/EA<br />The Sims 2, Maxis/EA<br />FICTIONALLY meaningful = as important as fun...
FrontierVille, Zynga<br />
#5WANTING, GETTING, HAVING<br />
Wanting and not having is wonderful<br />But getting is also bliss<br />
FarmVille, Zynga<br />
Important: has to be something I can actually **WANT**!<br />
FarmVille players are DEEPLY motivated by crop mastery signs. <br />(Newsflash: not because of the buff.)<br />
#4SATISFYING CORE ACTION<br />
Fairway Solitaire, Big Fish Games<br />
Diner Dash, PlayFirst<br />Moments of “all done.” “All’s right.” Chaos management.<br />
FarmVille, Zynga<br />
A “to do” list where I make actual progress<br />
#3 SIMPLE PLEASURES<br />
Social City, Playdom<br />CityVille, Zynga<br />FarmVille, Zynga<br />
Sims jealousy hack got more mileage than any other piece of AI<br />
#2 YUMMY ON THE EYES<br />
Chuzzle,<br />PopCap<br />STYLE<br />
Plants vs. Zombies, PopCap<br />Petville, Zynga<br />
FarmVille, Zynga<br />Gorgeous, juicy, happy<br />
Mystery Case Files,<br />Big Fish Games<br />“Intriguing”<br />
#1 NICE TO TOUCH<br />
FarmVille, Zynga<br />
FrontierVille, Zynga<br />
Zuma, PopCap Games<br />Chuzzle, PopCap Games<br />
Wrap-Up<br />
Games for Gamers<br />Wind-me-up<br />Challenging<br />Intense<br />Realistic<br />Fast-paced<br />Competitive<br />Hard-c...
Games for Everyone<br />Collaborative<br />Charming<br />Beautiful<br />Useful<br />Satisfying<br />Relaxing<br />Rewardin...
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Designing Games for "the 43-year-old woman"

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Chris Trottier, Zynga, GDC 2011

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Designing Games for "the 43-year-old woman"

  1. 1.
  2. 2. DESIGNING GAMES<br />for “the 43-year-old woman”<br />Chris Trottier, Zynga<br />
  3. 3. “<br />average social gamer is a 43-year-old woman <br />Information Services Group / Popcap Study, 2010<br />Bejewelled 3’s Launch Party <br />
  4. 4. I am a woman.<br />I am 42.<br />I am a mom. <br />
  5. 5. more importantly…<br />
  6. 6. I am a game designer.<br />I am not a gamer.<br />
  7. 7. When I say “not a gamer,” I mean…<br />
  8. 8. When we invite people over…<br />We do this. <br />But not this. <br />
  9. 9. In my world…<br />dice have six sides. <br />exclusively.<br />
  10. 10. If there were a spectrum…<br />GAMER<br />NOT A GAMER<br />
  11. 11. Touchy Ground<br />This is very subjective.<br />There is no ONE 43-yr-old woman. <br />Most female game developers would disagreewith me.<br />I speak for myself, not for Zynga.<br />
  12. 12. We’ve experienced a sea change<br />re: whose mindshare we have access to<br />
  13. 13. Ten Years Ago…<br />HARDCORE<br />GAMERS<br />GAMERS<br />CASUAL <br />GAMERS<br />Passionate about games<br />Opportunistic play of traditional games, consoles<br />FIND games they enjoy on the web<br />And break-outs were <br />very exceptional<br />We made games for people who were… INTO games!<br />
  14. 14. Suddenly, we’re under the noses of EVERYONE<br />“a friend of yours played a game…”<br />
  15. 15. HARDCORE<br />GAMERS<br />GAMERS<br />CASUAL <br />GAMERS<br />“ACCIDENTAL” GAMERS<br />Don’t seek out games but will play them when they come to them.<br />And we’re finding all kinds of people who didn’t know they were into games.<br />
  16. 16. We’re spoiled.<br />We are used to making games for a captive audience.<br />
  17. 17. Understanding (and Respecting)<br />the Accidental Gamer<br />
  18. 18. “What should I do for fun?”<br />choices, choices…<br />
  19. 19. Computer time is also crowded.<br />
  20. 20. (But those are people with leisure time.)<br />Let’s talk about moms.<br />
