4 Keys to Fun The Psychology of Engagement Samsung Developers Conference 2015

1. XEODesign 4 Keys to Fun the Psychology of Engagement November 13, 2014 Samsung Developer Conference 2014 www.samsungdevcon.com @NicoleLazzaro nlazzaro@xeodesign.com XEODesign.com #SDC2014

5. XEODesign© 2014 XEODesign, Inc. All Rights Reserved Nicole Lazzaro Expert on Games and Engagement Fun Consultant •  Game Design •  Psychology of Emotion •  Programmer/Filmmaker •  Design Innovation •  Analyst Making Technology Fun

6. XEODesign© 2014 XEODesign, Inc. All Rights Reserved 1 Billion Served Games offer many benefits: retention, engagement, and monetization. XEODesign helps 100,000’s of leading publishers, Fortune 100’s, and developers improve their business results through 22 years of design consulting, research, and industry leading best practices. More at: xeodesign.com

7. Unlock Human Potential Through PlayXEODesign ®

8. iOS Game Planted 16 Thousand TreesXEODesign ®

9. 22 Years Asked the QuestionXEODesign ®

10. Where’s the Fun?XEODesign ® WTF?

11. Measured Emotion on Players FacesXEODesign ® The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the ﬁle again. If the red x still appears, you may have to delete the image and then insert it again. The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the ﬁle again. If the red x still appears, you may have to delete the image and then insert it again.

12. Novelty Challenge Friendship MeaningXEODesign ®

17. XEODesign© 2014 XEODesign, Inc. All Rights Reserved Interaction Design Traditional UX design is linear and does not design for re-engagement. Emotion Loops XEODesign employs cutting edge game inspired interaction design techniques to create innovative systems that motivate repeat use. How XEODesign WorksHow do you design engagement? XEODesign applies game thinking, neuroscience, and activity loops from the 4 Keys to Fun to design systems for engagement. Our solutions keep your customers coming back. Emotion

18. Emotion Now an Interaction Design ToolXEODesign ®

19. Cubicles are Cages for PeopleXEODesign ®

20. Emotion Provides Intrinsic MotivationXEODesign ®

21. User Experience vs. Player ExperienceXEODesign ®

22. Activity Loops Create EmotionXEODesign ®

24. XEODesign© 2014 XEODesign, Inc. All Rights Reserved Putting Emotion into Play The 4 Keys allows interaction designers the ability to target specific emotions in players and keep them playing. This increases retention, engagement, and social sharing, Leading Model for Gamification The 4 Keys is a proven predictive model for how player action crates what’s fun about games. 100,000 Downloads Leading developers around the world have downloaded the 4 Keys. It part of virtually every game design curriculum. How Games Create Engagement Captures the essence of how games use emotion from action to increase user engagement. “Every designer should learn to read this language.” Will Wright, Creator of The Sims Free download 4K2F.com The 4 Keys to Fun XEODesign’s predictive actionable groundbreaking model on what makes games fun, carefully dissected players favorite moments to unlock the secret of how games create engagement.

25. Easy Fun > CuriosityXEODesign ®

28. Easy Fun: Controls, Creativity, Exploration, FantasyXEODesign ®

29. Easy FunXEODesign ®

32. Easy Fun: ExploratoriumXEODesign ®

33. Easy Fun: Controls, Creativity, Exploration, FantasyXEODesign ®

34. 1. Controls 2. Creativity 3. Exploration 4. Fantasy Easy Fun > Curiosity Wonder SurpriseXEODesign ®

36. Challenge!!!XEODesign ®

37. Hard Fun > Fiero o/XEODesign ®

38. “I always know how my husband feels about a game. If he screams, “I hate it! I hate it! I hate it!” I know he will finish it & buy version 2.” ~ wife of a hard core game player Hard Fun > Fiero o/XEODesign ®

42. Hard Fun - Come Back to Master More FeaturesXEODesign ®

43. 1. Goals 2. Obstacles 3. Strategy & Skills Hard Fun > Frustration, Fiero o/ , ReliefXEODesign ®

47. People Fun > AmusementXEODesign ®

51. People FunXEODesign ®

55. People Fun > Amusement, Schadenfreude, AmiciXEODesign ®

56. %%%&'(")(*+,-&."/$ 1.  Communicate 2.  Cooperate 3.  Compete People Fun > Amusement, Schadenfreude, AmiciXEODesign ®

60. Serious Fun > ExcitementXEODesign ®

64. Serious Fun Enhances the WinXEODesign ®

65. Serious Fun: Swiffer & Candy Crush = Same GameXEODesign ®

66. Amplify the Reward: Asana Celebrations GameXEODesign ®

68. 72 1.  Collect 2.  Complete 3.  Repeat 4.  Rhythm Serious Fun > Desire, Excitement, LearningXEODesign ®

69. 734 Keys to Increasing EngagementXEODesign ® Easy Fun Hard FunPeople Fun Serious Fun

70. Serious Fun Tilt World Plants Trees iOSXEODesign ®

71. XEODesign© 2014 XEODesign, Inc. All Rights Reserved The Four KeysThe rules for increasing engagement with play A Few Game Design Rules 1.  Easy Fun . Simplify world . Amplify the feedback 2.  Hard Fun . Clear goals achievable steps . New strategies 3.  People Fun . Offer social interaction 4.  Serious Fun . Suspend consequences . Create meaning

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4 Keys to Fun The Psychology of Engagement Samsung Developers Conference 2015

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