  21. 21. In the game of raising kids…<br />Energy<br />Brain Power<br />Composure<br />these are your resources.<br />
  22. 22. Kids have Al states  behavior<br />breakdown<br />distress<br />cease fire<br />cuddly<br />With a gravity well at the bottom<br />
  23. 23. You WANT to spend resource on progressionMore often spending it on disaster avoidance and basic maintenance.<br />Energy<br />Brain Power<br />Composure<br />Resource are frequently TAPPED OUT.<br />
  24. 24. Non-linear day<br />WAHHHHHHHHHH!!!!!<br />MOM!!<br />Where’s a changing table? Shit.<br />DIAPER GROSS-OUT!<br />Shit, why is she getting so pissy?<br />Look up this rash on the web.<br />Need more diaper cream!<br />Need to pack pad in the bag!!!<br />Clean up that spaghetti on the wall.<br />Doc says try rice milk…<br />
  25. 25. Repair<br />Remember<br />Regroup<br />Restrategize<br />This is when it makes sense for me to game.<br />Naptime is special<br />
  26. 26. When I game, I don’t want to be: <br />Bothered<br />Hassled<br />Challenged<br />I’m already good for all that stuff, thx.<br />
  27. 27. A game for moms would be wise to…<br />Pour her a proverbial glass of wine<br />Expect little<br />Be charming<br />…be easy to love.<br />
  28. 28. The Art of Woo<br />
  29. 29. TOP 10 DEAL-BREAKERS<br />
  30. 30. #10 WORK TO PLAY<br />
  31. 31. Day 1 No-No’s<br />
  32. 32. #9 EYE-HAND COORDINATION<br />
  33. 33. Donkey Kong, Nintendo <br />LOVE this game. (I just lose all the time.)<br />
  34. 34. #8 DUDE FICTIONS<br />
  35. 35. Orcs, dungeons, warfare, guns, Armageddon, space ships, sci-fi, aliens<br />
  36. 36. #7 PINKY-PINK<br />
  37. 37. Note: these mega-hits are not pink!<br />The Sims 2, Electronic Arts<br />FarmVille, Zynga<br />Players quick to call things “babyish”<br />
  38. 38. #6 RIGID TIMING<br />
  39. 39. Mommy’s busy helping her guild right now.<br />
  40. 40. My free time is not predictable.<br />live events<br />tournaments<br />raid schedule<br />I can’t/won’t schedule my day around a game<br />
  41. 41. Contradiction?<br />An appointment *I* make<br />With a big, big buffer<br />
  42. 42. #5 STUCK POINTS<br />
  43. 43. Zork, Infocom<br />Day of the Tentacle, Lucas Arts<br />Lemmings, DMA Design<br />Loved these. Got stuck. Stopped.<br />
  44. 44. #4 STRANGERS<br />
  45. 45. Strangers are intimidating<br />
  46. 46. They act weird.<br />And talk like they’re in secret clubs.<br />
  47. 47. #3 GADGETRY<br />
  48. 48. Uhhh?<br />Errr?<br />Or????<br />Quick, grab your sword and swing while jumping!!<br />
  49. 49. Applies to UI too<br />EACH PIECE of info adds a reason to not engage.<br />
  50. 50. #2 THE MERE SCENT OF A RIGHT/WRONG CHOICE<br />
  51. 51. FarmVille, Zynga<br />Players got stuck at this step until we REMOVED info re: # friends with that specialty.<br />
  52. 52. #1 3D CAMERA<br />
  53. 53. Real-life 3D navigation is not a problem. <br />3D game navigation is a BIG problem.<br />
  54. 54. Rule of thumb: <br />if my BODY doesn’t rotate, the world hasn’t rotated.<br />
  55. 55. TOP 11 TURN-ONS<br />
  56. 56. #11 REAL-WORLD VALUE<br />
  57. 57. What is this doing for me?<br />Am I wasting my time?<br />Player will ask themselves this every so often. <br />
  58. 58. not necessarily #1 consideration for moms<br />fun<br />
  59. 59. Creative outlet<br />Keep connected<br />“<br />Good for others<br />more than 80 percent of social gamers [report] that playing social games strengthens their relationship with friends, family and colleagues.<br />Information Services Group / Popcap Study, 2010<br />Good for me<br />Relaxes me<br />Brain Age, Nintendo<br />Wii Fit, Nintendo<br />
  60. 60. #10 HELP ME EXPRESS MYSELF<br />
  61. 61. Could be really simple<br />An impressive score<br />A clever name<br />An aesthetic preference<br />CityVille, Zynga<br />Bejewelled Blitz, PopCap Games<br />FarmVille, Zynga<br />
  62. 62. FarmVille, Zynga<br />The Sims Online, Maxis/EA<br />Hard to beat a satisfying deco play<br />
  63. 63. #9 KEEP EVOLVING<br />
  64. 64. The Sims 2, Maxis/EA<br />The Sims, Maxis/EA<br />FrontierVille, Zynga<br />Continued surprise<br />
  65. 65. FarmVille, Zynga<br />Mafia Wars, Zynga<br />Same core, different twist<br />
  66. 66. This is not yet being solved well.<br />This is a problem for game designers.<br />Happy long-term committed relationship!<br />And, yes, Deeper Mechanics<br />
  67. 67. #8REAL-WORLD FANTASY<br />
  68. 68. Skype<br />IMVU<br />vSide<br />Pogo, Electronic Arts<br />The Sims 2, <br />Electronic Arts<br />My avatars: me, with a stylist<br />
  69. 69. YoVille, <br />Zynga<br />FrontierVille, Zynga<br />FarmVille, <br />Zynga<br />YoVille, <br />Zynga<br />“Fantasy” = real life + costume party<br />
  70. 70. what I’m grinding on in FarmVille right now. <br />
  71. 71. Beauty Pageant? Really?<br />Over-the-top Christmas<br />The Sims Online, Maxis/EA<br />FarmVille, Zynga<br />Life, unbound<br />
  72. 72. #7REFLECTS MY PEOPLE<br />
  73. 73. Cool, I hired Mark Pincus!<br />Thanks, Mags.<br />FrontierVille, Zynga<br />Restaurant City, PlayFish/EA<br />
  74. 74. sister<br />???<br />Friend from spore<br />???<br />Friend of friend<br />???<br />Former boss<br />???<br />High school nemesis<br />???<br />Fascinating<br />Totally boring<br />
  75. 75. Bijou Phillips<br />
  76. 76. #6BIG-DEAL MILESTONES<br />
  77. 77. The Sims 2, Maxis/EA<br />The Sims 2, Maxis/EA<br />The Sims 2, Maxis/EA<br />FICTIONALLY meaningful = as important as functionally meaningful<br />
  78. 78. FrontierVille, Zynga<br />
  79. 79. #5WANTING, GETTING, HAVING<br />
  80. 80. Wanting and not having is wonderful<br />But getting is also bliss<br />
  81. 81. FarmVille, Zynga<br />
  82. 82. Important: has to be something I can actually **WANT**!<br />
  83. 83. FarmVille players are DEEPLY motivated by crop mastery signs. <br />(Newsflash: not because of the buff.)<br />
  84. 84. #4SATISFYING CORE ACTION<br />
  85. 85. Fairway Solitaire, Big Fish Games<br />
  86. 86. Diner Dash, PlayFirst<br />Moments of “all done.” “All’s right.” Chaos management.<br />
  87. 87. FarmVille, Zynga<br />
  88. 88. A “to do” list where I make actual progress<br />
  89. 89. #3 SIMPLE PLEASURES<br />
  90. 90. Social City, Playdom<br />CityVille, Zynga<br />FarmVille, Zynga<br />
  91. 91. Sims jealousy hack got more mileage than any other piece of AI<br />
  92. 92. #2 YUMMY ON THE EYES<br />
  93. 93. Chuzzle,<br />PopCap<br />STYLE<br />
  94. 94. Plants vs. Zombies, PopCap<br />Petville, Zynga<br />
  95. 95. FarmVille, Zynga<br />Gorgeous, juicy, happy<br />
  96. 96. Mystery Case Files,<br />Big Fish Games<br />“Intriguing”<br />
  97. 97. #1 NICE TO TOUCH<br />
  98. 98. FarmVille, Zynga<br />
  99. 99. FrontierVille, Zynga<br />
  100. 100. Zuma, PopCap Games<br />Chuzzle, PopCap Games<br />
  101. 101. Wrap-Up<br />
  102. 102. Games for Gamers<br />Wind-me-up<br />Challenging<br />Intense<br />Realistic<br />Fast-paced<br />Competitive<br />Hard-core<br />Twitchy<br />Complex<br />
  103. 103. Games for Everyone<br />Collaborative<br />Charming<br />Beautiful<br />Useful<br />Satisfying<br />Relaxing<br />Rewarding<br />Expressive<br />Connected<br />Intuitive<br />Intriguing<br />Unstressed<br />
  104. 104. We can do better.<br />unwind<br />rewarding over time<br />feel good about<br />essential appeal<br />
  105. 105. | thank you!<br />

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